Nike耐克STP战略分析英文版.ppt

- N I K E - - N I K E - Just do it - N I K E - 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 Ribbon 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 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 revenue 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 strategy Marketing strategy company strategy Nike Li Ning Adidas Sponsoring Sports events TV advertisements Banners Billboards Endorsing top athletes from top leagues Mixing influence of sports, lifestyle fashion Promoting its slogan Sponsoring Sports events TV advertisements Endorsing top athletes from top leagues Sponsoring Sports events TV advertisements Endorsing local athletes from local leagues Banners Billboards Li Ning show Nike spend 5-7% of its revenues per year in advertising and endorsement. Nike has planned to spend $4.2 Billion until 2014 for endorsements alone. advertising strategy for the major players in the industry Especially Brand strategy idea of the customer’s perception of the brands. company Branding message and strategy Nike Li Ning