Nike, Inc

Nike, Inc.
-
2010
CASE STUDY 5
Company Profile
 Nike, headquartered in Beaverton, Oregon, is a global
leader in athletic footwear and apparel.
 Founded in 1964 as Blue Ribbon Sports by Bill
Bowerman and Phil Knight,
 Nike faced challenges in the 1980s but rebounded with
strategic moves, including the iconic Michael Jordan-
endorsed basketball shoe in 1985.
 Under Phil Knight's leadership, Nike diversified by
acquiring brands like Cole Haan, Converse, and Hurley.
 By 2008, Nike had become the world's largest athletic
brand, acquiring subsidiaries like Umbro Ltd.
Company Profile
When Parker stepped into the CEO role the

leadership team reaffirmed a simple concept
that I knew was true from my nearly 30 years
of experience here-Nike is a growth company“
Parker saw the company's strategy as based on
three principles: pursuing the greatest growth
opportunities, leveraging Nike resources and
capabilities, and serving customers with
premium products and experiences.
Vision
“Bring
inspiration and
innovation to
every athlete in
the world"
Mission
Nike's mission is to carry on
Bowerman's legacy of
innovative thinking, develop
products that help athletes of
every level of ability reach
their full potential, and to
create business opportunities
that set Nike apart from the
competition and provide
value for their shareholders.
Strength:
SWOT Strong Global Brand
Analysis
Recognition Innovative
Product Design
Marketing and
Sponsorship
Weaknesses:
Diverse Product Portfolio
Overreliance on
Footwear
Controversies
Opportunities: Premium Pricing
Global Expansion
Digital Marketing Threats:
Athleisure Trend
Sustainable Practices Intense Competition
Supply Chain Disruptions
Currency Fluctuations
Economic Downturn
Problem #1
Global Competition:
• The Nike company had intense competition with major footwear brands like
Adidas, and Puma as well as smaller players from all over the world including
Li Ling Shoes and K-Swiss, Inc.
Company Solution: Multinational Strategy

• They identify which country has a slowing demand, and shifting their emphasis
to the countries and regions that have higher rates of sales growth.
Company Solution: Customer Relation
• They engage to their customers, they introduce a series of promotional

campaigns and sponsored famous athletes.
Alternative Solution:
Determine the unique way of selling or any strategies that can

attract more to your customers and asked some feedback to
you your customers, in that way you will know what your
products needs to improve.
And you can also do Partnership To other Company in that way
you can work together to improve their own kinds of business
and to avoid competition.
Problem #2
The demand for Nike products slows down on the core

market, which is in the US and Western Europe.
Company Solution: Product Development
• They focused on protective and safety footwear, typically steel-toed boots.

They also engaged in outsourcing, making the company aggressively enter the
markets in Brazil, India, Eastern Europe, and Canada.
Another possible solution could be related to

diversification. Nike could explore expanding its product
line beyond footwear, entering new segments like
athletic apparel, accessories, or even technological
innovations in the sports industry. This could help
mitigate the impact of slowing demand in their core
markets by tapping into new consumer bases and
revenue streams.
Problem #3
• Nike face challenges in terms of manufacturing technology. They’ve been

working on using more automated and efficient manufacturing processes.
But this requires significant investment and can be difficult to implement.
Company Solution:
• Web-based sales strategy are able to customize footwear and other merchandise directly
to the customers needs and taste, which enables companies to achieve considerably
better pricing as well as deepening the emotional bond consumers have with the brand.
An alternative solution could have been a more

aggressive and immediate overhaul of their supply
chain, potentially relocating factories or investing more
heavily in local communities to improve living
standards for workers.
Thank
You For
Listening!
-END-

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Nike, Inc

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Nike, Inc.

When Parker stepped into the CEO role the

SWOT Strong Global Brand

Company Solution: Multinational Strategy

Company Solution: Customer Relation

• They engage to their customers, they introduce a series of promotional

Determine the unique way of selling or any strategies that can

The demand for Nike products slows down on the core

Company Solution: Product Development

• They focused on protective and safety footwear, typically steel-toed boots.

Another possible solution could be related to

• Nike face challenges in terms of manufacturing technology. They’ve been

An alternative solution could have been a more

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