Essay on Nike Case Study

1591 Words 7 Pages
In this Case Study Analyses, an objective SWOT Analyses will be done to help identify potential strengths, weaknesses, opportunities, and threats within the Nike Corporation.

It will look at the role of promotions as a consumer product company, offer possible promotional objectives, and consider other promotional methods the Nike Corporation may wish to implement in its quest to remain the market leader.

History, Development, and Growth

From their marketing strategies to their selling philosophies, Nike has developed one of the most recognizable and demanded name and logo tandems ever created.

A former University of Oregon track team member, Phil Knight, created Blue Ribbon Sports (a.k.a.BRS) in 1962 when he made a deal with
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Pretty soon Nike began to notice a market that they previously avoided; that of the every day athlete. Co-founder Bill Bowerman once said, “If you have a body, you’re an athlete!” In 1985, Michael Jordan, then just a rookie, joined forces with Nike and began to market a new line of shoes and apparel with the name AIR JORDAN.

This was the beginning of the JORDAN brand and featured on each AIR JORDAN product was the Nike insignia, the swoosh. It just so happened that Jordan came to Nike at a time when the NBA was gaining marketability with the public, which gave Nike the perfect opportunity to capitalize on its marketing and promotion strategies.

Because of Michael Jordan, Nike was able to launch new lines of basketball shoes, the AIR FORCE and AIR FLIGHT, as well as a new line of apparel. Using technology to its advantage (by placing a cushion of air in its shoes) gave Nike the preferential advantage needed to maintain its market share.

Soon, Nike began marketing to “athletes of all ages”, bringing in new products aimed at every generation from infants to old age. Michael Jordan took Nike to a whole new level because of his popularity and image.

Nike executives continue to use top name athletes in their marketing efforts to promote each of their lines of shoes, apparel, and

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