Essay about Analysis of Nike Inc.

9200 Words Mar 24th, 2012 37 Pages
The Bucharest Academy of Economic Studies
Master in International Project Management

[pic] Corporate Strategy: Analysis of Nike, Inc.

Students: Bodea Irina Paula Miu Alina Petrisoaia Dan Popa Andrei Ticmeanu Andrada

2012
The brand name “Nike” is one of the most recognized around the globe. The name is synonymous with high-quality athletic shoes, apparel, and accessories in the minds of many people worldwide. Perhaps it is the compelling marketing that commands attention. Or maybe it is the association between the brand name and its famous endorsers, such as Tiger Woods and
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The recession induced price sensitivity, and trading down to lower price points, has therefore constricted revenues in the marketplace, even though expanding opportunities to value brands and private label brands. Premium priced branded athlete footwear market, which exhibited resilience at the start of the recession, has witnessed quick deterioration in business opportunities, with the number of sports participants and enthusiasts declining. The economic pressures of the recession impacted consumers' interest in taking up sports, and the drop in sports participation is reflected in the widespread postponement of renewal of club membership fees. Against this backdrop, the global market for athletic footwear is expected to increase at a modest pace during 2007 through 2015 period.

Nike, Inc. – From Humble Beginnings…

Although headquartered in Oregon, U.S.A., Nike operated around the world. As of 2006, the company employed approximately 26,500 individuals worldwide. From humble beginnings, Nike had risen to lead the athletic footwear and apparel industry.

Nike began life in 1964, co-founded by Bill Bowerman and Phil Knight. Bowerman was an Olympian, then an Olympic coach, then head track coach at the University of Oregon from 1948 to 1973. On a trip to New Zealand

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