Nike Case Study

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Nike Case Study

• Assignment Prime

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About Nike

• Nike, formerly known as Blue Ribbon Sports, is an
  American multinational corporation.
• This is one of the worlds best sports and
  fitness companies.
• Bill Bowerman and Phil Knight founded Nike on
  24th January 1964
• The first Nike store was opened in 1966 in Santa
  Monica of California.
• It was in 1978 that the former name Blue Ribbon
  Sports was renamed to Nike which is in use till
  date.
• Headquartered in Beaverton, Oregon, US, it has
  over 73,000 employees.
• The operating income of Nike is 4.44 billion and
  the net income is 1.93 billion.

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Journey from a single store to over 1000 stores

• 1964 Nike was founded as Blue Ribbon Sports.
• 1971 It was officially renamed to Nike Inc.
• 1974 Nike waffle trainer shoe got patented.
• 1980 Nike Shark was introduced.
• 1988 Just do it slogan was coined.
• 1990 First Niketown store was opened.
• 1993 Reuse-a-Shoe program was launched.
• 1996 Nike was named as the marketer of the year.
• 2002 Nike bought surf apparel company Hurley
  International.
• 2008 Introduced eco-friendly shoe- Air Jordan
  XX3
• 2012 Becomes NFLs official on-field supplier
• 2015 Nike signed a deal to become official
  apparel supplier of NBA

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Mission, Vision, Values, Purpose, and Motto of
Nike

• Mission Do everything possible to expand human
  potential.
• Vision To bring inspiration and innovation to
  every athlete in the world.
• Values Inspiration, innovation, every athlete in
  the world, authentic, connected, and distinctive.
• Purpose To unite the world through sport to
  create a healthy planet, active communities and
  an equal playing field for all.
• Motto For the athletes by the athletes.

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Nike SWOT Analysis

• Strength
• Value of the brand
• Bringing innovation in products
• Cost-effective production process
• Strong customer base
• Its core product line caters to the majority of
  the market.
• Weakness
• Retailers are a important factor.
• Majorly known only for its footwear.
• It is heavily reliant on the American market.

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Nike SWOT Analysis

• Opportunities
• It has the potential to expand into other
  markets.
• It has the potential to adopt sustainable
  practises.
• It may be able to continue to create distinctive
  products.
• It has a greater ability to sell directly to
  customers.
• It has the potential to improve working
  conditions.
• It can rely on fewer third-party vendors and
  retailers.
• Threats
• Counterfeits and duplicates continue to be a
  problem.
• In the market, competition is very severe.
• Budgets for marketing are continuing to rise.
• Uncertainty in the economy can lead to serious
  problems.

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Nike PESTLE Analysis

• Political
• US Policies
• International Law
• Economic
• Threats in the market
• High prices of products labour issues
• Social
• Working conditions
• Better lifestyle of people

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Nike PESTLE Analysis

• Technical
• Presence of brand in social media
• Continuous innovation
• Legal
• Laws related to employment and consumers
• Counterfeit products
• Environmental
• Change in the environment conditions
• Expansion of environmental law

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