Nike is an American multinational manufacturing company specializing in footwear and apparel, known for its high-profile athletic endorsements and strong brand portfolio. Originally founded as Blue Ribbon Sports in 1964, it has experienced significant growth and competition within the market, along with a diverse product lineup. The company emphasizes innovation and sustainability while facing challenges such as ethical scrutiny and changing consumer preferences.

2. Company Profile
 American multinational manufacturing Co.
 Core products include footwear & apparel
 Unwavering commitment to advertising
 Key Marketing Initiative
 Use of high profile athletic endorsements
 Nike’s brand portfolio
 Nike, Cole Haan, Converse, Hurley, Nike Golf
and Umbro.
 75% of the growth is expected from the Nike
brand.

3. History
 Nike, originally known as Blue Ribbon Sports (BRS),
was founded by University of Oregon track athlete
Philip Knight and his coach Bill Bowerman in January
1964
 In 1966, BRS opened its first retail store, located at
3107 Pico Boulevard in Santa Monica, California. By
1971, the relationship between BRS and Onitsuka
Tiger was nearing an end. BRS prepared to launch its
own line of footwear, which would bear
the Swoosh newly designed by Carolyn Davidson
 Throughout the 1980s, Nike expanded its product line
to encompass many sports and regions throughout
the world

4. Headquarters
 Washington County, Oregon, United States

5. Vision Statement
To carry legacy of innovative thinking,
whether to develop products that help athletes
of every level of ability reach their potential, or
to create business opportunities that set Nike
apart from the competition and provide value for
our shareholders.
Mission Statement
To bring inspiration and innovation to every
athlete in the world.

6. Products
 Nike Air Max
 Nike 6.0
 Nike NYX
 Nike SB
 Air Zoom Yorker
 Air Jordan XX3
 SPARQ Training
Program
 Nike+

7. 5 force model Threat of new competition
Threat of substitute products
or services
Bargaining power of
customers
Bargaining power of suppliers
Intensity of competitive rivalry

8. Threat of new entrants (low)
 Capital Intensive
 Strong Brand Following
 Economies of scale
 High R & D Costs
 Industry in consolidation phase

9. Substitute products (low)
 Other types of shoes
 Other sport apparel

10. Supplier Power (low)
 Raw Materials are abundantly available
 Cheap resources, commodity items

11. Buyer Power (high)
 Everything depends on Customer Preferences
 Price sensitivity issues
 Brand following
 Retail and vendor consolidations
 Growing power of retail chains e.g.Walmart

12. Internal Rivalry (high)
 Fierce Competition- Adidas, Reebok, New Balance
 Mature Industry
 Mostly Non-Price competition
 Differentiation strategy
 Industry in Consolidation phase

13. Competitors
o Adidas
o Reebok
o Puma
o New Balance
o ASICS
o Converse
o K-Swiss
o Sketchers
o Others

14. SWOT analysis
Strengths
• Brand image
• Market leader in most of the world
• Diverse product portfolio
• Strong advertising
• Experienced Management team
Weakness
• Under constant scanner of Human rights companies due to its history of unethical
labor practices
• Premium player in price sensitive sector
Opportunity
• Emerging markets
• Can be a leader in developing environmentally sustainable business
Threats
• Mature industry susceptible to recessions
• Dependence on contracted suppliers – compliance issues
• Ever Changing customer preferences
• Dependence on endorse athletes
• Seasonal business

15. AD Strategies
• Endorsing Athletes
• Sponsoring Sports events
• City based advertisements
• Banners & Billboards
• Themes on bringing inspiration and innovation to
every athlete in world

16. Branding message and strategy
• Athletic, Influential, Outgoing,
Aggressive, hi tech, futuristic, retro cool
• American way of living
• Associated with Athletes at top of their
sport
• To bring inspiration and innovation to
every athlete in world

17. Technology &
Innovation
Strategies
Nike fields some of the
best in class
technological practices
and has a few patents to
its credit. Nike
emphasizes on these
and has developed a
lot of new products with
use of high technology
and sophistication

18. Manufacturing Strategies
• Endorsing Athletes
• Sponsoring Sports events
• City based advertisements
• Banners & Billboards
• Themes on bringing inspiration and innovation to
every athlete in world

19. NIKEy Success Factors
• Marketing Activities
• Extensive Research & Development
• Production and Manufacturing Facilities
• Extensive Distribution Facilities
• Wide Range of Relative Products
• Capable Workforce
• Innovative Activities

20. Conclusion
 Wal-Mart must adopt a friendlier corporate attitude
 It needs to relax anti-unionization policy
 Improve public perception that Wal-Mart can destroy
communities
 International expansion should be done with the
help of Local retailers

21. Thank you!