Nike's Global Victory

Nike's Global Victory

  • Submitted By: mandylp83
  • Date Submitted: 02/15/2009 7:50 PM
  • Category: Business
  • Words: 1518
  • Page: 7
  • Views: 1

Amanda L Pardue 10/12/2008 MKT/230 Axia College of University of Phoenix Executive Summary surprised to know that one of the world's dominant shoe, sports equipment and clothing brands was aptly named after the Greek goddess of victory, and that the inspiration for the name struck statement is characteristic of such success. Nike paints a picture of their company for the world to see there, "inspiration and innovation", as well as their "commitment to serve everyone in the world". Through a continuous effort by Nike to remain at the apex of technology and innovation, they are the market leader by a significant margin. As a result of Nike's pursuit of selling a broad spectrum of products, they possess a formidable competitive advantage. research and development. Through the use of intuition and analysis I have concluded that opportunities exist for Nike to increase market share. Specifically, I recommend horizontal integration, global expansion, European concentration, and segmented marketing to target various generational demographical opportunities. The focus will lie using various methods of segmentation to develop the targeted markets and increase market share. Company History Knight's car. From these rather inauspicious beginnings, Knight's brainchild grew to become the shoe and athletic company that would come to define many aspects of popular culture. durable racing shoes for his University of Oregon runners. And the second being, Knight's search for a way to make a living without having to give up his love of athletics. Bowerman coached track at the University of Oregon where Phil Knight ran in 1959. Bowerman's desire for better quality running shoes clearly influenced Knight in his search for a marketing strategy. Between them, the seed of the most influential sporting company grew. Product suppliers and manufacturers enable Nike to concentrate on the research and development of their product lines. They spend nearly $100...

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