Nike耐克S戰(zhàn)略-英文

-NIKE--NIKE-Justdoit-NIKE-Justdoit--WhatisNikeDefinition:TheU.S-basedmanufacturerofathleticshoes,apparelandsportsequipment.

Stocksymbol:NIKEAnnualrevenue(2008):morethan$18billionFounders:BillBowerman,PhilipKnightYearestablished:1964(predecessorasBlueRibbonSports)Industry:Sportswear/equipmentCEO:MarkParkerStaff:30,200Products:shoes,apparelandsportsequipment,accessoriesSlogan:JustDoIt!FirmOverview

GlobalMarketSharesNikeDominanceStrengths

Contractswithabout700shopsworldwide,runsofficesin45countries;managesfactoriesinlowcostcountries(China,Indonesia,Taiwan,Thailand,India,Vietnam,Philippines,Pakistan,andMalaysia);BelongstoFortune500companieswhich2008totalrevenueexceeded19billionUSD;Employsmorethan30.000peopleworldwide;Strongmarketingstrategy(cooperatewithNBA,sponsorsportstar);

Strongbrandrecognition(No.25intherankingofInterbrand);marketingstrategystrategyAdvertisingstrategySalesstrategybrandstrategyAdvertisingstrategyMarketingstrategycompanystrategyNikeLiNingAdidasSponsoringSportseventsTVadvertisementsBanners&BillboardsEndorsingtopathletesfromtopleaguesMixinginfluenceofsports,lifestyle&fashionPromotingitssloganSponsoringSportseventsTVadvertisementsEndorsingtopathletesfromtopleaguesSponsoringSportseventsTVadvertisementsEndorsinglocalathletesfromlocalleaguesBanners&BillboardsLiNingshowNikespend5-7%ofitsrevenuesperyearinadvertisingandendorsement.Nikehasplannedtospend$4.2Billionuntil2014forendorsementsalone.advertisingstrategyforthemajorplayersintheindustry

EspeciallyBrandstrategyideaofthecustomer’’panyBrandingmessageandstrategyNikeLiNingAdidasBM:athletic,influential,outgoing,aggressive,hitech,futuristic,cool,AmericanwayoflivingBS:AssociatedwithAthletesattopleaguesBM:athletic,orderly,practical,hitech,sincere,conservativeEuropeanstyleBS:Associatedwithelitesoccerplayers/teams,NBAstarsBM:Athletic,fashion,practical,ChinastyleBS:AssociatedwithAthletesatlocalleaguesNikehasinvestedalotsofarindevelopingapremiumbrandthatimplieshighqualityandcareforthecustomer.BrandisthebiggestadvantageforNike,soitisalwaysachallengetofightagainstbranddilutionwithinNike.SalesstrategyInsalessegment,localplayersarestrongerthaninternationalplayers,NikeneedstoopenmorestoresProductsegmentfashionsportswearOut-doorfitnessMonoBrandChainStore

