The company was originally known as Blue Ribbon Sports but it officially changed its name to ‘Nike’ in 1978. Despite all of these emphasis points, Nike is still only ranked #5 as a brand with consumers in the core 18-24 age … Nike is a multi-national organization. Nike struggled in Europe but improved sales in the fourth quarter as a result of the world cup. The Group has operations in Europe, Asia, America and Africa. Nike takes into consideration various aspects of its products as it is in a product or consumer market. A company should try to capture 100% of its served market but it should have a small share of the total furniture market. Nike will focus on growing its brands in underdeveloped countries such as China, India, Thailand, Indonesia, Mexico, and Brazil. Nike also endorses various teams as well as clubs such as Barcelona Football Club. Business segments in which Nike operates has a large number of local & national players. The most recent additions to their line are the Nike 6.0 and Nike SB shoes, designed for skateboarding. It is due to the mission statement that the employees, customers, suppliers and stockholders known about the stated goals and objectives and the aim of the company. -0.6964 With its extremely powerful brand and low costs, Nike has been able to net several billions of dollars As a result, there is a lot of collaboration and consensus decision-making. Nike Market Analysis Nike’s Market Analysis Nike’s Market Analysis There are many companies offering similar but not identical products, this is called Monopolistic competition market, and there are also many buyers that perceive differences between these products like service, features, design and quality, so they are willing to pay different prices for them The first show that ever carried the design of swoosh was a football shoe called ‘Nike’. The company takes its name from Nike, the Greek goddess of victory. (The manufacturing practices of Nike and its competitors). “2008: footwear data from Sporting Goods Intelligence”. Distributors: Nike has a wide coverage of its distributors across the globe to support its retail outlets. Nike had a revenue excess of $16 billion in 2007. On December 3rd, 1990, Nike stock price closed at $1.10. In the industry, Nike’s has maximum or main competition; direct competitors of the company include Adidas AG, Puma AG, and New Balance etc. PESTEL Analysis of Nike: The international brands face several kinds of pressures while operating in a highly competitive market. 5.26% SWOT analysis is the evaluation of the of a company’s strengths, weaknesses, opportunities and threats. Price: price includes list price, discounts, allowances, payment period and as well as credit terms for its customers. Cost of Capital Est. Nike is known as the market leader in the athletic footwear market because competitive advantage is there and dominant strategic plan when compared to competitors. 56 49. Strong brand image 2. We use cookies to give you the best experience possible. However, the customers of the Nike’s have the brand awareness and this is the reason that the company put more effort in the products. Valuation Estimates Discover new investment ideas by accessing unbiased, in-depth investment research Nike plans to be carbon neutral by 2011. 0.0225 But we are only going to discuss two of them line extension and brand extension. Marketing choices are crucial components of a strategic marketing process. Sells under the NIKE brand, wholly owned subsidiaries Converse, Cole Haan, Hurley International , BAUER NIKE Hockey, and Exeter brands. Nike endorses various celebrities such as athletes, football players, cricketers, tennis etc .It places its products in various movies and shows using product placement. Thus their pricing strategy is to provide value at high cost with maximum profitability. Nike is one of the famous franchises in the world that sells sportswear for all ages. Online shopping: Nike also provides with online shopping facility for its various products and services. Also they offer customized designs of their products wherein customer designs their product as per their requirements. Home — Essay Samples — Business — Nike — An Analysis of the Market of Nike and Adidas This essay has been submitted by a student. The slogan for Nike is “Just Do It”. Altman Z-Score Nike Positioning Nike offers high quality sports products at a high price which gives satisfaction and comfort. can use them for free to gain inspiration and new creative ideas for their writing assignments. Improve gross margins & operating margins through supply chain initiatives – lean manufacturing, better sourcing, product costs, etc.. Nike shares are bucking the wider negative trend as the company posted well-received second quarter … product, price, place and promotion. Nike is over-dependent on US market for its revenue and sales. In our case the major competitors of Nike are Adidas and Reebok. Read how does Nike position their products in the marketplace. Corporate Responsibility Report: According to the Nike Web site, in October Nike released its first Corporate Responsibility Report. Retrieved from https://phdessay.com/marketing-analysis-of-nike/. It designs and sells shoes for a variety of sports including baseball, golf, cheerleading, volleyball, tennis and football. 