...of her three siblings and the only one involved in sports. Her parents Ray and Joyce ignore Patty’s athletic talents, make jokes and play cruel pranks on Patty. Patty goes to a party with a friend, gets drunk, and ends up getting raped by Ethan Post, a son of a family friend. The next day after a basketball game, Patty tells her questioning coach about why she had bruises on her arms. Patty’s mother finds out about the incident and is more concerned how the rape will affect her relationship with Ethan’s family, rather than how Patty is feeling about the rape. Joyce discourages Patty from taking any action against Ethan and asking if an apology would be enough. When Ray finds out he is not supportive either of Patty. Ray also discourages Patty from taking any legal action. Patty ends up dropping the whole situations and her senior year goes on with her athletic life, breaking school records. “Agreeable” shows how an all-star athletic girl is neglected by her parents and is discouraged from excelling in more athletics. Patty could be described as agreeable, low self-esteem, and determined. For example she is agreeable because, “…instead of being publicly humiliated Patty became a real player…” (17) Patty decides to agree with her parents and drop the incident, so she won’t be humiliated by the public. Patty has low self-esteem because her parents don’t support her in her athletic sports nor do they show up at her games, “If Joyce was her mother, then how had it happened that she...
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...logo is designed by Caroline Davidson. Is now one of the worlds top shoemaker and that captures more than 20% of Us athletic market. Originaly the name was given by Phil was “Blue Ribbon Sports”. With an agreement and handshake in 1964 they began importing Japanese brand Onituka Tiger running shoes. Sells from Nike product Footwear: Running Basketball Soccer Sport-inspired urban shoes Children’s shoes Cricket Performance Equipment: Bags Socks Sport balls Eyewear Timepieces Electronic Devices Bats Gloves Protective Equipment Apparels and Accessories Athletic Bags Offers Apparels for Licensed Sports Team Provides Licenses to produse and sells: o Swimwear o Cycling Apparels o Children’s Clothing o School sipplies o Electronic devices o Eyewear o Golf accessories o Belts Marketing Strategies: • Mbrand iage • Web site of the Nike • Customer Preferences • Update itself timely • Product diffrentiation Marketing mix or 4ps of marketing strategies:- Product price Place Promotion Three more marketing strategies are:- Servise Marketing mix E-marketing mix Environmental Marketing mix Advertising Strategies I. PRINT COMMERCIAL II. SPORTING VENUES AND EVENTS III. SPONSPRSHIPS LIKE A) ATHLETES B) CELEBRITIES C) NCAA TEAMS (NATIONAL COLLEGIATE ATHLETIC ASSOCIATION) D) PROFESSIONAL TEAMS Competitve Strategies MOST IMPORTANT: 1. Athletic shoe market share for nike...
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...14, 2014 Comm 4377 Prof. Kennea Anderson CYBER SCANNING- NIKE The athletic apparel market is one of the largest and most profitable markets in the world and the main player in this market is of course Nike. Nike is currently the single biggest company when it comes to all things sports related. It is currently the world leader in athletic apparel and footwear manufacturing and enjoys a market value somewhere in the range of $20-30 billion; the brand alone is valued at $10.7 billion, making it the most valuable brand among sports businesses. The second and closest competitor Adidas has a market value of about $12 billion. Before becoming a global powerhouse in the athletic department Nike began its humble beginnings in January 25, 1964, as Blue Ribbon Sports, created by Bill Bowerman and Phil Knight. The company first began making history by selling track shoes out of Knights car at local track meets. In 1964 in its first year in business 1,300 pairs of shoes were sold grossing only $8,000. By 1971 its relationship with Onitsuka Tiger, the company BRS was distributing for, was nearing an end and BRS prepared to launch its own line of footwear and apparel that would have its signature swoosh logo designed by Carolyn Davidson. The Swoosh was first used by Nike on June 18, 1971, and was registered with the U.S. Patent and Trademark Office on January 22, 1974. Interesting enough, Knight told Davidson that he did not love the logo but knew he would grow to like it. For her...
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...MODULE LEADER : Dr.Vidu Soni MODULE LEADER : Dr.Vidu Soni MODULE NUMBER : MBA7002 MODULE NUMBER : MBA7002 MODULE NAME : Strategic Management MODULE NAME : Strategic Management CARDIFF ROLL NO. : st 20076710 CARDIFF ROLL NO. : st 20076710 BATCH : CMBA’4 BATCH : CMBA’4 ROLL NO. : 1423 ROLL NO. : 1423 STUDENT NAME : DIVYESH KUMAR STUDENT NAME : DIVYESH KUMAR N I K E N I K E Table of Contents Chapter 1…………………………………………………………………...….3 Introduction…….………………………………………………………………...4 Nike’s Journey…….……………………………………………………………...5 Financial Overview…….…………………………………………..……………...6 Chapter 2…………………………………………………………………...….7 Internal & External Environment Analysis…………..……………………………….8 SWOT Analysis………………………………………………………….…….….9 Challenges faced by Nike………………………………………………………….11 Strategic Implemented for 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...
