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A short essay on Nike's life history
A short essay on Nike's life history
A short essay on Nike's life history
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Company Background & Products Nike was founded in 1964 as Blue Ribbon Sports by University of Oregon track athlete Philip Knight and his coach Bill Bowerman, and officially became Nike, Inc. in 1978. The company takes its name from Nike, the Greek goddess of victory, and adopted the well-known logo, called the “Swoosh”, first used by Nike in 1971. Nike produces a wide range of sports equipment. Their first products were track running shoes, for a wide range of sports including track & field, tennis, baseball, Association football, lacrosse, basketball etc. Nike sells an assortment of products, including shoes and apparel for sports activities for men, women and children. Nike has contracted with more than 700 shops around the world and has offices located in 45 countries outside the United States Most of the factories are located in Asia, including Indonesia, China, Taiwan, India, Vietnam, Philippines, and Malaysia. Now Nike follows the global fashion trends and is well known and popular in the youth culture and hip hop culture to supply some fashion products (Steve, 2012). The company’s goal is to deliver value to five constituencies: shareholders, consumers, business partners, employees and the community. SWOT Analysis The following SWOT analysis is to understand our current situation and areas to reinforce. (Neil, 2010, p.41) Strengths (Internal Factors): • Nike is arguably the number 1 sports brand in the world and its famous ‘swoosh’ logo is easily recognized. • Associates itself with world class sports teams, players and events. • Comes up with very innovative designs for their products and advertising Weaknesses (Internal Factors): • Brand is perceived by some people, as expensive and not affordable enough. • Product... ... middle of paper ... ...heir shopping experience with Nike. This Build-A-Shoe option should also be available both online and in stores and consumers are advised to build their shoes in a retail store as there will be knowledgeable salespeople on-site to facilitate the building of their shoes. And also, the price of a customized shoe should not cost more than a shoe you can get in a retail outlet. 2. Nike should also send their more dedicated salespeople for courses held by Nike to further enhance their knowledge and service. After courses, they should be well equipped with knowledge regarding Nike products, namely the functions, material made of and etc. These salespeople should also be always updated with the latest news regarding Nike products so they are able to update consumers with them. They will then be placed at flagship or big Nike stores and provide excellent customer service.
"Nike." Columbia Electronic Encyclopedia, 6th Edition 1. Academic Search Premier, EBSCOhost (accessed November 6, 2009).
Since its creation, Nike has proven itself as a popular brand and it has created niches by selling products such as footwear, apparels and various types of sports equipment. This paper will attempt to trace the product development of Nike shoes from its origins in conception and design to the manufacturing and production process located in contract factories in developing countries to advertising and marketing of Nike as a cultural commodity and finally, the retailing of the footwear around the world.
Price: They have pricing strategy for different group of consumer. The price of their shoes varies depending on the type of the shoes, the feature of the shoes, and even design and edition matter. The shoes can be price at a standard price where most customers can afford. Yet some special feature shoes are specially design and created for premium customer who can afford to pay a higher price. For this reason they can capture different group and level of customer.
Nike was first known as Blue Ribbon Sports, founded by University of Oregon track athlete Philip Knight and his coach Bill Bowerman in 1962. It officially became Nike, Inc. in 1978 while taking its name after the Greek goddess of victory. Mark Parker is the current CEO and Phil Knight still continues to hold a position at the top of the organization, as the company Chairman.
Nike’s goal is to remain unique and different from others in terms of the items offered on the market. Arguably, Nike belongs to a monopolistically competitive market as there only a few organizations with the ability to regulate the amount charged for their product which means they cannot make their prices high as this is likely to make customers move on to other available choices (Nike, Inc., 2012). However, Nike can find a balance between the prices to charge for their products and remaining competitive with other companies in the industry. Nike has formed a distinction between the appearance and performance of their footwear and that of their competitors. Although products are differentiated from other companies, they still influence each other because they are items of the same
Many global companies like Nike, Inc. are seen as role models both in the market place as well as in society in large. That is why they are expected to act responsibly in their dealings with humanity and the natural world. Nike benefits from the global sourcing opportunities, therefore areas such as production and logistics have been outsourced to partner companies in low-wage countries like China, Vietnam, Indonesia and Thailand. As a result the company is limited nowadays to its core competencies of Design and Marketing.