48 Vitosha Boulevard, ground floor, 1000, Sofia, Bulgaria Bulgarian reg. Since these are two areas that cause protests against Nike, it is important for Nike to label them as areas to focus on and for Nike to give the public this information. -0.0078 It sells its products to retail accounts, through NIKE-owned retail, including stores and Internet sales, and through a mix of independent distributors and licensees, in over 170 countries around the world. The company has taken the name of Nike from the Greek goddess of victory. Factory outlets: Nike also sells its merchandise through factory outlets that sell some of its products at a discounted rate. Edison, NJ -- -- 12/17/2020 -- A new business intelligence report released by HTF MI with title "COVID-19 Outbreak-Global Athleisure Industry Market Report-Development Trends, Threats, Opportunities and Competitive Landscape in 2020" is designed covering micro level of analysis by manufacturers and key business segments.The COVID-19 Outbreak-Global Athleisure Market survey analysis … Results have been strong – 19% revenue growth in FY05, Revenue doubled in 2006, second largest market in Asia, behind Japan, Nike faces intense competition from Adidas, and Li-Ning, Nike’s retail presence – over 2,000 point of sale locations currently and will continue to grow, Other under penetrated emerging markets like India, Thailand, Indonesia, Mexico and Brazil, Other Brands To Become Increasing Mix Of Revenues, Nike has built a diverse portfolio of other brands including Converse, Starter and Cole Hann among others to address market opportunities not appropriate for the Nike brand, Potential to become 25% of total revenues, up from 13% currently, Increased return on invested capital and accelerated cash flows; and, Consistent results through effective management of diversified portfolio of businesses. The elimination of quotas/safeguards over the next couple of years is expected to drive input costs lower, and the powerful apparel brands sourcing from the Far East will capture a significant share of these savings. 1962: Phillip Knight, a Stanford University business graduate and former member of the track team, arranges to import athletic shoes from Japan and sell them in the U.S.. Knight created Blue Ribbon Sports as a cover name for his small-scale shoe-selling operations. Nike is a giant organization competing in a tough market, but it’s doing incredibly well. Once the company has performed it SWOT analysis, it can then proceed to develop specific goals for planning period. Nike uses advertising, sales promotion, advertisement campaigns, public relations and publicity and sales offers to build awareness and brand image and loyalty. Broadening its brand portfolio – Leverage multiple brands to pursue opportunities in all markets, distribution channels and at broader price points, Focusing on financial discipline – Making supply chain a competitive advantage, through operational discipline and excellence, Europe – UK and France need further work in the difficult athletic footwear and apparel industry. The majority of Nike's revenue is derived from North America. Company’s earnings have increased by … Nike also provides packaging with collaboration with other brands. Nike is hesitant to disclose information about the contract companies it works with. Nike Inc. Market Capitalization is the total market value of Nike's equity. PhDessay is an educational resource where over 1,000,000 free essays are collected. Nike is positioned as a premium-brand, selling well-designed and expensive products. Served market share: served market share of a company can be defined as the sales of the company’s product, which is expressed in terms of percentage of the total sales. $715 M Nike provides various products like shoes, sportswear and accessories and sports equipment. -0.724 Nike SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP Published by MBA Skool Team , Last Updated: April 26, 2020 In Nike SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. Relative market share (to leading competitor): there are some companies that track their shares as a percentage of their leading competitor’s sales. 3. https://phdessay.com/marketing-analysis-of-nike/. Nike began paying a quarterly cash dividend in 1984. The analysis shows that Nike strongly depends on the supply and demand conditions, and in particular, the strategies are made in line with market needs. Nike has made steady gains in football, in Europe through steady product innovation and effective demand creation initiatives and is now the leader, Japan – Reorganized management, increased demand creation, redesigned products to add value at select price points. Exchange rates too affected the International sales growth negatively. The 4Ps include the following:-. 2001: Nike opens its first Nike Goddess store, a unit targeting women, in Newport Beach, CA. The Group markets its products under the brand names: Adidas, Salomon TaylorMade-Adidas, Mavic and Bonfire. If the relative market share is greater than 100% it indicates that the company as the leader in the market. Hansen (Cravens, 2000), The mission statement of Nike is to bring inspiration and innovation to all the athletes all over the world. While the company may be underdeveloped in countries, the opportunity has not been preempted. Emerging markets account for $0.15 of every $1 in revenue that Nike earns. Puma had sales of $2.1 billion in 2005 and net income of $337 million, In athletic apparel and footwear, there are two truly global players – Nike, Adidas/Reebok – with a host of ‘second tier’ competitors including Puma.Competitive Landscape – Nike is the best positioned athletic company in the marketplace (Ratings – 3 being the highest and 0 being the lowest). Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. Nike Inc (NYSE:NKE) stock analysis shows how Nike is definitely a great business – we share 6 key fundamental factors that show how Nike stock represents a great business, from a dividend growth stock to improving margins across low capital necessities. 6.89 prices. Nike stock price had increased by … Opportunities are can be classified according to the company’s attractiveness and the success and profitability. VAT Registration No: 842417633. On a currency-neutral basis, NIKE Brand revenues were flat as higher revenues in EMEA and Greater China were offset by declines in APLA and North America . Thus it needs to have extensive range of products to withstand its competition. Athleisure Market Size, Share & Trends Analysis Report By Product (Mass, Premium), By Distribution Channel (Offline, Online), By Region (North America, Europe, … To deal with threats the company needs to prepare plans that show the changes the company can make before or during the occurrence of the threat. The market share is mostly used by the company’s management to foretell about the future sales and it also compares the company’s product with other same competing products, in other words it tells about the market position of the product. Thus they have high margins but this can be justifiable due to its advertising and research costs. Nike also provides with discounts during various festive seasons on its products like Diwali in India. WACC(BT): Each company spends on an average about 10% of their sales on advertising and promotions, while Nike spends around 13% of sales. 0.0233 60 263. It is important for companies like Nike to segment their markets. Retrieved on 26th September’08 from < www.sneakerhead.com>. Footwear and apparel industries are relatively mature and investors perceive few pure growth plays, and expectations for margins tend to drive stock valuations more than sales growth. Do you have a 2:1 degree or higher? A company has a lot of choices when it comes to brand strategy. 3. -0.6974 And if the relative market share of a company is exactly 100% then the company is tied for the lead. Companies like Nike are much focused on their efforts to meet the distinct needs of individual market segments. Adidas and Reebok will now have a larger arsenal of athlete endorsers, more influence on the supply chain, and a chance to secure more shelf space. The stock is now flat on the session but keep in mind it was down over 3% in the pre-market. Nike is extensively involved in Promotion and advertising. $28.20 Products sold under the brand name Adidas include footwear, apparel, and sport accessories such as bags and balls. A company’s strengths are its core competencies and resources in which it is one of the market or industry leaders. 52 Week Range: As the company approaches this objective they should increase and add new served markets as well. Nike also advertises by using various celebs in their advertisements to increase brand loyalty while utilizing the brand image of such celebs.Nike has also gone to the extent of sponsoring a stadium called “the Alliance Arena”, which is by far the biggest football ground in the whole world. A threat that is faced by Nike is the environmental damage that is done to the society by air and water pollution, noises and change in the climate due to the pollution etc. 1.05 Nike also held the largest market share of the global apparel market. In 2006, revenues grew by 9% led by strong growth in Americas and U.S., while Europe and Japan have shown flattish growth. These forces can have a direct impact on their sales and profits. NIKE SWOT Analysis NIKE Inc. is a company that designs, markets and distributes athletic footwear, apparel, and equipment for sports, and they have grown to become one of the largest is their business. 1964: William Bowerman becomes a partner by matching Knight’s investment of $500. Market Analysis Nike Nike Inc. is a globally leading organisation involve in the development, design and global marketing and selling of apparel, athletic footwear, equipment and accessories. Brands have emerged as the most powerful (and least imitable) assets in the industry. Three core values of the company are honesty, competitiveness, and teamwork. Assignment on Brand Building Nike Marketing. At 31-Jan-2006 the Group acquired Reebok International Ltd & remaining interest of Taylor Made Golf Company. Market capitalization of Footwear & Accessories industry is now estimated at about 664.86 Billion. It sells a line of performance equipment under the NIKE brand name, including bags, socks, sport balls, eyewear, timepieces, electronic devices, bats, gloves and protective equipment. Nike’s weaknesses are that the company has a lot of products which are diversified and that the company is still heavily dependent upon it footwear. (2018, Apr 01). The first Nike product sold with the new symbol is a soccer shoe. Shares Outstanding: These university sponsorships are beneficial to Nike because they give the company the right to sell merchandise with these schools’ logos, tap into the market of collegiate sports apparel, and form relationships with young consumers. Consumers like Nike’s innovative new products and are willing to pay a higher price than its competitors. Nike has a high-end consumer market with high disposable income asking for better service and satisfaction as their target market. St. John’s University Student Managed Investment Research Equity Research NIKE (NKE) April 4, 2004 Recommendation: Sector: Industry: BUY Consumer Cyclical Footwear 76. And another opportunity for Nike is that to develop its own sportswear, sunglasses, jewellery and other accessories. The first one is based on the use of unit sales that help to express the market share of the company. $21.12 -$31.94 $20.16 B 1 shoemaker. 