NIKE : Evolution of Marketing Strategy


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTA018 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

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Case Length : 16 Pages
Period : 1958-2004
Pub Date : 2005
Teaching Note : Not Available
Organization : Nike
Industry : Consumer Goods
Countries : USA

Abstract:

Nike, the largest seller of athletic footwear and athletic apparel in the world with subsidiaries in over 200 countries across the world, has attempted to keep itself on the cutting edge of technology. Nike has been launching new technically advanced shoe models from time to time, backed by innovative advertisements, celebrity endorsements, successful associations (college teams) and event sponsorships.

When it faced a crisis in the late 1990s, Nike decided to strengthen its management, overhaul its information systems, and streamline supply chain management. Since then, Nike has been achieving rapid growth by using aggressive marketing tactics.

However, the company still faces many challenges in the wake of changing fashion trends, the falling sale of its higher- priced shoes, and increasing competition. The case discusses the evolution of Nike's marketing strategy and the company's various initiatives to strengthen its competitive position in a changing environment.

Contents:

  Page No.
Introduction 1
Nike's Business 1
Background Note 2
The Crisis and Restructuring 4
Product Development 5
Advertising & Promotion 7
The Road Ahead 11
Exhibits 12

Keywords:

Nike, Adidas, Reebok, Phil Knight, Bill Bowerman, The crisis of Nike, Restructuring of Nike, Supply chain, Product development, Mindy Grossman, Advertising, Weiden & Kennedy, Just do it, Ben Moore

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