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-NIKE--NIKE-Justdoit-NIKE-Justdoit--WhatisNike•Definition:TheU.S-basedmanufacturerofathleticshoes,apparelandsportsequipment.•Stocksymbol:NIKE•Annualrevenue(2008):morethan$18billion•Founders:BillBowerman,PhilipKnight•Yearestablished:1964(predecessorasBlueRibbonSports)•Industry:Sportswear/equipment•CEO:MarkParker•Staff:30,200•Products:shoes,apparelandsportsequipment,accessories•Slogan:JustDoIt!FirmOverviewGlobalMarketSharesNikeDominanceComparisonofAnnualRevenue012345678910NikeFilaReebokNewBalanceAdidasCorporation2001AnnualSales(InBillions)•StrengthsContractswithabout700shopsworldwide,runsofficesin45countries;managesfactoriesinlowcostcountries(China,Indonesia,Taiwan,Thailand,India,Vietnam,Philippines,Pakistan,andMalaysia);BelongstoFortune500companieswhich2008totalrevenueexceeded19billionUSD;Employsmorethan30.000peopleworldwide;Strongmarketingstrategy(cooperatewithNBA,sponsorsportstar);Strongbrandrecognition(No.25intherankingofInterbrand);marketingstrategystrategyAdvertisingstrategySalesstrategybrandstrategy•AdvertisingstrategyMarketingstrategycompanystrategyNikeLiNingAdidasSponsoringSportseventsTVadvertisementsBanners&BillboardsEndorsingtopathletesfromtopleaguesMixinginfluenceofsports,lifestyle&fashionPromotingitssloganSponsoringSportseventsTVadvertisementsEndorsingtopathletesfromtopleaguesSponsoringSportseventsTVadvertisementsEndorsinglocalathletesfromlocalleaguesBanners&BillboardsLiNingshowNikespend5-7%ofitsrevenuesperyearinadvertisingandendorsement.Nikehasplannedtospend$4.2Billionuntil2014forendorsementsalone.advertisingstrategyforthemajorplayersintheindustryEspecially•Brandstrategyideaofthecustomer’sperceptionofthebrands.companyBrandingmessageandstrategyNikeLiNingAdidasBM:athletic,influential,outgoing,aggressive,hitech,futuristic,cool,AmericanwayoflivingBS:AssociatedwithAthletesattopleaguesBM:athletic,orderly,practical,hitech,sincere,conservativeEuropeanstyleBS:Associatedwithelitesoccerplayers/teams,NBAstarsBM:Athletic,fashion,practical,ChinastyleBS:AssociatedwithAthletesatlocalleaguesNikehasinvestedalotsofarindevelopingapremiumbrandthatimplieshighqualityandcareforthecustomer.BrandisthebiggestadvantageforNike,soitisalwaysachallengetofightagainstbranddilutionwithinNike.•SalesstrategyInsalessegment,localplayersarestrongerthaninternationalplayers,NikeneedstoopenmorestoresProductsegmentfashionsportswearOut-doorfitnessMonoBrandChainStoreSpecialtyChainStoresupermarketMarketingsegment--Nike’smarketsegmentation*AgeMarketSegmentation*Profession*IncomeFromthepiechart,wecanknowthatNikepositionthemainlymarketinyoungpeoplewhoare18to25yearsold.Youngpeoplelikedoingsports.Theychaseafterfashionandhavestrongsenseofidentitybrands.Atthesametime,Nikefocustheirconsumersonthewhite-collarlevelwhichhavestableincomes.Itisnecessaryforthemtoleadahigh-qualitylife,sothattheyareeagertodoingexercisesaswell.MarketSegmentation--AgeUndereighteenyearsold3.7%Eighteentotwenty-five85.19%Twenty-sixtothirty-five9.26%Thirty-fiveyearsoldorolder1.85%Nike’sproductsaregearedtoallthenecessariesofcustomers.Withtheimprovementofpeople’slivingstandard,doingphysicalexerciseshasbecomeatrendoflifestyle.SoNikeseizestheopportunityandintroducingavarietyofproductsindifferentpricesinordertomeetalltheexerciseenthusiast.MarketSegmentation--IncomeNikedividestheprofessionsintoStudent,Free-lancer,Office-worker,Teachersandothers.ThereisnodoubtthatNikedoesn’trigidlyadheretoacertainrange.Theydesignallkindsofproductswithdifferentcharacteristicsforsportsenthusiasts.NomatteryouarethemostprofessionalathleteswhoparticipateOlympics,oryouarejustastudentwholikedoingsports.Youcanfindasuitable“NIKE”foryou.--ProfessionMarketSegmentationAlthoughNike’spotentialcustomersaretheyoungpeoplewhoareengagedinsports,fashionandthewhite-collarwithhighincome.Allofthemlikedoingsportsandtheyarefocusontheproducts’appearanceandperformancerequirements,therearestillsomeweaknesses.MarketSegmentationStarQuestionmarkCashcowDoglowhighhighlowMarketgrowthMarketingshareAthleticfootwearApparelEquipmentOtherxaxisyaxis•WeaknessesTheincomeofthebusinessisstillheavilydependentuponitsshareofthefootwearmarket;Lackofstorescateringtotheactivefemales;Providespoorworkingconditions,andtendstoexploitcheapworkforceoverseas,especiallyinfreetradezones(Philippines);•OpportunitiesMarketingtowomen,accordingtothefactthatwomenlikeshopping,Nikecanattachmoreimportancetowomenmarketwhichwillbringmoreprofits,suchasinvitesomefamouswomenathletestoendorseandadvertisemoreonsites,suchastaobao….Indiahasmanycheaplabors,thencanthroughthisreducingcost.Nikeisafashionbrand,itsfashionableelementsshouldcontinuetobeactive.(e.x:ConsumersthatwearNikeproductdonotalwaysbuyittoparticipateinsport)Emergingmarket(ChinaandIndia);Chinahasalargepopulation,theycanpaymoreattentiontoChineseconsumers.AswellasChina’seconomygrowsrapidly.Chinawillbeapotentialmarket.ChineseMarketAnalysisPorter’sfiveforcesanalysis:ChineseMarketRivalry(veryhigh)1.FierceCompetitionfromglobalbrands2.LocalplayerswithculturaladvantageandpricecompetitionBuyerpower(high)1.Highpricesensitivity