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Strategic Analysis of Nike

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Nike Case Analysis

Nike is a world's leading supplier of athletic shoes and apparel. The company was founded in 1964, when it was selling shoes to athletes. It grow rapidly through the 1970’s, and expanded its product lines to produce footwear in the categories of running, training, basketball, casual shoes, and kids shoes. As the bloom faded from the domestic athletic footwear market, the company entered active apparel market in 1978. Nike made a series of strategic decisions in 1970’s and early 1980’s, which made it one of the most successful sportswear and equipment suppliers in the world.

The Company’s strategic goal was to maximize its profit in a long run. It was successful because it was able to identify, develop and match its resources and its capability by taking the following strategies:

Marketing Strategy

Branding Strategy:

Nike managed to establish its brand name by attracting top athletes for promotional campaigns. Nike viewed the footwear market as a pyramid, with a small peak -serious athletes, and a broad base – the millions of Americans who wore athletic footwear casually, and believed that by maintaining a strong position at the top, it would extend its presence downward. This was very crucial to Nike’s success. So Nike spent 3% of its revenues on promotion including contracts with professional players and coaches, agreements with amateur athletes and teams, sponsorship of numerous prominent sporting events and the underwriting of a world-class track club, Athletic-West. Also, Nike sponsored many local races, hiring athletes or former athletes. These efforts helped to build the brand’s image – professional and high-tech. For low-end market, the shoes might not be significantly better than its competitors, but the branding helped to boost the sales.

Market Segmentation Strategy:

Nike is a perfect example of market segmentation

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