...Course Authors Name Institutional Affiliation Chapter 4 The chapter looks at the main factors that led to the concern off international health. It explores the main backgrounds of modern international health from the time of the Eurasian plague for three hundred years. It examines events like the rise of the slave trade and imperialism and the health consequences that came with these events. It then turns and examines the Industrial Revolution in the 19th century and the upsurge of the sanitary reform movement. These events led to the presence and development of new international health institutions. Plague outbreaks led to the beginnings of the earliest health regulations. The increase of rival leaders fighting for power and increase of travel and trade led to the outbreaks of widespread diseases. The Middle Ages were characterized by two great plague outbreaks. The Plague of Justinian affected populations moving from Asia to Ireland. The second great plague was the great Black Death in the 14th century. The plague is said to be the most critical epidemic in mankind’s history. The plague shook the whole political, economic, social and ecclesiastical structure of Europe and it led to a death of 25 million people throughout India, China and Mediterranean. The plague was suspected to have been caused by the numerous human contacts. This led to the earliest efforts of international disease control. In the faith that the plague was introduced by the movement of trade ships, Venice...
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...Description of marketing strategies applied by Nike Air Force 4.1 Challenges Forcing Nike to Focus More on Marketing Sportswear is defined primarily as apparel and footwear made for sports participation, though is now also includes casual clothes worn by people for daily activities (E. Ko, C. R. Taylor, et al., 2012). The sportswear market is one of the most price-competitive markets throughout the globe. Within the UK, items of sportswear are purchased by almost 90% of people under 35 years of age, and by 76% of the population as a whole (Mintel forecasts, 2006). The international sportswear market is worth nearly 41.5 billion US dollars at the wholesale level, with Nike, Adidas, as well Reebok comprising some 14% of this market (Jeroen, 2004) and more details are shown in Figure 1. International Athletic sportswear market: Share by brand in Millions of US dollars (Source: Sporting good intelligence, 2003) 4.1.1 Overview of sportswear industry through Porter’s Five Forces analysis Before the study regarding the marketing strategy of Nike Air Force, it is important to have a clear view of sportswear industry as a whole. Based on Porter's Five Forces model, the general characteristics of the industry can be described in the figure as follow. Based on the analysis, it can be concluded that the sportswear industry as a whole can be characterized as competitive and easy for new entrants. Such truth has raised challenges for existed companies, such as Nike. In addition to...
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...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 Strategy 21 Promotion Strategy 21 Pricing Strategy 24 Customer Relationship Management 24 Budget and Monitoring 26 Summary and Conclusions 28 List of References 30 EXECUTIVE SUMMARY Nike is a leader...
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...begin to reduce and limit down their expenditures which will eventually reduce the retailer’s revenue and profit. For example, in an economic recession, fewer consumers will think about buying a pair of new shoes to avoid an extra financial burden. In addition, the increasing price of basic commodities will cause the retailers to face cost pressures which reduce their profit margin. Background of NIKE Company Nike Company is one of the largest retailers that involved in Malaysia’s retail sector. It involves in the athletic footwear retail industry as its primary main focus is on supplying sportswear. It is the leading retail marketer of sport apparel, athletic shoes and a major manufacturer of sporting equipments in the world. Nowadays, besides selling sportswear, Nike also involves in selling of casual and fashion footwear in order to increase its consumer networks coverage. To distributing its products, Nike is operating own outlets which known as Nike Town and distributing the franchises to most of the countries in order to extend the business throughout the world. Nike helps to create a lot of...
