Nike耐克S战略-英文

-NIKE--NIKE-Justdoit-NIKE-Justdoit--WhatisNikeDefinition:TheU.S-basedmanufacturerofathleticshoes,apparelandsportsequipment.

Stocksymbol:NIKEAnnualrevenue(2008):morethan$18billionFounders:BillBowerman,PhilipKnightYearestablished:1964(predecessorasBlueRibbonSports)Industry:Sportswear/equipmentCEO:MarkParkerStaff:30,200Products:shoes,apparelandsportsequipment,accessoriesSlogan:JustDoIt!FirmOverview

GlobalMarketSharesNikeDominanceStrengths

Contractswithabout700shopsworldwide,runsofficesin45countries;managesfactoriesinlowcostcountries(China,Indonesia,Taiwan,Thailand,India,Vietnam,Philippines,Pakistan,andMalaysia);BelongstoFortune500companieswhich2008totalrevenueexceeded19billionUSD;Employsmorethan30.000peopleworldwide;Strongmarketingstrategy(cooperatewithNBA,sponsorsportstar);

Strongbrandrecognition(No.25intherankingofInterbrand);marketingstrategystrategyAdvertisingstrategySalesstrategybrandstrategyAdvertisingstrategyMarketingstrategycompanystrategyNikeLiNingAdidasSponsoringSportseventsTVadvertisementsBanners&BillboardsEndorsingtopathletesfromtopleaguesMixinginfluenceofsports,lifestyle&fashionPromotingitssloganSponsoringSportseventsTVadvertisementsEndorsingtopathletesfromtopleaguesSponsoringSportseventsTVadvertisementsEndorsinglocalathletesfromlocalleaguesBanners&BillboardsLiNingshowNikespend5-7%ofitsrevenuesperyearinadvertisingandendorsement.Nikehasplannedtospend$4.2Billionuntil2014forendorsementsalone.advertisingstrategyforthemajorplayersintheindustry

EspeciallyBrandstrategyideaofthecustomer’’panyBrandingmessageandstrategyNikeLiNingAdidasBM:athletic,influential,outgoing,aggressive,hitech,futuristic,cool,AmericanwayoflivingBS:AssociatedwithAthletesattopleaguesBM:athletic,orderly,practical,hitech,sincere,conservativeEuropeanstyleBS:Associatedwithelitesoccerplayers/teams,NBAstarsBM:Athletic,fashion,practical,ChinastyleBS:AssociatedwithAthletesatlocalleaguesNikehasinvestedalotsofarindevelopingapremiumbrandthatimplieshighqualityandcareforthecustomer.BrandisthebiggestadvantageforNike,soitisalwaysachallengetofightagainstbranddilutionwithinNike.SalesstrategyInsalessegment,localplayersarestrongerthaninternationalplayers,NikeneedstoopenmorestoresProductsegmentfashionsportswearOut-doorfitnessMonoBrandChainStore

