netrashetty
Netra Shetty
Marketing Research of Nike : Nike, Inc. is a major publicly traded sportwear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area. It is the world's leading supplier of athletic shoes and apparel[3] and a major manufacturer of sports equipment with revenue in excess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people worldwide. Nike and Precision Castparts are the only Fortune 500 companies headquartered in the state of Oregon, according to The Oregonian.
The company was founded in January 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight,[1] and officially became Nike, Inc. in 1978. The company takes its name from Nike (Greek Νίκη pronounced [níːkɛː]), the Greek goddess of victory. Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008.[4] In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike sponsors many high profile athletes and sports teams around the world, with the highly recognized trademarks of "Just do it" and the Swoosh logo.
Nike, Inc. is engaged in the design, development and worldwide marketing of footwear, apparel, equipment and accessory products. It sells its products to approximately 18,000 retail accounts in the United States and through a mix of independent distributors, licensees and subsidiaries in nearly 200 countries.
Nike's athletic footwear products are designed for specific athletic use, although some of its products are worn for casual or leisure purposes. The company creates designs for men, women and children. Running, basketball, children's, cross-training and women's shoes are the Company's top-selling product categories.
Nike also markets shoes designed for outdoor activities, tennis, golf, soccer, baseball, football, bicycling, volleyball, wrestling, cheerleading, aquatic activities, hiking and other athletic and recreational uses. It sells active sports apparel that covers most of these categories, athletically inspired lifestyle apparel and others.
Analysis of Nike Inc. A complete and comprehensive analysis of Nike Inc, the world's leading computer software company, includes an overview of the sporting goods & equipments industry in the United States, a PEST Framework Analysis of the US Sports Goods & Equipments Industry, and then moves on to analyzing the company itself.
Company analysis includes a history of Nike Inc, a business segment analysis of the segments Nike Inc operates through, a look at the organization structure of the company, a geographical operating segments analysis, an analysis of the company’s major competitors namely Adidas AG and Reebok International Ltd.
A financial analysis of Nike Inc is presented in the report which includes a ratio analysis, basic profit and loss analysis, presentation of the company balance sheet, and much more.
Nike’s Global Procurement team manages the procurement process including selecting and contracting with the right suppliers for the right indirect (non-product) goods and services.
Through our strategic sourcing initiatives, we have also begun to reduce Nike's footprint and lessen our impact. We’re committing to increasing the purchase of sustainable products. To read more about Nike's commitment to sustainability, please visit www.nikeresponsibility.com.
Our Process
Nike Global Procurement supports two intake processes:
Supplier Diversity: Nike utilizes online databases of MWDVBEs and GLBTs gathered from over 300 certified data sources.
New Supplier Set-Up: For Suppliers currently doing business with Nike.
We currently do not have a general intake process for suppliers who want to do business with Nike. We identify qualified suppliers through our bid process which includes market research and analysis online, benchmarking with other companies, referrals from other companies and research services.
Invoice Submission Process
Invoices must include the following information or will be returned to you for correction:
Detailed description of the goods or services provided.
Nike contact name (First & Last) for invoices less than $5000
Nike 10-digit purchase order number for invoices greater than $5000
Marketing
Market Share - Strength
Nike’s global market share was an impressive 30.4% in 1998. Despite a slight decline from prior years, Nike continues to have the greatest market share in the U.S. branded athletic footwear market. In 1998, the closest competitor, Adidas, held 15.5% of the market share while Reebok held 11.2%. The remaining competitors, including Fila, Timberland, Asics, Converse, and New Balance, among others, each hold approximately 3-5% of the remaining market share. While Nike’s market share is still in the lead, it is expected to increase with new products. Nike’s market share is expected to do especially well as a result of sponsoring the summer Olympics in 2000 in Sydney, Australia, the 2002 World Cup in Japan and Korea, and the U.S. Speedskating team in the 2002 Winter Olympics in Salt Lake City, Utah.
Distribution through E-commerce - Strength
Nike has taken the lead in e-commerce by being the first to market with its e-commerce web-site. Nike launched its e-commerce site in April 1999 by offering 65 styles of shoes to the U.S. market for purchase. Nike increased its e-commerce presence by launching NIKEiD in November 1999. NIKEiD enables online consumers to design key elements of the shoes they purchase. The program represents the first time a company has offered mass customization of footwear. Nike’s future plans include opening an online shop for the Japanese market next year followed by global rollout. By being the first to market, Nike enables itself to become established while competitors rush to join us.
Advertising and Promotion - Strength
Nike’s brand images, including the Nike name and the trademark Swoosh, are considered to represent one of the most recognizable brands in the world. This brand power translates into bottom-line revenues. The Nike name and associated trademarks have appeared everywhere from players' shirts, pants, and hats to stadium banners and walls. Aggressive advertising campaigns, celebrity endorsements, and quality products enhance the brand. Nike demonstrated an example of Nike’s brand presence at the 1999 NCAA Basketball tournament when 42 of the 64 teams participating wore shoes provided. Nike's most recent brand-building endeavors are focused on strengthening our association with women’s sports. Some examples are our sponsorship of the 1999 Women's World Cup Soccer Tournament and our sponsorship of the U.S. Speedskating team in the upcoming 2002 Winter Olympics.
Products - Strength
Though Nike leads the apparel division among industry competitors, Nike has not claimed to be leading the race among the apparel industry as a whole. Due to increased emphasis by consumers on fashion in relation to sportswear, we have had to make strides to appeal to a fashion savvy market. Our apparel line is not only being challenged by our typical industry competitors such as Adidas and Reebok, but also by clothing and accessories retailers such as Old Navy and Abercrombie & Fitch. Continuous marketing research could prove to be key in assessing the market. Nike is planning on initiating five structures within the apparel division to focus on the following areas:
Women
Men
Kids
sports graphics and caps
strategic response independently
We are also spending more time on continuing to support and develop programs to gain a better understanding what our customers would like to see in the market.
