While retail consolidation and the end of quotas have created some uncertainty, powerful global brands will more than held their own in the changing environment, as they have done in the past. $715 M Nike does have some of its retailers. But mostly the Nike … (Nike Shoes), The company can introduce brand extensions i.e. Assignment On Brand Building Nike Marketing Essay History Nike is a major publicly traded sportswear and equipment supplier based in the United States. Consumers are well informed and are demanding more value for their products at all price points. Currency had a negative effect of 1% on the total growth. Fully 98% of Nike’s footwear is manufactured outside the U.S. Nike has 42 factories in Asia (China 36%, Vietnam 26%, Indonesia 22%, and Thailand 15%) that manufacture its footwear products; however, they are not all exclusive Nike product factories. Nike provides various products like shoes, sportswear and accessories and sports equipment. Distributors: Nike has a wide coverage of its distributors across the globe to support its retail outlets. Net Income margin has also been improving over the years, While the core brands have shown good growth, the subsidiaries, through various acquisitions, have been responsible for a quarter of the total growth in the past three years and are expected to be the future drivers of growth. Nike Shoes- Shop authentic Nike air force 1 (n.d.). It is a seller of athletic footwear and athletic apparel in the world. WACC(AT): 7.75% Thankfully, Nike has several opportunities for growin… Book Value Per Share: Puma had sales of $2.1 billion in 2005 and net income of $337 million, In athletic apparel and footwear, there are two truly global players – Nike, Adidas/Reebok – with a host of ‘second tier’ competitors including Puma.Competitive Landscape – Nike is the best positioned athletic company in the marketplace (Ratings – 3 being the highest and 0 being the lowest). -0.6974 • Leads to higher and more consistent product quality. Shares Outstanding: Retrieved on 26th September’08 from < www.sneakerhead.com>. However, due to harsh criticism from some organizations like Barbie.com, Nike has disclosed information about its contract factories in its Corporate Governance Report. -0.6980 4. This is not an example of the work produced by our Essay Writing Service. Nike’s target markets Nike (NKE) is the world’s leading sports footwear and apparel company. Therefore the line extension in Nike casual/fashion shoes in men’s collection would include Nike Dunk High Retro Style Shoes, Nike Air Wildwood Shoes, and Nike Blazer Low Retro Style Shoes etc. By 2011, NIKE is expected to invest another $315 million. Already, Nike has registered a 38% decline in sales in Q2 of 2020 and can drop further in the future if the recession strikes as hard as predicted by experts. Market capitalization of Footwear & Accessories industry is now estimated at about 664.86 Billion. Also they offer customized designs of their products wherein customer designs their product as per their requirements. Nike lures customers with a marketing strategy centering on a brand image which is attained by distinctive logo and the advertising slogan: “Just do it”. In 2006, revenues grew by 9% led by strong growth in Americas and U.S., while Europe and Japan have shown flattish growth. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. Do you have a 2:1 degree or higher? These buyers have distinctive requirements such as different needs, characteristics or even have different buying behaviors and they might or might-not need require different kinds of products or marketing strategies. Nike is a multi-national organization. Increased bargaining power: it means that the leader in the industry has the most power when it comes to negotiating with the suppliers and channel members. The footwear industry is very price sensitive. Internationally, Nike operates 21 distribution centers in Europe, Asia, Australia, Latin America, Africa and Canada. Nike … It designs and sells shoes for a variety of sports including baseball, golf, cheerleading, volleyball, tennis and football. In the non-exclusive factories, the company’s more basic sneakers are manufactured, while the more technologically advanced product is generally manufactured in the exclusive factories. -1.11% It also may vary depending on the unit sales to price differences across competitors. Increase market share in all the markets to counter the threat from the recent Adidas/Reebok merger, Expand further into international markets such as Emerging markets and spur growth in the European and Japanese markets. The slogan for Nike is “Just Do It”. And lastly another threat to Nike is the international nature of the trade. Therefore the management of the company needs to track down its market share within the industry. With its Forward Dividend at 1.1 and a yield of 0.79%, the … Increasing market share (n.d.), Retrieved on 26th September’08from < www.juststartups.com/growth-development/48/increasing-market-share.html>, Kotler, P (1997), Marketing Management: analysis, planning, implementation and control. The following strengths are the most notable in the case of Nike Inc.: 1. A PESTEL/PESTLE Analysis of Nike Inc. enumerates notable opportunities for international growth and brand image improvement, considering the firm’s remote or macro-environment. Thus their pricing strategy is to provide value at high cost with maximum profitability. Marketing Mix (n.d.), Retrieved on 26th September’08 from < www.netmba.com/marketing/mix/>, Nike.com – official site (n.d.). Nike also provides with discounts during various festive seasons on its products like Diwali in India. Adidas and Nike are two giants in the apparel market with a large market cap and market … Financial. Nike needs to watch out for threats associated with these weaknesses, and others such as tax clampdowns or counterfeiting. “2008: footwear data from Sporting Goods Intelligence”. *You can also browse our support articles here >. Improve its inventory management, days sales outstanding, days payables outstanding and working capital management further, Provide innovative and technical products that cater to the consumer expectations at all price points – Connect to the consumer, Counter the increased marketing strength of Adidas/Reebok by spending more on marketing spend and creating demand while maintaining margins, Improve relations with all retailers & innovatively use multi channels to market and sell its multiple brands to different customer segments, Focus on design, development and marketing of products and reducing time to market, Expand its own retail chain as a viable and profitable option to contend with retail consolidation, as retailers may substitute Nike’s products with private labels products or decrease Nike’s shelf space, Stabilize the leadership team and have a common strategy and plan for the future. Broadening its brand portfolio – Leverage multiple brands to pursue opportunities in all markets, distribution channels and at broader price points, Focusing on financial discipline – Making supply chain a competitive advantage, through operational discipline and excellence, Europe – UK and France need further work in the difficult athletic footwear and apparel industry. Nike is the world's largest supplier of athletic apparel and footwear in the world. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. 2. in 1993 to, as the Nike Web site maintains, “Reduce Nike’s impact on the planet.”, Philanthropy: Nike is committed to philanthropic endeavors such as “Reuse a Shoe,” “Project Dreams” and “Habitat for Humanity.” These efforts, along with other programs such as the “Shadow” program and the. Through the 80’s Nike decided to expand its product line so that the line would include many other sports like tennis, golf, baseball, cricket, badminton etc. During the year the Group disposed Salomon business segment. And the mission statement also shows the company’s philosophy along with the company’s goals and objectives. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. It sells a line of performance equipment under the NIKE brand name, including bags, socks, sport balls, eyewear, timepieces, electronic devices, bats, gloves and protective equipment. These investments will be used to give excluded youth around the world the chance to play because as access to sport can enhance their lives. This is all will be the NIKE “Let Me Play commitment.”. Its main strategic suppliers for footwear are 127 … One such merger – the Adidas- Reebok merger between two transatlantic companies has not only doubled Adidas’s market share in the U.S. but has also made it a close competitor to Nike. Marketing Analysis of Nike. Nike is focused on keeping its talent growth in line with its revenue growth, Estimated market – $14.5 billion, growing at 5%-8% per year, % of Women’s products in Nike sales – 18% of the total branded business, Nike is developing product specifically for women, around four core sport categories: running/walking, yoga, cardio and fitness dance – major competitive advantage. Each company spends on an average about 10% of their sales on advertising and promotions, while Nike spends around 13% of sales. Nike also sponsors various events such as tour de France, FIFA World Cup, Delhi Marathon and various others. The company has taken the name of Nike from the Greek goddess of victory. Yet it has a tendency of changing the designs and patterns after a particular period or quantity. The Group has operations in Europe, North America, Asia and Latin America. The price flexibility of Nike is high due to the large number of spare parts on the market, such as Reebok- Adidas , Puma and so on. Nike was able to capitalize on this strength by debuting a new shoe – the Air Jordan XVI – and by making new commercials with Jordan that will hit the airwaves soon. All work is written to order. The market share can be calculated on the company’s actual sales or even the sales that have been forecasted by the management of the company. Nike takes into consideration various aspects of its products as it is in a product or consumer market. Nike Inc (NYSE:NKE) stock analysis shows how Nike is definitely a great business – we share 6 key fundamental factors that show how Nike stock represents a great business, from a dividend growth stock to improving margins across low capital necessities. 