NIKE, Inc. Introduces 2015 Global Growth Strategy Brandon Armatas Billy Lane Brandon Rice

Company Background Established in Eugene, Oregon in 1964 as Blue Ribbon Sports Became Nike in 1978, HQ in Beaverton Founded by Phil Knight and Bill Bowerman Sell high-quality sports equipment, apparel, and shoes across numerous categories Nike owns Converse, Hurley, Umbro, and Jordan brands Named after Greek goddess of victory

Financials 2009 net income of $1.49 billion 2009 gross revenue of $19.2 billion Pursue both organic and external growth Nike brand accounts for 85% of revenue

Revenues by Category Action Sports - $390 million Athletic Training - $1.4 billion Basketball - $1.7 billion Football - $1.7 billion Running – $2.1 billion Sportswear - $4.9 billion Women’s Training - $740 million

Marketing Strategies Excellent marketing campaigns featuring popular athletes Positioned themselves as a premium brand Popular slogans and trademarks eg. “Just Do It”, Nike swoosh, and Nike Air

SWOT Analysis Strengths: Opportunities: Weaknesses: Threats: Strong Brand Loyalty Strong Brand Equity Effective Advertising Product Development + Innovation Opportunities: R & D Fashion Potential Global Markets New Categories Weaknesses: Bad Publicity Human Rights Concerns Most Market Share from Footwear Highest Prices in Cost-Sensitive Sector Threats: Consumer Spending Down Emergence of Competitors Piracy and Counterfeiting

Article Nike plans for significant growth by 2015 Investing $500 million to develop direct-to-consumer business 250-300 new niche-specific Nike stores, smaller than Niketowns Grow/develop all geographic regions Grow all non-Nike brands by $1.5-2 billion

References http://www.marketwatch.com/story/nike-inc-introduces-2015-global-growth-strategy-2010-05-05?reflink=MW_news_stmp The internet