Essay about Nike ( Marketing Channel)
BE-532 Marketing Channels
Nike- Channel Strategy and Conflicts.
Submited to:Dr. Antonello Romano
The main market quality athletic footwear, clothing, sportswear and equipment supplier in U.S. is NIKE. The company’s name, which in fact means in the Greek goddess of victory, has been market leader since 1964. Philip Knight, co-founder and chairman of NIKE, has been running this form for over 48 years and focused on few core corporate areas- SCM (Supply Chain …show more content…
Overall, NIKE’s original channel structure was based on retailers rather than end-consumers. It was more important for the company to create hundreds of relationships (long-term, short-term) as well as building up a reputation as a strong market player. Nevertheless, this channel made availability for the company to contain suitable means of disposing excess inventory devoid of giving up too much control of the brand name. In order to diminish the impact on the core brand, prices and quality were both managed unswervingly.
New online NIKE strategy,