Nike is a major publicly traded sportswear, footwear and
equipment supplier based in the US which was founded in 1962 originally know as
Blue Ribbon Sports. Nike is the world leader in the manufacturing of sportswear
and gear with more than 47 market shares across the global (Nike.com, 2011).
Nike produces a wide range of sports equipment such as Nike
Roshe Run Running Shoes, sportswear, football, basketball, tennis,
golf, etc. Now Nike follows the global fashion trends and is well known and
popular in the youth culture and hip hop culture to supply some fashion
products. Nike recently teams up with Apple Company to produce the Nike+
products which can monitor a runner's performance through a radio in the shoe
that can link to the iPods.
Besides that, Nike also becomes the top of three
companies which are climate-friendly companies which build better image to
customers. Nike's excellence marketing strategies are their energy to achieve
their market goals. Nike believes the "pyramid influence" that the
preferences of a small percentage of top athletes influence the product and
brand choice. So Nike contracted with many athletes' spokesperson, professional
teams and college athletic teams to advertise and promote their products to
customers. Nike seriously pay attention on the technology producing, design and
selling such as e-commerce, high-tech running shoes, Nike+ with Apple, etc.
Nike outsourcing their products most of the factories are located in Asia such
as China, Indonesia and India.
Nike put heavily proportion in their marketing strategies
and products deign. In order to sustain their dominance in the industry and
retain their competitive advantages, Nike actively responds to the market
trends and changes in consumer preference by adjusting their marketing
strategies, the mix of existing product offerings, developing new products,
styles and categories, and influencing sports and fitness preferences through
various marketing strategies. Now we discuss the pros of Nike's core marketing
strategies and related them to the relevant marketing theories help us to depth
understanding.
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