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In this Case Study Analyses, an objective SWOT Analyses will be done to help identify potential strengths, weaknesses, opportunities, and threats within the Nike Corporation. It will look at the role of promotions as a consumer product company, offer possible promotional objectives, and consider other promotional methods the Nike Corporation may wish to implement in its quest to remain the market leader. History, Development, and Growth From their marketing strategies to their selling philosophies, Nike has developed one of the most recognizable and demanded name and logo tandems ever created. A former University of Oregon track team member, Phil Knight, created Blue Ribbon Sports (a.k.a.BRS) in 1962 when he made a deal with a Japanese shoe company to import their shoe to the United States. In Oregon, the legendary Bill Bowerman, who joined forces with him in 1964 to become the number one company selling athletic shoes, coached Knight. It was Knight’s idea to sell a low cost shoe with a very high quality. Bowerman redesigned the Japanese shoe while Knight acted as the accountant and salesman, pushing their newly crafted sneakers at track meets and local shoe stores. Soon enough, BRS received a credit line and subcontracted it’s own shoe line. The Nike brand was born. Nike, which is the Greek goddess of victory, was born in 1972, when BRS launched its first branded shoe at the U.S. Olympic track and field trials. Over the next decade, the company nearly doubled in size each year. In 1978, BRS officially changed its corporate name to that of the Nike brand. The company signed on tennis great John McEnroe, marathon champions Alberto Salazar and Joan Benoit, and Olympic track star Carl Lewis. By the 1... ... middle of paper ... ...role in that effort. Just as it says in the text, Nike is predestined to be the front-runner in the industry. After all, the company is named after the Greek goddess of victory! References Building Your Brand. (2004). Retrieved December 2, 2005, from http://www.va-interactive.com/inbusiness/editorial/sales/ibt/branding.htmlVirtual Advisor. Nike Fact Sheet. (2005). Retrieved December 2, 2005, from http://www.hoovers.com/nike/--ID__14254--/free-co-factsheet.xhtmlHoover's Inc.. Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill. Hinker. (unknown). Nike and the American Body. Retrieved December 2, 2005, from http://xroads.virginia.edu/~CLASS/am483_97/projects/hincker/nike.html John. (2005, December 2). John's Swoosh Page. Retrieved December 2, 2005, from http://www.trizera.com/jsp/nikehist.htmlJSP.
"Nike." Columbia Electronic Encyclopedia, 6th Edition 1. Academic Search Premier, EBSCOhost (accessed November 6, 2009).
Nike is a major power structure in the global economy, a financial land marketing powerhouse. On every level, they practice diversity, they are socially responsible, and Nike gives back to those who are less fortunate. Nike seems to keep improving on every level of business there innovative and never seem to stop looking for new ideas to keep the consumer excited waiting to see what next. Financially Nike has come from nothing five hundred dollars and an idea. This is what America is made of entrepreneurial-minded individual, which believes in an idea and make it come true with just a few dollars.
After one year of active duty in the Army, Knight went to Stanford Graduate School of Business. There, that’s when he knew that he wanted to become an entrepreneur and in 1962 graduated with a master’s degree in business administration from the school. After graduating, he went to Japan where he discovered a brand of running shoes. He talked to the owner, Mr. Onitsuka and they made a deal where Knight had rights to sell his shoes to the western part of the United States. He had to get a job as an accountant because the shoes weren’t being sent to him for a year. As soon as he got the shoes, he sent some to his running coach Bill Bowerman and Bowerman not only purchased the shoes but he also wanted to be partners with Knight. On January 25, 1964, the partnership was sealed and Blue Ribbon Sports was created. His first major sale came from green Plymouth Valiant automobile and it allowed him to leave his accounting job and fully work at Blue Ribbon Sports. In 1978, an employee mentioned that the company should be called Nike because Nike meant the Greek winged goddess of victory. The famous Nike design came from a student named Carolyn Davidson in 1971. Knight would later
According to Fast Company’s article, The Nike Story? Just Tell It!, when the word “Nike” is heard, people often think of athletes like Michael Jordan. We may also think of Nike’s CEO, Phil Knight. He was a “middle-distance runner”. At first, Knight was just selling shoes out of his car. But later he became Nike’s CEO. Bill Bowerman is Nike’s cofounder and Knight’s running coach, yet few people know who he is. Most people
Nike was first known as Blue Ribbon Sports, founded by University of Oregon track athlete Philip Knight and his coach Bill Bowerman in 1962. It officially became Nike, Inc. in 1978 while taking its name after the Greek goddess of victory. Mark Parker is the current CEO and Phil Knight still continues to hold a position at the top of the organization, as the company Chairman.
