Nike’s Business-Level Strategies: How They Have Changed the Nature of Industry Competition

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Business level strategies are plans that a firm forms to describe and project how it intends to build a sustainable competitive advantage, over its competitors in a discrete market (Furrer, 2010, p. 1). These strategies have changed the nature of competition in industries, and paved way for further developments in product quality and cost. Business level strategies employed by Nike work mainly in two forms, that is, competitive strategies and corporative strategies (Furner, 2010, p. 1). By looking at the different business level strategies Nike has employed, this essay will explain how it has had such a massive impact in the Sports and Apparel industry it now leads.

Nike has been in existence for some reasonable period of time, since 1957 when Phil Knight and Bill Bowerman came up with the idea of making quality shoes (Dermesropian, Drago, & Lopez, 2004). It borrows its name from an ancient Greek goddess, Nike, which translates to mean victory (Dermesropian et al., 2004). Nike has now evolved into a global company that deals in the process of designing, developing, and marketing of the apparels, sports products and footwear, among others to a global network of markets.

Nike possesses a leading position as a supplier of sports products in the international market. The Sports and Apparel industry is the most competitive, characterized with participants like Reebok, Addidas, and so forth (Lipsey, 2006, p. 103). Nike having been around for some time has managed to outdo its rivals by having an immense possession of competition in this industry brought about by the unique business level strategy it has. Nikes business level strategy has three major components, that is, cost leadership, management of industry segment and product di...

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...they are, and how much other countries love their products. Nike's business-level strategy has made a revolution in the related industry through totally satisfying the customers, and setting the pace for competition in the industry. Nike has changed the industry competition for the positive, and set the pace for the other organizations to embrace.

Works Cited

Dermesropian, R., Drago, J. A., & Lopez, T. (2004, April 4). Nike. Retrieved from

Furrer, O. (2010). Corporate level strategy: Theory and applications. 270 Madison Ave, NY: Routledge Publishers.

Lipsey, R. A. (2006). The sporting goods industry: History, practices, and products. Jefferson, NC: McFarland & Company, Inc.

Wong, G. M. (2008). The comprehensive guide to careers in sports. Sudbury, MA: Jones and Bartlett Publishers.
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