“Just Do it”, is one of the most notable, memorable, and effective advertising slogans since the late 1980s. This slogan became a symbol, and is a trademark for the Nike shoe company. It all started in 1957, when Oregon runner, Phil Knight, and legendary track and cross country coach, Bill Bowerman, met while attending the University of Oregon. These two joined forces and five years later, they formed the Blue Ribbon Sports company. Their first product was the Tiger running shoe, which was designed and manufactured in Japan by the Onitsuka Tiger company. This was just the beginning for the number one shoemaker in the world today. In this essay, we are going to discuss the Nike company from a strategic perspective.
To begin with, Blue Ribbon Sports and the Onitsuka Tiger company formed a business partnership or strategic alliance, which means “two or more firms join together to share the cost, risks, and benefits associated with pursuing new business opportunities”(Parnell, 2008, p.128). The partnership was …show more content…
Also during the expansion, they increased the product lines to apparel, clothing bags, two-way radios, and the list goes on. Part of Nike’s growth strategy was product promotion through celebrity endorsements in multiple sports. Prior research showed that a “corporate brand’s sports sponsorship in social-media activities can help project a positive and credible brand image as well as improve brand loyalty and the customer-brand relationship”(Do, Ko, & Woodside, 2015, p.658). Through an acquisition in 2003, they was able to acquire Converse, which was a competitor. Nike’s growth strategy has resulted in distribution in 57,000 stores both in the United States and Internationally. On top of that, they currently operate 175 Niketown, Nike Goddess, and factory outlet stores with 24 distribution
To begin with, Blue Ribbon Sports and the Onitsuka Tiger company formed a business partnership or strategic alliance, which means “two or more firms join together to share the cost, risks, and benefits associated with pursuing new business opportunities”(Parnell, 2008, p.128). The partnership was …show more content…
Also during the expansion, they increased the product lines to apparel, clothing bags, two-way radios, and the list goes on. Part of Nike’s growth strategy was product promotion through celebrity endorsements in multiple sports. Prior research showed that a “corporate brand’s sports sponsorship in social-media activities can help project a positive and credible brand image as well as improve brand loyalty and the customer-brand relationship”(Do, Ko, & Woodside, 2015, p.658). Through an acquisition in 2003, they was able to acquire Converse, which was a competitor. Nike’s growth strategy has resulted in distribution in 57,000 stores both in the United States and Internationally. On top of that, they currently operate 175 Niketown, Nike Goddess, and factory outlet stores with 24 distribution