Nike耐克STP战略分析-英文版

Nike耐克STP战略分析__英文版2024/3/28Nike耐克STP战略分析__英文版-NIKE-JustdoitNike耐克STP战略分析__英文版-NIKE-JustdoitNike耐克STP战略分析__英文版--WhatisNikeNike耐克STP战略分析__英文版Definition:TheU.S-basedmanufacturerofathleticshoes,apparelandsportsequipment.Stocksymbol:NIKEAnnualrevenue(2008):morethan$18billionFounders:BillBowerman,PhilipKnightYearestablished:1964(predecessorasBlueRibbonSports)Industry:Sportswear/equipmentCEO:MarkParkerStaff:30,200Products:shoes,apparelandsportsequipment,accessoriesSlogan:JustDoIt!FirmOverviewNike耐克STP战略分析__英文版

GlobalMarketSharesNike耐克STP战略分析__英文版NikeDominanceNike耐克STP战略分析__英文版Strengths

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

Strongbrandrecognition(No.25intherankingofInterbrand);marketingstrategyNike耐克STP战略分析__英文版strategyAdvertisingstrategySalesstrategybrandstrategyNike耐克STP战略分析__英文版AdvertisingstrategyMarketingstrategycompanystrategyNikeLiNingAdidasSponsoringSportseventsTVadvertisementsBanners&BillboardsEndorsingtopathletesfromtopleaguesMixinginfluenceofsports,lifestyle&fashionPromotingitssloganSponsoringSportseventsTVadvertisementsEndorsingtopathletesfromtopleaguesSponsoringSportseventsTVadvertisementsEndorsinglocalathletesfromlocalleaguesBanners&BillboardsLiNingshowNikespend5-7%ofitsrevenuesperyearinadvertisingandendorsement.Nikehasplannedtospend$4.2Billionuntil2014forendorsementsalone.advertisingstrategyforthemajorplayersintheindustry

Nike耐克STP战略分析__英文版

Especially

Nike耐克STP战略分析__英文版Brandstrategyideaofthecustomer’sperceptionofthebrands.

companyBrandingmessageandstrategyNikeLiNingAdidasBM:athletic,influential,outgoing,aggressive,hitech,futuristic,cool,Americanwayofliving

BS:AssociatedwithAthletesattopleagues

BM:athletic,orderly,practical,hitech,sincere,conservativeEuropeanstyle

BS:Associatedwithelitesoccerplayers/teams,NBAstarsBM:Athletic,fashion,practical,ChinastyleBS:

AssociatedwithAthletesatlocalleaguesNikehasinvestedalotsofarindevelopingapremiumbrandthatimplieshighqualityandcareforthecustomer.BrandisthebiggestadvantageforNike,soitisalwaysachallengetofightagainstbranddilutionwithinNike.

Nike耐克STP战略分析__英文版SalesstrategyInsalessegment,localplayersarestrongerthaninternationalplayers,NikeneedstoopenmorestoresNike耐克STP战略分析__英文版

ProductsegmentfashionsportswearOut-doorfitnessMonoBrandChainStore

SpecialtyChainStore

supermarketMarketingsegment--Nike’smarketsegmentation

Nike耐克STP战略分析__英文版*AgeMarketSegmentation*Profession*IncomeNike耐克STP战略分析__英文版Fromthepiechart,wecanknowthatNikepositionthemainlymarketinyoungpeoplewhoare18to25yearsold.Youngpeoplelikedoingsports.Theychaseafterfashionandhavestrongsenseofidentitybrands.Atthesametime,Nikefocustheirconsumersonthewhite-collarlevelwhichhavestableincomes.Itisnecessaryforthemtoleadahigh-qualitylife,sothattheyareeagertodoingexercisesaswell.

MarketSegmentation--AgeUndereighteenyearsold3.7%Eighteentotwenty-five85.19%Twenty-sixtothirty-five9.26%Thirty-fiveyearsoldorolder1.85%Nike耐克STP战略分析__英文版Nike’sproductsaregearedtoallthenecessariesofcustomers.Withtheimprovementofpeople’slivingstandard,doingphysicalexerciseshasbecomeatrendoflifestyle.SoNikeseizestheopportunityandintroducingavarietyofproductsindifferentpricesinordertomeetalltheexerciseenthusiast.MarketSegmentation--IncomeNike耐克STP战略分析__英文版NikedividestheprofessionsintoStudent,Free-lancer,Office-worker,Teachersandothers.ThereisnodoubtthatNikedoesn’trigidlyadheretoacertainrange.Theydesignallkindsofproductswithdifferentcharacteristicsforsportsenthusiasts.NomatteryouarethemostprofessionalathleteswhoparticipateOlympics,oryouarejustastudentwholikedoingsports.Youcanfindasuitable“NIKE”foryou.--ProfessionMarketSegmentationNike耐克STP战略分析__英文版AlthoughNike’spotentialcustomersaretheyoungpeoplewhoareengagedinsports,fashionandthewhite-collarwithhighincome.Allofthemlikedoingsportsandtheyarefocusontheproducts’appearanceandperformancerequirements,therearestillsomeweaknesses.MarketSegmentationNike耐克STP战略分析__英文版

StarQuestionmarkCashcowDoglowhighhighlowMarketgrowthMarketingshareAthleticfootwearApparelEquipmentOtherxaxisyaxisNike耐克STP战略分析__英文版Nike耐克STP战略分析__英文版WeaknessesTheincomeofthebusinessisstillheavilydependentuponitsshareofthefootwearmarket;

Lackofstorescateringtotheactivefemales;

Providespoorworkingconditions,andtendstoexploitcheapworkforceoverseas,especiallyinfreetradezones(Philippines);Nike耐克STP战略分析__英文版Opportunities

Marketingtowomen,accordingtothefactthatwomenlikeshopping,Nikecanattachmoreimportancetowomenmarketwhichwillbringmoreprofits,suchasinvitesomefamouswomenathletestoendorseandadvertisemoreonsites,suchastaobao….

Nike耐克STP战略分析__英文版Indiahasmanycheaplabors,thencanthroughthisreducingcost.Nikeisafashionbrand,itsfashionableelementsshouldcontinuetobeactive.(e.x:ConsumersthatwearNikeproductdonotalwaysbuyittoparticipateinsport)Nike耐克STP战略分析__英文版Emergingmarket(ChinaandIndia);Chinahasalargepopulation,theycanpaymoreattentiontoChineseconsumers.AswellasChina’seconomygrowsrapidly.Chinawillbeapotentialmarket.ChineseMarketAnalysisNike耐克STP战略分析__英文版Porter’sfiveforcesanalysis:ChineseMarket

Rivalry(veryhigh)1.Fie