8/6/2019 Cb and Service Encounter

1/16

NikeMarketing Audit

Yi GongMercede Ogan

Josh StatenMatt Wolford

8/6/2019 Cb and Service Encounter

2/16

Company Description

The Idea: Phil Knight

The Partnership: Bill Bowerman

The Foundation: Blue Ribbon Sports

Birth of Nike: Jeff Johnson and StevePrefontaine

8/6/2019 Cb and Service Encounter

3/16

C ont.Nike Grows Exponentially

Product Line

- More than footwear

Expansion- C ole Haan, Nike Bauer Hockey, HurleyInternational, and C onverse

The Internet: Its affect on growth

8/6/2019 Cb and Service Encounter

4/16

Business MissionTo bring Inspiration and innovation to every athlete in the

world

If you have a body, you are an athlete Bill Bowerman

C ommitment to integrity and high ethical standards

Nikes change in mission over last decade

Philip H. Knight

8/6/2019 Cb and Service Encounter

5/16

Marketing Objective Global Dominance Brand Image Strong advertising

- Leave Nothing Ads- Example

http://www.nike.com/usnikefootball/?sitesrc=uslanding

8/6/2019 Cb and Service Encounter

6/16

Strengths

C ompetitive Organization Lean Organization

No factories No cash tie ups with building and

manufacturing workers

Global Brand

8/6/2019 Cb and Service Encounter

7/16

8/6/2019 Cb and Service Encounter

8/16

Opportunities

Product development provides manyopportunities

Fashion brand Develop accessory products Internationally develop

Global brand recognition

8/6/2019 Cb and Service Encounter

9/16

Threats

Exposed to the international nature of trade

Very competitive market Price sensitive

8/6/2019 Cb and Service Encounter

10/16

Product

Product Research Design and functional

Tune Your Run Working together with Apple

House of Hoops Partnership with Foot Locker Acquired Umbro

Mass customization

8/6/2019 Cb and Service Encounter

11/16

8/6/2019 Cb and Service Encounter

12/16

Promotion

Web marketing Updated interactive website

Facebook profile Slogan: Just Do It Logo: Swoosh Professional Athletes/ C elebrityEndorsements

8/6/2019 Cb and Service Encounter

13/16

8/6/2019 Cb and Service Encounter

14/16

Financial projection

0.00

2,000.00

4,000.00

6,000.00

8,000.00

10,000.00

12,000.00

14,000.00

16,000.00

18,000.00

2004 2005 2006 2007 2008

RevenueGross profitNet income

Income Statement(InmillionsUSdollar) 2004

%increase 2005

%increase 2006

%increase 2007

predict %increase 2008

Revenue $12,253.1 12.0% $13,739.7 8.8% $14,954.9 9.1% $16,325.9 8.9% $17,795.2

GrossProfit $ 5,251.7 16.4% $ 6,115.4 7.7% $ 6,587.0 8.7% $ 7,160.5 8.5% $ 7,776.3

Net income $ 945.6 28.1% $ 1,211.6 14.9% $ 1,392.0 7.1% $ 1,491.5 7.1% $ 1,597.4

8/6/2019 Cb and Service Encounter

15/16

8/6/2019 Cb and Service Encounter

16/16

Mission

To bring Inspiration and innovation toevery athlete in the world

* If you have a body, you are an athlete

JUST DO IT