Nike Case Study Essay

Product & Brand Management

Assignment 1: Brand Analysis: Development, Performance, Strategy

Nike Analysis: 1998-2008














Index
1. Introduction………………………………………………………………………..2
2. Nike’s main events in the development (1998-2008)…………………………….3
3. Nike’s current situation…………………………………………………………...9
4. Nike’s challenges………………………………………………………………….14
5. Prospects of Nike to 2012………………………………………………………...16

References…………………………………………………………………………...18






















Nike Report: 1998-2008

1. Introduction

“If you have a body, you are an athlete.”---Nike co-founder Bill Bowerman.

Nike is the world leader in the sports footwear, apparel and equipments fields, and Nike has the biggest sports market share and the most developed sports equipment technologies. Furthermore, Nike adds fashion elements in the sportswear and that make Nike become the most popular brands among youths. The “Swoosh” logo is so cute and it was used from 1971 when Carolyn Davidson designed it until now (Nikebiz, nd, timeline).

From 1964, Nike was still called “Blue Ribbon Sports”, the co-founder Bill Bowerman and Philip Knight didn’t think this company could become the biggest sports supplier in the world. In 1978, the company changed the name as the “goddess of victory”—Nike (Nikebiz, nd, timeline). Since that year, people will remember this brand. In 2008, Nike occupied 31% market share of whole sports market (Christoph Dolleschal, 2008), the revenue was $18.6 billion.

To analyse Nike’s achievements, we can use two basic assistant tools—4Ps theory (product, price, place and promotion) and STP theory (segmentation, targeting and positioning).

4Ps theory was proposed by E. Jerome McCarthy in1960. This theory is used as a tool to assist marketers in defining and optimizing the marketing strategies. There four aspects in this theory-product, price, place and promotion (12MANAGE, nd, Marketing Mix). STP theory was proposed by...