Nike is an American multinational corporation that designs, develops, and sells footwear, apparel, equipment and accessories; however, it does not actually own any of the locations that manufacture their products. Nike has been under attack for having their products produced at facilities that exploit workers. Having previously admitted to less than ideal conditions at several of these facilities, Nike now claims to have improved their standards.
Nike sells an assortment of products, including shoes and apparel for sports activities like association football, basketball, running,combat sports, tennis, American football, athletics, golf, and cross training for men, women, and children. Nike also sells shoes for outdoor activities such as tennis, golf, skateboarding, association football, baseball, American football, cycling, volleyball, wrestling, cheerleading, aquatic activities, auto racing, and other athletic and recreational uses. Nike is well known and popular in youth culture, chav culture and hip hop culture for their supplying of urban fashion clothing.
Nike additionally utilizes the possibility of customization through arrangement of different useful qualities
The Swoosh logo was created by Caroline Davidson in 1971. Davidson was asked by Phil Knight, co-founder of Nike, to create a logo that could be placed on the side of the shoe. She gave him the Swoosh, and he in return gave her $35.00. When the Swoosh is inverted and placed next to the wing of The Nike of Samoth...
Nike, which is the Greek goddess of victory, was born in 1972, when BRS launched its first branded shoe at the U.S. Olympic track and field trials. Over the next decade, the company nearly doubled in size each year. In 1978, BRS officially changed its corporate name to that of the Nike brand.
Nike Inc. was founded in 1962 by Bill Bowerman and Phil Knight as a partnership under the name, Blue Ribbon Sports. Our modest goal then was to distribute low-cost, high-quality Japanese athletic shoes to American consumers in an attempt to break Germany's domination of the domestic industry. In 2000 Nike Inc. not only manufactured and distributed athletic shoes at every marketable price point to a global market, but over 40% of our sales came from athletic apparel, sports equipment, and subsidiary ventures. Nike maintains traditional and non-traditional distribution channels in more than 100 countries targeting its primary market regions: United States, Europe, Asia Pacific, and the Americas (not including the United States).
But what makes people buy the name brand Nike? They have great advertisement. I love to watch Nike commercials; they appeal to me as an athlete. The commercials show the inner fight in people, breaking records, becoming a stronger person, being the best you, and being the best athlete; you can be overcoming anything. I find their advertisement to be very inspiring and motivational. The Nike slogan ‘Just Do It’ plastered on so many products inspire others to get out and ‘Just Do It,' no hesitation. Nike tries to appeal to you to buy their products by placing their apparel on professional athletic. Everyone knows Lebron James he has many young athletes that look up to him and want to be just like him. What do they see Lebron James wearing? Nike apparel, for the kids that want to be just like him, they want what he has. So they want the Nike look. For me personally, I see Nike products and logos at just about all sporting events, which is a great strategy for the business.
Nike is the number one innovator in the world in athletic footwear, apparel, equipment, and accessories. This worldwide company operates in an extremely different organizational structure than other companies, such as Reebok and Adidas. Nike operates tremendous marketing strategies and develops inventive designs to inspire athletes around the world. This company is one of the largest suppliers in the world in athletic footwear and apparel, main producer of sports equipment, and making Nike the most valuable brand among sports companies. The task for Nike is to join diversity and inclusion to encourage ideas and innovation. Around the world, this company is a popular brand.
In the case of Nike footwear they have segmented into the following groups: Running shoes, Soccer, Basketball, Football, Hockey, Golf, Tennis, Skateboarding, men’s training and women’s training. Nike footwear has a lot of target markets but their main target market is athletes and fitness professionals. The second target market are people who train, work out and play sports as hobbies or who are semi-professional. Nike also targets the fashionable people. Nike footwear is has further segmented their market according to the people that endorse the products. For example: Jordan, Kobe, Lebron and Durant to name a few. The footwear segment has also been segmented on the bases of brands like Jordan and Converse. (Nike website). According to Svezia Nike will continue to use “premium channels of distribution to family and value channels, it will continue to segment and take market share wherever it presents itself.” (Canadian