2003 This report aims to present the marketing plan of the leader of sportswear innovation, Nike. NKE has shown favorable earnings consistency over the last five years. Reputation: it means that with reputation the company can increase its market share and can make that company a leader in its perspective industry. Sales by Geography for Athletic footwear, 2008, Industry barriers to entry exist in footwear, With the lifting of apparel quotas in the United States, companies should see improved margins in the United States as they move manufacturing offshore, Outsourced production creates lean corporate structures, Industry growing more quickly than GDP rates in most regions, Retail Consolidation – will affect the apparel industry (more fragmented) more than the footwear industry (very concentrated and powerful brands (less imitable), Competition has intensified – Adidas acquisition of Reebok forms a strong competitor, many smaller companies growing rapidly, The activewear market is getting crowded – Nike, Adidas, Reebok, and Puma are all trying to branch out from the primary athletic wear consumer to an activewear or lifestyle consumer creating intense competition, Possible slowdown of consumer spending in the U.S. and Europe, Higher energy prices, weakening consumer sentiment, and rising interest rates. 3-Month Weaknesses of the company are considered those areas, when the business of the company is compared to others in their own industry or market segments. Improve gross margins & operating margins through supply chain initiatives – lean manufacturing, better sourcing, product costs, etc.. Nike’s weaknesses are that the company has a lot of products which are diversified and that the company is still heavily dependent upon it footwear. While the company may be underdeveloped in countries, the opportunity has not been preempted. A SWOT Framework … The first one is based on the use of unit sales that help to express the market share of the company. Nike`s grip on the market comes down to a simple supply and demand formula, Josh Luber, CEO of sneaker reselling site StockX previously told Jefferies. According to Zacks Investment Research, based on 13 … 0.0230 The 4Ps include the following:-. Nike uses advertising, sales promotion, advertisement campaigns, public relations and publicity and sales offers to build awareness and brand image and loyalty. Comparing the results to its competitors, Nike Inc reported Total Revenue decrease in the 3 quarter 2020 year on year by -0.62 %, faster than overall decrease of Nike Inc 's competitors by -7.43 %, recorded in … The Sports Footwear Market will grow by $ 10.23 bn during 2020-2024 Technavio has announced its latest market research report titled Global Sports Footwear Market … The price of their product should match with the offer’s perceived value, if it does not the buyers will turn to competitors products. Eg. Nike learned this the hard way in the mid-1980s when it lost out on the lucrative aerobics market to Reebok. Nike was founded in January 1962 in Oregon, United States by Philip Knight and Bill Bowerman. Reference this. It is distributed in over 160 countries around the world. In 2018 42% of revenue is generated by the US market and the remaining revenue from the Non-US market. We use cookies to give you the best experience possible. The analysis shows that Nike strongly depends on the supply and demand conditions, and in particular, the strategies are made in line with market needs. The subsidiaries sales are not reported geographically and hence are included under a separate segment (1) All growth rates include currency impacts, Nike’s main priorities are to improve brand strength globally, improve trajectory in Europe & Japan, and experience growth from multiple perspectives: by category, price point, geography & channel. product, price, place and promotion. 1971: Nike, capitalizing on the Greek goddess of victory. A threat that is faced by Nike is the environmental damage that is done to the society by air and water pollution, noises and change in the climate due to the pollution etc. The company first worked as a shoe distributor for the Japanese shoemaker Onitsuka Tiger. Nike has made other efforts to be energy efficient; its office in the Netherlands is the most energy efficient office in that country by 35%. Another strength of Nike is that it is a global brand and its logo i.e. Football (soccer) is at the core of sports in Europe and is the key to success in that market. To cut expenses & improve margins there is a trend towards moving production facilities to lower-cost regions outside the U.S. Nike promotes its products by sponsorship agreements with celebrity