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Introduction of nike company
Sustainable competitive advantage
Introduction and Brief History of Nike company
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The Swoosh is one of the most iconic brand logos in the world. When people see it, they recognize Nike: largest supplier of athletic shoes, apparel, equipment and accessories. Originally founded as Blue Ribbon Sports in 1964 by Phil Knight and Bill Bowerman, the company bases its world headquarters in Beaverton, Oregon, and has more than 700 retail stores worldwide. I currently work for Nike at one of the retail stores in San Diego. The company is constantly growing and there are many opportunities to grow along with it. I plan on being a part of Nike for a long time, which is why I selected this particular company. Nike’s mission is “to bring inspiration and innovation to every athlete in the world.” The company is second to none in the athletic footwear, apparel, and equipment industry. It takes many years to build a competitive advantage, but Nike has established several dimensions that separate them from the competition. Along with brand recognition, product development and differentiation are some of Nike’s most competitive dimensions. The innovation that goes into designing foo...
"Nike." Columbia Electronic Encyclopedia, 6th Edition 1. Academic Search Premier, EBSCOhost (accessed November 6, 2009).
In an increasingly competitive market with strong rivals such as Reebok, Adidas, Nike’s latest strategy is offering consumers the shoes they desire. This is done by providing customers with the option of designing their own shoes. At Nikeid.c...
Whenever you think of Nike, most people are familiar with it. Nike Inc., which was established in 1978, is one of the most incredible brands in the industry still till this day. Its famous swoosh logo accumulates up to 17 billion dollars annually. It’s rather expensive to most but affordable to some people. The popularity of the brand still pressures the lower middle classes to purchase the Nike swoosh. Nike also sponsors many high-profile athletes and sports teams around the world, with the highly recognized trademarks of "Just Do It" and the Swoosh logo.
At the meeting, management revealed plans to address both top-line growth and operating performance. To boost revenue, the company would develop more athletic-shoe products in the midpriced segment3a segment that Nike had overlooked...
¬¬The Nike Custom Kiosk Marketing Plan will solve this issue, with technology that is existent. Nike has an opportunity to utilize their custom apparel service for students that are already apart of Nike’s target audience. The Marketing Plan allows for Nike to expand their custom apparel service to their affiliated universities, by placing custom apparel kiosks in book stores and stadium shops. These Kiosks can be easily accessed by students who seek to customize a wide range of Nike products with school logos, colors, etc. This kiosk will allow any student to purchase from their university bookstore via credit card or for example, Jacket Express card. The products will then be mailed to their on-campus address or home address (whichever the student chooses). This allows students to purchase their products conveniently.
There are about seven billion people in the world. Individuality distinguishes everyone from other people. However, with the development of commerce, advertisement for products which becomes much widespread are influencing people’s individuality. Some advertised products which are designed for normal consumers decrease people’s individuality. Meanwhile, some other products that have been advertised to those at a very high social level make them more of individuality.
Nike Incorporated is the number one leading sportswear and equipment provider in the world. They manufacture anything from casual clothes to sports equipment, shoes to socks, and basketballs to golf balls. As a result of its massive success, Nike employs nearly 30,000 people worldwide while manufacturing in 700 shops around the globe and has 45 offices outside the United States. Its extensive reach into the global market has Nike producing more exclusive products than any other manufacturer in the world. Nike’s headquarters is located in the metropolitan area of Portland, Oregon.
Nike’s goal is to remain unique and different from others in terms of the items offered on the market. Arguably, Nike belongs to a monopolistically competitive market as there only a few organizations with the ability to regulate the amount charged for their product which means they cannot make their prices high as this is likely to make customers move on to other available choices (Nike, Inc., 2012). However, Nike can find a balance between the prices to charge for their products and remaining competitive with other companies in the industry. Nike has formed a distinction between the appearance and performance of their footwear and that of their competitors. Although products are differentiated from other companies, they still influence each other because they are items of the same
Many global companies like Nike, Inc. are seen as role models both in the market place as well as in society in large. That is why they are expected to act responsibly in their dealings with humanity and the natural world. Nike benefits from the global sourcing opportunities, therefore areas such as production and logistics have been outsourced to partner companies in low-wage countries like China, Vietnam, Indonesia and Thailand. As a result the company is limited nowadays to its core competencies of Design and Marketing.
