nike分析报告
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(Quote from Nike’s website)
The develop of Nike “Swoosh”
1971
1972
The company profile & history
Nike is a major publicly traded sportswea and equipment supplier based in the United States.
Li Ning
Nike spend 57% of its revenues per year in advertising and endorsement. Nike has planned to spend $4.2 Billion until 2014 for endorsements alone.
Baidu Nhomakorabea
Attract & engage through visuals
PESTEL Analysis
Economic
Economic recession
Reduction in consumer confidence
Technological
New marketing information Design and Research Abilities
company
strategy
Nike
Adidas
Sponsoring Sports events TV advertisements Banners & Billboards Endorsing top athletes from top leagues Mixing influence of sports, lifestyle & fashion Promoting its slogan Sponsoring Sports events TV advertisements Endorsing top athletes from top leagues Sponsoring Sports events TV advertisements Endorsing local athletes from local leagues Banners & Billboards Li Ning show
Weaknesses
The income of the business is still heavily dependent upon its share of the footwear market;
Lack of stores catering to the active females;
Price sensitivity
Nike’s premium and high quality brand image doesn’t sync with the expectations of the customer.
Significant reliance on IT and sophistication in managing supply chain.
HOW DO WE DO IT?
Use athletes as ‘heroes’ In store-communication Remember the mission Make the Store an interactive experience Make the Store ‘live’ through events
Market Share
Sportswear Brands Market in China, 2006
International Sportswear Brands Market in China, 2006
Marketing strategy
Advertising strategy
advertising strategy for the major players in the industry
Employs more than 30.000 people worldwide;
Strong marketing strategy (cooperate with NBA, sponsor sport star);
Strong brand recognition (No.25 in the ranking of Interbrand);
WHAT WOULD WE DO?
Embrace technology Break the barriers-encourage talk!
Know our mission statement Make sure our people know it and believe in it Right product, right place, Don’t ‘fake’ it right time Diversify and enhance but don’t lose sight of your core purpose
Nike is heavily dependent on information technology systems across our supply chain, including product design, production, forecasting, ordering, manufacturing, transportation, sales, and distribution. If this system shut down, Nike is dead.
Market Growth Rate: more than 10% since 2000 (except 2009 and 2010)
Market Segment
supermarket
Product segment
Marketing segment
Mono Brand Chain Store
Specialty Chain Store fashion sportswear Out-door fitness
Firm Overview
Definition: The U.S-based manufacturer of athletic shoes, apparel and sports equipment. Stock symbol: NIKE Annual revenue (2008): more than $18billion Founders: Bill Bowerman, Philip Knight Year established: 1964 (predecessor as Blue Ribbon Sports) Industry: Sportswear/equipment CEO: Mark Parker Staff: 30,200 Products: shoes, apparel and sports equipment, accessories Slogan: Just Do It!
Sales strategy
In sales segment, local players are stronger then international players, Nike needs to open more stores
Meaning of the Name and the Logo
Nike is the Ancient Greek goddess of victory. “It is one of the most recognized symbols in the world – The Swoosh. Simple. Fluid. Fast.”
Adidas
Li Ning
BS: Associated with Athletes at local leagues
Nike has invested a lot so far in developing a premium brand that implies high quality and care for the customer. Brand is the biggest advantage for Nike, so it is always a challenge to fight against brand dilution within Nike.
Market size and growth
Market Value in 2008: more than 6 billion USD
Market Size (2010): third largest market in the world (behind US and Western Europe)
Brand strategy
idea of the customer’s perception of the brands.
company Branding message and strategy
Nike
BM: athletic, influential, outgoing, aggressive, hi tech, futuristic, cool, American way of living BS: Associated with Athletes at top leagues BM: athletic, orderly, practical, hi tech, sincere, conservative European style BS: Associated with elite soccer players/teams, NBA stars BM: Athletic, fashion, practical, China style
Environmental
Reducing pollution is a consensus Sustainability philosophy
Key Issues
Marketing issue
Increasing competition in China
Two strong competitors. It is worth noting that Nike does not have a Chinese online website store to facilitate customers to come online and learn/buy Nike’s products.
Provides poor working conditions, and tends to exploit cheap workforce overseas, especially in free trade zones (Philippines);
Opportunities
Marketing to women; Emerging market (China and India); Nike is a fashion brand; (e.x:Consumers that wear Nike product do not always buy it to participate in sport) R&D;
SWOT analysis of NIKE
Strengths
Contracts with about 700 shops worldwide, runs offices in 45 countries; manages factories in low cost countries (China, Indonesia, Taiwan, Thailand, India, Vietnam, Philippines, Pakistan, and Malaysia); Belongs to Fortune 500 companies which 2008 total revenue exceeded 19 billion USD;
The develop of Nike “Swoosh”
1971
1972
The company profile & history
Nike is a major publicly traded sportswea and equipment supplier based in the United States.
