...summation about Nike Inc. detailing the history and success of the company. Adescription of the product Team Ahas invented is discussed. This paper will give a brief synopsis on the importance of marketing to Nike, as the organization’s awe-inspiring reputation thus far proves it to be a highly-regarded and profitable company to do business with. Included also is the approach to marketing research, which is used to improve the tactics and strategy within marketing for products in development. Team A performed a (SWOTT) analysis which identifiesstrengths, weaknesses, opportunities, threats, and trends that will affect the launch of our product. Organizational Overview Nike is known as one of the world’smost influential producers of athletic apparel, footwear, accessories, and equipment.The Nike symbol can be seen on the uniforms and shoes of some of the most popular athletes world-wide. The Nike Inc. mission statement claims “to bring inspiration and innovation to every athlete in the world, if you have a body, you are an athlete” (About Nike Inc., 2013, para. 1).In1950 two men Bill Bowerman and Phil Knight had a vision to ignite a revolution in athletic footwear (2013). Bill Bowerman was a well-known national coach in field and track at the University of Oregon, who searched continuously for ways to stretch the team’s competitive edge. Bowerman conducted many experiments with multiple track surfaces, athletic shoes, and hydration drinks and started cobbling shoes for his team by 1950...
Words: 1698 - Pages: 7
...Nike Fortune 500 Company Analysis Park University MG495 Abstract This paper will discuss the successful, multi-national, athletic, and Fortune 500 company, Nike. Nike is one of the most recognized companies today and has created products and an image that companies all around the world dream to achieve. Through a straight forward mission statement that encompasses their vision, Nike is able to show how devoted they are to satisfying their customers' needs and going beyond that to ensure their customers only receive quality products and services. Nike’s extensive history, dating back to the 1950’s only adds to its impressive reputation in the athletics industry. It’s properly researched, developed and managed marketing strategy has given Nike the advantage over its competitors and has helped to ensure the company will lasts for years to come. The company was founded on the premise that it wanted to be the industry leader and develop products to help athletes perform at the highest standards. From the very begging Nike has done everything to achieve and maintain that balance and it still is the industry leader today. Nike History Bill Bowerman was a track coach for Oregon in the 1950’s. He was always seeking new ways to get a competitive advantage amongst his competitors. He tried everything from experimenting with running surface compounds, hydration, nutrition, and just about anything else you could think of to gain an advantage. He tried pitching it to all of the...
Words: 2858 - Pages: 12
...target consumer croup. The impact of branding on consumer purchase decision has been studied. The different approaches of influencing market positioning of the company and product through promotion have been discussed herein. The methodology incorporated includes both primary and secondary research data, pertaining to directly and exclusively collected information and views from Dove users and employees and results or analysis from credible magazines, online portals, discussion forums, journals etc. respectively. The data sampling has been thereon used to ascertain outcomes and derive results and presenting a better view of the entire branding-promotion-consumer cycle. Keywords: Branding, consumer buying behavior, brand management, Nike CHAPTER ONE - INTRODUCTION Chapter One introduction mainly concern with the background study of the project focusing to the study of the case. The concern also given to the research aims and objectives of the research as well as research question which comply with the dissertation. The focus also given to the research methodology which determines the ways of deriving the data collection and its methods for analysis where primary and secondary research being taken under consideration. The parallel focus given to the significance of the study being taken under consideration and finally ends with conclusion of the chapter one. 1.1. BACKGROUND “People get consciousness all the...
Words: 3047 - Pages: 13
...Rectification………………………………………….….13 Chapter 3…………………………………………………………………..….16 Leadership Hierarchy……………………………………………………..…...….17 Chapter 4…………………………………………………………….…….….21 Nike Core Competencies…………………………………………………..………22 Value Chain Analysis……………………………………………….…………….24 Chapter 5………………………………………………………………….…..26 Cooperate Governance……………………………………………………………27 BIBLIOGRAPHY……………………………..………………………….….30 C C hapter hapter 1 1 Introduction “Everything you need is already inside. Just do it” * Bill Bowerman (Fabrega, n.d.) “NIKE”, one of the most synonymous names with the sporting world, was initially established as Blue Ribbon Shoes in 1964. The brand was started by Bill Bowerman and Phil Knight at the University of Oregon; where the former was the latter’s track and field coach. (10 things you did not know about Nike, 2011) During Phil Knight’s time at Stanford University, he wrote a paper on ending German dominance...
