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Nike耐克公司英文介绍


40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Well Below Average Above Well No
Below Average
Average Above Opinion
Average
Average
Nike Compared to Competition
Nike Compared to Competition
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Well Below Average Above Well No
Below Average
Average Above Opinion
Average
Average
Nike
Comparison of Annual Revenue
Fila
Reebok
New Balance
Corporation
Adidas
Athletic Shoe Market Share, 2000
Athletic Shoe Market Share, 2000
Timberland 2.9%
What Nike Does
Create authentic athletic footwear, apparel, equipment and accessories for sports and fitness enthusiasts Through subsidiaries, design and sell a line of men’s and women’s dress and casual shoes and accessorieor Practices
Fairness of Nike's Labor Practices
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Well Below Average Above Well No
Below Average
The “Swoosh” only cost $35 Memorable, simple in form, workable in all sizes, invokes a strong signal
Nike Dominance
2001 Annual Sales (In Billions)
10 9 8 7 6 5 4 3 2 1 0
NIKE
A Public Relations Approach
Robert Albright Jessica Joye Suzanne Little
Matt Minchew Jason Waller Megan Wilson
Mission Statement
To lead in corporate citizenship through proactive programs that reflect caring for the world family of Nike, our teammates, our consumers, and those who provide services for Nike
Principle Products
Began with long distance running shoes in 1963 Past 17 years: Air Jordan basketball shoes Wide range of shoes, apparel and equipment
Average Above Opinion
Average
Average
Quality of Nike’s Products
Quality of Nike's Products
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Well Below Average Above Well No
Financial Indicator
“A growth company that has not grown” Impact of specific products (Air Jordan's, teenage market)
3 Month Stock Performance
Brand and Logos
Below Average
Average Above Opinion
Average
Average
OPPORTUNITIES
Increased sales due to the strengthening economy More positive public perception of Nike’s social responsibility Growth through increased presence in low- to mid-priced shoe market
K-Swiss 3.6%
New Balance 9.4%
Asics Saucony
2.1%
1.4%
Nike 39.2%
Reebok 10.9%
Adidas 15.1%
STRENGTHS
Strong and meaningful response to labor criticisms High quality products and good overall reputation Phil Knight’s management and leadership Brand recognition and effective marketing
“Our Heroes”
Michael Jordan Tiger Woods Michael Johnson Mia Hamm
Celebrity endorsements lend credibility and notoriety to products
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WEAKNESSES
Poor communication of labor practices Insufficient line of affordable shoes Uninformed factory workers
Nike’s Overall Reputation
Nike's Overall Reputation
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