Nike is an American international company that aimed on offering its customers the finest quality running shoes. Nike was initially known as Blue Ribbon Sports and was founded by Philip Knight and Bill Bowerman in 1964 (Successstory.com, 2016) and in 1981, Nike expanded their market over the global (Fundinguniverse.com, 2001). However, this company did not manufacture any shoes. Instead, this company only imported and distributed the Japanese specialty running shoes which were manufactured by a Japanese shoemaker, Onitsuka Tiger.
The revenues for Nike Incorporation in 2014 was $27.8 billion (News.nike.com, 2014). This revenue rose by approximately 10% and reached up to $30.6 billion in 2015 (News.nike.com, 2015). The Nike Brand revenues increased …show more content…
The company started to operate 768 Direct-to-Consumer (DTC) stores and 858 retail stores in 2014. This company ran more DTC stores and retail stores the year after. It managed 832 DTC stores and 931 retail stores in 120 countries by 2105 (Statista.com, 2015). Nike employed about 56,500 employees worldwide and this number of employees enlarged up to 62,600 in 2015 (Statista.com, 2015).
Introduction
This report on the marketing activities of Nike will be divided into several different parts, which we will be looking through. They include Nike’s overall marketing strategies, its market segmentation, and then we will also investigate and discuss four Nike major products or brands, together with their marketing mix.
Main …show more content…
It is one of the major suppliers of athletic shoes and a leading manufacturer of sports equipment. The core of the company consists of designing, improving, and global marketing of high quality footwear, clothing, equipment, and accessory products (Kumar and Malegeant 2006). Philip Knight, one of the founders, trusted that high-tech shoes for joggers or sprinters could be produced at combative prices if imported from overseas. We will split up this concept of Nike into price strategies, advertising and diversification based on the theories of Ansoff Matrix (Tutor2u.net, 2016). Ansoff matrix is strategy tool that help business, in this case Nike, to establish its product and market
The revenues for Nike Incorporation in 2014 was $27.8 billion (News.nike.com, 2014). This revenue rose by approximately 10% and reached up to $30.6 billion in 2015 (News.nike.com, 2015). The Nike Brand revenues increased …show more content…
The company started to operate 768 Direct-to-Consumer (DTC) stores and 858 retail stores in 2014. This company ran more DTC stores and retail stores the year after. It managed 832 DTC stores and 931 retail stores in 120 countries by 2105 (Statista.com, 2015). Nike employed about 56,500 employees worldwide and this number of employees enlarged up to 62,600 in 2015 (Statista.com, 2015).
Introduction
This report on the marketing activities of Nike will be divided into several different parts, which we will be looking through. They include Nike’s overall marketing strategies, its market segmentation, and then we will also investigate and discuss four Nike major products or brands, together with their marketing mix.
Main …show more content…
It is one of the major suppliers of athletic shoes and a leading manufacturer of sports equipment. The core of the company consists of designing, improving, and global marketing of high quality footwear, clothing, equipment, and accessory products (Kumar and Malegeant 2006). Philip Knight, one of the founders, trusted that high-tech shoes for joggers or sprinters could be produced at combative prices if imported from overseas. We will split up this concept of Nike into price strategies, advertising and diversification based on the theories of Ansoff Matrix (Tutor2u.net, 2016). Ansoff matrix is strategy tool that help business, in this case Nike, to establish its product and market