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...1.5 Dropbox –Nike Marketing Analysis MKTG 530 Tori Kern Indiana Wesleyan University 1.5 Dropbox – Nike Marketing Analysis Nike Incorporated is one of the world’s leading innovators in athletic footwear, apparel, equipment and accessories (Nike.com, 2014). Nike will design, develop and market all of the above as well as marketing of apparel with licensed professional and college team logos ("IWU Jackson Library Databases," n.d.). Nike can and will clothe and shoe one’s entire family. Nike Incorporated began in 1968 and is now headquartered out of Beaverton, Oregon. Nike Inc. wholly owns affiliates such as Converse Incorporated, Hurley International, LLC and Nike Golf (Nike, Inc., n.d.). Converse is considered and reported as a separate segment while Hurley and Nike Golf are part of the financial reports for the Nike trademark. There is also the Jordan Brand. The Jordan Brand began in 1997and offers performance and lifestyle products. The Jordan Brand offers premium brand footwear, apparel and accessories inspired by the legend himself, Michael Jordan. The Nike Company has roughly 48,000 employees worldwide and operates in more than 170 countries (Global Data, December 2013). From when Nike began to the current status there are opportunities for Nike to improve on and to achieve goals. There will always be threats against the Nike Company that will try to distract or keep them from achieving goals. For a marketing standpoint it is important to identify those threats...
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...Marketing Audit of Nike Nike is an incorporated company that primarily carries footwear products. The Company designs, develops and markets athletic footwear, apparel, equipment and accessory products. Former CEO and Pres. Philip Knight co-founded Blue Ribbon Sports with Mr. Bill Bowerman in 1962 which officially became Nike in 1978. At first, Nike was known to distribute inexpensive, superior-quality Japanese athletic shoes to American consumers to break Germany’s domination of the domestic industry. Today, Nike Inc. manufactures and distributes athletic shoes to a global market and some 40% of sales come from athletic apparel, sports equipment, and subsidiary ventures. Nike maintains traditional and non-traditional distribution channels in more than 110 countries with primary market regions in United States, Europe, Asia Pacific, and the Americas (not including the United States). Nike has some over 20,000 retailers worldwide including Nike factory stores, Nike stores, NikeTowns, Cole Haan stores, and internet-based Web sites sell Nike’s sports and leisure products. Nike is leading the sales in the athletic footwear industry with a 33% global market share. Nike Inc. achieved their current status by promoting “quality production, innovative products, and aggressive marketing” in their products. As a result, for the fiscal year end 1999, Nike’s 20,700 employees generated almost $8.8 billion in revenue worldwide. ENVIRONMENTAL ASPECTS ECONOMICS Have changes in the...
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...Nike Marketing Analysis Nike: Maintaining a Promotional Edge Nike’s initial product advertising strategy of using professional athletes for raising demand through word-of-mouth provided good publicity. However, its selective-demand advertising was mainly focused on high-priced shoes for traditional sports, and ignored newly developed market segments such as aerobics and extreme sports, and new trends such as brown shoes and casual footwear (Etzel, Walker, and Stanton). Nike launched a successful advertising campaign around its "Just Do It" catch phrase and "swoosh" logo. Nike increased its visibility through vertical cooperative advertising; expanding its product line to include apparel, equipment, and accessories, which led retailers to use the Nike brand to attract customers to their stores. Nike gained a high level of publicity and increased its appeal to both men and women when it signed famous athletes like Michael Jordan and Venus Williams (Etzel, Walker, and Stanton). Further exposure was gained when Nike promoted its brand near major events, giving the impression that it partly sponsored the events. It also increased its sales promotion through the sponsorship of sporting events and collegiate teams. It gained exposure in extreme sports through cooperative advertising when it partnered with a skateboard manufacturer for the purpose of developing skate shoes (Etzel, Walker, and Stanton). Public relations were negatively affected by allegations...
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...A LITTLE HISTORY Nike originally known as Blue Ribbon Sports (BRS) was track athlete Phil Knight and his coach Bill Bowerman in January 1964. The company initially operated as a distributor for Japanese shoe maker Onitsuka Tiger. Many top Oregon runners began wearing the shoes, and the shoe's popularity grew quickly. The company's profits grew quickly, and in 1966, BRS opened its first retail store, located in Santa Monica. In 1971, with the relationship between BRS and Onitsuka Tiger nearing an end, BRS prepared to launch its own line of footwear, which would bear the newly designed "Swoosh." The first shoe to carry this design was a soccer/football cleat named "Nike," which was released in the summer of 1971. In February 1972, BRS introduced its first line of Nike shoes, with the name Nike derived from the Greek goddess of victory. In 1978, BRS, Inc. officially renamed itself to Nike, Inc. The sponsorship of athletes became a key marketing tool for the rapidly growing company. By 1980, Nike had reached a 50% market share in the United States athletic shoe market, and the company went public in December of that year. Together, Nike and Wieden+Kennedy, an advertising company, have created many indelible print and television ads and the agency continues to be Nike's primary today. It was agency co-founder Dan Wieden who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign, which was chosen by Advertising Age as one of the top five ad slogans of the 20th...