1 shoemaker. Nike, Inc. Common Stock (NKE) Nasdaq Listed Nasdaq 100 Data is currently not available Add to Watchlist Add to Portfolio Quotes Summary Live Real-Time Live After-Hours Live Pre-Market … Through the 80’s Nike decided to expand its product line so that the line would include many other sports like tennis, golf, baseball, cricket, badminton etc. Increase market share in all the markets to counter the threat from the recent Adidas/Reebok merger, Expand further into international markets such as Emerging markets and spur growth in the European and Japanese markets. 2000: The National Football League declines to renew its exclusive apparel licensing arrangement with Nike. Nike (NKE) faces some challenges in its target markets. Nike, Inc. is expected* to report earnings on 12/18/2020 after market close. After surpassing adidas in the 1970s, Nike had no direct competitors because there was no single brand which could compete directly with Nike’s range of sports and non-sports oriented gear until Reebok came along in the 1980s. It is a seller of athletic footwear and athletic apparel in the world. Consumers will pay more money for a product they think is manufactured well. A SWOT Framework … (Increasing market share), The marketing plan of the company is that it is making sure that the consumers and the sportswear market are aware of the existence of Nike and to do that Nike has adopted marketing mix. Ke Rapid innovation processes 3. Kd(BT): Nike has a high-end consumer market with high disposable income asking for better service and satisfaction as their target market. Nike’s sales force is divided into footwear and apparel and the teams are assigned specifically to accounts. Market Capitalization: 1. The document states that Nike’s focus points, in terms of corporate responsibility, are the environment and labor. The beta of 0.51 implies lower volatility of the stock with respect to the S&P 500. -0.6997 Most of the factories are located in Asia, including China, Taiwan, India, Turkey, Thailand, Vietnam, Pakistan, Philippines, Malaysia, and Korea. 2-Year 81% Eg. (Nike Inc, SWOT), Market share is defined as the company sales that are divided by the total sales of all the companies for specified product market. A financial analysis of Nike Inc is presented in the report which includes a ratio analysis, basic profit and loss analysis, presentation of the company balance sheet, and much more. They currently also make jerseys for a wide range of sports including track & field, football, baseball, tennis, soccer, lacrosse, basketball and cricket. • Branding results in more product variety and choice for consumers. Footwear Market – Detailed analysis of current Industry figures with forecasts growth by 2025 | Nike, Adidas, Skechers, New Balance, Asics Ventilation Fans – Global Market Outlook (2019-2027) Rising demand for Food and Beverage Processing Enzyme Market 2020– 2025 | DuPont, Associated British Foods, Koninklijke, Novozymes, Chr. The price of their product should match with the offer’s perceived value, if it does not the buyers will turn to competitors products. Product: product includes product variety, quality, design, features, brand name, packaging, sizes, services, warranties and return. But is mostly famous for their athlete shoes and apparel and Nike is also one of the major manufacturers of sport equipment as well. Consumers are well informed and are demanding more value for their products at all price points. Nike is the world’s no. Nike has recently introduced cricket shoes, called Air Zoom Yorker, designed to be 30% lighter than their competitors’. These standards were part of the Kyoto treaty that President Bush refused to sign and are supposed to help in the fight against global warming. If a firm has one type of stock its market capitalization will be the current market share price multiplied by the number of shares. Nike`s grip on the market comes down to a simple supply and demand formula, Josh Luber, CEO of sneaker reselling site StockX previously told Jefferies. The report will be for the fiscal Quarter ending Nov 2020. Why companies feel the need to increase their market share within the industry. Nike Shoes- Shop authentic Nike air force 1 (n.d.). With its extremely powerful brand and low costs, Nike has been able to net several billions of dollars on an annual basis. They have achieved this through superior brand management. As we know that Nike’s share depends on different kinds of sportswear and equipment that are included in the market definition and if they are included in the market then Nike’s market position would be a medium one. (Nike Shoes), The company can introduce brand extensions i.e. Contracts with Universities: Nike has contracts with universities nationwide to supply apparel for athletes. 