Nike耐克STP战略分析英文版

1、- n ike - - nike - just do it - nike - just do it - what is nike definition: the u.s-based manufacturer of athletic shoes, apparel and sports equipment. stock symbol: nike annual revenue (2008): more than $18billion founders: bill bowerman, philip knight year established: 1964 (predecessor as blue r

2、ibbon sports) industry: sportswear/equipment ceo: mark parker staff: 30,200 products: shoes, apparel and sports equipment, accessories slogan: just do it! firm overview global market shares nike dominance comparison of annual revenue 0 1 2 3 4 5 6 7 8 9 10 nikefilareeboknew balanceadidas corporation

3、 2001 annual sales (in billions) strengths contracts with about 700 shops worldwide, runs offices in 45 countries; manages factories in low cost countries (china, indonesia, taiwan, thailand, india, vietnam, philippines, pakistan, and malaysia); belongs to fortune 500 companies which 2008 total reve

4、nue exceeded 19 billion usd; employs more than 30.000 people worldwide; strong marketing strategy (cooperate with nba, sponsor sport star); strong brand recognition (no.25 in the ranking of interbrand ); marketing strategy strategy advertising strategy sales strategy brand strategy advertising strat

5、egy marketing strategy company strategy nike li ning adidas sponsoring sports events tv advertisements banners lack of stores catering to the active females; provides poor working conditions, and tends to exploit cheap workforce overseas, especially in free trade zones (philippines); opportunities m

6、arketing to women , according to the fact that women like shopping ,nike can attach more importance to women market which will bring more profits , such as invite some famous women athletes to endorse and advertise more on sites , such as taobao . india has many cheap labors , then can through this

7、reducing cost . nike is a fashion brand , its fashionable elements should continue to be active . (e.x:consumers that wear nike product do not always buy it to participate in sport) emerging market(china and india);china has a large population ,they can pay more attention to chinese consumers . as w

8、ell as chinas economy grows rapidly . china will be a potential market . chinese market analysis porters five forces analysis: chinese market rivalry (very high) 1.fierce competition from global brands 2.local players with cultural advantage and price competition buyer power (high) 1.high price sens

9、itivity 2. brand image to be re-established in second or third ties cities suppliers power (low) 1. cheap labor 2. cheap resources, commodity items substitutes (very low) 1.leather boots and slippers 2. other type of apparel threat of new entrants (high) 1.local players advantage conservative govern

10、ment policies to help local players 2. huge market value, so everyone will be interested 3. non sophisticated market needs thank you - just do it today we will introduce nike to all of you . as a famous brand , certainly it should be paid attention to . first lets look at its overview . the pie char

11、t is about its market shares , we can see it has absolute advantage . here are some of the strengths . after our resourcing , we decided to introduce the market strategy detailedly . 读图及旁边的话。 in the process , we also discover some weakness of nike . look at the chart , athletic footwear develop very well , but other aspects are still weak . 接着读下面两个图，