CASE ANALYSIS on

Submitted To:
SIR, MUHAMMAD AHMED BUTT

Prep
ared By:
Syed Akbar Shah Kazmi
Registration no#54203
MBA (morning)
Date: 26-04-2010

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 ACKNOWLEDGEMENT

I am thankful to Allah who gives me the strength and

knowledge to complete my task.

Iam very thankful to my teacher who gives us

directions of how to take first step toward success and
how hard work us have to do to achieve our goals.

At last Iam very thankful to all my family members,

my kids who are always my strength.

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 HISTORY OF THE CASE

In 1962 Nike hit the groud.Origionlly it was known

as BLUE ribbon sports.

Company’s main focus was providing high quality

running shoes for athletes.

Phillip Knight believes that high tech shoes should be

produced locally at competitive prices. NIKE aim was
to produce/design footwear for athletes .That’s why
Nike assign all time famous sports men for its
marketing campaign like in 1973 “Steve profontaine”
market for Nike.
In 1985 Nike signed up rookie guard MICHAEL
JORDAN as a speaker person

In 1988 Nike aired its first ad in the “just do it” market

campaign. In 1994 they sponsor the Bazillion team
who won the world cup. Today Nike has the biggest
athlete footwear market. Nine of the 10 selling basket
ball shoes are Nike’s.

INTRODUCTION TO THE CASE

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The case study is about “Nike”, the world’s very best
sport shoe maker/designer company. The case study
tells us about the marketing strategies they use during
the period of their success, and how they introduce
their product in other countries, what were the flaws in
their marketing policies while targeting other culture
group.

While studying the case deeply I did the swot analysis

of the company, and found its strength, weaknesses
and what opportunities it has and what threat company
faced.

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 SWOT -ANALYSIS

STRENGTH:

1. Nike is financially sound.

2. Customers have loyalty and special bondage with

Nike brand.

3. Company is maintaining good relationship with

labor.

4. Production system procedures and operational

management following high standards.

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WEAKNESSES:

1. Nike is confronted with fierce competition.

2. Marketing management need improvement

3. Human resource management needs

improvement.

4. Nike needs improvement in their strategic

direction including mission and vision.

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OPPORTUNITIES:

1. The economic conditions in USA are not

reasonable.

2. NIKE is equipped to internalize the social shift.

3. The political environments are inductive for

industry.

4. NIKE is reasonably equipped to implement the

laws.

5. NIKE is in position to comfortably deduce the new

technology.

6. Int.environments including Europe

Suggest stability.

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THREATS:

1. NIKE social shift is taking place whereby society

is seeking out value and they have become more
savy

2. Legal environment are continuously changing

with the inclusion of new legislation.

3. There is a transformation of new technology

related to athletic shoes industry.

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 MARKETING STRATEGIES

PRODUCT STRATEGY:

1. NIKE lengthen its product line from running

shoes to soccer gear, shirts ,bands, water bottle
and( all accessories related to sports men) ,to
cater all type of people requirements.

2. Nike adopts product differentiation strategy, by

giving the best quality to the customer, and
delivered all the perceived values to the
customer.

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 PRICING STRATEGY:

1. NIKE pricing is designed to be competitive to the

other fashion shoe retailers.

2. Pricing is on the basis of segmented target

customer.

3. NIKE’S pricing strategy makes use of vertical

integration in pricing.

4. This can control cost and influence product

pricing.

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 PROMOTION STRTEGY:

1. Promotion is largely dependant on finding store

and best location that is easily accessible.

2. Nike has number of athletes who serve as brand

ambassador and promoter of the brand.

3. By signing up winning sorts man Nike develop a

positive perception in athlete’s lover group that
Nike is a brand of winners.

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 GENERAL STRATEGY:

1. Nike stores are carried by multi brand stores

across the globe.

2. NIKE sells its product to about 20,000 retailers

and 20 countries around the world.

3. NIKE sells its product through independent

distribution, liesence, and subsidiaries.

4. Through outsourcing NIKE is the most known

brand of the world, as it engage a big chunk of
middle and lower income labor in 20 at least
countries.

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 MARKETING OBJECTIVES:
1. NIKE objective for the year is to improve its
marketing strategy as they were using same
marketing strategy for all countries regardless
what culture they have.

2. NIKE objective is to reduce prices because of the

social shift people become savvy.

3. Nike should improve its human resource

department and hire proper trained persons who
can understand the job requirement and skills
required while hiring new employ in all
department.

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 RECOMMENDATION TO THE
MANAGEMENT:

As gone through with the case it is recommended to

the Nike’s management to

1. Improve its marketing policies by deep and

through study of cultural shift of segmented
group on regional basis.

2. stretch down( to cater lower income group)as

change in technology change people activities
and preferences of either go for physical health
and sports or use computer base games because
of short time and energy consumed.

3. NIKE should change its criteria for marketing

and segmenting athletes, they should target
young growing up sports men and motivate them
at school level in order to promote and bring back
healthy activities in our lives.

4. Nike should make and design shoes for 3rd world

or developing countries and better work on those

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conditions which are possible in those countries
rather showing them fully established
environment for athletes in order to motivate
them about “just do it regardless what hurdles u
face”

ANNEX/ATTACHMENT

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