Patrick Hartrich
ICM 409: Methods of Integrated Marketing Communications
Due: 2/2/15

SWOT Analysis for Nike stores
Strengths
1) Wide selection of products: each category has a variety of choices to choose from
2) Targets a number of age groups and genders, along with your fitness enthusiast and “average joe”
3) Perception of stylish workout attire, compared that of Under Armour and Adidas
4) Have store locations/headquarters all around the world
5) Many sports icons are associated with Nike and not their competitors
Weaknesses
1) Nike has a diverse range of products, but their main income is dependent on the footwear market
2) Pricing vs that of Under Armour and Adidas
3) A majority of their income/revenue is generated from selling at retail stores instead of Nike stores
4) Very high advertising/endorsement costs; many large sports stars help create the brand they’ve become
5) Bad press for working conditions overseas; something Under Armour and Adidas hasn’t had
Opportunities
1) Being a “fashionable” brand, there are many opportunities that Nike is exposed to
2) Nike has grabbed a majority of the younger age, we can reach out and get the elder folks too
3) Nike could build more globally than it already has; many more disposable income markets to hit other than the USA
4) Expansion into sport sunglasses and jewelry lines
5) Nike FuelBand can team up with phone apps so customers can keep track of their calories burned/points earned
Threats
1) Sensitivity to price among consumers leads them to purchase the most effective pair of sports shoes
2) Under Armour and Adidas are stealing NIKE’s ideas in clothing/shoes and creating less-expensive & cost-friendly