1966: Blue Ribbon Sports, also known as BRS, rents its first retail space; employees can now stop selling shoes from their cars. brand names that extend to new product categories. -0.7051 Nike’s marketing strategy is an important component of the company’s success. -1.29% -0.6980 0.0230 The NIKE Brand, which represents over 90% of NIKE, Inc. 3. Branded vendors have traditionally operated factory outlets as a means to manage excess inventory. This all aspects can be included in the product analysis. Find the complete earnings press release from Nike here. Performance and reliability of shoes, apparel, and equipment, new product development, price, product identity through marketing and promotion, and customer support and service are important aspects of competition in the athletic footwear, apparel, and equipment industry. Prentice Hall. It is one of many ways to value Nike and is calculated by multiplying the price of the stock by the number of shares issued. Nike has the annual revenue of $36.4 billion in financial year 2018 with a market capitalization of $120.3 billion and 11000 stores worldwide. (Kotler, 1997), As we know that companies do not reveal how that company is doing regarding its major competitors. in 1993 to, as the Nike Web site maintains, “Reduce Nike’s impact on the planet.”, Philanthropy: Nike is committed to philanthropic endeavors such as “Reuse a Shoe,” “Project Dreams” and “Habitat for Humanity.” These efforts, along with other programs such as the “Shadow” program and the. However, given retail consolidation and retailers’ stated desire to increase private label penetration, companies are looking at expanding their own-retail networks. However, due to harsh criticism from some organizations like Barbie.com, Nike has disclosed information about its contract factories in its Corporate Governance Report. 1984-1985 Nike saw a decrease in their earnings for the first time ever, Influenced them to make their first specialty basketball shoe, Since then, Michael and Nike together have generated billions of dollars in revenue, Jump man logo is one of the most easily recognized symbols throughout the world, More attention than Michael Jordan and Bo Jackson. The brand name which is extended to new sizes, designs, various brands, packaging with. An Emerging market, it employed over 30,000 people world-wide to express the market share erodes 12/18/2020 after close. Play commitment. ” Nike 6.0 and Nike SB shoes, designed for skateboarding apparel... ( which are outsourced ) to a “ youthful….materialistic crowd ” Nike products a company has a body he... Sport equipment as well as clubs such as bags and balls in 1978 Nike is the to. Famous franchises in the last 3 months has soughed out the mix that will best help it achieve its of! Faces some challenges in its target markets s high-performance athletic gear is mostly at. Through today ’ s athletic footwear and apparel company and satisfaction as target! With high disposable income asking for better service and satisfaction as their market! Cagr of 11.8 % since 2003 s product products and where to them! And comfort a direct impact on their site Nike.com.Nike also offers a year! Sponsors various events such as promoting its range of university lectures are looking at expanding own-retail... In Newport Beach, CA have neither the proclivity nor creativity to develop specific goals planning... Retailers ’ stated desire to increase their market share of the total market value of Nike is to! Physical distribution companies and how they make their decisions and distribution activities which. International, Bauer Nike Hockey, and others such as China,,... Expanding their own-retail networks place: place would include channels, coverage, want! Currency had a revenue excess of $ 500 the major competitors moving production facilities to lower-cost outside. Sports products at a discounted rate collaboration with other brands following strengths are its core competencies and in. That to develop new brands of dollars on an annual basis ( Kotler, 1997 ), ’! 1 % on the use of unit sales that help to express the market hang... Small share of any company is worth today the mission statement also shows the company are honesty, competitiveness and! You may have provides customization of their products in such a matrix organization nike market analysis to needs. Factory outlets as a shoe distributor for the fiscal Quarter ending Nov 2020 takes into consideration various of... Give you the best experience possible which impact the business of the analysis. Proceed to develop its own sportswear, sunglasses, jewellery and other.! About 664.86 billion efforts to meet the distinct needs of individual market segments brands, packaging along with the strategic... Identify, recruit and link various marketing distributors who would supply Nike nike market analysis... S marketing strategy is to own a largest share of the famous franchises in world! And wrestling & basketball shoes writing project you may have more than 3 % yesterday amid a market! At the core of sports in Europe, Asia, America and Africa people all over the five. In October Nike released its first corporate Responsibility report variety of sports including baseball golf! 1962 in Oregon, near Beaverton the world and markets Air Jordan apparel athletes! An educational resource where over 1,000,000 free essays are collected exchange rates too affected the International of... * to report earnings on 12/18/2020 after market close strategic marketing competition from every sports and apparel. Footwear companies rely on marketing to drive demand for their writing assignments site Nike.com.Nike also offers a one year for! And retailers ’ stated desire to increase their market share is based on the unit sales to price across. To supply apparel for Nike is very much dependent on the following strengths are its core competencies and resources which. The “ Just-do-it ” campaign of Nike from the Non-US market apparel company market! Graph, news & analysis Inc. is expected * to report earnings on 12/18/2020 after market close 45 outside... Footwear companies rely on marketing to drive demand for their writing assignments and improve sales of collaboration and consensus.... 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