Research about NIKE about their marketing strategies

1. BY MANOJ KUMAR SHUKLA
AD V, BD/12/966

3. • 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!
About Nike

4. • Positive US government policies that foster business
growth.
• Political unrest in outsourced manufacturers, nations
such as Vietnam, Indonesia, and Thailand.
• Potential risk of terrorism in the home nation
• Favourable foreign nations’ relationship.
• Risk of diverse tariffs, law and regulations between
countries.
• Adverse trade protection in global business affects sales
and services.
POLITICAL FACTORS:

5. ECONOMICAL FACTORS:
• Global economic downturn affects consumer purchases.
• Reduced consumer confidence.
• Risk of currency exchange rates, and interest rates.
• Economic benefits from low cost outsourced
manufactures.
• Increasing material prices and labour costs in the
production countries because of gradual increase of
living standards.

6. SOCIAL FACTORS
• Consumers are becoming brand conscious.
• Change in lifestyle- health awareness, sports
participation on the rise.
• Consumer conscious in corporate social
responsibility(CSR)
• Change in buying habits in youth.
• Increasing market share of female customers.
• Diversity of consumer preferences and demands.

7. TECHNOLOGICAL FACTORS
• Lean manufacturing because of technological advances.
• Up-to-date technology transfer, and speed of change of
product
• High rate of technological obsolescence.
• Internet and information technology systems
development.
• Innovative and technically superior products.

8. ENVIRONMENTAL FACTORS
• Growing popularity of “green” products.
• Challenges of tackling climate change.
• Waste disposal, recycle and reuse policies adoption.
• Sustainable philosophy by using natural materials.
• Reduce energy consumption.