athletes, professional teams and college athletic teams. Prepared by: Chuck Viasi MBA 330 - Innovation and Technology Management August 11, 2012 ------------------------------------------------- Executive Summary Nike, Inc. is a globally-recognized athletic sports apparel company with strong. If a firm has one type of stock its market capitalization will be the current market share price multiplied by the number of shares. The market share is mostly used by the company’s management to foretell about the future sales and it also compares the company’s product with other same competing products, in other words it tells about the market position of the product. Most of the factories are located in Asia, including China, Taiwan, India, Turkey, Thailand, Vietnam, Pakistan, Philippines, Malaysia, and Korea. PESTEL Analysis of Nike: The international brands face several kinds of pressures while operating in a highly competitive market. 48 Vitosha Boulevard, ground floor, 1000, Sofia, Bulgaria Bulgarian reg. A financial analysis of Nike Inc is presented in the report which includes a ratio analysis, basic profit and loss analysis, presentation of the company balance sheet, and much more. But we are only going to discuss two of them line extension and brand extension. The company has a market cap of $215.5 billion. But is mostly famous for their athlete shoes and apparel and Nike is also one of the major manufacturers of sport equipment as well. Served market share: served market share of a company can be defined as the sales of the company’s product, which is expressed in terms of percentage of the total sales. Another threat to Nike is the issue of child labor and the sweat shop problem and the low wages of the workers in the company’s factories. Company Registration No: 4964706. Hence, most companies look at acquisitions to diversify as well as grow their addressable market and improve sales. Nike has been one of the few brands whom continue to grow explosively even in the currently upturned market (Kapner). >, Retrieved on 26th September’08 from < www.nike.com/index.jhtml. Retrieved on 26th September’08 from , Cravens, D.W (2000), Strategic Marketing. To deal with threats the company needs to prepare plans that show the changes the company can make before or during the occurrence of the threat. (Brand Extension). MARKETING ANALYSIS OF NIKE • S Mahesh • Sachin Agarwal • Sahil Handa • Saloni Chaudhary • Sanchit Juneja • Manoj Kumar • Shriram Khandelwal 2. Nike branded footwear is the largest component of overall Nike sales. It also believes that if a person has a body than he or she can be an athlete. Another strength is the excellent brand awareness and a high quality image of Nike’s products. Economies of scale: means that if there is an increase in the volume of sales it can cause an advantage to the company in terms of cost. Also, Nike is in the industry which is by and large affected by the product life cycle which means that sometimes it’s very difficult for the company to respond to the fad timely. 2003: Nike purchases Converse Inc. for $ 305 million, “To bring inspiration and innovation to every athlete in the world”, (* “If you have a body, you are an athlete” Bill Bowerman, co-founder), Nike is the “largest seller of athletic footwear and athletic apparel in the world. 1978: The Company changes its name to Nike. In the first part, we will begin by covering the history o f the company and w e will go over an in … all over the world. Nike also advertises by using various celebs in their advertisements to increase brand loyalty while utilizing the brand image of such celebs.Nike has also gone to the extent of sponsoring a stadium called “the Alliance Arena”, which is by far the biggest football ground in the whole world. Nike shares are bucking the wider negative trend as the company posted well-received second quarter … Nike also has about 400 factories around the world that manufacture apparel, with the largest percentage of apparel manufacturing coming out of Asia, the Middle East, Turkey, Israel, and Mexico. $28.20 number: 206095338. (Marketing Mix). Product: product includes product variety, quality, design, features, brand name, packaging, sizes, services, warranties and return. And if the relative market share of a company is exactly 100% then the company is tied for the lead. Relative market share (to leading competitor): there are some companies that track their shares as a percentage of their leading competitor’s sales. It also has a range of classic Nike shoes which are available all the time. Michael Jordan is perhaps the most recognized athlete in the world and markets Air Jordan apparel for Nike. 1.05 In the industry, Nike’s has maximum or main competition; direct competitors of the company include Adidas AG, Puma AG, and New Balance etc. Nike is hesitant to disclose information about the contract companies it works with. Target market is a process where the company evaluates all the market segments and then chooses one or more segments which the company thinks is profitable, and then it enters that market segment. The PESTLE Analysis highlights the different extrinsic scenarios which impact the business of the brand. 