Words: 5966 - Pages: 24
... 1. Assignment Topic In your case report, identify three to four marketing challenges covered in this subject, and address how those challenges can be met using the principles developed in this subject. Be sure to cite and reference the name and source of your case in your assignment report (as well as other references you use). The case study “Nike – The art of selling air.” has been included for reference in Appendix A of this paper. 2. Word Count This paper contains a total of 2581 words from the start of the introduction to the end of the conclusion section. 3. Executive Summary Companies today face many challenges to maintain market share and differentiate themselves from a highly competitive and ever evolving market place. Marketing is crucial to a company’s long term success. The aim of this paper is to use the “Nike - The art of selling air.” case study and concepts from strategic marketing theory to identify marketing challenges and how those challenges could be best addressed using marketing principles. The paper provides a brief introduction to the company known as Nike, explores what concepts are guiding Nike’s company marketing efforts; and uses examples to explore some of the marketing challenges and misjudgements that Nike has faced and how these were or could have been overcome using marketing principles. 4. Introduction...
Words: 5343 - Pages: 22
...Nike MKTG305-1301B-01 Marketing Management Project Type: Unit 4 Individual Project April 28, 2013 Abstract This paper will discuss the importance of branding. It will also focus on the history of Nike and how this company has been successful in their marketing efforts and their chosen celebrity endorsers. Introduction A product’s brand name has become an extremely important factor. It is the deciding factor in consumers’ final decision of whether or not to purchase a product or service. The brand in today’s market Prior to Nike, there were two visionary men, Bill Bowerman and Phil Knight, who pioneered a revolution in athletic footwear that redefined the industry ("Nike, Inc.:History," ). After years of their ideas being ignored, they established a partnership and convinced Japan to allow them to become U.S. distributors of Japan’s Tiger shoe which in turn opened the door to allow Bowerman to make changes to the Tiger shoe to make it a light weight and better. This led to the establishment of Nike. By 1971, there was a third individual, Jeff Johnson, the first full time employee, who created the marketing materials for Nike. Brand is clearly defined as a promise to the consumer which tells them what to expect from the products and services being offered and how it differentiates from competitors it is the basis for sales and incorporating a committed customer base. The American Marketing Association (AMA) defines brand as one of the following: * Name ...
Words: 1225 - Pages: 5
...Daniel Forino MBA 592.01.02 Organizational Behavior Winter 2013 Professor Nugent Culture Paper The company/organization I have selected is Nike Inc. Started as Blue Ribbon Sports (BRS) in 1964 by founders Phil Knight & Bill Bowerman and BRS started as a distributor for Onitsuka Tiger a Japanese shoemaker (now ASICS). Not just distributors, BRS were a part of the design process of the Onitsuka Tiger brand. In 1971 BRS branched out to start their own product offerings with the vision and company mission to provide “innovation in search of better, lighter, faster product performance”. This has been one of Nikes core competencies since its inception (officially Nike in 1978) but over the past decade has worked diligently on integrating Innovation & Sustainability into its core competencies. NIKE, Inc directly employs more then 38,000 people throughout the world and contracts directly with factories and manufacturers to employ an additional 800,00 employees. Nike issues a corporate responsibility report every 3 years, in which they identify the goals, successes and culture of NIKE Inc as an organization. Although the fiscal year 2009 (FY2009) and fiscal year 2012 (FY2012) reports touch on many of the same issues, it is clear that the FY2009 Corporate Responsibility Report focuses more on the organization and its internal structures. As NIKE Inc, maintains both dedicated staff and contracted labor with manufacturers and factories, they are tasked with both developing an organizational...
Words: 2267 - Pages: 10
...Introduction. In recent times the sports sectors have began to see the importance of strategic marketing and planning. Researchers have said that if strategic marketing activities are not improved sports would not be able to endure the competition from the entertainment industry. This purpose of research is to: (A) Evaluate the conditions of the Marketing environment of Nike INC as a sports equipment company (B) Evaluate the recourse capability of Nike INC using appropriate analytical tools, highlighting its thresholds and unique resources and core competences (C) Evaluate the strategic fit of Nike INC using the analysis gather highlighting its strength and weakness. Company’s Profile. Nike INC is a sport Equipment company, It was founded on the 25th of February 1964 by Bill Bowerman as at then it was known as Blue Ribbon Sports. Its named was official changed on the 30th May 1978 to Nike INC. It is said that Bill Bowerman developed his interest in starting up a business while in Stanford. He believed his business would grow because as at then most Sport Shoes companies spent a fortune on labour by cost by manufacturing their Athletic Sports Footwear in countries like the USA were labour cost were high. He was convinced that by out sourcing production to Japan where labour is cheaper, Blue Ribbon prices would be cheaper than its contributor and thus it break into the Athletic Foot Ware industry and this was the beginning of the company which later became Nike INC. ...
