5. SWOT analysis
* Heavy tradition of the world’s first-class sports products producer is the guarantee of the large share of the devoted loyal customers of Nike. In the meanwhile, the company’s technological advance and higher level of quality management are both important in gaining the sustained support from its traditional customers in its major targeted marketplace. * Existing brand image and its instantly recognisable logo world widely may help Nike to keep its position in the market. * Nike’s well organised marketing strategies especially, its successful collaboration of sponsorship and endorsement of top athletes with brand. (See Appendix - Sponsorship)
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Approximately Nike spent $260 million on sponsorships in 2008. Its 2009 number was in that ballpark, though the company did trim its budget slightly.
By tying its products to successful athletes in many sports, Nike has succeeded in boosting its image and creating the impression that the shoes or the clothes play a role in the success of the athlete. Nike went quickly to the lead in basketball shoes following its connection to Michael Jordan and the 1984 Air Jordan shoe line. The company vaulted itself into the top ranks of golf equipment manufacturers when it built its complete product line around Tiger Woods.
The company has some unique sponsorship deals with the Indian national cricket team, the national soccer teams in Brazil and Portugal and soccer teams like Manchester United. Nike uses these deals to get its logo in full sight on uniforms and inside stadiums throughout the world, which constantly enhances the visibility of its