technology, the FuelBand stays constantly connected, syncing the data it collects with theuser’s Nike+ account. [Ken16]. Nikedeclined to break out sales related to its wearable sporting technology. But in its fiscal Q1 ended Aug. 31, North American sales of what it calls equipment, which includes technology, rose 44% from the year-earlier period. It’s much larger footwear andapparel segments saw sales growth of 20% and 26%, respectively. The company's spending in marketing and technology jumped 18% "as we invested in a remarkable arrayof product innovations," CEO Mark Parker said in the firm's Q1 earnings conference call with analysts in September. The Nike+ social network had 8 million registered users.[Sha12]How much of an edge does Nike have over its competitors? Explain.Nike has an edge over its competitors in key areas such as branding, scope, customization and innovation. Branding-created a strong image among its teenage customer base. This allows the company to charge a premium price over its competitors.
Running head: NIKE BECOMES A TECHNOLOGY COMPANY 11Scope-Nikehas a broad range of shoes, clothing, and gear, catered tomen, women, and children.Customization-offering customer-tailored solutions. NikeiD allows customers to customize some of the products they buy.Innovation-They usually carry the names of professional athletes like Nike AirJordanRetro XI sneakers, modeled after the 1996 originals designed for MichelJordanwhen he played for theChicagoBulls.
Running head: NIKE BECOMES A TECHNOLOGY COMPANY 12ReferencesBain, M. (2015, March 23). Nike is fighting three legal battles to protect the brand’s design soul.Gregory, L. (2017). Nike Inc. Generic Strategy & Intensive Growth Strategies. Panmore Institute, 1.Keller, C. R. (n.d.). How Nike Became Successful and the Leader in the Sports Product Market.Laudon, K. C. (May 2016). Management Information Systems.Pearson Learning Solutions.Martin, E. (2015, August 23). How Phil Knight built Nike. Retrieved from Business Insider: Nike Air Technology. (2018, July 19). Retrieved from NIKE: -gb.nike.com/app/answer/article/product-technology-air/a_id/57336/country/gbNike Bill Bowerman. (2014, May 21). Retrieved from NIKE NEWS: -of-fameNIKE Inc SWOT Analysis. (2017). NIKE, Inc. SWOT Analysis, 1-8. (2017). 1-8.Plain, C. (2004, June 21). NASA Apollos's Small Steps . Retrieved from NASA: Reference for Business Company History Index. (2018, July 19). Retrieved from Reference for Business Corporation Web Site: Shalvey, K. (2012, December 12). Nike Racing Into Technology With Help From Partner Apple. p. pA04. 1p.
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