耐克(Nike)SWOT分析案例.doc

耐克(Nike)SWOT分析案例 优势－ \o 耐克 耐克是一家极具竞争力的公司，公司创立者与CEO \o 菲尔·奈特 菲尔·奈特（ \o Phil Knight Phil Knight）最常提及的一句话便是“商场如战场”（Business is war without bullets）。 劣势－耐克拥有全系列的运动产品。（译者注：可以理解为没有重点产品） 机会－产品的不断研发。 威胁－受困于国际贸易。 Nike SWOT分析原文 Strengths. Nike is a very competitive organization. \o Phil Knight Phil Knight (Founder and CEO) is often quoted as saying that Business is war without bullets. Nike has a healthy dislike of is competitors. At the Atlanta Olympics, \o Reebok Reebok went to the expense of sponsoring the games. Nike did not. However Nike sponsored the top athletes and gained valuable coverage. 耐克是一个充满竞争力的组织。Phil Knight（耐克的创办者和总裁）曾说道：商场就是没有硝烟的战场。耐克认为对健康的最好理解就是竞争。在亚特兰大奥运会上，锐步强调对比赛的宣传。而耐克则开创性地将宣传的焦点锁定在那些顶级的运动员身上，此举大获成功。 Nike has no factories. It does not tie up cash in buildings and manufacturing workers. This makes a very lean organization. Nike is strong at research and development, as is evidenced by its evolving and innovative product range. They then manufacture wherever they can produce high quality product at the lowest possible price. If prices rise, and products can be made more cheaply elsewhere (to the same or better specification), Nike will move production. 耐克没有工厂。它不愿将资金套在厂房和生产工人身上。这使得它能够专注于设计。强大的研发部门为耐克开发了大量革命性的创新产品。而他们则拿着设计图找那些质优价廉的生产商家代工。如果价格上涨，它能够很轻松地将生产基地移至那些价格更具竞争力的区域。 Nike is a global brand. It is the number one sports brand in the World. Its famous Swoosh is instantly recognisable, and \o Phil Knight 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 \o 菲尔·耐特 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 零售行业对价格非