Nike company profile
Nike company profileI- COMPANY PROFILE
1) Nike's overview
Nike Inc. was incorporated in 1968 under the laws of the state of Oregon, USA. The general business activities can be described as follows: design, development, and global marketing of high quality footwear, equipment and accessory products.
Nike is the largest seller of athletic footwear and athletic apparel in the world. The Nike swoosh is one of the most recognizable business logos on earth. It is more than a symbol of great brand marketing. Nike has revolutionized the way companies approach the athletics market. The company digs into any niche related to sports, including technological breakthroughs, retailing, sports management and sports promotion.
Nike deals in a very consumer orientated market. This means that the demand for the Nike's goods heavily depends on the popularity of the various fitness activities. The company adjusts continuously their product mix in order to meet demands. It manages its business carefully, leading in aggressive marketing styles and innovative products.
When P. Knight and B. Bowerman created Nike, they decided to create a company to win, for the "ultimate victory". This idea has been influencing Nike (the Greek Goddess of Victory) every day and it has been a dramatic success.
(millions of dollars) 1999 1984 1989
Total Revenue 8,777 3,790 1,711
Total Net Income 451 299 167
They have built a remarkable company, which has emerged as one of the world's greatest brand names. It is said that Nike posesses a reputation comparable to those of McDonald's and Sony . Nike has outpaced its closest rivals.
Moreover, this success is reflected by the stock price of the company. During 1994 and 1997, the stock price nearly quintupled.$100 invested in Nike stock ten years ago would have been worth $ 1,432 on May 31, investment in the S&P 500 Index would have been worth $ 527.
Why such a success? In launching Nike, Knight paid attention to several emerging trends:
� The rapidly growing interest in sports, both as participatory and viewing event.
� The sharply increasing adulation of top athletes.
� The obsession with health and physical activity.
� The centrality of sports among teenagers' lives.
� The increased "fashionizing" of products.
2) What does Nike sell? How? And where?
Nike sells the product to 20,000 retail accounts in the U.S and through a mix of independent distributors, licensees and subsidiaries in approximately 110 countries around the world.
Most footwear products are produced outside the U.S (see the table) while apparel products are produced both in United States and abroad (Bangladesh, China, Hong-Kong, Indonesia, Malaysia, Mexico, The Philippines, Singapore, Sri Lanka, Taiwan and Thailand).
FOOTWEAR % of production
China 40
Indonesia 30
Vietnam 12
Thailand 11
As more fully explored in section II, this point is a key one because Nike has been accused of using child labor and abusing human rights in Asia.
Nike's athletic footwear products are designed primarily for specific athletic use, although a...
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