SpecialtyChainStore

supermarketMarketingsegment--Nike’smarketsegmentation*AgeMarketSegmentation*Profession*IncomeFromthepiechart,wecanknowthatNikepositionthemainlymarketinyoungpeoplewhoare18to25yearsold.Youngpeoplelikedoingsports.Theychaseafterfashionandhavestrongsenseofidentitybrands.Atthesametime,Nikefocustheirconsumersonthewhite-collarlevelwhichhavestableincomes.Itisnecessaryforthemtoleadahigh-qualitylife,sothattheyareeagertodoingexercisesaswell.MarketSegmentation--AgeUndereighteenyearsold3.7%Eighteentotwenty-five85.19%Twenty-sixtothirty-five9.26%Thirty-fiveyearsoldorolder1.85%Nike’’sproductsaregearedtoallthenecessariesofcustomers.Withtheimprovementofpeople’’slivingstandard,doingphysicalexerciseshasbecomeatrendoflifestyle.SoNikeseizestheopportunityandintroducingavarietyofproductsindifferentpricesinordertomeetalltheexerciseenthusiast.MarketSegmentation--IncomeNikedividestheprofessionsintoStudent,Free-lancer,Office-worker,Teachersandothers.ThereisnodoubtthatNikedoesn’trigidlyadheretoacertainrange.Theydesignallkindsofproductswithdifferentcharacteristicsforsportsenthusiasts.NomatteryouarethemostprofessionalathleteswhoparticipateOlympics,oryouarejustastudentwholikedoingsports.Youcanfindasuitable““NIKE”foryou.--ProfessionMarketSegmentationAlthoughNike’spotentialcustomersaretheyoungpeoplewhoareengagedinsports,fashionandthewhite-collarwithhighincome.Allofthemlikedoingsportsandtheyarefocusontheproducts’appearanceandperformancerequirements,therearestillsomeweaknesses.MarketSegmentationStarQuestionmarkCashcowDoglowhighhighlowMarketgrowthMarketingshareAthleticfootwearApparelEquipmentOtherxaxisyaxisWeaknessesTheincomeofthebusinessisstillheavilydependentuponitsshareofthefootwearmarket;Lackofstorescateringtotheactivefemales;Providespoorworkingconditions,andtendstoexploitcheapworkforceoverseas,especiallyinfreetradezones(Philippines);OpportunitiesMarketingtowomen,accordingtothefactthatwomenlikeshopping,Nikecanattachmoreimportancetowomenmarketwhichwillbringmoreprofits,suchasinvitesomefamouswomenathletestoendorseandadvertisemoreonsites,suchastaobao…….Indiahasmanycheaplabors,thencanthroughthisreducingcost.Nikeisafashionbrand,itsfashionableelementsshouldcontinuetobeactive.(e.x:ConsumersthatwearNikeproductdonotalwaysbuyittoparticipateinsport)Emergingmarket(ChinaandIndia);Chinahasalargepopulation,theycanpaymoreattentiontoChineseconsumers.AswellasChina’’seconomygrowsrapidly.Chinawillbeapotentialmarket.ChineseMarketAnalysisPorter’sfiveforcesanalysis:ChineseMarketRivalry(veryhigh)1.FierceCompetitionfromglobalbrands2.LocalplayerswithculturaladvantageandpricecompetitionBuyerpower(high)1.Highpricesensitivity2.Brandimagetobere-establishedinsecondorthirdtiescitiesSupplierspower(low)1.Cheaplabor2.Cheapresources,commodityitemsSubstitutes(verylow)1.Leatherbootsandslippers2.OthertypeofapparelThreatofnewentrants(high)Localplayersadvantage–Conservativegovernmentpoliciestohelplocalplayers2.Hugemarketvalue,soeveryonewillbeinterested3.NonSophisticatedmarketneedsTHANKYOU--JustdoitTodaywewillintroduceNiketoallofyou.Asafamousbrand,certainlyitshouldbepaidattentionto.Firstlet’slookatitsoverview.Thepiechartisaboutitsmarketshares,wecanseeithasabsoluteadvantage.Herearesomeofthestrengths.Afterourresourcing,wedecidedtointroducethemarketstrategydetailedly.讀圖及旁邊的的話。Intheprocess,wealsodiscoversomeweaknessofNike.Lookatthechart,athleticfootweardevelopverywell,butotheraspectsarestillweak.接接著讀下面面兩個圖，簡簡單敘述一下下。Comparedtofootwear,apparelonlyoccupy7%.,muchlessthanit.然然后再說一下下人群方面，，工作環(huán)境方方面。Certainly,weaknessisalsoopportunity.Threats我認(rèn)為可可以不說，你你們愿意加上上的話，我覺覺著還應(yīng)該再再說的詳細(xì)一一點(diǎn)。9、靜夜四無無鄰，荒居居舊業(yè)貧。。。1月-231月-23Wednesday,January4,202310、雨中黃葉葉樹，燈下下白頭人。。。21:40:2721:40:2721:401/4/20239:40:27PM11、以以我我獨(dú)獨(dú)沈沈久久，，愧愧君君相相見見頻頻。。。。1月月-2321:40:2721:40Jan-2304-Jan-2312、故人江江海別，，幾度隔隔山川。。。21:40:2721:40:2721:40Wednesday,January4,202313、乍見翻疑疑夢，相悲悲各問年。。。1月-231月-2321:40:2721:40:27January4,202314、他他鄉(xiāng)鄉(xiāng)生生白白發(fā)發(fā)，，舊舊國國見見青青山山。。。。04一一月月20239:40:27下下午午21:40:271月月-2315、比不不了得得就不不比，，得不不到的的就不不要。。。。。一月月239:40下下午午1月月-2321:40January4,202316、行行動動出出成成果果，，工工作作出出財財富富。。。。2023/1/421:40:2721:40:2704January202317、做前，，能夠環(huán)環(huán)視四周周；做時時，你只只能或者者最好沿沿著以腳腳為起點(diǎn)點(diǎn)的射線線向前。。。9:40:27下午午9:40下午午21:40:271月-239、沒有失敗，，只有暫時停停止成功！。。1月-231月-23Wednesday,January4,202310、很多事情情努力了未未必有結(jié)果果，但是不不努力卻什什么改變也也沒有。。。21:40:2721:40:2721:401/4/20239:40:27PM11、成功功就是是日復(fù)復(fù)一日日那一一點(diǎn)點(diǎn)點(diǎn)小小小努力力的積積累。。。1月-2321:40:2721:40Jan-2304-Jan-2312、世間間成事事，不不求其其絕對對圓滿滿，留留一份份不足足，可可得無無限完完美。。。21:40:2721:40:2721:40Wednesday,January4,202313、不知香香積寺，，數(shù)里入入云峰。。。1月-231月-2321:40:2721:40:27January4,202314、意志堅強(qiáng)強(qiáng)的人能把把世界放在在手中像泥泥塊一樣任任意揉捏。。04一月月20239:40:27下下午21:40:271月-2315、楚楚塞塞三三湘湘接接，，荊荊門門九九派派通通。。。。。。一月月239:40下下午午1月月-2321:40January4,202316、少少年年十十五五二二十十時時，，步步行行奪奪得得胡胡馬馬騎騎。。。。2023/1/421:40:2721:40:2704January202317、空山新雨后后，天氣晚來來秋。。9:40:27下午9:40下下午21:40:271月-239