Nike, as a sports brand, always has a very clear core concept, that is “high-quality”. And this concept companies Nike these years and wins it a great market around the world.
Nike's marketing strategy is to use spokesperson and original ads to increase its reputation. When expanding international market, Nike adjusted its marketing strategy accordingly. Here's some details
1. Sign up athlete star as a spokesperson Nike’s choices were Micheal Jordan, an up-and-comer basketball player, a Brazilian football team, Tiger Woods, Maria Sharapova, Roger Federer, Rafeal Nadal, Lance Armstrong, Kobe Bryant and LeBron James. Luckily, though these choices were really expensice, they were excellently made as each one of those names is kind of legend in its own field to many sports fans.
2. Air ads Nike’s slogan is “Just Do It”, which is very simple and catching. And these ads were very impressive at that time.
3. Expand market Nike did not simply use the American-style ads in Europe, but got some new plans according to European market. First of all, Nike became an active sponsor of many popular sports organization, big or small. Then, Nike chose to sponsor Brazilian soccer team and this team’s victory in 1994 World Cup brought Nike a lot of profits both financial and non-financial. After that, Nike was a world-known company. In 2008, Nike wanted to run ads through the Olympic Games to win back Chinese market from its rival,
Summary Nike is an American company that produces and sells footwear, clothes and accessories for sport. First known as “Blue Ribbon Sports” in 1962. Nike runs a marketing strategy that uses athletes to endorse its brand. Nike believes that if a product is used by an athlete, it will increase other people desire to buy the product. Nike uses athletes from many sports such as running, basketball, soccer, golf, tennis even Olympic athletes during Olympic Games in China. Of course, Nike makes a good…
ignore and blame the problems on their subcontractor manufacturing that Nike just made contract with what they offered. This action showed a seriously irresponsible attitude about their practices in Southeast Asian countries. However according to a research, later Nike reached an agreement to settle the lawsuit out of court by agreeing to pay $1.5 million to the fair labor association; the action indirectly showed that Nike was guilty and responsible for the work conditions and employees well-being…
Nike, Inc.: Cost of Capital 1. a. Kimi Ford is a portfolio manager working at NorthPoint Group which is a mutual-fund-management firm. She is thinking about buying some Nike’s share for her fund and now trying to figure out the value of Nike’s stock. b. Joanna is Ford’s new assistant who helped her figure out Nike’s WACC. c. NorthPoint Large-Cap is focusing on value investing. It is very important to know because the main cause for a value investing company to invest a firm is whether…
Name: Nguyen Thi Huyen Ngoc (Jessy) Student ID: 133FNN4381 Coca Cola Case study 1. What role does corporate reputation play within organizational performance and social responsibility? Develop a list of factors or characteristics that different stakeholders may use in assessing corporate reputation. Are these factors consistent across stakeholders? Why or why not? Although reputation is an intangible concept, research universally shows that a good reputation demonstrably increases corporate worth…
Nike, Inc.: Cost of Capital Case 14 A Case Brief Submitted to Submitted by In Partial Fulfillment of the Requirements for Date Submitted September 28, 2011 Summary This case highlights Kimi Ford, a portfolio manager with NorthPoint Group, a mutual-fund management firm. She managed the NorthPoint Large-Cap Fund, and in July of 2001, was looking at the possibility of taking a position in Nike for her fund. Nike stock had declined significantly over the previous year, and it appeared…
Nike, Inc.: Cost of Capital Case Facts North Point Group North Point Group is a mutual fund management firm. Large-Cap Fund is one of the portfolios managed by Kimi Ford. This portfolio is composed of Fortune 500 companies, to include Exxon Mobil, GM, 3M, and large-cap, old economy stocks. The fund earned 20.7% return in 2000 and 6.4% year-to-date returns, end of June 2001. With emphasis on value-investing, Kimi Ford is considering buying shares of Nike, Inc. Nike, Inc. An athletic shoe manufacturer…
Tutorial 7 Case Study - Pakistan Sporting Goods – Saga Sports and Nike This case outlines the relationship between a Pakistan sporting goods manufacturer, Saga Sports and Nike. The case will illustrate how doing business with international brands requires an integration of processes and full adoption of international standards. Specifically, the case will explore the importance of institutionalized processes within the supplier and the need for the supplier to internalize the brand equity of its…
Nike + “Innovation is at the heart of Nike” and this is the company’s main approach to business. (US Securities and Exchange Commission, 2012). One of the most recent inventions that I personally use and find very interesting is the Nike+ (Nike plus). Nike+ is an innovative tool that was developed in cooperation with Apple. Nike+ allows consumers to count their calories and track their speed and distance during physical activity. Nike CEO Mark Parker and the late CEO of Apple Steve Jobs, unveiled…
The Case Issue The basic issue presented in this case boils down to Greed. Nike was a fast growing company who was able to capitalize on a very ingenious marketing campaign, everyone wanted to be like Michael Jordan and Tiger Woods. They appealed to the urban buyer, the die-hard athlete and the fashion conscious consumer. They controlled almost 50% of the market and had profits in the billions; they gave out endorsement contracts that could have paid their manufacturing workforce a living wage…
MBA 8105 – ORGANISATIONAL BEHAVIOUR LEADERSHIP CONUNDRUM: NIKE AFTER KNIGHT Prepared by Narendra Hirani Registration Number MBA/2443/12 April 2012 1a) Discuss and evaluate the appropriateness of the leadership style adopted by Phil Knight. Philip Knight’s leadership style can be analysed using the various leadership theories that have been developed. Their appropriateness can be evaluated based on the information available in the case study. Rensis Liekert developed four systems of leadership…
