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Nike |
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Parent Company |
Nike Inc |
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Category |
Apparel, Sports Equipment and Accessories |
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Sector |
Lifestyle and Retail |
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Tagline/ Slogan |
Just do it |
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USP |
Nike shoes that are made for professional athletes across sports worldwide |
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Nike STP |
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Segment |
Sports enthusiasts |
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Target Group |
Men, women and children from urban upper-middle and upper class |
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Positioning |
Nike offers high quality sports products at a high price which gives satisfaction and comfort |
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Nike SWOT Analysis |
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Strengths |
1. Nike is the world’s leading brand for sports shoes and apparel having a a global presence including USA, UK, Asia and most of the countries across the world 2. It has been recognized many times by fortune magazines on “100 best companies to work for” 3. Nike is listed among 50 most innovative corporate companies world over 4. Nike differentiates by making innovative products which has global recognition 5. Effective business relationship-building is done by the company globally which has help its brand equity 6. It has launched many other products in collaboration with companies e.g. launched music player, Nike watches etc. 7. Nike is a leading 'top of the mind' brand with excellent innovative advertising and branding 8. Exclusive shops all over the world apart from availability through multi-brand retail stores 9. It is ranked among the top companies for climate-friendly companies 10. Nike associates itself with leading international sports teams, players and events and the campaigns are often very well received world over. 11. It has been constantly been involved sponsorship of sports events and teams across various sports 12. Nike has several star celebrity brand ambassadors from various sports like football, golf, NBA, Baseball etc. including Michael Jordan, Ronaldinho, Ronaldo, Neymar, Mbappe, Sampras, Agassi etc. which consolidates its branding in various sports 13. Nike has more than 70,000 employees across the world making it one of the biggest employers globally 14. Nike's Swoosh logo is one of most recognized brand elements in the world |
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Weaknesses |
1. The Nike company faced allegations of labor and wage laws with employees, poor working conditions etc. 2. Constant competition means limited market share growth for the company 3. Nike is seen as a sports apparel and footwear brand but not a fashion giant |
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Opportunities |
1. Product expansion in areas like more concentration in sunglasses, sportswear etc. which gives high profit 2. Nike can open their stores in tier 2 cities in emerging economies as well 3. Enhance brand visibility by opening sports academies across the world for nurturing talent 4. Nike can tap the online opportunities to reach out to as many customers as possible 5. Nike can expand into fashion segment alongside sportswear |
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Threats |
1. Footwear market is so competitive, major competition from other brands 2. As it is an international brand currency fluctuations of countries affects the business of Nike 3. Fake imitations and replicas often cause a problem for a brand like Nike 4. Adaption of new techniques and innovation by other brands 5. During pandemic, a lot of sports and outdoor activities were affected leading to impact on sales of footwear and apparel |
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Competition |
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Competitors |
1. Adidas 2. Reebok 3. New Balance 4. Converse 5. Puma 6. Fila 7. Bata 8. Liberty Shoes 9. Under Armour 10. Umbro 11. Woodland 12. ASICS |
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Nike
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