Li Ning
Nike spend 57% of its revenues per year in advertising and endorsement. Nike has planned to spend $4.2 Billion until 2014 for endorsements alone.
Baidu Nhomakorabea
Attract & engage through visuals
PESTEL Analysis
Economic
Economic recession
Reduction in consumer confidence
Technological
New marketing information Design and Research Abilities
company
strategy
Nike
Adidas
Sponsoring Sports events TV advertisements Banners & Billboards Endorsing top athletes from top leagues Mixing influence of sports, lifestyle & fashion Promoting its slogan Sponsoring Sports events TV advertisements Endorsing top athletes from top leagues Sponsoring Sports events TV advertisements Endorsing local athletes from local leagues Banners & Billboards Li Ning show
Weaknesses
The income of the business is still heavily dependent upon its share of the footwear market;
Lack of stores catering to the active females;
Price sensitivity
Nike’s premium and high quality brand image doesn’t sync with the expectations of the customer.
Significant reliance on IT and sophistication in managing supply chain.
HOW DO WE DO IT?
Use athletes as ‘heroes’ In store-communication Remember the mission Make the Store an interactive experience Make the Store ‘live’ through events
Market Share
Sportswear Brands Market in China, 2006
International Sportswear Brands Market in China, 2006
Marketing strategy
Advertising strategy
advertising strategy for the major players in the industry
Employs more than 30.000 people worldwide;
Strong marketing strategy (cooperate with NBA, sponsor sport star);
Strong brand recognition (No.25 in the ranking of Interbrand);
WHAT WOULD WE DO?
Embrace technology Break the barriers-encourage talk!
Know our mission statement Make sure our people know it and believe in it Right product, right place, Don’t ‘fake’ it right time Diversify and enhance but don’t lose sight of your core purpose
Nike is heavily dependent on information technology systems across our supply chain, including product design, production, forecasting, ordering, manufacturing, transportation, sales, and distribution. If this system shut down, Nike is dead.
Market Growth Rate: more than 10% since 2000 (except 2009 and 2010)
Market Segment
supermarket
Product segment
Marketing segment
Mono Brand Chain Store
Specialty Chain Store fashion sportswear Out-door fitness
Firm Overview
Definition: The U.S-based manufacturer of athletic shoes, apparel and sports equipment. Stock symbol: NIKE Annual revenue (2008): more than $18billion Founders: Bill Bowerman, Philip Knight Year established: 1964 (predecessor as Blue Ribbon Sports) Industry: Sportswear/equipment CEO: Mark Parker Staff: 30,200 Products: shoes, apparel and sports equipment, accessories Slogan: Just Do It!
Sales strategy
In sales segment, local players are stronger then international players, Nike needs to open more stores
Meaning of the Name and the Logo
Nike is the Ancient Greek goddess of victory. “It is one of the most recognized symbols in the world – The Swoosh. Simple. Fluid. Fast.”
Adidas
Li Ning
BS: Associated with Athletes at local leagues
Nike has invested a lot so far in developing a premium brand that implies high quality and care for the customer. Brand is the biggest advantage for Nike, so it is always a challenge to fight against brand dilution within Nike.
Market size and growth
Market Value in 2008: more than 6 billion USD
Market Size (2010): third largest market in the world (behind US and Western Europe)
Brand strategy
idea of the customer’s perception of the brands.
company Branding message and strategy
Nike
BM: athletic, influential, outgoing, aggressive, hi tech, futuristic, cool, American way of living BS: Associated with Athletes at top leagues BM: athletic, orderly, practical, hi tech, sincere, conservative European style BS: Associated with elite soccer players/teams, NBA stars BM: Athletic, fashion, practical, China style
Environmental
Reducing pollution is a consensus Sustainability philosophy
Key Issues
Marketing issue
Increasing competition in China
Two strong competitors. It is worth noting that Nike does not have a Chinese online website store to facilitate customers to come online and learn/buy Nike’s products.
Provides poor working conditions, and tends to exploit cheap workforce overseas, especially in free trade zones (Philippines);
Opportunities
Marketing to women; Emerging market (China and India); Nike is a fashion brand; (e.x:Consumers that wear Nike product do not always buy it to participate in sport) R&D;
SWOT analysis of NIKE
Strengths
Contracts with about 700 shops worldwide, runs offices in 45 countries; manages factories in low cost countries (China, Indonesia, Taiwan, Thailand, India, Vietnam, Philippines, Pakistan, and Malaysia); Belongs to Fortune 500 companies which 2008 total revenue exceeded 19 billion USD;