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Adidas Behind The Brand

Marketing Audit of Nike
Executive Summary- Nike is an incorporated company that primarily carries footwear products. The Company designs, develops and markets athletic footwear, apparel, equipment and accessory products. CEO and Pres. Philip Knight runs Nike, Inc. Mr. Kight co-founded Blue Ribbon Sports with Mr. Bill Bowerman in 1962 which officially became Nike in 1978. At first, Nike was known to distribute inexpensive, superior-quality Japanese athletic shoes to American consumers to break Germany's domination of the domestic industry. Today, Nike Inc. manufactures and distributes athletic shoes to a global market and some 40% of sales come from athletic apparel, sports equipment, and subsidiary ventures. Nike maintains traditional and non-traditional distribution channels in more than 110 countries with primary market regions in United States, Europe, Asia Pacific, and the Americas (not including the United States). Nike has some over 20,000 retailers worldwide including Nike factory stores, Nike stores, NikeTowns, Cole Haan stores, and internet-based Web sites sell Nike's sports and leisure products. Nike is leading the sales in the athletic footwear industry with a 33% global market share. Nike Inc. achieved their current status by promoting "quality production, innovative products, and aggressive marketing" in their products. As a result, for the fiscal year end 1999, Nike's 20,700 employees generated almost $8.8 billion in revenue worldwide.

ECONOMICS - Have changes in the economy impacted the organization or brand? Is it sufficient to respond to just the domestic economy, or do multinational considerations apply? What adjustments were made? Have they succeeded? What additional adjustments are being contemplated, and why? In economy, the biggest threat for Nike is if the economy goes into recession. If recession occurs, Nike's growth in sales, marketing and promotions will be affected. Another important factor in economy is the maturing market in...