The Swoosh logo was created by Caroline Davidson in 1971. Davidson was asked by Phil Knight, co-founder of Nike, to create a logo that could be placed on the side of the shoe. She gave him the Swoosh, and he in return gave her $35.00. When the Swoosh is inverted and placed next to the wing of The Nike of Samoth...
Nike was established in 1957 by a coach and an athlete. The two went on to establish the most successful footwear company in the world. Bill Bowerman and Phil Knight are the two founders. From 1961 to 1971, Knight joined with a Japanese company named Tiger. He thought that the company would end Germany’s domination over the footwear industry. When he met with the company, they asked what company he represented and Knight came up instantly with the name “Blue Ribbon Sports”. The company would later become Nike. Blue Ribbon’s revenue continued to rise and in 1971, a student names Carolyn Davidson designed the Nike Swoosh symbol for $35. In 1972, Blue Ribbon separated from Tiger and became Nike. The company arrived at the name from the Greek Goddess of victory, Nike. The 2700 employee company went public in 1980. From 1981 to 1991, Nike began to sponsor the top athletes in the world of sports. Nike pursued the likes of athletes such as Carl Lewis and Michael Jordan. Nike Company topped the 107 billion-dollar mark in 1986. The company established the “Just Do It” campaign in 1987. Nike continues to dominate the footwear category not only in the United States, but also in Canada, Japan, and Taiwan.
Athletic clothing companies aggressively compete with one another to carry on their legacy and survive as a business. Consumers are constantly being persuaded by these companies to buy their brand athletic apparel. There are thousands of options, therefore the company with the all around best product often wins the sell. Nike dominates the athletic apparel market and continues, to expand its reaches. Nike’s potential to grow will allow the company to continually lead the industry, and perhaps be the greatest company ever created.
The developmental stages of a successful campaign help to establish the product in the audience’s mind or consciousness. The stages of the Nike campaign can be described by using the Yale Five-Stage Developmental Model. Yale researchers developed this model while observing the growth of national identity. The first stage of this model is identification. Our text states that “Many products and causes develop a graphic symbol or logotype to create identification in the audience’s mind” (p. 264, Larson). The logo Nike is most famous for is “The Swoosh.” This is the term given to the symbol of winged victory that appears on Nike products. “The design of the swoosh logo was inspired by the wing from the Greek goddess Nike” (p. 3, http://shrike.depaul.edu /~mcoscino/word.html). The Nike logo’s presence can be noted in almost every aspect of the athletic world.
Nike is the number one innovator in the world in athletic footwear, apparel, equipment, and accessories. This worldwide company operates in an extremely different organizational structure than other companies, such as Reebok and Adidas. Nike operates tremendous marketing strategies and develops inventive designs to inspire athletes around the world. This company is one of the largest suppliers in the world in athletic footwear and apparel, main producer of sports equipment, and making Nike the most valuable brand among sports companies. The task for Nike is to join diversity and inclusion to encourage ideas and innovation. Around the world, this company is a popular brand.
Nike’s positioning in the market has more of a mass appeal compared to their main competitor Adidas who strive to make products for elite athletes. The positioning strategy for Nike is currently working at a satisfactory level as Nikes global annual sales between 2013-2014 was reported as 27.8 billion (Statista, 2014) compared to Adidas’ 19.95 billion (Statista, 2014). The global market for sports apparel is expected to grow at a compound annual growth rate of 4% between 2012-2019, Nikes compound annual growth rate during 2010-2012 was 12.3% which is an excellent result as the brand’s growth was larger than the market as well as outgrowing Nike’s closest competitors Adidas, Puma and Asics (Forbes,