Analyzing the competitive advages of NIKE
by PESTLE, SWOT, market and economic analysis
Alotto Lorenzo, Rossetto Lorenzo, Ferraresi Gabriele
E-mail: lorenzo.alotto@gmail.com,
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Abstract : Nike operates within the sports footwear and apparel market. Originally designing and producing running shoes, their portfolio has broadened to include a wide range of sports and leisure wear. This is all endorsed by top sporting personalities. In its mission statement Nike expresses that it requires doing business in a responsible way, leading to sustainable financial growth. With the advances in technology, HR practices, the well informed and trained work force, there is very little left to differentiate organisations. Being seen to go further than the minimum required on social issues can attract and retain customers.
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1. Introduction: Nike, Inc. is engaged in the design, development and worldwide marketing of footwear, apparel, equipment and accessory products. It sells its products to approximately 18,000 retail accounts in the United States and through a mix of independent distributors, licensees and subsidiaries in nearly 200 countries. Nike's athletic footwear products are designed for specific athletic use, although some of its products are worn for casual or leisure purposes. The company creates designs for men, women and children. Running, basketball, children's, cross-training and women's shoes are the Company's top-selling product categories. Nike also markets shoes designed for outdoor activities, tennis, golf, soccer, baseball, football, bicycling, volleyball, wrestling, cheerleading, aquatic activities, hiking and other athletic and recreational uses. It sells active sports apparel that covers most of these categories, athletically inspired lifestyle apparel and others. Nike currently enjoys a 47% market share of the domestic footwear...
