Nike is an American company founded in 1964 that designs, develop, manufacture, and does sales and marketing worldwide of apparel, footwear, services, and accessories. The company is known for successful and catchy advertising communications across the globe. A number of marketing communications can be deduced include branding as a meaningful story. Nike introduces its ads with an emotional fight on an individual and then solves the problem like the ones on TV. Secondly, Nike creates persuasive watercooler moments, thereby earning word of mouth. Nike creates exciting and unique things that aren't ready, for example, Nike's phenomenal shot during world cup 2014 when it partnered with Google and on video games (Teng, 2020). The company is also socially conscious and creates videos with catchy content to attract sharing.
Nike started in 1964 but was a younger company compared to ASICS, which now competes to third. The company is attributed to have found success from their creative waffle-sole shoe. The ad to the products was creative to an extent known as gripping as hard as spikes (Brohi, 2017). The approach of using Jordan Michael and Air Jordan made it a great success.
Nike’s vision is “to remain the most authentic, connected, and distinctive brand.” Its mission is “to bring inspiration and innovation to every athlete in the world and defines an athlete as everyone with a body (Brohi, 2017).
The company, however successful it draws from its strength and weaknesses; it has weaknesses and opportunities. To analyze this, Nike has its strength on high-quality products and sustainability as it's a proven designer. Nike finds strength in strong branding, a huge production network, and acknowledged customer service; it has received recognition as one of the best in its niche (Gürel, & Tat, 2017). Nike has its weaknesses in poor labor welfare in overseas countries, selling directly to another seller who has less control over their pricing and accruing debts. Nonetheless, the company has opportunities like emerging markets, creative and innovative products, efficient integration, and wearable technology. Nike, however, has its threats from counterfeit products, increasing competition pressure, patent disputes, economic uncertainties, and trade tensions.
Gurel, E., & Tat, M. (2017). SWOT analysis: a theoretical review. Journal of International Social Research, 10(51).
Brohi, H., Prithiani, J., Abbas, Z., Bhutto, A., & Chawla, S. (2017). Strategic Marketing Plan of Nike.
Teng, J. (2020). Analysis of Female Marketing—Taking Nike as an example. In 2020 3rd International Conference on Humanities Education and Social Sciences (ICHESS 2020) (pp. 286-291). Atlantis Press.
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