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Marketing Strategies of Nike, Inc.


About the Company. Current Marketing Situation. Political/Legal Changes. Economical Environment. Social Factors. Technological Factors. Opportunity and Issue Analisys. SWOT. BCG growth/share Matrix. Objectives. Marketing Strategies. Target market. Segmentation. Positioning. Product Management. Pricing. Distribution. Marketing Communication.


"If you have body, you are an athlete." - Bill Bowerman said this a couple of decades ago. The guy was right. It defines how he viewed the world, and it defines how Nike pursues its destiny.

Nike started in Eugene, Oregon, and now is the world's most competitive sports and Fitness Company. The world headquarters is in Beaverton, Oregon. The Pacific Northwest is Nike's hometown, but like so many ambitious souls, Nike has expanded horizons to every corner of the world. Nike employs approximately 24,300 people, and every one of them is significant to their mission of bringing inspiration and innovation to every athlete in the world.

Along the way, Nike acquired some great companies that extend their reach within and beyond sports:

Cole Haan, based in Maine, sells dress and casual footwear and accessories for men and women under the brand names of Cole Haan, g Series and Bragano.

Bauer Nike Hockey, based in New Hampshire, manufactures and distributes hockey ice skates, apparel and equipment, as well as equipment for in-line skating, and street and roller hockey.

Hurley International, based in California, designs and distributes a line of action sports apparel for surfing, skateboarding and snowboarding, and youth lifestyle apparel and footwear.

Converse, based in Massachusetts, designs and distributes athletic and casual footwear, apparel and accessories.

Exeter Brands Group, based in New York, includes the Starter, Team Starter and Asphalt brand names and is the master licensee of the Shaq and Dunkman brands. The Exeter Brands Group is devoted to designing and marketing athletic footwear and apparel for the value retail channel.
The Nike family is a fairly vast enterprise. Nike operates on six continents. Their suppliers, shippers, retailers and service providers employ close to 1 million people. The diversity inherent in such size is helping Nike evolve its role as a global company. The company sees a bigger picture today than when they started, one that includes building sustainable business with sound labour practices. ...

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