Words: 2896 - Pages: 12
...considered the world’s leading supplier of athletic shoes and apparel and one of the world’s most famous and strongest brands. The company was founded in 1964 as a footwear distributor Blue Ribbon Sports by Bill Bowerman and Phil Knight (middle-distance runner from Portland). Initially, the company operated as a distributor for Onitsuka Tiger, the Japanese shoe maker. Most of the sales were made out of Knight ’s automobile. In 1967 the first retail store was opened. In 1972 the jump was made to manufacturing company’s own brand of athletic shoes and the “Swoosh” brand mark was created. The first self- manufactured company’s shoes used Bowerman’s “waffle” design. They became extremely popular among the runners: they had special waffle-type nubs for traction and at the same time they were lighter than traditional athletic shoes. In 1979 Nike Air technology was successfully launched and by 1980 the company already attained 50% of national athletic shoe market. In 1982 Nike started to cooperate with Portland-based advertising agency Wieden+Kennedy. Many successful advertising campaigns were mutually launched and agency’s co -founder Dan designed even Nike’s famous slogan “Just Do It” The Purpose of This analysis The purpose of this paper is to research and analyze the theories of management that apply to Nike Corporation. The emphasis is...
Words: 689 - Pages: 3
...EXECUTIVE SUMMARY NIKE INC. In an effort to become one of the world’s leading designers, marketers, and distributors of athletic footwear, apparel, equipment, and accessories, Nike Inc. started with two visionary men who transformed themselves into one of the top selling brands in the athletic shoe industry. Through taking chances and understanding customers needs, Nike Inc. has established a large market position and strong brand equity. Nike Inc. understood early in its history that aligning its products with top athletes like Tiger Woods, Lance Armstrong and Michael Jordan, would propel the Nike brand to the very top. Nike also fostered endorsements with both individuals and associations like the NFL. Nike also takes into consideration the impact of giving back, having a positive Corporate Social Responsibility and being environmentally conscious. At the same time Nike experienced setbacks due to their dependence on third party manufacturers and having limited control. Nike Better World CSR Campaign targets smaller waste output (carbon footprint) and paying closer attention to the way their products are being manufactured (labor force) helping Nike to get back in good standing with consumers. Because, the market for sporting goods is intensely competitive, it is important for Nike to realize that it is not just the young “hip” generation that is going to keep them on top. The older “Baby Boomers” can help them to succeed too; this generation is known for...
Words: 4357 - Pages: 18
...Robert Brown ETH/316 May 7, 2014 Richard Sorrentino Abstract This essay will research a a global organization and cultural issue that affects the organization's interactions outside the United States. It will also define the cultural issue within the global organization as well as provide an analysis of the ethical and social responsibility issues that the organization must deal with as a result of being a global organization. The analysis will identify ethical perspectives in the global organization and it will compare these ethical perspectives across cultures involved in the global organization. Ethical Perspectives Paper Due to many strict regulations placed on corporations by the United States, a lot of them have moved their factories overseas as a way of escaping the strict regulations. South Korea, Vietnam, Taiwan, and China are examples of various Third World countries that have a readily available and abundant cheap labor source. These companies take it vantage of this cheap labor as a means of fulfilling the consumer’s needs while at the same time cutting costs production. Many of these organizations have been noted by the media as abusing these forms of cheap labor and are highly criticized because of their organizational culture. The use of child labor or work conditions in the labor force are some of the malpractices these organizations are noted as using on both the local and international level. Although these organizations have been reported...
Words: 1096 - Pages: 5
...Identify and research a cultural issue that affects this organization's interactions outside the United States. Define the issue and provide an overview of how became an issue in the organization. Prepare an analysis of the ethical and social responsibility issues your organization must deal with as a result of being global. Write a 1,050- to 1,400-word paper summarizing the results of the analysis. Include the following: • Identify ethical perspectives in the global organization. • Compare these perspectives across cultures involved in the organization. • Describe a viable solution for this issue that could be acceptable by all stakeholders. Introduction: The Nike Corporation In today’s economy, there are several corporation that use multinational tactics in order to make their business strive and successful. A great benefit of multinational corporations is that it helps create wealth and jobs around the world. These corporations also offer much needed foreign currency for developing economies. However, there are many disadvantages such as multinational companies have monopoly power which enables them to make excess profit and pushing local shops off the map. A global multinational company that is very recognized and popular around the world is The Nike Corporation. The Nike Corporation was originally known as Blue Ribbon Sports (BRS). It was founded in January 1964 by Philip Knight, which was a University of Oregon track athlete, and his coach, Bill Bowerman...