The company was founded in January 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight,[1] and officially became Nike, Inc. in 1978. The company takes its name from Nike (Greek Νίκη pronounced [níːkɛː]), the Greek goddess of victory. Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008.[4] In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike sponsors many high profile athletes and sports teams around the world, with the highly recognized trademarks of "Just do it" and the Swoosh logo.
Nike, Inc. is engaged in the design, development and worldwide marketing of footwear, apparel, equipment and accessory products. It sells its products to approximately 18,000 retail accounts in the United States and through a mix of independent distributors, licensees and subsidiaries in nearly 200 countries.
Nike's athletic footwear products are designed for specific athletic use, although some of its products are worn for casual or leisure purposes. The company creates designs for men, women and children. Running, basketball, children's, cross-training and women's shoes are the Company's top-selling product categories.
Nike also markets shoes designed for outdoor activities, tennis, golf, soccer, baseball, football, bicycling, volleyball, wrestling, cheerleading, aquatic activities, hiking and other athletic and recreational uses. It sells active sports apparel that covers most of these categories, athletically inspired lifestyle apparel and others.
Analysis of Nike Inc. A complete and comprehensive analysis of Nike Inc, the world's leading computer software company, includes an overview of the sporting goods & equipments industry in the United States, a PEST Framework Analysis of the US Sports Goods & Equipments Industry, and then moves on to analyzing the company itself.
Company analysis includes a history of Nike Inc, a business segment analysis of the segments Nike Inc operates through, a look at the organization structure of the company, a geographical operating segments analysis, an analysis of the company’s major competitors namely Adidas AG and Reebok International Ltd.
A financial analysis of Nike Inc is presented in the report which includes a ratio analysis, basic profit and loss analysis, presentation of the company balance sheet, and much more.
Nike’s Global Procurement team manages the procurement process including selecting and contracting with the right suppliers for the right indirect (non-product) goods and services.
Through our strategic sourcing initiatives, we have also begun to reduce Nike's footprint and lessen our impact. We’re committing to increasing the purchase of sustainable products. To read more about Nike's commitment to sustainability, please visit www.nikeresponsibility.com.
Our Process
Nike Global Procurement supports two intake processes:
Supplier Diversity: Nike utilizes online databases of MWDVBEs and GLBTs gathered from over 300 certified data sources.
New Supplier Set-Up: For Suppliers currently doing business with Nike.
We currently do not have a general intake process for suppliers who want to do business with Nike. We identify qualified suppliers through our bid process which includes market research and analysis online, benchmarking with other companies, referrals from other companies and research services.
Invoice Submission Process
Invoices must include the following information or will be returned to you for correction:
Detailed description of the goods or services provided.
Nike contact name (First & Last) for invoices less than $5000
Nike 10-digit purchase order number for invoices greater than $5000
Marketing
Market Share - Strength
Nike’s global market share was an impressive 30.4% in 1998. Despite a slight decline from prior years, Nike continues to have the greatest market share in the U.S. branded athletic footwear market. In 1998, the closest competitor, Adidas, held 15.5% of the market share while Reebok held 11.2%. The remaining competitors, including Fila, Timberland, Asics, Converse, and New Balance, among others, each hold approximately 3-5% of the remaining market share. While Nike’s market share is still in the lead, it is expected to increase with new products. Nike’s market share is expected to do especially well as a result of sponsoring the summer Olympics in 2000 in Sydney, Australia, the 2002 World Cup in Japan and Korea, and the U.S. Speedskating team in the 2002 Winter Olympics in Salt Lake City, Utah.
Distribution through E-commerce - Strength
Nike has taken the lead in e-commerce by being the first to market with its e-commerce web-site. Nike launched its e-commerce site in April 1999 by offering 65 styles of shoes to the U.S. market for purchase. Nike increased its e-commerce presence by launching NIKEiD in November 1999. NIKEiD enables online consumers to design key elements of the shoes they purchase. The program represents the first time a company has offered mass customization of footwear. Nike’s future plans include opening an online shop for the Japanese market next year followed by global rollout. By being the first to market, Nike enables itself to become established while competitors rush to join us.
Advertising and Promotion - Strength
Nike’s brand images, including the Nike name and the trademark Swoosh, are considered to represent one of the most recognizable brands in the world. This brand power translates into bottom-line revenues. The Nike name and associated trademarks have appeared everywhere from players' shirts, pants, and hats to stadium banners and walls. Aggressive advertising campaigns, celebrity endorsements, and quality products enhance the brand. Nike demonstrated an example of Nike’s brand presence at the 1999 NCAA Basketball tournament when 42 of the 64 teams participating wore shoes provided. Nike's most recent brand-building endeavors are focused on strengthening our association with women’s sports. Some examples are our sponsorship of the 1999 Women's World Cup Soccer Tournament and our sponsorship of the U.S. Speedskating team in the upcoming 2002 Winter Olympics.
Products - Strength
Though Nike leads the apparel division among industry competitors, Nike has not claimed to be leading the race among the apparel industry as a whole. Due to increased emphasis by consumers on fashion in relation to sportswear, we have had to make strides to appeal to a fashion savvy market. Our apparel line is not only being challenged by our typical industry competitors such as Adidas and Reebok, but also by clothing and accessories retailers such as Old Navy and Abercrombie & Fitch. Continuous marketing research could prove to be key in assessing the market. Nike is planning on initiating five structures within the apparel division to focus on the following areas:
Women
Men
Kids
sports graphics and caps
strategic response independently
We are also spending more time on continuing to support and develop programs to gain a better understanding what our customers would like to see in the market.
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