Nike Marketing Plan

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Nike “Jordan Brand” A Marketing Plan By Amy Strickland alstrickland@barton.edu For MGT305 – Marketing Fall 2013 – Dr. Lorraine Powers EXCEUTIVE SUMMARY _____________________________________________________________________ Blue Ribbon Sports was an athletic apparel and footwear company that was founded in 1964 by Phil Knight. Phil Knight and Bill Bowerman, a legendary track coach created Nike with the intent of designing quality shoes for athletes. In 1972, Blue Ribbon Sports officially changed its name to Nike, Inc. By 1979, Nike had already managed to outsell Adidas, which is one of Nike’s main competitors. Nike has continued to maintain its popularity and also continues to build a solid clientele of professional, collegiate, and recreational athletes. The continued durability of the product, tasteful designs, large selections, and their continuous effort in creating the highest-quality products is what has kept Nike’s influential reputation alive. Currently, Nike operates in more than 160 countries and employs more than 36,000 people around the world annually. Their headquarters is located in Beaverton, Oregon. Their headquarters alone employs more than 7,000 people. This past fiscal year, ending in May 2013, Nike reported profits of 3% higher than the previous year which totaled $23.3 billion dollars in revenue. The Jordan Brand was introduced in 1985 with Nike really struggling in the market place. They took a chance on Michael Jordan as an endorsee for Nike. This definitely paid off for Nike big time. The Jordan Brand with the Jump Man Logo is a worldwide known logo and is recognized universally. They started out with shoes and have expanded the product line to include clothing and other sporting gear. ENVIRONMENTAL ANALYSIS

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