Words: 1131 - Pages: 5
...George T. Neale ACC 350 – Assignment 1 Professor Wencel May 28, 2013 The purpose of my research paper focuses on the features of the Nike, Inc. Nike is a company that has thoroughly embedded itself into the psyche of people around the world. It's a company that started with humble origins from selling footwear in the basement to becoming the behemoth in the athletic industry. Bill Bowerman, University of Oregon track & field coach, and Phil Knight, middle-distance runner under Bowerman co-founded Nike. Nike was first established as Blue Ribbon Sports in 1964 as a partnership and the name Nike was officially adopted on May 30, 1978. The infamous Nike Logo - Swoosh, was created for a fee of $35 by Carolyn Davidson, a graphics design student. In 1980, Nike became a publicly traded company with the completion of its Initial Public Offering of 2,377,000 shares of Class B Common Stock on New York Stock Exchange with the stock symbol NKE. Today, Nike employs over 38,000 people across the globe, and has net revenue in excess of $21 billion (Nike, Inc., 2011). Nike is a consumer products company, the relative popularity of various sports and fitness activities and changing design trends affect the demand for our products. Nike must therefore respond to trends and shifts in consumer preferences by adjusting the mix of existing product offerings, developing new products, styles and categories, and influencing sports and fitness preferences through aggressive marketing. Failure...
Words: 2133 - Pages: 9
...Table of Contents 1.0 Introduction 3 2.0 Nike Corporate Responsibility Strategy 4 2.1 Employment Aspect 4 2.1.1 Recommendations 5 2.2.1 Recommendations 6 2.3.1 Recommendations 7 2.4 Empowerment Programs 8 2.4.1 Recommendations 8 2.5 Stakeholder-Consumers 9 2.5.1 Recommendations 10 3.0 Conclusion 11 4.0 References 12 1.0 Introduction Nike is a very famous and successful corporation in the world. It is originally founded by Phil Knight and Bill Bowerman in January 25, 1964. Nike is a market leader of sportswear and gear and it is also enjoys possessing more than 47% market share around the world. (About Nike - The official corporate website for NIKE, Inc. and its affiliate brands., 2015) Nike’s mission is to bring inspiration and innovation to every athlete. According to Bill Bowerman, “If you have a body, you are an athlete”. Besides that, Nike’s corporate responsibility mission is to help the company to achieve profitable and sustainable growth and to protect and enhance the brand and company. Besides that, Nike’s corporation has over 700 shops around the world and it has many offices in 45 countries outside the United States. Most of the factories are located at Southeast Asia such as Indonesia, Taiwan, China, Malaysia, Thailand and etc. Nike produces wide range of sports equipment. The first product which produces by Nike was the track running shoes. Nike was currently made shoes, jerseys, shorts and etc. Nike has recently introduced cricket shoes...
Words: 3013 - Pages: 13
...Professor Gregory F Stiber By: Brizaida Ribalta, Jessica Halsey and Shereen Hijazi Nova Southeastern University H. Wayne Huizenga School of Business & Entrepreneurship Assignment for Course: MKTP 5005 – Introductory Marketing Submitted to: Gregory F Stiber Submitted by: Brizaida Ribalta, Jessica Halsey, Shereen Hijazi. Date of Submission: August 30th, 2012 Title of Assignment: Term Project – Marketing Plan CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas or words, either quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course. Student's Signature: Brizaida Ribalta, Jessica Halsey and Shereen Hijazi ***************************************************************** Instructor's Grade on Assignment: Instructor's Comments: Table of Contents Executive Summary 4 Company Description 6 The Origin of Nike, Inc. 6 Today’s Nike 7 Mission and Goals 8 Core competencies 10 Situation Analysis 11 Macro-Level External Environmental Factors 11 Competitive Environmental factors 12 SWOT Analysis 15 Competitors 16 Reebok 16 Adidas 17 Puma 17 Target Market 19 Segmentation 19 Target Marketing 19 Marketing Mix 20 Product Strategy 20 Distribution...
Words: 5966 - Pages: 24
