-NIKE--NIKE--NIKE-Justdoit-NIKE-Justdoit-NIKE-Justdoit-NIKE-Justdoit--WhatisNike--WhatisNikeDefinition:TheU.S-basedmanufacturerofathleticshoes,apparelandsportsequipment.

Stocksymbol:NIKEAnnualrevenue(2008):morethan$18billionFounders:BillBowerman,PhilipKnightYearestablished:1964(predecessorasBlueRibbonSports)Industry:Sportswear/equipmentCEO:MarkParkerStaff:30,200Products:shoes,apparelandsportsequipment,accessoriesSlogan:JustDoIt!FirmOverviewDefinition:TheU.S-basedman

GlobalMarketSharesGlobalMarketSharesNikeDominanceNikeDominanceStrengths

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

Strongbrandrecognition(No.25intherankingofInterbrand);marketingstrategyStrengthsstrategyAdvertisingstrategySalesstrategybrandstrategystrategyAdvertisingstratAdvertisingstrategyMarketingstrategycompanystrategyNikeLiNingAdidasSponsoringSportseventsTVadvertisementsBanners&BillboardsEndorsingtopathletesfromtopleaguesMixinginfluenceofsports,lifestyle&fashionPromotingitssloganSponsoringSportseventsTVadvertisementsEndorsingtopathletesfromtopleaguesSponsoringSportseventsTVadvertisementsEndorsinglocalathletesfromlocalleaguesBanners&BillboardsLiNingshowNikespend5-7%ofitsrevenuesperyearinadvertisingandendorsement.Nikehasplannedtospend$4.2Billionuntil2014forendorsementsalone.advertisingstrategyforthemajorplayersintheindustry

AdvertisingstrategyMarketing

Especially

EspeciallyBrandstrategyideaofthecustomer’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.

BrandstrategycompanyBrandingSalesstrategyInsalessegment,localplayersarestrongerthaninternationalplayers,NikeneedstoopenmorestoresSalesstrategyInsalessegment

ProductsegmentfashionsportswearOut-doorfitnessMonoBrandChainStore

SpecialtyChainStore

supermarketMarketingsegment--Nike’smarketsegmentation

ProductfashionsportswearOu*AgeMarketSegmentation*Profession*Income*AgeMarketSegmentation*ProfesFromthepiechart,wecanknowthatNikepositionthemainlymarketinyoungpeoplewhoare18to25yearsold.Youngpeoplelikedoingsports.Theychaseafterfashionandhavestrongsenseofidentitybrands.Atthesametime,Nikefocustheirconsumersonthewhite-collarlevelwhichhavestableincomes.Itisnecessaryforthemtoleadahigh-qualitylife,sothattheyareeagertodoingexercisesaswell.

MarketSegmentation--AgeUndereighteenyearsold3.7%Eighteentotwenty-five85.19%Twenty-sixtothirty-five9.26%Thirty-fiveyearsoldorolder1.85%Fromthepiechart,wecanknNike’sproductsaregearedtoallthenecessariesofcustomers.Withtheimprovementofpeople’slivingstandard,doingphysicalexerciseshasbecomeatrendoflifestyle.SoNikeseizestheopportunityandintroducingavarietyofproductsindifferentpricesinordertomeetalltheexerciseenthusiast.MarketSegmentation--IncomeNike’sproductsaregearedtoNikedividestheprofessionsintoStudent,Free-lancer,Office-worker,Teachersandothers.ThereisnodoubtthatNikedoesn’trigidlyadheretoacertainrange.Theydesignallkindsofproductswithdifferentcharacteristicsforsportsenthusiasts.NomatteryouarethemostprofessionalathleteswhoparticipateOlympics,oryouarejustastudentwholikedoingsports.Youcanfindasuitable“NIKE”foryou.--ProfessionMarketSegmentationNikedividestheprofessionsiAlthoughNike’spotentialcustomersaretheyoungpeoplewhoareengagedinsports,fashionandthewhite-collarwithhighincome.Allofthemlikedoingsportsandtheyarefocusontheproducts’appearanceandperformancerequirements,therearestillsomeweaknesses.MarketSegmentationAlthoughNike’spotentialcust

