MARKETING PLAN

Executive Summary

Nike Inc . was founded by marathon enthusiast Phil Knight together with prominent track coach Bill Bowerman . It was first known as Blue Ribbon Sports , a company that specializes and manufactures running shoes for professional track and field athletes . Blue Ribbon Sports was manufacturing shoes at that time in to meet the demands for efficient running shoes by track and field enthusiasts . Blue Ribbon Sports was then relaunched in 1978 as Nike , which was named after the Greek goddess of victory . The change in the company name was crucial for

the company-wide revamp and in to entice more consumers to patronize the brand itself . Nike 's initial annual sales turnout garnered 8 ,000 . In 1984 , Nike reached the pinnacle of the athletic running shoe industry by overwhelming Adidas to lead all athletic shoes in terms of retailing . dethroning of Adidas as the leading manufacturer of athletic footwear This was a sign that Germany 's long history of domestic domination reached its vulnerable point

Company Analysis

Prior to being founded , Nike founder Phil Knight already came up with a company known as Blue Ribbon Sports . Knight together with renowned track coach Bill Bowerman founded Blue Ribbon Sports in to address the clamor of athletes for efficient performance shoes . First year sales turnout garnered 8 ,000 . And in 1971 , BRS launched the concept of Nike the Greek goddess of victory (Nike , 2008

By the end of 2005 , Nike recorded a through the course of the fiscal year , and an 11 .8 increase in 2004 Strong and consistent revenue progress and generation across its markets and a myriad of product lines all contributed to such increase . For the fiscal year of 2005 , operating profit for Nike was 1 .9 billion , over 2004 it ballooned to as much as 22 .2 . In the fiscal year of 2004 , net profit was 1 .2 billion , a subsequent 28 .1 over 2004 . Its product distribution stretches from U .S , Asia Pacific , The Middle East , and the entirety of Europe . More than 23 people are employed in its main offices in Beaverton , Oregon alone . By the end of May 31 , 2007 , Nike has declared a increase prior to its present earnings (Nike , 2008

Nike 's triad of primary product engines have employed more than 880 ,000 contract workers for 700 contract factories in 52 countries . Nike apparel , equipment , and footwear were constantly manufactured in these factories (Nike , 2008

Competitive Advantage and Corporate Strategy

Nike 's competitive advantage includes worldwide competitive similarity market barriers to penetrate , and the eclectic cultures of each target market . The company 's competitors reach Europe all the way from the United States . Among them are : Adidas , Reebok , and Puma . Nike is submerged into a saturated market , which every company rivals Nike in the production athletic performance shoes . Such companies like Adidas and Reebok have attempted to engulf Nike 's market share by manufacturing a series of shoe lines enhanced by fancy technology and fashion twists With this in mind , international...