3. NIKE designs, develops and markets high quality footwear,
apparel, equipment and accessory products worldwide. They
are the largest seller of athletic footwear and apparel in the
world.
NIKE, Inc. is dedicated to inspiring every athlete to reach
their full potential.
“We believe if you have a body, you are an athlete”, NIKE
co-founder Bill Bowerman saw endless possibilities for human
achievement through sport.
4. To bring inspiration and
innovation to every athlete
in the world.
5. To equip every
athlete with products
that combine
performance, quality,
and fashion.
6. To lead in corporate citizenship
through proactive programs that reflect
caring for the world family of Nike, our
teammates, our consumers, and those
who provide services to Nike.
7. To deliver superior products to customers and
athletes that are both safe and dependable (1, 2 and
6).
Ensure a competitive advantage for our markets,
growth for the company, and profits for our
shareholders (5).
Expand our business globally (3).
Utilize innovation and technology to provide our
customer with the highest satisfaction while
adapting to the many changes in the global market
(4, 7)
1. Customers
2. Products or services
3. Markets
4. Technology.
5.Concern for survival,
growth, and profitability
6. Philosophy
7. Self-concept
8. Concern for public image
9. Concern for employees
8. U.S sales accounted for
39% and Non-U.S sales
accounted for 61% of
the total revenue
By using Lunarlon
technology, Nike can
give reposition in
footwear product.
Nike serve high quality
with reasonable price.
21. SWOTSWOT
ANALYSISANALYSIS
STRENGTHS
S4. Revenue increase 2.9%
compared to last year.
S7. Invention of Lunarlon
Technology.
WEAKNESS
W1. Profit are largely
dependent on
footwear.
W3. Net income decreased
21% compared to last
year
OPPORTUNITIES
O4. Total revenue increase
4% in Nike’s non-US
market.
O6. High Products
innovation
O10. 50% market share in
US athletic shoe
market.
SO Strategies :
Expand market to Asia as
an target market. (S4,04)
Increase R&D activities in
footwear product by using
Lunarlon Innovation
(S7,O10)
WO Strategies :
Open more stores in
country which have higher
demand such as China
(W3, O4)
Strengthen sales in
apparels and sport
equipment by make it
more fashionable and yet
high quality (W1,O6)
THREATS
T1. The retail sector is
becoming price
competitive
T6. Competitors are
creating similar
ST Strategies :
Differentiate Nike’s quality
and uniqueness from other
competitors with the lunarlon
innovation. (S7,T6)
Design attractive campaign
to reestablish ‘cool’ image.
WT strategies :
Developing products
customization to keep
competitive advantage.
(W1,T6)
Provide distinctive offer
to loyal customer such as
24. Develop footwear product with latest technology.
Should improve product lines like apparel and sport
equipment not only good quality but also to be more
fashionable.
Keep expanding into current and future foreign markets by
being aggressive and the worldwide leader of the footwear
industry such as Asian and EMEA.
Nike should have better understanding about their
competitors.
Should continue to focus on technology and R&D to meet
customer satisfaction.
25. Nike had done pretty good in financial assessment.
Nike still providing excellent service in the foot
wear industry.
Nike still the market leader within the industry.
Nike already in the maturity stage at which the
efficiency of dominant business model provides the
company competitive advantage over the
competition.
The entry barriers for other competitors in the
industry is still very high to compete with Nike but
Nike still can face that challenge.
