Marketing Analysis of Nike Company

Executive Summary

Nike Inc. is a worldwide franchise that manufactures and sells sportswear. It was founded in Oregon, United States, in January 1962 by Bill Bowerman and Philip Knight and called it Blue Ribbon Sports, which was later changed to Nike in 1978. The company started creating footwear line carrying swoosh symbol in 1980 with the first product being a football shoe (Nike 1). By 1980, Nike, currently headquartered in Beaverton, Oregon, had a market share of 50% in the United States only and was selling footwear of other sports.

In 2000, Nike Inc. was distributing and manufacturing athletic shoes for a global market and making 40% of its sales from sports equipment and athletic Apparel. Today, Nike utilizes more than 20,000 retailers, Nike Towns, Nike Factory stores, Cole Haan Stores, Nike Stores, and internet websites to market and sell leisure and sports products. It has about 62,200 employees worldwide and revenue of over $30 billion in the fiscal year 2015 (NIKE Inc. 5). The company dominates sales in the industry of athlete footwear with a global market share of 33%. The primary products of Nike are athletic footwear for leisure and sports use. It also sells athletic attire with Nike’s brand and trademark. Other products offered are performance equipment such as timepieces, bats, sports balls, eyewear, and skates. Nike has increased its profit margin since its inception. For instance, the revenues rose from $19,014 million in 2010 to $27,799 and $30,601 million in 2014 and 2015 respectively as shown in Fig 1 (NIKE Inc. 7). Nike’s mission statement is to bring innovation and aspiration to every athlete around the world. The plans focus on gaining a competitive edge by distributing products that match the preferences and changing states of customers worldwide…

Order a Similar or Custom Paper from our Writers