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
Nike, Inc or Nike came to be in September 8, 1969. The main focus is to be engaged in the design, expansion, and progression and selling of footwear, apparel, equipment, accessories and services. It is primarily a seller of athletic footwear and athletic apparel worldwide. Nike focuses its product divisions in seven main categories: Running, Basketball, Football (Soccer), Men's Training, Women's Training, Nike Sportswear (its sports-inspired products) and Action Sports. It also sells products designed for children, as well as for other athletic and recreational uses, such as baseball, cricket, golf, lacrosse, outdoor activities, football (American), tennis, and much more. Nike’s athletic footwear products are designed primarily for specific athletic use. Though with cross training becoming ever more popular, footwear is becoming quite versatile. Nike also sells sports apparel and accessories, as well as athletic bags and accessory items. It also sells products with licensed college and professional team, and league logos. Thus allowing Nike to have a foothold in almost all places.
It was only in 1972 when the relationship between BRS and Onitsuka Co. started falling apart that the company decided to make their first big decision – starting their own brand, Nike, selling shoes with Bowerman’s design ideas.
The creators of Nike Phil Knight and Bill Bowerman began in 1964, they used be name Blue Ribbon Sports. Little be known an athlete and track coach at University of Oregon would be on their way to create one of the most well known athletic brands today. At first, they began as an athletic Japanese shoe supplier and then eventually became what we know now as Nike. To this day they are the main supplier of athletic clothing, shoes, accessories today! Nike is one of the top sponsors for athletes, to name a few Michael Jordan, LeBron James, and Kobe Bryant are all phenomenal basketball players. Although Nike continues to revolutionize athletic wear and staying as number one on the leader board, such achievement wasn’t always there
Nike Inc. was founded in 1962 by Bill Bowerman and Phil Knight as a partnership under the name, Blue Ribbon Sports. Our modest goal then was to distribute low-cost, high-quality Japanese athletic shoes to American consumers in an attempt to break Germany's dominance of the domestic industry. Today, Nike Inc. not only manufactures and distributes athletic shoes at every marketable price point to a global market, but over 40% of our sales come from athletic apparel, sports equipment, and subsidiary ventures. Nike maintains traditional and non-traditional distribution channels in more than 100 countries targeting its primary market regions: United States, Europe, Asia Pacific, and the Americas (not including the United States). We utilize over 20,000 retailers, Nike factory stores, Nike stores, NikeTowns, Cole Haan stores, and internet-based Web sites to sell our sports and leisure products.
Nike Inc. was founded in 1962 by Bill Bowerman and Phil Knight as a partnership under the name, Blue Ribbon Sports. Our modest goal then was to distribute low-cost, high-quality Japanese athletic shoes to American consumers in an attempt to break Germany's domination of the domestic industry. In 2000 Nike Inc. not only manufactured and distributed athletic shoes at every marketable price point to a global market, but over 40% of our sales came from athletic apparel, sports equipment, and subsidiary ventures. Nike maintains traditional and non-traditional distribution channels in more than 100 countries targeting its primary market regions: United States, Europe, Asia Pacific, and the Americas (not including the United States).
It wasn’t until 1999 when Nike suffered a great loss. It was the Death of co-founder William “Bill” Bowerman at the age of 88. The company Nike continues to grow opening stores worldwide. From just having two men trying to create better and lighter running shoes for their athletes at the University of Oregon, they created a multi-billion dollar company that has taken the world by storm with their innovative and well thought out products. Nike has now expanded their style in the industry from running many other sporting goods.
Nike started its empire as a company to distribute Japanese running shoes, Tiger, in the United States with the name Blue Ribbon Sports in 1964. Nike founders, Bill Bowerman and Phil Knight, had a great coach-student relationship when both were still at University of Oregon; Bowerman was Knight’s coach seeking a better running shoes and Knight loves athletics so much that he could not live without it. This relationship led Blue Ribbon Sports. After the success of Tiger shoes, Blue Ribbon Sports was renamed into Nike in 1971. Nike is actually the name of the winged Greek goddess of victory and the SWOOSH logo represents her wing. Carolyn Davidson, who was Knight’s student at Portland State University, designed and trademarked the logo in 1971. They introduced the slogan “Just Do It” slogan in 1988 and immediately boost Nike into a sports supplier powerhouse. It surges the market share from 18% to 43% in 1988. The slogan basically informs the consumers to push beyond limits and strive to achieve new goals.
This project concentrates on the Nike Sports shoe; Nike is one of most significant shoe manufacturing company worldwide. Sportswear manufactured by Nike is known for quality and is most liked brand of athletes. (Daniel, 2011)
Nike was incorporated on September 8, 1969. Company focuses on seven key categories of its products: running, basketball, and football, men’s training, women’s training, Nike’s sportswear and action sports. It also designs products for kids as well as other athletic and recreational uses, such as cricket, golf, other activities, baseball, tennis, volleyball, soccer and wrestling. The Nike Company also deals in athletic apparel and accessories in addition of athletic bags and accessory items.