2. NIKE’S STORY • • • •
Begin in 1964 as Blue Ribbon Sports Renamed Nike in 1978,after the Greek
goddess of victory Key people of Nike : Bill Bowerman & Phil Knight
Headquarters in Beaverton, Oregon , USA World’s most competitive sports and
fitness company Nike employees over 26,000 people Current CEO : Mark Parker
Nike is the U.S-based manufacturer of athletic shoes, apparel and sports equipment.
Stock symbol: NKE (NYSE)
Annual revenue (2008): more than $18billion
Founders: Bill Bowerman, Philip Knight
Year established: 1964 (as Blue Ribbon Sports)
Industry: Sportswear/equipment
HQ: Beaverton, Oregon
President/CEO: Mark Parker
Staff: 30,200
Products: shoes, apparel and sports equipment, accessories
Slogan: Just Do It!
6. Nike Also Sells:
Apparels and Accessories
Athletic Bags
Offers Apparels for Licensed Sports Team
Provides Licenses to Produce and Sell:
Swimwear
Cycling Apparel
Children’s Clothing
School Supplies
• Electronic Devices
• Eyewear
• Golf Accessories
• Belts
7.
8. The company sells its products to retail accounts,
through its owned retail stores, and through a mix
of independent distributors and licensees, as well
as through Internet Web site ‘nikestore.com’.
NIKE inc. has major four subsidiaries which are:
Converse
Cole Haan Holdings
Nike Bauer Hockey
Hurley International
Sales Technique
9. Brand image
Web site of the Nike
Customer preferences
Update itself timely
Product diffrentiation
13. very light to walk
I feel comfortable
Hug my feet
Nike “ JUST DO IT
14. Competitive Advantage – something which gives the
organisation some advantage over its rivals
Brand Positioning and Brand Architecture
Establish the structure of features, functional and
emotional benefits and align them to what are
perceived by consumers as cost-of-entry (required),
motivating (differentiated), or crucial (inspired).
18. In 2008 sales revenue of Nike was 14% more than
that in the previous year
Chart 1: Revenue performance (fiscal year 2004-2008, 5-year
CAGR 11%)
12,253
13,740
14,955
16,326
18,627
-
5,000
10,000
15,000
20,000
2004 2005 2006 2007 2008
Source: Nike,Inc. 2008
19. o As we see from chart 2 the earning per share of Nike
in 2008 is 28% more in comparison to the previous
year.
Chart 2: Nike,Inc. EPS performance (fiscal year 2004-2008, 5-
year CAGR 22%)
$1.75
$2.24
$2.64
$2.93
$3.74
$0.00
$1.00
$2.00
$3.00
$4.00
2004 2005 2006 2007 2008
Source: Nike,Inc. 2008
20. International marketing
Chart 3: Revenue distribution (Fiscal Year 2008 vs 2004)
We can conclude that revenue increased by 6% at international markets.
Other
businesse
s, 1 %
US, 3 %
20 4
Other
businesse
s, 12%
Internation
al, 49%
US, 39%
200 4
22. Competitive strategies
adopted by NIKE
Holistic Marketing
Innovative and Niche products
Increased Value Chain
Breakthrough Marketing
Selective Distribution
Participating in events and shows
Endorsing sports personalities
23.
24. • Poor Labor Practices in Asian
Countries
• Child Labor in Cambodia and Pakistan
• Vigorous overtime
• Paid below low wages
• Verbal abuse and sexual harassment
• Poor Health and Safety conditions
• Poor medical facility
• Restrictions on drinking water
25. Company should follow Corporate Social
Responsibily
Nike should hier 3rd party for audits
Nike should work with General Federation Of Labor
and Labor Union
Nike should work with other shoe manufacturers,
provides fair wages to the workers
Recommendations