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...marketer of athletic footwear and apparel, holding more than 37 percent of the market share. Nike is a multinational company having factories and retail stores in over 160 countries. However, Nike was not an overnight success as it took years to build the brand and create profitability. The idea of Nike came about in 1962 by Phillip Knight, a Stanford University business graduate. Traveling in Japan after finishing business school, Phillip Knight got in touch with a Japanese firm that made athletic shoes, the Onitsuka Tiger Co., and arranged to import some of its products to the United States on a small scale. This was until 1963, Knight took his shoe delivery to a track meet which sprung a partnership between Knight and William Bowerman, his former track coach. Knight and Bowerman, continued and worked hard on creating the best running shoes that gave the best results. Through development, Bowerman and Knight were able to sell these shoes and gain immense profitability. The business was quickly taking off which in turn, led to Bowerman and Knight hiring employees, who would then sell shoes out their cars. In 1967, the first retail space was purchased and with vast sales, it resulted in expanding the business to other parts of the United States. In 1970 The famous Nike swoosh which adds ultimate value and eye appeal to their shoes was designed by Carolyn Davidson a Portland State University student. She was paid $35 at the time for her design. Later on, Davidson was award...
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...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 * Term * Sign * Symbol * Combination of any of the above Intended to identify goods and services of one seller(s) from another. In 1971, the brand mark that we know as the ‘Swoosh’ today, was created by Carolyn Davidson, a student of Portland State University. During the time of the debut of the new line and product coincided with the popular Track & Field Trials that were...
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...Adidas nike case study - Document Transcript 1. VS1 2. A COMPARITIVE ANALYSIS OF MARKETINGSTRATERGIES FOLLOWED BY NIKE AND ADIDAS TEAM MEMBERSANUPAMA VENU 09014CLAES JOTORP 09126DEEPAK TUSHIR 09032GUSTAV TENERZ 09128SAIRAM KRISHNAN 09088SANJAY SHARMA 09090SUNANDA SURESH 09112 2 3. INDEX1. INTRODUCTION 1.1. BRIEF ANALYSIS OF INDUSTRY 1.2. BRIEF DEFINITON OF INDUSTRY 1.2.1.TRENDS IN THE INDUSTRY 1.2.2.MARKET ANALYSIS 1.2.3.MAJOR PLAYERS AND MARKET SHARES 1.3. MAJOR FORCES SHAPING THE INDUSTRY 1.3.1.PORTER S FIVE FORCES 1.4. PREDICTION FOR 2009-2010 1.5. THE COMPANY AND MAJOR PRODUCT LINES 1.5.1.BRIEF HISTORY OF COMPANY 1.6. FLAGSHIP PRODUCTS, MAJOR PRODUCT LINES, RECENT FORAYS 1.7. HISTORY OF THE BRANDS2. MARKETING STRATERGY 2.1. CUSTOMERS 2.2. COMPETITORS 2.3. COLLABORATORS 2.4. COMPANY 2.5. CONTEXT 2.5.1.TECHNOLOGY 2.5.2.SOCIO CULTURAL 2.5.3.ECONOMIC3. SEGMENTATION, TARGETING, POSITIONING 3.1. MARKET SEGMENTATION 3.2. SEGMENTS TARGETED 3.3. POD S AND POP S 3.4. VALUE PROPOSITION 3.5. POSITIOING 3.6. EVOLUTION AS A BRAND4. MARKETING MIX 4.1. PRODUCT 4.2. PLACE 4.3. PRICING 4.4. PROMOTION5. ANALYSIS REPORT 5.1. CUSTOMER SURVEY 5.2. MARKETING STRATERGIES 5.3. PORTER S GENERIC STRATERGIES 5.4. CREATING VALUE 5.5. CAPTURING VALUE 5.6. SUSTAINING VALUE6. REFERENCES 3 4. INTRODUCTIONBrief Analysis of IndustrySport is an integral part of modern contemporary society. Sport has always been associatedwith discipline, dedication and perfection and hence sportsmen have always...
