Nike

Paper Summary:

This paper examines the target markets for Nike products and explores how the company can achieve increased market penetration. The paper presents an overview of Nike, discusses the environment in which it competes, and analyzes how it can best achieve its organizational goals through a strategic global marketing approach. A summary of the research and relevant findings are presented in the conclusion.

From the Paper:

"Phil Knight turned his MBA project into a multinational corporation which continues to dominate the sports shoes industry today; however, there have been significant rough spots along the way. Knight joined his former track coach whose hobby was handcrafting lightweight athletic shoes to create Blue Ribbon Sports. Blue Ribbon arranged for a Japanese manufacturer to produce the new shoes and gained an early following. After changing their name to Nike and adopting the now globally recognized "swoosh" in 1971, the company moved its manufacturing operations to other Asian countries. In the early 1980s, Nike researchers developed several additional types of athletic shoes which transformed the industry. Following a period of rapid growth in the nineties - including receiving increasing global criticism for its "sweatshop" employment practices in developing countries, Nike emerged to become a multinational that sells athletic shoes, accessories and sports equipment, together with offering a clothing line for men, women and children. Today, Nike's products are sold to approximately 20,000 retail accounts in the U.S. (including department stores, footwear stores, and sporting goods outlets), as well as through independent distributors, licensees, and subsidiaries in 110 countries."

More papers on Nike:

• Case Study # 148150 : "International Business - Analysis of Nike Inc.'s International Strategy"
• Analytical Essay # 143849 : "Nike's Sweatshops"
• Essay # 61328 : "Nike's Acquisition of Converse"
• Analytical Essay # 105887 : "Nike Strategic Fit Analysis"

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