1. Nike Snowboards, Skis
and Skateboards
By: Tom Dolan, Georgios Panakis, Zach Husband,
Drew Cummings and Anthony Laperriere
2. Introduction
We are going to team up with Lib Tech, a current
company within our aspired market.
We are looking to expand our brand into a new market
by offering snowboards, skis and skateboards.
We are also looking to expand our target market and
segments, by focusing on the geo-demographics of the
desired and appealing customers.
3. Business Challenge
This offering would reposition us over the competition
by offering a product mix that the competition does not
have as well as the few that do.
By partnering up with Lib Tech, we can extend our
product line in a growing business.
With Lib Tech’s unique snowboards, skis, and
skateboards, it will allow our brand to appeal to a new
market while also expanding Lib Tech’s business.
4. Business Challenge
Nike already makes snowboard and ski apparel, so this would
allow us to have more equipment and to provide the product
itself.
With Nike already being in the mix but just not having
snowboards, skis and skateboards this will allow us to complete
our brand.
“Nike’s mission is to bring inspiration and innovation to every
athlete in the world. If you have a body you are an athlete.”
(About Nike, Inc.)
Through this offering we can now address to every type of
athlete.
5. Competitors
While two of Nike’s six competitors sell apparel and the
rest do not, only one of them sells snowboards and
skateboards. None of them sell skis.
We are going to be appealing to Lib Tech’s current
customers as well as Nike’s currents customers.
We can enhance Lib Tech’s brand, by increasing it’s
exposure to consumers in the market through our brand
name.
6. Lib Tech
Lib Tech boards are handcrafted in the USA, and
manufactured by Mervin Manufacturing.
They are located in Seattle, Washington.
Their stores are located throughout the USA.
Lib Tech boards have the latest and most advanced
technological design and were one of most used boards in
the 2010 Olympics putting them with the top 5 best brands
and look to become the top spot in 2014.
7. Strengths and Weaknesses
Strengths
Competent technical innovation in products enhancing
Nike’s competitive advantage and brand equity.
Broad distribution network.
Robust market position bolstered by strong brand equality.
Weaknesses
Dependence on third party manufacturers.
8. Strategy
We are going to partner with an existing company in the
industry.
Mainly use Social Media (Website, Twitter, Facebook)
and Special Events to promote our products.
Promotional Mix:
Heavily on our website
Special events and promotions
Television commercials
E-mails sent to our mailing list
Social Media
10. Launch
We are going to release our product at the (Mountain)
Dew Tour for North American consumers in 2013.
We are looking to have a release at the 2014 Olympics
in Sochi, Russia for global consumers.
This will introduce Nike into the Winter Olympics.
11. Benefits and Pricing
Benefits:
Handcrafted, Made in USA
Latest and most advanced technology in men’s snowboards
Patented product that cannot be offered by the
competitions
Rated in the top 5 best brands
Pricing:
$190-$3,000 for skis and snowboards
$70-$200 for skateboards
Even though they are on the expensive side they are
durable, high quality products with the most innervated
design that will last a long time.
12. Where and How?
Lib Tech’s current stores
Looking to expand globally through Nike
Who will sell it?
Lib Tech’s current stores
Skiing, Snowboarding, and Mountain shops
Who will ship it?
Current Nike and Lib Tech distributors.
Who will service and support the offerings?
Lib Tech will service
Nike will support
13. Conclusion
Overall we are looking to team up with Lib Tech and
associate Nike’s brand with snowboards, skis and
skateboards.
Nike will be able to get a leg up on its competition
This move will give us another market to appeal to and
complete our mission statement by bringing inspiration
and innovation to every athlete in the world.
