Essay About Strategic Analysis Of Nike And Primary Strategic Match Position

Strategic Analysis of Nike, Inc
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Strategic Analysis of Nike, IncStrategic Analysis of Nike, Inc.
LIST OF EXHIBITS
EXECUTIVE SUMMARY
Nike Inc. was founded in 1962 by Bill Bowerman and Phil Knight as a partnership
under the name, Blue Ribbon Sports. Our modest goal then was to distribute
low-cost, high-quality Japanese athletic shoes to American consumers in an
attempt to break Germanys domination of the domestic industry. Today in 2000,
Nike Inc. not only manufactures and distributes athletic shoes at every
marketable price point to a global market, but over 40% of our sales come from
athletic apparel, sports equipment, and subsidiary ventures. Nike maintains
traditional and non-traditional distribution channels in more than 100 countries
targeting its primary market regions: United States, Europe, Asia Pacific, and
the Americas (not including the United States). We utilize over 20,000
retailers, Nike factory stores, Nike stores, NikeTowns, Cole Haan stores, and
internet-based Web sites to sell our sports and leisure products. We dominate
sales in the athletic footwear industry with a 33% global market share. Nike
Inc. has been able to attain this premier position through “quality production,
innovative products, and aggressive marketing.” As a result, for the fiscal year
end 1999, Nikes 20,700 employees generated almost $8.8 billion in revenue.1
Products
Our primary product focus is athletic footwear designed for specific-sport
and/or leisure use(s). We also sell athletic apparel carrying the same
trademarks and brand names as many of our footwear lines. Among our newer
product offerings, we sell a line of