Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

NIKE Marketing Management Case analysis


Published on

Marketing management case analysis of 'NIKE'. This PPT contains Nike's Acquisitions, Pros & cons and risk faced by NIKE and spokes persons of the NIKE. SWOT analysis of ADIDAS. Purely focused on Marketing Mix and SWOT analysis of NIKE and ADIDAS.

Published in: Marketing
  • Login to see the comments

NIKE Marketing Management Case analysis

  2. 2. ABOUT NIKE  Nike, is an American multinational corporation that is engaged in the design, development, manufacturing and worldwide marketing and sales of footwear, apparel, equipment, accessories and services.  Nike, originally known as Blue Ribbon Sports (BRS), was founded by University of Oregon track athlete Philip Knight and his coach Bill Bower man in January 1964. from 1971 it is calling as NIKE .  Nike, head quarter is located in Beaverton, Oregon, US.  Nike is currently having 44,000 employees.
  3. 3. SPOKESPERSON FOR NIKE  MICHAEL JORDAN (US) - basketball - revenue $100 million.  TIGER WOOD (US)- Golf - build great customer relationships.  MARIA SHARAPOVA (Russia), ROGER FEDERER(Switzerland), RAFAEL NADAL (Spain)- Tennis - revenue $10.6 million.
  4. 4. ACQUISITION AND DEACQUISITION BY THE NIKE Company name Acquisition year Cole Haan 1988 Bauer Hockey 1994 Hurley International 2002 Chuck Taylor All-Stars 2003 Starter 2004 Umbro 2008 ACQUISITION Company name Deacquisition year Starter 2007 Bauer Hockey 2008 Umbro 2012 Cole Haan 2013 DEACQUISITION
  5. 5. 4 P’s OF NIKE PRODUCTS Shoes, Jerseys, Shorts, Base layers for a wide range of sports. Nike recently teamed up with Apple Inc. To produce the Nike+. PROMOTION 1994-Victory of Brazilian team. 2008-09- Hosted the Human race 2009-launched Tiger web talkback session. PRICE Nike uses vertical integration in pricing The pricing is based on the basis of premium segment as target customers. Nike is giving 30% discount for law and enforcement appreciation for the police officers. PLACE Nike shoes are carried by multi-brand stores and the exclusive Nike stores across the globe. Most of the factories are located in Asia, including Indonesia, China, Taiwan, India, Thailand, Vietnam, Pakistan, Philippines, and Malaysia.
  6. 6. WHAT ARE THE PROS, CONS AND RISK ASSOCIATED WITH NIKE’S CORE MARKETING STRATEGY? PROS:  NIKE + (Plus) (Apple).  Nike customer designing shoes. .Sponsorship CONS:  High costs incurred in advertisement.  Nike is not an eco-friendly product.  Child labor issue.
  7. 7. RISKS  Being one of the major players in the World Market when ever Nike launches a new product it has to make sure it addresses to the concerns of the Global Market, which is difficult to achieve.
  8. 8. ADIDAS  Adidas AG is a German multinational corporation that designs and manufactures sports Shoes, Clothing and Accessories.  The company is based in Herzogenaurach, Bavaria, Germany. Adidas also produces other products such as bags, shirts, watches, eyewear and other sports and clothing-related goods. Focusing on European market.
  10. 10. SWOT ANALYSIS FOR ADIDAS STRENGTH  Adidas has a high brand value among the consumer.  Sponsoring major sports events including Olympics and sports team.  Adidas product are available in world wide.  Produces of wide variety of products.  Strong work force.  Customer retention ratio is high.
  11. 11. WEAKNESS  Price of the product is high.  It has been serving limited segments.  Cost structure of the company is high.
  12. 12. OPPORTUNITIES  Market penetration.  Developing new products to attract new customers.  Contribute to corporate social responsibility activity.  Strengthen its market position.  Expand customer base.  Merger and acquisition.
  13. 13. THREAT  Strong competition (Nike and Puma).  Demand of the product could decrease due to economic slow down in European countries.  Social and environmental concerns due to human rights violation and employment.  Macroeconomic risk due to change in consumer expanding habit.  Technological and design changes.
  14. 14. PLAN OF ACTION Focusing on R&D. Concentrating on emerging markets. Creating strong workforce. Develop products such as Sport wear, Sunglasses and Jewellery.