Nike is a global brand. It is the number one sports brand in the World. Its ?famous 'Swoosh' is instantly recognisable, and Phil Knight even has it tattooed on his ankle.
耐克是一个全球性的品牌。它是世界运动品牌中的No.1。它著名的“一道钩”很迅 ?速被人们识别出来，并且菲尔·耐特还把这个图形纹到了他的脚踝上。 Weaknesses.
The organization does have a diversified range of sports products. However, ?the income of the business is still heavily dependent upon its share of the
footwear market. This may leave it vulnerable if for any reason its market
share erodes. 这个组织有着很广的运动产品系列，然而，主要的收入来源还是依赖于鞋业市场。这使得耐克公司如果在该市场上的份儿收到侵蚀将受重创。
The retail sector is very price sensitive. Nike does have its own retailer ?in Nike Town. However, most of its income is derived from selling into
retailers. Retailers tend to offer a very similar experience to the consumer. Can you tell one sports retailer from another? So margins tend to get squeezed as retailers try to pass some of the low price competition pressure onto Nike. 零售行业对价格非常敏感。诚然，耐克有着自己的零售商，但它的大部分收入却都 ?仰仗各个零售商的销售。而零售商的收入则来源于消费者。但作为普通消费者，你能区别出零售厂商的不同么？因此，耐克的利润往往会因零售商通过转嫁价格战的压力而受到挤压缩水。 Opportunities.
Product development offers Nike many opportunities. The brand is fiercely ?defended by its owners whom truly believe that Nike is not a fashion brand.
However, like it or not, consumers that wear Nike product do not always buy it to participate in sport. Some would argue that in youth culture especially, Nike is a fashion brand. This creates its own opportunities, since product could become unfashionable before it wears out i.e. consumers need to replace shoes.
13
There is also the opportunity to develop products such as sport wear, ?sunglasses and jewellery. Such high value items do tend to have associated with them, high profits.
The business could also be developed internationally, building upon its ?strong global brand recognition. There are many markets that have the
disposable income to spend on high value sports goods. For example, emerging markets such as China and India have a new richer generation of consumers. There are also global marketing events that can be utilised to support the brand such as the World Cup (soccer) and The Olympics. Threats.
Nike is exposed to the international nature of trade. It buys and sells in ?different currencies and so costs and margins are not stable over long periods of time. Such an exposure could mean that Nike may be manufacturing and/or selling at a loss. This is an issue that faces all global brands.
The market for sports shoes and garments is very competitive. The model ?developed by Phil Knight in his Stamford Business School days (high value
branded product manufactured at a low cost) is now commonly used and to an extent is no longer a basis for sustainable competitive advantage. Competitors are developing alternative brands to take away Nike's market share.
As discussed above in weaknesses, the retail sector is becoming price ?competitive. This ultimately means that consumers are shopping around for
a better deal. So if one store charges a price for a pair of sports shoes, the consumer could go to the store along the street to compare prices for the exactly the same item, and buy the cheaper of the two. Such consumer price sensitivity is a potential external threat to Nike. If you have a body, you are an athlete - Bill Bowerman said this a couple of
decades ago. The guy was right. It defines how he viewed the world, and it defines how Nike pursues its destiny. Ours is a language of sports, a universally understood lexicon of passion and competition. A lot has happened at Nike in the 30 years More . . .
Disclaimer: This case study has been compiled from information freely available from public sources. It is merely intended to be used for educational purposes only.
14
完整word版如何进行SWOT分析带案例