SpecialtyChainStore

supermarketMarketingsegment--Nike’smarketsegmentation*AgeMarketSegmentation*Profession*IncomeFromthepiechart,wecanknowthatNikepositionthemainlymarketinyoungpeoplewhoare18to25yearsold.Youngpeoplelikedoingsports.Theychaseafterfashionandhavestrongsenseofidentitybrands.Atthesametime,Nikefocustheirconsumersonthewhite-collarlevelwhichhavestableincomes.Itisnecessaryforthemtoleadahigh-qualitylife,sothattheyareeagertodoingexercisesaswell.MarketSegmentation--AgeUndereighteenyearsold3.7%Eighteentotwenty-five85.19%Twenty-sixtothirty-five9.26%Thirty-fiveyearsoldorolder1.85%Nike’’sproductsaregearedtoallthenecessariesofcustomers.Withtheimprovementofpeople’’slivingstandard,doingphysicalexerciseshasbecomeatrendoflifestyle.SoNikeseizestheopportunityandintroducingavarietyofproductsindifferentpricesinordertomeetalltheexerciseenthusiast.MarketSegmentation--IncomeNikedividestheprofessionsintoStudent,Free-lancer,Office-worker,Teachersandothers.ThereisnodoubtthatNikedoesn’trigidlyadheretoacertainrange.Theydesignallkindsofproductswithdifferentcharacteristicsforsportsenthusiasts.NomatteryouarethemostprofessionalathleteswhoparticipateOlympics,oryouarejustastudentwholikedoingsports.Youcanfindasuitable““NIKE”foryou.--ProfessionMarketSegmentationAlthoughNike’spotentialcustomersaretheyoungpeoplewhoareengagedinsports,fashionandthewhite-collarwithhighincome.Allofthemlikedoingsportsandtheyarefocusontheproducts’appearanceandperformancerequirements,therearestillsomeweaknesses.MarketSegmentationStarQuestionmarkCashcowDoglowhighhighlowMarketgrowthMarketingshareAthleticfootwearApparelEquipmentOtherxaxisyaxisWeaknessesTheincomeofthebusinessisstillheavilydependentuponitsshareofthefootwearmarket;Lackofstorescateringtotheactivefemales;Providespoorworkingconditions,andtendstoexploitcheapworkforceoverseas,especiallyinfreetradezones(Philippines);OpportunitiesMarketingtowomen,accordingtothefactthatwomenlikeshopping,Nikecanattachmoreimportancetowomenmarketwhichwillbringmoreprofits,suchasinvitesomefamouswomenathletestoendorseandadvertisemoreonsites,suchastaobao…….Indiahasmanycheaplabors,thencanthroughthisreducingcost.Nikeisafashionbrand,itsfashionableelementsshouldcontinuetobeactive.(e.x:ConsumersthatwearNikeproductdonotalwaysbuyittoparticipateinsport)Emergingmarket(ChinaandIndia);Chinahasalargepopulation,theycanpaymoreattentiontoChineseconsumers.AswellasChina’’seconomygrowsrapidly.Chinawillbeapotentialmarket.ChineseMarketAnalysisPorter’sfiveforcesanalysis:ChineseMarketRivalry(veryhigh)1.FierceCompetitionfromglobalbrands2.LocalplayerswithculturaladvantageandpricecompetitionBuyerpower(high)1.Highpricesensitivity2.Brandimagetobere-establishedinsecondorthirdtiescitiesSupplierspower(low)1.Cheaplabor2.Cheapresources,commodityitemsSubstitutes(verylow)1.Leatherbootsandslippers2.OthertypeofapparelThreatofnewentrants(high)Localplayersadvantage–Conservativegovernmentpoliciestohelplocalplayers2.Hugemarketvalue,soeveryonewillbeinterested3.NonSophisticatedmarketneedsTHANKYOU--JustdoitTodaywewillintroduceNiketoallofyou.Asafamousbrand,certainlyitshouldbepaidattentionto.Firstlet’slookatitsoverview.Thepiechartisaboutitsmarketshares,wecanseeithasabsoluteadvantage.Herearesomeofthestrengths.Afterourresourcing,wedecidedtointroducethemarketstrategydetailedly.读图及旁边的的话。Intheprocess,wealsodiscoversomeweaknessofNike.Lookatthechart,athleticfootweardevelopverywell,butotheraspectsarestillweak.接接着读下面面两个图，简简单叙述一下下。Comparedtofootwear,apparelonlyoccupy7%.,muchlessthanit.然然后再说一下下人群方面，，工作环境方方面。Certainly,weaknessisalsoopportunity.Threats我认为可可以不说，你你们愿意加上上的话，我觉觉着还应该再再说的详细一一点。9、静夜四无无邻，荒居居旧业贫。。。1月-231月-23Wednesday,January4,202310、雨中黄叶叶树，灯下下白头人。。。21:40:2721:40:2721:401/4/20239:40:27PM11、以以我我独独沈沈久久，，愧愧君君相相见见频频。。。。1月月-2321:40:2721:40Jan-2304-Jan-2312、故人江江海别，，几度隔隔山川。。。21:40:2721:40:2721:40Wednesday,January4,202313、乍见翻疑疑梦，相悲悲各问年。。。1月-231月-2321:40:2721:40:27January4,202314、他他乡乡生生白白发发，，旧旧国国见见青青山山。。。。04一一月月20239:40:27下下午午21:40:271月月-2315、比不不了得得就不不比，，得不不到的的就不不要。。。。。一月月239:40下下午午1月月-2321:40January4,202316、行行动动出出成成果果，，工工作作出出财财富富。。。。2023/1/421:40:2721:40:2704January202317、做前，，能够环环视四周周；做时时，你只只能或者者最好沿沿着以脚脚为起点点的射线线向前。。。9:40:27下午午9:40下午午21:40:271月-239、没有失败，，只有暂时停停止成功！。。1月-231月-23Wednesday,January4,202310、很多事情情努力了未未必有结果果，但是不不努力却什什么改变也也没有。。。21:40:2721:40:2721:401/4/20239:40:27PM11、成功功就是是日复复一日日那一一点点点小小小努力力的积积累。。。1月-2321:40:2721:40Jan-2304-Jan-2312、世间间成事事，不不求其其绝对对圆满满，留留一份份不足足，可可得无无限完完美。。。21:40:2721:40:2721:40Wednesday,January4,202313、不知香香积寺，，数里入入云峰。。。1月-231月-2321:40:2721:40:27January4,202314、意志坚强强的人能把把世界放在在手中像泥泥块一样任任意揉捏。。04一月月20239:40:27下下午21:40:271月-2315、楚楚塞塞三三湘湘接接，，荆荆门门九九派派通通。。。。。。一月月239:40下下午午1月月-2321:40January4,202316、少少年年十十五五二二十十时时，，步步行行夺夺得得胡胡马马骑骑。。。。2023/1/421:40:2721:40:2704January202317、空山新雨后后，天气晚来来秋。。9:40:27下午9:40下下午21:40:271月-239