NIKE耐克SWOT分析案例

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耐克(Nike)SWOT分析案例

• 优势－耐克是一家极具竞争力的公司，公司创立者与CEOPhil 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。

Strengths.

• Nike is a very competitive organization. Phil Knight(Founder and CEO) is often quoted as saying that 'Business is warwithout bullets.' Nike has a healthy dislike of is competitors. At theAtlanta Olympics,Reebok went to the expense of sponsoring the games. Nike did not. However Nikesponsored the top athletes and gained valuable coverage.
• Nikehas no factories. It does not tie up cash in buildings andmanufacturing workers. This makes a very lean organization. Nike isstrong at research and development, as is evidenced by its evolving andinnovative product range. They then manufacture wherever they canproduce high quality product at the lowest possible price. If pricesrise, and products can be made more cheaply elsewhere (to the same orbetter specification), Nike will move production.
• Nike is a global brand. It is the number one sports brand in the World. Its famous 'Swoosh' is instantly recognisable, and Phil Knight even has it tattooed on his ankle.

Weaknesses.

• The organization does have adiversified range of sports products. However, the income of thebusiness is still heavily dependent upon its share of the footwearmarket. This may leave it vulnerable if for any reason its market shareerodes.
• The retail sector is very price sensitive. Nikedoes have its own retailer in Nike Town. However, most of its income isderived from selling into retailers. Retailers tend to offer a verysimilar experience to the consumer. Can you tell one sports retailerfrom another? So margins tend to get squeezed as retailers try to passsome of the low price competition pressure onto Nike.

Opportunities.

• Product development offers Nike manyopportunities. The brand is fiercely defended by its owners whom trulybelieve that Nike is not a fashion brand. However, like it or not,consumers that wear Nike product do not always buy it to participate insport. Some would argue that in youth culture especially, Nike is afashion brand. This creates its own opportunities, since product couldbecome unfashionable before it wears out i.e. consumers need to replaceshoes.
• There is also the opportunity to developproducts such as sport wear, sunglasses and jewellery. Such high valueitems do tend to have associated with them, high profits.
• Thebusiness could also be developed internationally, building upon itsstrong global brand recognition. There are many markets that have thedisposable income to spend on high value sports goods. For example,emerging markets such as China and India have a new richer generationof consumers. There are also global marketing
  events that can be utilised to support the brand such as the World Cup (soccer) and The Olympics.

Threats.

• Nike is exposed to the internationalnature of trade. It buys and sells in different currencies and so costsand margins are not stable over long periods of time. Such an exposurecould mean that Nike may be manufacturing and/or selling at a loss.This is an issue that faces all global brands.
• The market for sports shoes and garments is very competitive. The model developed by Phil Knight in his Stamford Business School days (high value branded productmanufactured at a low cost) is now commonly used and to an extent is nolonger a basis for sustainable competitive advantage. Competitors aredeveloping alternative brands to take away Nike's market share.
• Asdiscussed above in weaknesses, the retail sector is becoming pricecompetitive. This ultimately means that consumers are shopping aroundfor a better deal. So if one store charges a price for a pair of sportsshoes, the consumer could go to the store along the street to compareprices for the exactly the same item, and buy the cheaper of the two.Such consumer price sensitivity is a potential external threat to Nike.

jjmirror

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66fly

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taofighting

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edith.L

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郑美玉

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