Strategic

Strategic Plan - Nike, Inc.

University of Phoenix

MBA 580

Strategies for Competitive Advantage

Strategic Plan - Nike, Inc.

Former University of Oregon track coach and co-founder of Nike Bill Bowerman once said: “If you have a body, you are an athlete!” (Nike, 2009). This way of thinking is how Nike conducts every aspect of their business. Every person is a potential athlete or “consumer.” This is a common term when used in the realm of athletics, but when Bill Bowerman made this statement; it was in direct reference to the shoe industry. From their marketing strategies to their selling philosophies, Nike has developed one of the most recognizable and demanded name and logos in the world.

History

The history of Nike is a true example of an American dream that came true. A company built on the heels of a dream of two average guys. The dream was to supply the world with the best in athletic wear. Bill Bowerman, the legendary University of Oregon (U of O) track and field coach, and Phil Knight, a University of Oregon business student and middle-distance runner under Bowerman are the creators and founders of Nike, Inc. The long-lived business partnership began in 1962 as Blue Ribbon Sports (BRS). (Para 5) First year sales totaled $8,000. (Para 4) In 1972 BRS changed its name to Nike, named for the Greek winged goddess of victory. (Nike, 2009).

The U.S., namely the Pacific Northwest, is the home of Nike. The company's inception was at the U of O in Eugene, where co-founder Phil Knight went to college and co-founder Bill Bowerman coached track. The first track star to wear Nike shoes was running legend Steve Prefontaine, a native of Coos Bay, Oregon, who ran for the U of O. Now the company's World Headquarters are in Beaverton, Oregon, a suburb of Portland. The company also operates distribution centers in Wilsonville, Oregon, and Memphis, Tennessee. Nike went public in 1980 on the NYSE, with a ticker symbol of NKE. (Nike, 2009)

Nike, Inc. is...