Nike Case Study
Nike Company Snapshot NIKE, Inc. ... Nike’s athletic footwear products are designed primarily for specific athletic use, although some of its products are worn for casual or leisure purposes. ... NIKE also markets shoes designed for outdoor activities, tennis, golf, soccer, baseball, football, bicycling, volleyball, wrestling, cheerleading, aquatic activities, hiking and other athletic and recreational uses. Nike History Nike started out just as plan developed in order to satisfy course work at Stanford University. ... Blue Ribbon in 1971 earned it’s “swoosh” and Knight introduced the first Nike brand line. In 1978 the Blue Ribbon became Nike and each year their profits grew steadily. ... Phil Knight repositioned and reestablished Nike following the bumpy years in the 80’s. In 1988 Nike purchased Cole Haan for $64 million which allowed them to increase casual footwear sales by 16%, they also purchased the accessories company in 1990. Nike even expanded by opening their own retail store “Nike Town” in 1990. Nike distributes to 123 retail stores in the US and also in 52 retail stores in countries such as, the UK, Japan, France, Italy, Spain, Germany, and Canada. Marketing Nike has been able to develop successful advertising campaigns and effectively market their products through the hard work of the Wieden and Kennedy Advertising agency, which understands the needs and desires of consumers and has successfully throughout the years marketed the products of Nike. Throughout the years Nike has had many different advertising campaigns, some more successful than others, but always created to reflect public opinion. What is most important though is that Nike has changed their campaigns, in order to satisfy public preference. In the 1980’s Phil Knight’s company, Nike, exceeded a billion dollars and the company never again looked back. ... Nike continued to grow and to establish itself as the number one in its industry. Nike has effectively marketed their products and in addition understands the importance of a quality product. ... This is a new technology that Nike has developed. Other new concepts or technologies that Nike has marketed and developed throughout the years has been their Alpha Line, the Nike ID line; which allows customers to customize the shoes that they purchase, the AirMax line, the Hyper Flight; Nike’s lightest weight basketball shoe ever, Air Presto Faze; a lace less, slip-on running shoe. In addition to understand the importance of a quality product Nike also understands the necessity of effective marketing and this requires an understanding of public opinion.