StarQuestionmarkCashcowDoglowhighhighlowMarketgrowthMarketingshareAthleticfootwearApparelEquipmentOtherxaxisyaxisStarQuestionmarklowhigNike耐克STP戰略分析__英文版WeaknessesTheincomeofthebusinessisstillheavilydependentuponitsshareofthefootwearmarket;

Lackofstorescateringtotheactivefemales;

Providespoorworkingconditions,andtendstoexploitcheapworkforceoverseas,especiallyinfreetradezones(Philippines);WeaknessesOpportunities

Marketingtowomen,accordingtothefactthatwomenlikeshopping,Nikecanattachmoreimportancetowomenmarketwhichwillbringmoreprofits,suchasinvitesomefamouswomenathletestoendorseandadvertisemoreonsites,suchastaobao….

OpportunitiesIndiahasmanycheaplabors,thencanthroughthisreducingcost.

Nikeisafashionbrand,itsfashionableelementsshouldcontinuetobeactive.(e.x:ConsumersthatwearNikeproductdonotalwaysbuyittoparticipateinsport)Indiahasmanycheaplabors,Emergingmarket(ChinaandIndia);Chinahasalargepopulation,theycanpaymoreattentiontoChineseconsumers.AswellasChina’seconomygrowsrapidly.Chinawillbeapotentialmarket.ChineseMarketAnalysisEmergingmarket(ChinaandIndiPorter’sfiveforcesanalysis:ChineseMarket

Rivalry(veryhigh)1.FierceCompetitionfromglobalbrands2.Localplayerswithculturaladvantageandpricecompetition

Buyerpower(high)1.Highpricesensitivity2.Brandimagetobere-establishedinsecondorthirdtiescities

Supplierspower(low)1.Cheaplabor2.Cheapresources,commodityitems

Substitutes(verylow)1.Leatherbootsandslippers

2.OthertypeofapparelThreatofnewentrants(high)Localplayersadvantage–Conservativegovernmentpoliciestohelplocalplayers2.Hugemarketvalue,soeveryonewillbeinterested3.NonSophisticatedmarketneeds

Porter’sfiveforcesanalysis:Nike耐克STP戰略分析__英文版THANKYOU--JustdoitTHANKYOU--JustdoitTodaywewillintroduceNiketoallofyou.Asafamousbrand,certainlyitshouldbepaidattentionto.Firstlet’slookatitsoverview.Thepiechartisaboutitsmarketshares,wecanseeithasabsoluteadvantage.Herearesomeofthestrengths.Afterourresourcing,wedecidedtointroducethemarketstrategydetailedly.讀圖及旁邊的話。Intheprocess,wealsodiscoversomeweaknessofNike.Lookatthechart,athleticfootweardevelopverywell,butotheraspectsarestillweak.接著讀下面兩個圖，簡單敘述一下。Comparedtofootwear,apparelonlyoccupy7%.,muchlessthanit.然后再說一下人群方面，工作環境方面。Certainly,weaknessisalsoopportunity.Threats我認為可以不說，你們愿意加上的話，我覺著還應該再說的詳細一點。TodaywewillintroduceNiket-NIKE--NIKE--NIKE-Justdoit-NIKE-Justdoit-NIKE-Justdoit-NIKE-Justdoit--WhatisNike--WhatisNikeDefinition:TheU.S-basedmanufacturerofathleticshoes,apparelandsportsequipment.

Stocksymbol:NIKEAnnualrevenue(2008):morethan$18billionFounders:BillBowerman,PhilipKnightYearestablished:1964(predecessorasBlueRibbonSports)Industry:Sportswear/equipmentCEO:MarkParkerStaff:30,200Products:shoes,apparelandsportsequipment,accessoriesSlogan:JustDoIt!FirmOverviewDefinition:TheU.S-basedman

GlobalMarketSharesGlobalMarketSharesNikeDominanceNikeDominanceStrengths

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

Strongbrandrecognition(No.25intherankingofInterbrand);marketingstrategyStrengthsstrategyAdvertisingstrategySalesstrategybrandstrategystrategyAdvertisingstratAdvertisingstrategyMarketingstrategycompanystrategyNikeLiNingAdidasSponsoringSportseventsTVadvertisementsBanners&BillboardsEndorsingtopathletesfromtopleaguesMixinginfluenceofsports,lifestyle&fashionPromotingitssloganSponsoringSportseventsTVadvertisementsEndorsingtopathletesfromtopleaguesSponsoringSportseventsTVadvertisementsEndorsinglocalathletesfromlocalleaguesBanners&BillboardsLiNingshowNikespend5-7%ofitsrevenuesperyearinadvertisingandendorsement.Nikehasplannedtospend$4.2Billionuntil2014forendorsementsalone.advertisingstrategyforthemajorplayersintheindustry

AdvertisingstrategyMarketing

Especially

EspeciallyBrandstrategyideaofthecustomer’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.

