55761195-Case-Study-NIKE-Company-Copy

55761195-Case-Study-NIKE-Company-Copy - 2nd semester 2011...

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1 2 nd semester 2011 Table of content: Introduction……………………………………………… 3 Marketing story of Nike products………………………. 4 Nike SWOT Analysis ....................................................... Nike and Production……………………………………. 8 Conclusion ………………………………………….… 9 References …………………………………………… 10
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1 Introduction: First of all, describing Nike as the biggest training shoe company in the world is referring to its numbers by almost any economic standards. It was back in 1971s when NIKE founder, chairman and owner “Phil Knight” paid a graphic designer $35 dollars to develop the Nike name and trademark Swoosh known as “Blue Ribbon”. CEO Phil Knight was one of the first businessmen to offer retailers to pre-order inventory. This was a revolutionary business decision that quickly became standard among other businesses. In early 1980s Nike chose to go public, when the Nike swooshes became so ubiquitous, thanks again to the advertising genius Mr., Phil Knight. To understand this huge success, we need to know what environment Nike does Business in and how does using this business environments lead this huge company to make them a profitable and leading company in their industry.
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1 Marketing story of Nike products: Nike's marketing strategy is an important component of the company's success.Nike lures customers with a marketing strategy centering on a brand image which is attained by distinctive logo and the advertising slogan: "Just do it". Nike's marketing mix contains many elements besides promotion from 1972 to 1982; Nike relied almost exclusively on print advertising in highly vertical publications including Track and Field News . Most of the early advertising was focused on a new shoe release, essentially outlining the benefits of the running, basketball or tennis shoe. Instead of focusing on producing only training shoes, Nike started selling other products, Such as special training clothes for all sports kinds for men, women, and children. Moreover, Nike is good known in Hip hop culture as they supply urban fashion clothing. Nike Also promotes its products by sponsorship agreements with celebrity athletes, professional teams and college athletic teams. It’s also sponsors events focusing attention on its products and uses web sites as a promotional tool to cover these events. Nike also has several websites for individual sports. Nike tried hard to combine a product and an image. Nike advertises because advertising works. Indeed, the shoes don’t sell themselves on sports performance alone. In 1993, The Sporting News voted Knight "the most powerful man in sports" though he was neither a player nor a manager. Knight's marketing mastery is to be lauded and regarded as a major factor in his impressive successes.
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1 Nike has become a celebrity corporation as a result of its high profile promotional practices, which are responsible not only for its
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55761195-Case-Study-NIKE-Company-Copy - 2nd semester 2011...

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