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Posted on: Tue, 06/21/2011 - 00:24

mengmeng

Posts: 577

Joined: 2011-02-23

Pick to: with the economic globalization intensifies, Nike brand penetrated into the world, its unique strategic management style and production management pattern, make Nike emerged as the largest of the most successful sports goods producers. Facing the new situation at home and abroad and the fierce competition in the future direction of the nike running shoes, how should choose? The main use two kinds of strategic analysis method to Nike the development strategy of the brand are discussed. 

Keywords: Nike; The SWOT analysis; Financial affairs; Boston matrix 

1  SWOT analysis

1.1 industry and the macro environment analysis 

(1) the chance. 

(1) the sports shoes industry is full of competition and trend of market saturation, but still have profit potential. The fierce competition, fashion is changing and the sensitive to consumers' price in the very great degree the growth of the industry for delay. (2) the rise of people health concepts, physical, and more people, and more and more focus on leisure sports dress alike. (3) the Asia population is more countries and regions of income growth, drive the consumption level. The 2008 Beijing Olympic Games held in China for nike free and market development created a turning point. (4) computer network and electronic commerce and so on, are threatening the rise of traditional sales channel, eliminate the middle vendors will brings to the enterprise more profit. 

(2) the threat. 

(1) the sports shoes industry, have built high barriers lower supplier bargaining power, buyers of the moderate bargaining power and no focus product alternative products, it is difficult to squeeze profits. (2) sports products industries gradually to mature, sports shoes and clothing saturated movement and the type of technology has basic design. (3) the domestic and international similar products are listed, lebron james shoes sports competition is becoming increasingly fierce. (4) the young consumers consumption preferences, the constant change market segmentation to Nike has brought new challenges. (5) foreign currency because of the fluctuation of exchange rate and interest rate movements. 6 and the far east Asian countries inflation and the threat of financial crisis. 7 the adverse effect of the import and export regulations. 

1.2 the enterprise internal  analysis

(1) advantage. 

(1) of the board of directors shall consist of directors Nike management and independent director of two parts, reduce the management opportunism; And no external related director, help management independent decision making. (2) the management structure, matrix, Nike headquarters company which products should be decided to launch, kebe bryant shoes and how to promote the product, but the regional managers shall have the right to make a proper instructions of the headquarters of the changes. (3) has a strong research and development team and research and development ability, market research and development ability. (4) the Nike staff loyalty, high team spirit to be strong, create a relaxed and harmonious enterprise culture. (5) the Nike brand recognition is high, the market response degree is high, high customer loyalty; The innovation ability is strong, and constantly introduce new high quality products, firm to build up its brand image. 6 have good financial situation, a strong marketing network. 7 the unique outsourcing production mode, and contractors on the cheap labor in southeast Asia area. 

(2) disadvantage. 

(1) of the board of directors Nike age is on the high side, is not conducive to introduce new thoughts. (2) the Nike no specific specific company goal, just vague set up the leadership of the uncertainty of the immeasurable fuzzy goals, it makes some stakeholders can't very good understanding of the nike air jordan shoes and its development direction. (3) started late diversification strategy, women products, sandals, loafers, boots not much. (4) of the far east of low pay with factory by contract to make the company vulnerable to legal production, natural disaster and the influence of foreign economic problems. 

1.3 establish the SWOT analysis model 

Visible, face to the future development of the existing in the opportunities and challenges, nike dunk sb still need ongoing market dynamic analysis, the use of their own advantages and external opportunities, and overcome the internal weaknesses, avoid to external threats, ensure high profit margin and market share. 

2 Boston  matrix analysis

Boston matrix is by the Boston consulting brought out, the formulation, the first Boston matrix request will be divided into different business units company, in the matrix, adidas shoes with each business unit circle says, Then sure business units in the entire company's relative scale, in the matrix, the area of the circle of the business unit said relative scale; Then, to determine each business unit market growth rate and relative market share; Finally draw the overall portfolio figure. 

(1) the Nike the company's product line will Nike shoes, sports apparel and divided into three sport accessories business units. According to relevant data, sports shoes business in the entire company production scale make up around 59% of the sports apparel, about 34%, sports accessories about 7%. 

Nike's biggest rivals for the Adidas. nike air force and know Adidas2005 years in 2006, the sales of each product series, the following table 1 shows: (unit: $1 million )

From the above, Boston matrix clearly see, Nike's three products in the business and sports business belongs to the strong Taurus business, market ripe, growth rate is not high, the market share is quite high. From sports industry, the shoes market brand watch just beginning to saturation, and Nike shoes market in the dominant position, has made in the future development, nike shox shoes should actively develop new sports shoes, keep up with the pace of The Times products, in order to maintain the current market share; Can also be further fractionizing market, to ensure that the existing market growth or delay the drop speed. 

Nike sports apparel business in cash cow business and thin dog between business, market share, and the relatively high market growth prospects not very optimistic, can maintain the current production and sale condition, also can exit the business, develop new market. Sports accessories business belongs to the strong thin dog, can consider to further development business. 

We also can press mbt m.walk products sales area which is divided into Europe, the Middle East and Africa, Asia and other areas in the americas, four business units. According to relevant data, known in Africa, Europe, the Middle East and the sales scale accounts for about 29% of the company, the relative size of the Asian region, 14% in the americas at about 44%. In this, the main analysis of Europe, the Middle East and Africa, Asia, America three areas of the market growth rate and relative market share situation: through the various aspects of the calculation and analysis, rendering all regions of Boston business units (the following figure 2) matrix: 

The figure 2, can see clearly in the americas, Nike company in the business belongs to star, market share and business market growth rate is very high, in the future development, reebok zig tech Nike can increase the development of the product sales, further expand its market share. Asia business between cash ox and thin dog between business in a certain degree, it can provide a certain amount of money to develop their business, relative to the relatively small size of the Asian region, and the future market broad prospect, Nike company dedicated to Asia can be a potential target for the demand of the market. And Europe, the Middle East and other areas of the market share and market growth, but the relatively low in the whole some companies in the scale relatively large in the future, even allowing retreat, also have to make a reasonable strategic decision.www.jordan4sale.com

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