3.17 Results have been strong – 19% revenue growth in FY05, Revenue doubled in 2006, second largest market in Asia, behind Japan, Nike faces intense competition from Adidas, and Li-Ning, Nike’s retail presence – over 2,000 point of sale locations currently and will continue to grow, Other under penetrated emerging markets like India, Thailand, Indonesia, Mexico and Brazil, Other Brands To Become Increasing Mix Of Revenues, Nike has built a diverse portfolio of other brands including Converse, Starter and Cole Hann among others to address market opportunities not appropriate for the Nike brand, Potential to become 25% of total revenues, up from 13% currently, Increased return on invested capital and accelerated cash flows; and, Consistent results through effective management of diversified portfolio of businesses. Nike Inc. In fiscal 2001, Nike footwear comprised around 59% of sales compared to 53% at the end of fiscal 2006. Nike promotes its products also utilizing other products brand equity such as promoting its range of shoes along with I-pod. Assignment on Brand Building Nike Marketing. Threats can be described as the seriousness and profitability occurrence of the company. 64 78. The Perfect Excuse To Stay In Lounge-ready layers, plus more of this season's top picks. As of market close on Friday, Nike shares have surged more than 37% this year. Edison, NJ -- -- 12/17/2020 -- A new business intelligence report released by HTF MI with title "COVID-19 Outbreak-Global Athleisure Industry Market Report-Development Trends, Threats, Opportunities and Competitive Landscape in 2020" is designed covering micro level of analysis by manufacturers and key business segments.The COVID-19 Outbreak-Global Athleisure Market survey analysis … Market Capitalization: Free resources to assist you with your university studies! The Group sold Tretorn Sports Sales Ltd on 1 July, 2005. Nike Target Market Men, women and children from urban upper-middle and upper class. Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding, Team Starter, and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. It is the world’s leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment with revenue in excess of $16 billion USD in 2007. (Nike- The Official Site), Haven’t found the relevant content? -0.7051 You can view samples of our professional work here. Nike and Precision Castparts are the only Fortune 500 companies headquartered in the state of Oregon. Marketing mix can be defined as a set of tools for marketing purpose that the company uses, so that it can achieve its marketing goals and objectives in their targeted market. Branded vendors have traditionally operated factory outlets as a means to manage excess inventory. The marketing mix is also known as the 4P’s. Roger Federer, Tiger Woods, Ronaldinho, Ronaldo. Industry has transitioned from capital-intensive manufacturing and distribution activities (which are outsourced) to a more capital-efficient design and marketing business model. Theory behind the merger-to utilize Reebok’s marketing power and understanding of the U.S. consumer to build Adidas’s presence in the United States and, conversely, to draw on Adidas’s heritage in Europe to develop the Reebok brand overseas. Nike’s factories are mostly located in Asian countries like Pakistan, India, Malaysia, China, Indonesia, Philippines, Taiwan, Vietnam and Thailand. ROE: Hire a subject expert to help you with Marketing Analysis of Nike. In September, a Reuters analysis of a varied basket of goods, including Nike Air Maxes, showed that the company was able to discount less this year. However, this business is becoming a smaller portion of the company’s portfolio. Requires stronger brand profiling and more investment in product characteristics by companies. However, given retail consolidation and retailers’ stated desire to increase private label penetration, companies are looking at expanding their own-retail networks. NIKE Marketing analysis 1. Michael Jordan Returns to Basketball: Nike received press coverage throughout Jordan’s decision-making process and continues to make press regarding the impact of Jordan’s return. Promotion: promotion includes sales promotion, advertising, sales force, public relations, direct marketing and the company also uses its catalog for promoting of their products worldwide. CONCLUSION/RECOMMENDATIONS • Nike has shown good growth momentum & increase in stock prices • Nike should move forward with the changing trend of the market • Company … Study for free with our range of university lectures! 1. Nike is one of the famous franchises in the world that sells sportswear for all ages. existing brand name which is extended to new sizes, designs and so on in the existing product category. Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. 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