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...It is expected to reach $73.5 billion by 2019. The biggest reason for such growth is projected increases in revenue derived from media rights deals, which is predicted to surpass gate revenues as the sports industry's largest segment.(Forbes , 2013 ). Nike is the most valuable sports brand in the world, worth $15.9 billion (excluding its autonomous brands like Cole Haan, Converse, Umbro, and Hurley), an increase of $1.4 billion, or 9.7%, since our first Fab 40 in 2007. That means the Nike name accounts for over one-third of the athletic gear maker's market value. Sales of Nike-branded merchandise in fiscal 2012 were $21.8 billion( Forbes , 2013...
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...Final Marketing Plan NIKE, Inc. Executive Summary As a heavyweight company that manufactures all its own products, NIKE is able to reach into just about every aspect of the sports market. All its’ products are developed, from the apparel to the footwear, and are able to reach women, men, and children throughout the globe. NIKE creates products tailored for just about every sports event: “running, training, basketball, soccer, sport-inspired casual shoes, and kids’ shoes. It also markets footwear designed for baseball, cheerleading, football, golf, lacrosse, outdoor activities, skateboarding, tennis, volleyball, walking, and wrestling”. All this gear is available through NIKE’s retail stores, including, but not limited to, trademarks such as “Cole Haan, Converse, Chuck Taylor, All Star, One Star, Star Chevron, Jack Purcell, Hurley, and Umbro”. Another successful marketing strategy is to implement the face of a famous athlete with the product in order to increase popularity. This has been done with Michael Jordan and the Nike shoes’ “Jordan’s”. Furthermore Nike has even granted customers the ability to have a degree of customization in shoe products that they order. This is yet another successful method that has greatly yielded to the customer’s specific designs. This idea of catering to a customer’s design is considered a breakthrough and currently this appears to be that path Nike is following on. A shop was opened where customers could design shoes that Nike would make...
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...Wrexham, UK 15th November, 2012 To, The Marketing Director Nike, UK Subject: A study of changes in the Sportswear market in India in the past decade with focus on footwear sector. Analysis and suggestion about the marketing techniques that need to be implemented for the launch of a new product. The study also includes formulating a Pricing strategy and various promotional measures to be opted by Nike. In today's competitive market, companies always try to introduce different types of products and creative marketing approaches so as to showcase the uniqueness in their products and to survive in the dynamic marketing environments. Nike, the American multinational company is a leading manufacturer and supplier of sportswear, apparel, accessories and services and holds the top spot in supplying athletic shoes and apparel throughout the world. The company, today is among the most valued brands. (Skoloda, 2010) The product is due to be launched in India, which holds the top spot in terms of being among the fastest growing economies in Asia and is the most preferred markets for multinational companies. Indian economy is growing at 8.8%, which is among the best in Asia. (Nobrega & Sinha, 2008) Changes in the Sportswear market over the last decade: As Isaac Asimov once said “The only constant is Change” so is it. The current markets are ever changing. Philip Kotler & John Caslione (2009) state that “Turbulence is the new normal”. Companies...
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...Murad Tahirov Marketing Spotlight-Nike The Nike story begins with its founder, running enthusiast Phil Knight. In 1962, Knight started Blue Ribbon Sports, the precursor to Nike. At the time, the athletic shoe industry was dominated by two German companies, Adidas and Puma. Knight recognized a neglected segment of serious athletes whose specialized needs were not being addressed. The concept was simple: Provide high-quality running shoes designed especially for athletes by athletes. Knight believed that "high-tech" shoes for runners could be manufactured at competitive prices if imported from abroad. Without much cash to do any advertising for his products, Knight crafted his "grass roots" philosophy of selling athletic shoes: Speaking to athletes in their language and on their level; sharing their true passion for running; and listening to their feedback about his products and the sport. Each weekend Knight would travel from track meet to track meet – both high school and collegiate competitions--talking with athletes and selling Tiger shoes from the trunk of his green Plymouth Valiant. The company's commitment to designing innovative footwear for serious athletes helped it build a cult following that rapidly reached the American consumer. By 1980, after just under two decades in the business, Nike had become the number one athletic shoe company in the United States. Unfortunately for the company, this wave of success was soon to crest as rival companies...