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...The founders of Nike Inc. are Bill Bowerman and Phil Knight. They created a company called Blue Ribbon Sports, which is the original Nike Inc. and was founded in 1964 by both of them. Bowerman and Knight started their business out of their vehicles at local track meets and sporting events. Their first customers were athletes in the vicinity of the University of Oregon. The company Blue Ribbon Sports hired Carolyn Davidson who designed their swoosh logo in 1971 for only $35. In 1972, Blue Ribbon Sports changed the name to Nike, named after the Greek Goddess of Victory. In 1980, Nike, Inc. had overtaken the athletic footwear market without any advertisements. Nike's reputation in the athletic footwear industry grew by the spreading of positive reviews by athletes and consumers. Nike has created a positive image that has stuck to this day, and Nike remains the first choice for many athletes and consumers around the world. For example, by 1988 Nike's revenues reached to $1,203,440,000. In 1990, Nike opened Nike Town, which was the first retail stores for all Nike products. Nike still continues to grow, for instance it has bought Cole-Haan, Hurley, and Converse. The company’s main goal is to design and develop a world-wide brand of high quality footwear, apparel, equipment, and accessory products. Nike is mostly known for their popular and wide variety of shoes. There are many competitors that Nike has, for instance some of them are Addidas, Reebok, and Under Armour. Nike...
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...Oregon track athlete Philip Knight and his coach Bill Bowerman in January 1964. The company initially operated as a distributor for Japanese shoe maker Onitsuka Tiger (now ASICS), making most sales at track meets out of Knight's automobile. In 1966, BRS opened its first retail store, located at 3107 Pico Boulevard in Santa Monica, California. By 1971, the relationship between BRS and Onitsuka Tiger was nearing an end. BRS prepared to launch its own line of footwear, which would bear the Swoosh newly designed by Carolyn Davidson. The Swoosh was first used by Nike on June 18, 1971, and was registered with the U.S. Patent and Trademark Office on January 22, 1974. In 1976, the company hired John Brown and Partners, based in Seattle, as its first advertising agency. The following year, the agency created the first "brand ad" for Nike, called "There is no finish line," in which no Nike product was shown. By 1980, Nike had attained a 50% market share in the U.S. athletic shoe market, and the company went public in December of that year. Together, Nike and Wieden+Kennedy have created many print and television advertisements, and Wieden+Kennedy remains Nike's primary ad agency. It was agency co-founder Dan who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign. Throughout the 1980s, Nike expanded its product line to encompass many sports and regions throughout the world. Nike operates efficiency due to having a smoothly information flow within the company. Information...
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...Nike READ THE ARTICLE BELOW ON NIKE. There must be few people in the world who are not aware of the athletic footwear company, Nike. Since 1972, it has earned billions of dollars in the USA and around the world, selling footwear and later other items of clothing. Now the brand has been extended1to watches and many other products. Nike’s success suggests2 that everybody loves Nike, but if you type the name into the search engine3 on your computer, you will find many sites protesting against Nike and calling for a boycott on Nike products. Most of these focus on the employment conditions4 in the factories where the footwear is made. . -\ How does a company react to organised5 negative publicity? What would you do? What has Nike done? Before you read on answer these questions: ■ What does Nike produce? ■ What do you associate6 with the 'brand7' Nike? ■ Why do some people not love Nike? The History of Nike The origins of the company grew from the University of Oregon in the United States. American universities are fiercely proud of8 their achievements9 on the sports held. Promising athletes10 can win 'sports scholarships11’ which fund12 their university education whilst1 they represent the university teams. Universities hire the best 3 sports coaches1 and build the best stadiums. 4 Extended: udvidet • zsuggests: antyder • 3search engine: søgem askine * 4empIoyment conditions: arbejdsforhold * 5organized: organiseret • 6associate:...
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...Organizing Tonya Brown MGT/330 September 23, 2010 Professor Anita White Management is the steps that it takes to work with people and resources to accomplish organizational goals. In management all resources whether human or physical needs to be grouped according to its functions. This is done through the organizing function of management. In today’s business society great top management adapt well to conditions as they rapidly change and do so with great rigor, consistency and discipline; applying the traditional four functions of management does this and they are planning, organizing, leading, and controlling. This paper will evaluate the organizing function of management at the Nike Company and show how it relates to human resources and Technology; this paper will also discuss whether or not it has optimized these resources for effectiveness and efficiency with justification. Organizing Function of Management In the leadership of business one of the most important aspect business is the organizing function of management. By correctly implementing the organizing function of management could easily break or make a business. The organizing function of management plays a big part on all levels of a business’s operations. To began with it addresses the manner in which people with the organization will interact, who will report to who in each department, which is a reason why an organizational chart is used and it shows the lines of authority...
