NIKE-案例分析-营销分析-企业战略分析.ppt

Major problems Nike is facing ——Uncertainty of Maintenance of inventory system abroad. ——Lack of diversity in operation. ——The throne in fashion is never stable. Next Step in China? Stick to the current price Develop products fit Chinese customers’ needs ——For events like Ping-pong, volleyball and badminton ——Physically fit Chinese. * In 2011, Nike’s new slogan BETTER WORLD NIKE’S BUSINESS MODEL Business Segments Supply Chain Business Target This figure illustrates the major entities in Nike’s supply chain and the flow of information upstream and downstream to coordinate the activities involved in buying, making, and moving a product. Shown here is a simplified supply chain, with the upstream portion focusing only on the suppliers for sneakers and sneaker soles. Nike’s Supply Chain In USA, just like the sports car dream of the adults, 70% of the teenages have a dream to own a pairs of NIKE. Mercurial Vapor Adidas Puma LI-NING Puma Emphasize more on fashion and individual (F1, )——Not concerned about profit margin but stable accrue. More connection with entertainment. Marketing Not strictly planned (RonaldoEto’o) Lining ——Familiar with both AD and Nike ——Chinese culture and spirits of modern sports. ——First Chinese sportswear brand into NBA ——Restoration in 2010——Aiming at 90’s ——Diversified effort by acquisition with Lotto and DHS NIKE In Female Market NIKE In ELDERLY MARKET 2000s History Heritage Leading a new generation ‘I CAN’ —— a new slogan of NIKE NEW STYLE OF AGENDA 1980s History Heritage A decade of transition and rededication NIKE In The Metro NIKE In The Street In laundry In The Supermarket In the Station 1990s History Heritage Nike extends its reach NIKE IN ART NIKE NIKE NIKE Case study: NIKE, Inc THE DREAM OF NIKE XU HANG Statistics WANG YUAN Science of Management SCHOOL OF MANAGEMENT FUDAN UNIVERSITY NIKE, INC Type Public Traded as NYSE