SWOT ANALYSIS OF NIKE
Nike, Inc. is a major publicly traded sportswear 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 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, and officially became Nike, Inc. in 1978. The company takes its name from Nike 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. 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.
SWOT ANALYSIS OF NIKE[/b]
Strengths [/b]
- Competitive
- Strong research and development
- No factories
- Fortune 500 company
- Strong marketing campaigns
- High quality products
- Global brand
- Innovative products
- Brand awareness and loyalty
Weaknesses[/b]
- Highly dependent on it's share made in the footwear department
- Pricey retail sector, retails offer same experience and price
- History of child labor and overworking and underpaying factory workers in overseas countries
- Partnering companies kept secret
Opportunities[/b]
- Expand outside of sports world, into a fashion brand
- Other products besides footwear
- Attract vast audience/demographics with wide range of products
- Use strong brand recognition to expand globally
- Global events (Olympics)
- Sponsorship of new athletes
- Focusing more on innovation and leading in innovation.
Threats [/b]
- Exposed to international market of trade
- Competitors are developing alternative market brands to take from Nike's market share
- Recession of economy
- Consumer looking for the better deal