Etude de cas: l'entreprise multinationale Nike (document en anglais)

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

The company was founded on January 25, 1964 as Blue Ribbon Sports by Bill Bowerman and Phil Knight and officially became Nike, Inc. on May 30, 1978.

They are 44000 employees in this company. This revenue of Nike is 24 billion dollar

The Market

The Nike's global market share in athletic footwear from 2011 is 18,90%

Nike is always on competion with differents other company : Adidas, Reebok, Puma

Nike has contracted with more than 700 shops around the world and has offices located in 45 countries outside the United States.

Most of the factories are located in Asia, including Indonesia, China, Taiwan, India, Thailand, Vietnam, Pakistan, Philippines, and Malaysia

Also Nike has got a store on line with all collection.

Marketing

Nike spend 1,5 milliards dollar to marketing for year.

They are a lot of strategy for Nike to promote all your products.

Advirtsing is very important for Nike. In fact thanks to advertise on tv or radio or on line, Nike want touch a lot of new consumers.

The sponsorship is a strategy very important too :

Nike promotes it’s products by sponsorship agreements with celebrity athletes, professional teams and college athletic teams (Carl Lewis, Micheal Jordan..)

Nike pays top athletes in many sports to use their products and promote and advertise their technology and design.

Future

2012 = 19,70%

2013 = 20,20%

2014 = 20,50%

2015 = 20,80%

2016 = 21,10%

2017 = 21,40%

Between 2011 and 2017, Nike's global market share in sports and sports inspired footwear is predicted to increase from 18.9 percent in 2011 to 21.4 percent in 2017.

Nike is an constant evolution, so Nike will find a lot of new strategies or new products to keep the first place in your business.

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