BrandstrategycompanyBrandingSalesstrategyInsalessegment,localplayersarestrongerthaninternationalplayers,NikeneedstoopenmorestoresSalesstrategyInsalessegment

ProductsegmentfashionsportswearOut-doorfitnessMonoBrandChainStore

SpecialtyChainStore

supermarketMarketingsegment--Nike’smarketsegmentation

ProductfashionsportswearOu*AgeMarketSegmentation*Profession*Income*AgeMarketSegmentation*ProfesFromthepiechart,wecanknowthatNikepositionthemainlymarketinyoungpeoplewhoare18to25yearsold.Youngpeoplelikedoingsports.Theychaseafterfashionandhavestrongsenseofidentitybrands.Atthesametime,Nikefocustheirconsumersonthewhite-collarlevelwhichhavestableincomes.Itisnecessaryforthemtoleadahigh-qualitylife,sothattheyareeagertodoingexercisesaswell.

MarketSegmentation--AgeUndereighteenyearsold3.7%Eighteentotwenty-five85.19%Twenty-sixtothirty-five9.26%Thirty-fiveyearsoldorolder1.85%Fromthepiechart,wecanknNike’sproductsaregearedtoallthenecessariesofcustomers.Withtheimprovementofpeople’slivingstandard,doingphysicalexerciseshasbecomeatrendoflifestyle.SoNikeseizestheopportunityandintroducingavarietyofproductsindifferentpricesinordertomeetalltheexerciseenthusiast.MarketSegmentation--IncomeNike’sproductsaregearedtoNikedividestheprofessionsintoStudent,Free-lancer,Office-worker,Teachersandothers.ThereisnodoubtthatNikedoesn’trigidlyadheretoacertainrange.Theydesignallkindsofproductswithdifferentcharacteristicsforsportsenthusiasts.NomatteryouarethemostprofessionalathleteswhoparticipateOlympics,oryouarejustastudentwholikedoingsports.Youcanfindasuitable“NIKE”foryou.--ProfessionMarketSegmentationNikedividestheprofessionsiAlthoughNike’spotentialcustomersaretheyoungpeoplewhoareengagedinsports,fashionandthewhite-collarwithhighincome.Allofthemlikedoingsportsandtheyarefocusontheproducts’appearanceandperformancerequirements,therearestillsomeweaknesses.MarketSegmentationAlthoughNike’spotentialcust

StarQuestionmarkCashcowDoglowhighhighlowMarketgrowthMarketingshareAthleticfootwearApparelEquipmentOtherxaxisyaxisStarQuestionmarklowhigNike耐克STP戰略分析__英文版WeaknessesTheincomeofthebusinessisstillheavilydependentuponitsshareofthefootwearmarket;

Lackofstorescateringtotheactivefemales;

Providespoorworkingconditions,andtendstoexploitcheapworkforceoverseas,especiallyinfreetradezones(Philippines);WeaknessesOpportunities

Marketingtowomen,accordingtothefactthatwomenlikeshopping,Nikecanattachmoreimportancetowomenmarketwhichwillbringmoreprofits,suchasinvitesomefamouswomenathletestoendorseandadvertisemoreonsites,suchastaobao….

OpportunitiesIndiahasmanycheaplabors,thencanthroughthisreducingcost.

Nikeisafashionbrand,itsfashionableelementsshouldcontinuetobeactive.(e.x:ConsumersthatwearNikeproductdonotalwaysbuyittoparticipateinsport)Indiahasmanycheaplabors,Emergingmarket(ChinaandIndia);Chinahasalargepopulation,theycanpaymoreattentiontoChineseconsumers.AswellasChina’se