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...television and actors and actress for advertising. Nike has made its way through many changes and it has been able to focus on its marketing mix through television ads as well as using billboards, and magazines. Nike Introduction Targeting the market is what every company faces in order to increase sales and in order to keep their company in business. Nike has proven to be able corner and stay one step ahead of the market even in a trying economy it uses athletes, actors and actresses to keep its company going. The brand in today’s market Nike currently has a 47% control of the market with its athletic shoes with sales in the U.S. at 3.7 billion dollars. Nike also targets the market in well over 100 countries which include Europe, and Asia Pacific. Since Nike is such a large producer of many different products its targeting market varies. Nike athletic shoes have been very popular with both the younger crowd as well as adults. Its products are designed with quality this along with the ability to use marketing strategies has continued to keep this company at the top of the list. Nike has used athletes such as Michael Jordan, and Lebron James to promote their products. The strategy allows for the consumers to wear products that they believe in because of the superstar wearing them. Who wouldn’t want to be seen wearing a pair of Lebron James shoes. Many of the high school basketball teams will purchase these because of the quality of the shoe and sporty look that...
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...market in terms of size and growth. More women are riding motorcycles today than ever before. This trend is on the increase, as was shown in the video. Harley Davidson market value has grown from 6.4% in 1990 to 10% presently. More women today are earning higher income and are empowered by this fact. This has brought about a sense of independence and freedom. More women are buying motorcycles today to fill their psychological need of freedom and to express their individualism. Harley Davidson has recognized the women motorcycle market as a good growth opportunity for the company and is targeting this segment by building customized motorcycles with women in mind and also by advertising in some women magazines. Discuss why the woman motorcyclist market is a good strategic fit with Harley Davidson. The women motorcyclist market is a good fit with Harley Davison because more and more women are buying motorcycle to express their independence and their adventurous side. Today, women rider constitutes about 12% of Harley Davidson sales. This still leaves a potential growth opportunity for the company. There is no need to make expensive changes or to build motorcycles specifically for women. Discuss specific tactics Harley Davidson utilizes to attract women motorcyclist; How these tactics differ from attracting men. Harley Davidson recognizes the growth potential in marketing to women and has taken a number of steps to attract women. One of the tactics that they utilize in attracting...
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...* Brand identification of Harley Davidson has been strongly established for years. New entrant will have to overcome customer loyalty of Harley. 2. Bargaining power of suppliers: (Moderate/High) * Harley’s suppliers are not fragmented so they have a high bargaining power. * Switching cost of changing suppliers is high because of the nature of Harley’s products- -could require investing heavily to be a supplier. 3. Bargaining power of buyers: (low) * Since product is differentiated, customer tends not to be price sensitive. * Product is differentiated or targeted for niche market therefore the buyer will not find the alternative product. 4. Threat of Substitutes: (High) * Customers’ taste is shifted into Japanese motorbikes. Ex. Suzuki * Frequent product introductions and continuous improvements in price. 5. Rivalry: (high) * Lack of products differentiation or narrow product line. * Rivals like Honda are diverse in strategies, origins and personalities. SWOT Analysis 1. Strengths: Domestic and International market share, financial status (The company’s revenues had grown at a compounded annual rate of 16.6 per- cent since 1994 to reach $4.6 billion in 2003—marking the 18th consecutive year of record revenues and earnings), and product quality, strong brand quality, strong distribution network. 2. Weaknesses: Difficulty gaining market share in some European countries, Harley Davidson motorcycles are more expensive than...
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...HARLEY-DAVIDSON Marketing Plan Prepared by Mehmet Okan Dicle Cem Karahasanoğlu Submitted to Asst. Prof. Zehra Bozbay Submission Date 26.12.2012 Brief History of Harley-Davidson 1903 in Milwaukee. Bill Harley and Arthur Walter Davidson designed and developed a one-cylinder motorcycle. Around the turn of the century the gasoline engine was developed and the one-cylinder motor was introduced. In 1901 the Indians were the first motorcycles and in 1903 Mitschell, Merkel and Yale. This motorcycle was initially built for racing and was powered by a one-cylinder gasoline combustion engine.So their one-cylinder motorcycle was complete; it was reliable and beautiful in looks. In 1905, 11 cycles in total had been made. 154 by 1908.. by this time they had an official company, in a small wooden barn which was Davidson's father's. Although the company was small, it grew quickly, pulling in William; another member of the Davidson family to help. Pretty soon they had over 20 employees working for them. They even upgraded to a purpose-built stone factory. In 1909, Bill Harley started on the first 1000cc V-Twin. Producing a modest 7 horsepower; the 45-degree V-Twin would become one of the most iconic symbols of Harley-Davidson motorcycles. The V-Twin stayed with Harley for a long time, and although its one of the most recognizable images of Harley-Davidson motorcycles; it wasn't actually invented by Bill Harley.. he was just following everyone else, at the time, V-Twin motors...
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