Nike has risen to a global name in the footwear industry and with athletic apparel as well and had over thirty years of experience in this type of business. This company has invested millions in staying relevant and has hired key individuals to help their business stay competitive. The company started the first athletic shoe, and from that model, other sports shoes launched for events such as basketball and many Olympic sports. Amongst the most famous shoe was the introduction of the “Jordan’s” which named after Michael Jordan, the well-known basketball player, and many variations made, and many famous athletes were spokespersons. The use of this marketing method began the success for Nike, and it is this key factor that allows this company to remain a frontrunner for athletic shoes and apparel. According to Ali (2015), the first product of Its slogan ‘Just do it’ has appealed to target customers to buy the product with the sense of inspiration and confidence and which has made it the major competitor in athlete industry” (p 5). As with all companies, Nike has taken considerable time and effort to outline a mission statement that embodies all that the firm symbolize. The research is unclear on exactly what if any vision statement this company. According to Panmore Institute (2017), Nike Inc.’s indorsed mission statement is “to bring inspiration and innovation to every athlete in the world.” This mission statement signifies the company’s strategic goal of reaching out to the global sports shoes, apparel, and equipment market. As a leading manufacturer of sports shoes, clothing and equipment, Nike Inc. inspires people to adopt a winner mindset, which covered in the “inspiration” component of the mission statement. The company’s slogan “Just Do It” represents this inspirational goal. Also, Nike’s mission statement emphasizes innovation. According to Nike News (2014)
Since its creation, Nike has proven itself as a popular brand and it has created niches by selling products such as footwear, apparels and various types of sports equipment. This paper will attempt to trace the product development of Nike shoes from its origins in conception and design to the manufacturing and production process located in contract factories in developing countries to advertising and marketing of Nike as a cultural commodity and finally, the retailing of the footwear around the world.
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 is one of the biggest footwear and apparel manufacturing companies in the word. The company came into existence in 1964 by Bill Boweman and Phil Knight and named it as the Blue Ribbon Sports. The company changed the name to Nike, which is Greek word meaning victory, in 1972 after producing a good brand of shoes that became popular among the athletes (NIKE, Inc., 2001). Since then, the company has been successful, dominating the world market of athletic shoes. The company’s products are sold in more than 170 countries across the world. The company also sponsors various sports events at national and international levels. The company slogan “just do it” is catchy and attract many people tom buying its products. This makes the company to grow continuously due to wide and stable customer base.
“Their vision statement is “Empower athletes everywhere”. Their mission statement is to “Make all athletes better through passion, design, and the relentless pursuit of innovation. They also have Four Pillars of Greatness. 1. Make great product 2.
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.
For the past twenty-five years, we have seen one of the most popular brand sayings become a part of our daily life. Nike started its “Just Do It” campaign in 1988 with the simple commercial advertisement of an 80-year-old man, Walt Stack, who runs seventeen miles each morning. This campaign is said to be one of the simplest slogans, but yet one of the most effective ones. While athletic apparel companies are struggling to captivate the attention of potential buyers, Nike has influenced the minds of its consumers with three simple words. As a consumer, we are persuaded though this campaign by several high-profile athletes throughout the years such as, Ken Griffey Jr. and Michael Jordan in the 90’s to Tiger Woods and the Williams sisters in the 2000’s. After too many celebrity scandals, Nike decided to campaign their “Just Do It” ads with everyday athletes. The media has interpreted the ‘Just Do It’ ads in many different forms, but mainly contributing a negative connotation with the athletes Nike selects and their irresponsible behavior. Ethically, this advertisement has been provided a confidence boost to a younger generation. Whether it was bad or good, this has been the outcome from this campaign.
...hat are being idolized by their fan. The Nike advertisement has a big impact to target audience with a positive message to motivate everyone and develop a connection to their own world or lives. The advertisement is very effective as it goes against the grain for normal athletic wear commercials and somewhat manages to shock the audiences’ mind into believing that no matter what the odds, anyone can achieve “Greatness”.
Another problem that New Balance has been facing is manufacturing costs. With its competitors outsourcing most of their manufacturing to other countries such as China, Nike, Adidas and Reebok have been able to cut their manufacturing costs significantly. New Balance on the other hand only outsources 75% of its U.S. volume while retaining the remaining 25% for final assembly in one of its five factories.
Nike is a worldwide known business that many people around the globe are attracted to purchase. They make a variety of products ranging from shoes and clothes to sports gear, sports products, and many different accessories. Nike is designed for everyone ranging from infants to elderly. Because of their range of age for products, this makes them a huge competitor. Being able to appeal to all ages and styles of people.
This short statement could easily be confused with a slogan. While they target athletes as customers, they fail to provide any other information to articulate any of the why, what or hows. If I had never heard of Nike before, from their mission statement I’d be left wondering what they do. But it is Nike, and branding has influenced their mission statement much like the short and sweet mission statements of Google or Amazon. But back to the evaluation, how will Nike serve its customers or satisfy their needs? From their brief mission statement, I 'm not sure. Furthermore, employees and customers are left wondering what Nike values. Is it realistic? No, without anything outline to aim for bring inspiration and innovation will be difficult. As for inspiring, it may inspire employees and customer, but to do
In today’s world Nike has grown to be one of the most popular organizations throughout the world. Nike controls the athletic world and almost every athletic sport uses Nike as a sponsor or in some way, but this was not always the case. The Nike Company began with two associates by the names of Bill Bowerman and Phil Knight, by selling Japanese sporty shoes in America. Their small business then turns out to be the expanding company of Nike. The fame of the company began to rise and started to pick up faster and faster and in the 80s and 90s it took off. Nike really started to grow once they signed one of the greatest basketball players of all time Michael Jordan. When Michael signed with Nike the company’s popularity increased tremendously. In today’s world Nike technology is leading a new generations with the catch phrase “Just do it.” To go along with this great success there are also many critics of Nike as well. Some say that Nike’s working sweatshops in the 90’s ad overseas have treated many workers poorly and had terrible working conditions. Nike relocated many of their factories over-seas to be able to pay workers much less, and keeping their costs extremely low in offshore production. Nike sportswear is at the top of the market using the slogan “Just do it” because Nike does an excellent job of using athletic icons to sponsor them, like Lebron James, and they do an excellent job of advertising their billboards and commercials, by making them interesting and inspirational. Nike does all this in the “just do it” possibilities commercial.
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)
The marketing goals are: Increase customer retention, Increase eCommerce Sales, Increase our Community Involvement. The first goal specifically works towards reaching 60% repeat sales through different promotional strategies like emotional marketing and sponsoring different professional athletes. Customer retention is extremely important to maintain Nike’s market leader position. Increasing eCommerce is a major focus for Nike. Last year we were able to increase our eCommerce sales by a profitable 51%. Our second goal is to continue this trend by increasing online sales by 50% every year for the next four years. It is our belief that doing so will solidify Nike as a leader in the online athletic market. Nike truly believes that sport can change
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.