NIKE

NIKE

Executive Summary

The paper aims to critically analyze marketing communication tools of Nike. In this investigation, brief history of the organization, market share and its rivalry are discussed in the introductory section. Situational analysis like; PESTLE model, Porters five forces model and SWOT analysis has been critically analyzed in discussion section. Consumer analysis of Nike has been done under the head of discussion. Communication mix of Nike has been critically analyzed; which includes marketing strategies, pr strategies, advertisement strategies and brand strategies. I have give recommendations that what Nike should do in order to sustain its market share in International arena. NIKE

Introduction

Nike is regarded as one of the supreme and globally recognized brand. Nike. Inc is an integrated company that develops market and designs world-wide athletic footwear, equipment, apparel and accessories. This finest company employs both non-traditional and traditional distribution channels in almost 200 countries. The primary market region of Nike is Europe, Asia, United States and the Americas. The company is largest athletic shoes supplier of the world. Nike is United State based company, and it's headquarter is situated near Beaverton, Oregon. The company's revenues exceed to over 18.6 US dollars in the fiscal year of 2008. The four top competitors hold over 70% of the market share of athletic footwear, one can analyze the intensity of highly competitive environment (Boje, 2007, pp 1)). The barriers to entry are minimal, because anyone can enter the market by producing creative and innovative design products. The chances of success for new entrant are shaky. Nike Company is well managed and organized company who has a very strong brand image and credibility in the market. Nike is facing tough competition from Adidas and Puma. The success story of Nike is the low labor wage in developing countries, with strong marketing strategies and advertisement campaigns. Nike aim is to bring awareness about the brand to its target customers, by creating hype, anticipation and excitement through solid public relation tools execution.

Discussion

SWOT analysis

Management of every organization is responsible prepare SWOT analysis In order to smoothly run the business operations. Strength and weakness mainly caters the internal side, whereas opportunity and threats deals with external factors. The SWOT analysis of Nike is as follows

Strength

Nike is regarded as one of highly professional company. All the business operations are managed in highly proficient manner.

Brand image of Nike is very strong among the eyes of its customers.

The products of Nike are offered in worldwide market.

The marketing strategies of Nike are very strong.

The company has no physical factories. Nike does not tie up cash in manufacturing workers and buildings. This helps in building lean organization.

The research and development department of Nike is very strong. R&D helps Nike to keep them updated with the customer choice and preferences.

Weakness

Nike profits are based on footwear products, whereas the image of other branded products is not very strong.

The biggest weakness of Nike is the history of violation of laws based on minimum wage rates ...