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...Nike Corporation is the world’s most successful innovative in the market when it comes to footwear, athletic clothing as well as equipment. Nike focuses its product offerings in several categories like basketball, football, soccer, baseball, training and running. Nike continues to display excellence with promoting their products by partnering with superstar athletes, pro sports teams as well as with college sports, so Nike relies mainly the ability to endorse and sponsor to be able to promote on its own. In 2008, Nike spent over $260 million on sponsorships and endorsing the brand. Nike Corporation provides creative advertisement deals with cricket teams in India well as providing sponsorship deals with Manchester Unite soccer team and soccer teams in other countries in Brazil and Portugal. Nike utilizes sponsorships deals to allow the Nike “Just Do It” logo to be displayed on each uniform as well as being on the inside of stadiums and arenas across the world, which continues to promote visibility of their products. Nike’s distribution channels and retail model Nike distributes its products through three major channels: By selling products to wholesalers in the US and international markets By direct-to-consumer(or DTC) sales, which include in line and factory retail outlets and e-commerce sales through www.nike.com Sales to global brand divisions.NIKE, Inc.has also tried to create category-specific retail destinations by partnering with footwear retailers such as Foot Locker...
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...NIKE Annual Report Project Introduction: This project is aimed with the review of the financial statements and financial performance of Nike Inc for the year ended May 31, 2012. NIKE, Inc., together with its subsidiaries, engages in the design, development, marketing, and sale of footwear, apparel, equipment, and accessories for men, women, and children worldwide. The company offers products in seven categories, including running, basketball, football, men’s training, women’s training, NIKE sportswear, and action sports. It also markets products designed for kids, as well as for other athletic and recreational uses, such as baseball, cricket, golf, lacrosse, outdoor activities, football, tennis, volleyball, walking, and wrestling. The registered address of the company is: “Nike Inc. One Bowerman Drive Beaverton, OR 97005-6453 United States - Map Phone: 503-671-6453 Fax: 503-671-6300 Website: http://www.nikeinc.com” Financial Statements: The financial statements of any company consist of the following statements: • Income statement – A measure of how much company has earned from the operations in a given period of time • Balance Sheet – A measure of the financial position of the company at a specific date • Cash Flow Statement – A measure of cash generation or usage from operating, investing and financing activities during a specific period of time • Statement of changes in owner’s equity – This statement refer to the changes in the share capital due to...
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...Integrated Marketing Communication Plan Nike Running Shoes I. Background Nike Incorporated, the leading innovator in athletic apparel and accessories, traces its roots to the University of Oregon track and field team of the early 1950’s. The team’s coach was determined to give his athletes a competitive advantage by always finding the newest and most efficient gear, and began designing and producing sneakers with very limited resources. After twenty-one years of creative turmoil and a superficial, lean order-by-order manufacturing system, the Nike brand was finally formally launched in 1971. Eugene Oregon remains the home of the Nike brand and the corporation’s headquarters. Understanding that a distinctive, easily recognizable logo was necessary to build the company’s sales and bond with its customers, the company tried various logos throughout the years. In 1980 the company settled on the final Nike, Inc. logo, referred to as the swoosh, and recognized around the world as the mark of the quality Nike brand. As Nike’s newest advertising agency, our firm will be focusing our efforts toward improving the sustainable competitive advantage of Nike Running shoes. II. Buyer Behavior Nike Inc. currently represents thirty percent of the athletic apparel and accessories industry. The market is comprised of professional athletes, amateur athletes, those devoted to personal fitness, and trendy young adults continuously seeking the latest fashion trends and social recognition. Nike nurtures...
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