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8Competitive Marketing AnalysisNike evolved as a result of the use of continuous innovative strategies using a cushioning and stability system in the firm’s products. Nike’s approach to marketing changed in its 2002 “Secret Tournament” campaign, the first truly integrated approach. Reebok approach to the industry has very similar strategies, but with a focus toward fitness. The products from Nike offer continuous new and innovative methods from research and development directed for the company’s consumers. Reebok produces a product called “Easytone” that is targeted to women in fitness using a technology invented by a former NASA engineer. Nike operates in over six geographies; North America, Western Europe, Eastern/Central Europe, Greater China, Japan, andemerging markets. Reebok has expanded to a Global Corporate Citizenship that helps under privilege youth around the world. Nike promotes the brand of footwear, apparel, and equipment product engines through creative methods of communication targeting customers. Reebok provides unique and authenticity to give diversity to customers. The Nike’s retail price and quality are relatively high, and the unit price is low as it creates large quantity sales. Reebok offers a lower retail price and quality.External Market Environment – PEST AnalysisPolitical EnvironmentNike contributes to federal, state, and local level political campaigns. Nike supports politics through political action committees made up of employees of the corporation. PAC supports bothpolitical parties favoring those most sensitive to the support of Nike’s business interest and goals.
9Economic EnvironmentNike has over 36,000 employees globally. Nike collects billions of dollars in revenue. More than $2.5 billion comes from the affiliate brands.Social and Cultural EnvironmentNike’s support of the 2002 “Secret Tournament” created expansion to the consumers showing a diverse effort at the World Cup. Nike’s (RED) is a united way of fighting against HIV/AIDS in Africa, partnering with the Global Fund and the world football community.Technology EnvironmentNike IHM, Inc. is a facility Nike owns that produces AIR-SOLE cushioning components. Nike also sells these special parts used in Nike footwear products to other manufacturers. Nike has won the Gigaton Award for Energy-Saving Programs Aimed at Reducing Global Greenhouse GasEmissions in 2011.SWOT ANALYSISStrengths:Nike is the world’s no. 1 shoemaker. It designs and sells shoes for a variety of sports including baseball, golf, cheerleading, volleyball, tennis and football.Nike uses a “Make to Stock” customer order which provides a fast service to customers from available stock.
10Nike operates Nike Town shoe and sportswear stores, Nike factory outlets and Nike Women shops. Nike sells its products throughout US and in more than 180 countries.