Etude de cas Nike

Couraud Océane

Sigismeau Kenza

NIKE

[pic 1]

Florence Berthillot

Département Gea Première année                                                                                            GEA

Summary

1. Company presentation

1. Company name
2. Logo
3. CEO Name
4. Location

1. The history of the company and development

1. Main activity  
2. List of products
3. History
4. Numbers of employees  

1. Nike Strategies and its competition

1. Customer targeted  
2. Competitor
3. Finance
4. Evolution of the company over the last few years/ missions

1. Conclusion

1. Company presentation

1. Company name / Logo / Slogan

The slogan « just do it » means « do it » was created in 1988. It is very famous in the world and has allowed a market share increase of 18% to 43% between 1988 and 1998 on the shoe market in the United States.

It was designed by Wieden and Kennedy. [pic 2]

Dan Wieden recalled a serial killer sentenced to death whose last words were “let’s do it”. After a slight change, they found that this short slogan was percussive and motivating. Indeed, it was considered the best slogan of the 20th century by the magazine compaign. It creates a strong link between the consumer and the brand, thus giving a positive image.


The logo represents a comma upside down and horizontally symbolizing movement and dynamism. It is one of the most recognizable logos in the world thanks to its simplicity but that is strong in sense. It is in perpetual evolution as shown in the photo. It is inspired by the wings of the Greek goddess Niké, representing the victory, this one had the ability to move quickly thanks to its wings. This goddess, owes her name to her victory translation in Greek so pushes to be victorious.It cost $35 in 1971, designed by Carolyn Davinson, a graphic design student in Portland, who was later thanked by 500 shares (worth over $1 million today). Little appreciated at its creation, the logo was later to be changed but enjoyed a great popular success. Originally, it was called Swoosh, today both denominations exist but Nike is predominant.

1. CEO name

MARK PARKER : CHAIRMAN, PRESIDENT AND CEO.         [pic 3]

 Long before he was named Chairman, President and CEO of NIKE, Inc., Mark Parker was leading the company in other ways. After running competitively at Penn State University, Parker joined Nike as one of our first footwear designers back in 1979. And he’s been at the center of Nike innovation ever since. For more than 30 years, he’s brought innovative concepts and engineering expertise into such vital roles as Vice President of Consumer Product Marketing, Vice President of Global Footwear and Co-President of the Nike Brand. He’s led the way for Nike Air and a multitude of industry-breakthroughs in product design. In addition to helping lead the continued growth of the Nike brand, Parker is responsible for the growth of NIKE, Inc.'s global business portfolio, which includes Converse Inc. and Hurley International LLC.

1. Location

Two of the Niks years is established in many countries. This sports brand is known all over the world and sells in all countries. Nike is a brand sold in many brands such as Decathlon, Intersport, Foot Loker…This brand is therefore internationnal and marketed internationnally. Nike use long distribution channels thanks to these Nike caneaux with global geographic coverage, it has a network of 51,000 point-of-sale worldwide and 418 Nike stores. This allows him to be the number one in the field of textile and sporting footwear. [pic 4]

The majority of Nike brand products are purchased directly from 700 suppliers in 52 countries. The main countries of production of Nike shoes are China, Vietnam, Indonesia ans Turkey. As for clothing, most of it comes from China, Malaysia, Thailand and Turkey.
Nike publishes the list of its suppliers and their location. However, this list does not include all the production units of its suppliers or their subcontractors[pic 5]

1. The history of the company and development

1. Main activity

Nike, Inc,  is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services.

Nike seizes new market day by day by marketing products for all. Recently Nike has become the first sports brand to market a hijab for muslim woman. Nike is constantly reinventing itself by innovating new produtcs.

1. List of products [pic 6]

Nike specializes in the design, manufacture and marketing of footwear, clothing, articles and sports equipment (golf club equipment, balls, gloves, etc., bags, balloons, etc.). The group’s products are sold under the brands Nike, Cole Haan, Bragano, Converse All Star and Hurley.

1. History [pic 7]

Nike was previously known under the name of Sport of Blue Ribbon (RBS) based in 1964 by Phil Knight and Bill Bowerman. Phil Knight was an average runner of distance from Portland. His trainer Bill Bowerman looked for manners to improve the performance of his student in particular to improve him of shoes of the runner. He tried many different combinations but they were not very successful. After his defeats he wrote a mission suggesting the manufacturing of shoes in Japan which would help the retailers compete with the well established German mark.

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