Nike Company Strategic Management
Essay by people • March 27, 2012 • Case Study • 615 Words (3 Pages) • 1,742 Views
Nike Company
History of Nike:
Nike, the number one manufacturer of footwear and apparel, has become a household name on the same level as mogul companies McDonald's, Coca-Cola and Budweiser. Nike was founded in 1964 by track coach and runner duo Bill Bower man and Phillip Knight as Blue Ribbons Sports, later becoming Nike, Inc. in 1978. The name Nike was chosen in reference to the Greek Goddess of victory.
Nike sells products under Nike, Inc., Nike Golf, Nike+, Nike Pro, Nike SB (Skateboarding), Air Jordan, and Team Starter, with subsidiaries Cole Haan, Umbro (since 2007), Converse, and Hurley International. Nike has come a long way from when its founders used to sell the shoes out of the trunk of their cars until the first Nike store was built in 1966. Now Nike products are sold in numerous shoe and apparel stores worldwide as well as in specialty Niketown stores and online at Nike.com. Nike sells clothing and equipment for sports like Track and Field, Football, Baseball, Soccer, Tennis, Cricket, Basketball, and Skateboarding. Nike has numerous websites dedicated to each of their target audiences including Nikebasketball.com, Nikerunning.com and Nikefootball.com.
SWOT analysis :
Nike Swot Analysis Strengths
* A very professionally competitive company.
* Has ownership of no physical factories so production can be moved to a more cost effective location when necessary.
* Very well branded among consumers.
* Offers their products worldwide.
* Have offices in forty five different countries.
* Fortune 500 company.
* Employs over thirty thousand people across the world.
* Has a very strong marketing campaign that increases brand familiarity.
* Chains of retail stores such as Niketown.
* Has ventured into many different rebranding opportunities with successful results.
* Providing lightweight shoes by incorporating linarite foam materials.
Swot Analysis Nike Weaknesses
* Profits are largely dependent on the footwear products while other branded products are not as strong.
* History of violations of over time laws and minimum wage rates
* Accusations of poor conditions in the work place.
* Accusations of exploiting workforces that will work for cheap in overseas countries.
* Constant
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