SWOT analysis NIKE

FATIMAHRIZKI AULIA

SITI MUTHMAINNAH TANAYA WISESA

NIKE designs, develops and markets high quality footwear, apparel, equipment and accessory products worldwide. They are the largest seller of athletic footwear and apparel in the world.

NIKE, Inc. is dedicated to inspiring every athlete to reach their full potential. 

“We believe if you have a body, you are an athlete”, NIKE co-founder Bill Bowerman saw endless possibilities for human achievement through sport.

To bring inspiration and innovation to every athlete

in the world. 

To equip every athlete with products

that combine performance, quality,

and fashion.

To lead in corporate citizenship through proactive programs that reflect caring for the world family of Nike, our teammates, our consumers, and those

who provide services to Nike.

To deliver superior products to customers and

athletes that are both safe and dependable (1, 2 and

6).

Ensure a competitive advantage for our markets,

growth for the company, and profits for our

shareholders (5).

Expand our business globally (3).

Utilize innovation and technology to provide our

customer with the highest satisfaction while

adapting to the many changes in the global market

(4, 7)

1. Customers2. Products or services3. Markets4. Technology. 5.Concern for survival, growth, and profitability6. Philosophy7. Self-concept8. Concern for public image 9. Concern for employees

U.S sales accounted for 39% and Non-U.S sales accounted for 61% of the total revenue

By using Lunarlon technology, Nike can give reposition in footwear product.

Nike serve high quality with reasonable price.

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14

High Performance

Low Performance

High PriceLow Price

04/03/15

Apparel

SWOT SWOT ANALYSISANALYSIS

STRENGTHS S4. Revenue increase 2.9%

compared to last year.

S7. Invention of Lunarlon Technology.

WEAKNESSW1. Profit are largely dependent on

footwear.

W3. Net income decreased 21% compared to last year

OPPORTUNITIES

O4. Total revenue increase 4% in Nike’s non-US market.

O6. High Products innovation

O10. 50% market share in US athletic shoe market.

SO Strategies :

Expand market to Asia as an target market. (S4,04)

Increase R&D activities in footwear product by using Lunarlon Innovation (S7,O10)

WO Strategies :Open more stores in country which have higher demand such as China (W3, O4)

Strengthen sales in apparels and sport equipment by make it more fashionable and yet high quality (W1,O6)

THREATS

T1. The retail sector is becoming price competitiveT6. Competitors are creating similar products

ST Strategies :

Differentiate Nike’s quality and uniqueness from other competitors with the lunarlon innovation. (S7,T6)

Design attractive campaign to reestablish ‘cool’ image.(S4,T6)

WT strategies :Developing products customization to keep competitive advantage. (W1,T6)Provide distinctive offer to loyal customer such as ‘points reward’ (W3,T1)

STRENGTHS

04/03/15

Develop footwear product with latest technology.

Should improve product lines like apparel and sport

equipment not only good quality but also to be more

fashionable.

Keep expanding into current and future foreign markets by

being aggressive and the worldwide leader of the footwear

industry such as Asian and EMEA.

Nike should have better understanding about their

competitors.

Should continue to focus on technology and R&D to meet

customer satisfaction.

Nike had done pretty good in financial assessment.

Nike still providing excellent service in the foot

wear industry.

Nike still the market leader within the industry.

Nike already in the maturity stage at which the

efficiency of dominant business model provides the

company competitive advantage over the

competition.

The entry barriers for other competitors in the

industry is still very high to compete with Nike but

Nike still can face that challenge.