Case Study

Nike
BACKGROUND
• For years,NIKE has been the worldwide leader of athletic shoes. There
runner exercise and run fot fitness amd enjoyment, avoiding the
competitive atmosphere many NIKE’s current brand statement ar aligned
with. Nike needs to reposition their brand toward a focus on fun and
functionality. These adaption will allow NIKE to reach a more casual group
or urban runner amd consequently increase sales forecast, while
maintaining a dominating portion of the market for athletic shoes.
• NIKE was founded in 1964 by Bill Bowerman and Phil Knight. From a mere
handshake, each man ended up investing $500 to import Tiger shoes from
Japan and sell them in the United State.
• The duo hence founded Blue Ribbon Sports, which would later become the
successful sporting goods company we know as NIKE.
• As the company started to mature, it had its own storefont and a
large number of mail-order sales. The founder then began to realize
that their future could be in manufacturing, not just direct sales and
distribution. Thus began their foray into NIKE, the shoe design and
manufacturing company. At that time, they also inaugurated the
famous swoosh logo. One might say that there are least two keys to
their ultimate success.
• Their first key was that during this time, Bowerman and Knight kept
tinkering with shoe technology.
• Thier second key related to how we think of NIKE today, with the likes
of Federer technologFein their list of endorsing celebration.
• The main headquarters of NIKE Inc. Have been located in Beaverton.
Oregon since 1990. Leading the executive team of NIKE Inc. Is Mark
Parker. According to their official NIKE website, “Parker joined Nike as
one of our first footwear designers back in 1979, and he’s been at the
center of the NIKE innovation ever since.
Issues and Concerns
1. How to get higher sales even though there are competitors inside
and out of the Country?
2. How to make product that will suit to the taste of different
generation with different sizes?
3. How to maintained the company sales growth even though the
product was sold with an affordable price?
Point of View
• In own perception NIKE was producing a high
quality product and producing a different design
though their prices become bigger.
Statement of the Problem
• How NIKE increase its market share and how to
increase their sales though they have a lot of
competitors in different country.
Objectives:
1. To increase their market shares
2. To develop and expand the NIKE brand
3. To continuously provide the satisfaction of the
customer from their product
Plan of Action

1. Focusing on R&D
2. Concentrating on emerging market
3. Creating strong workforce
4. Develop product such as Sportswear.