Nike, Inc.: Company Analysis Of The Nike Company

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Short Company Introduction The company is an American multinational Corporation founded in 1964 as Blue Ribbon Sports and officially became Nike, Inc. in 1971 that is well-known with the swoosh logo and engaged in the design, innovation, marketing and selling of athletic footwear, apparel, equipment, accessories and services. The company takes its name from Nike the Greek goddess of victory. The company is renown with its slogan “Just Do It” [1] Nike products are sold all around the World includes North America, South America, Europe, Asia Pacific, Middle East and Africa. Nike markets its products under its own portfolio brands that are Nike, NikePlus, Jordan Brand, Hurley and Converse [2]. Nike uses different distribution channels consist…show more content…
Nike business model have embraced customer-centric philosophies to create effective marketing strategies and positive digital transformations. Mission As it mentioned in the company official website, Nike mission is to “bring inspiration and innovation to every athlete* in the World” [2]. *If you have a body, you are an…show more content…
Companies generally require serious investments because of the rapid growth and eventually when a star gains enough market share, it will turn into cash cows. According to this approach, Nike Golf and Tennis are good example. Nike Golf President stated in the Forbes website “Nike is actively seeking to make more significant inroads in golf footwear.” and “At the Masters -- the season’s first major championship – 13 of the 94 players are Nike sponsors.” Nike has heavy investments in its Golf and Tennis apparels that have a high growth potential. It supports company’s athletes and has an apparel contract [4]. It has an agreement with Roger Federer to be the most lucrative tennis endorsement. Nike Run Club application is also could be an example of stars in BCG Matrix. This application allows runners to track their runs, create their own workout programs, listen to music, find new sport-lover friends and receive motivational messages from famous athletes. According to fitness app statistics from Survey Monkey Intelligence “Fitbit dominates the fitness app market with almost 60% of the share of all users who use fitness-tracking apps”. However Nike believes that the market share of Nike Run Club grows rapidly [5]. Cash Cow: Cash cows shows low-growth and high market share and generate a lot of cash. Nike footwear is a good example of Nike cash cow in BCG Matrix. For example; Air Jordan products have had

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