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AboutNikeNIKEEnglishmeaningtheGreekgoddessofvictory.NIKEistheworld'sleadingsportinggoodsbrand,theChinesetranslationforNike.ThecompanyisheadquarteredinBeaverton,Oregon.Thecompanyproducesallkindsofsportinggoods:clothing,footwear,sportsequipmentandsoon.In1963,BillBowermanandalumniPhilKnightco-foundedacompanycalledBlueRibbonSportingGoodsCompany,themainsportinggoods.In1972,theribboncompanychangeditsnametoNike,fromthebeginningtocreatetheirownlegend.In1980,NIKElisted,intoChina,setupinBeijing,thefirstNIKEproductioncontactrepresentativeoffice.Later,NIKEadheringtotheLocalforLocalconcept,notonlytheintroductionofadvancedtechnologyinChina,andwholeheartedlycommittedtolocaltalent,productiontechnology,salesconceptoftraining,takethelocal,withthelocal,maderapidprogressinChina.2008NikeselectedtheworldbrandvalueofthelaboratorypreparedChinesebuyerssatisfactionfirstbrand,ranked14th31Sportinggoodsindustrysuccessfactors2Theexternalenvironmentanalysisoftheopportunitiesandthreats3FuturedevelopmentstrategytableofContents4Part101Sportinggoodsindustrysuccessfactors1、Advertising-sponsorshipsportsevents,signedsportsstarstodotheimageendorsement2、Expansion-theacquisitionofthesameindustryandenterprisestoimprovemarketshare3、Cost-virtualproduction,controlcostsincreaseprofits4、Quality-productdevelopment,functionalinnovation,personalizeddesignSuccessfactorPart202Theexternalenvironmentanalysisoftheopportunitiesandthreats1、Industryandmarketenvironmentanalysis2、Competitorenvironmentanalysis3、Technicalenvironmentanalysis4、OtherenvironmentalanalysisStrategicAnalysis1、Industryandmarketenvironmentanalysis2、CompetitorenvironmentanalysisIndustrycomposition2、Competitorenvironmentanalysis1.Havetobuyotherbrandstoexpandmarketshare.2.Technologyresearchanddevelopmentcapacitycomparable,patentcompetition.3.ADIDASdesigntoachievebrandlocalization;NIKEiscommittedtotheshoestodomorefashion,andevenhaveacollectionvalue.4.ADIDASgoodatsponsoringthemajorevents,pleasestarendorsement;NIKEadvertisingcreativeeye-catching.ChallengerADIDAS2、Competitorenvironmentanalysis2.Marketingabilityisweak.3.Localbrand,priceadvantage.1.Scientificresearchabilityisweak.Domesticsportsbrand2、CompetitorenvironmentanalysisPiratedcompetitors1.Style,qualityisalmostthesame.2.Lowprice3.Damagegenuinebusinessreputation.3、Technicalenvironmentanalysis•Fortheathletestoachievehigher,faster,bettergoal;fortheaverageconsumertomeettheexerciseatthesametime,bothexercise,butalsobetterprotectthebody,thepurposeofattractingalotoftechnicalfansconsumptionfactorofsuccess•NIKEinthetechnicaladvantageisnolongerobvious,andgraduallybyotherbrandstocatchupintheChinesemarket,customerawarenessisnothigh,likeASICSthisbrandonlyafewpeopleknowthatthisisapotentialcompetitor.Therearehiddendangers4、OtherenvironmentalanalysisPoliticalEnvironmentSocialandculturalenvironmentTheChinesemarketisatemptingcakeformultinationals,butgovernmentcontrolofsensitiveadvertisingorfilmandtelevisionwillhaveanimpactoncorporatemarketingstrategies.Differentsocialenvironmentwillformadifferentvalues,consumercustoms,religiousbeliefs,whichenterprisestoproductpenetrationmarketisagreatchallenge.03FuturedevelopmentstrategySWOTstrategyanalysisDevelopmentStrategyPart3SWOTanalysisStrengths1.brandvalue,visibility2.payattentiontoconsumerexperience3.productionoutsourcingWeaknessesProductionoutsourcingmodelproductqualityrisk;thecompanyvulnerabletolegal,internationaleconomicproblems.OpportunitiesChina‘srapideconomicgrowth.Themovementbecomesfashionable.NationalfitnesstobecomeanationalplanThreat1.themarketcompetitionisfierce,toimitatemore2.trappedininternationaltrade3.theriseofChina'sdomesticsportsbrandSWOT