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Key Trends in the Sportswear Industry in Nike, Inc - Case Study Example

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This paper "Key Trends in the Sportswear Industry in Nike, Inc" focuses on the fact that popular for its “Swoosh” logo, its “Just Do It!” slogan, and a cadre of spokesperson, Nike has been globally well-regarded for its marketing prowess in the sports marketing industry.  …
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Key Trends in the Sportswear Industry in Nike, Inc
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Download file to see previous pages Wholly owned subsidiaries include Bauer Nike Hockey, Inc. Cole Haan, Hurley International, Converse, Exter Brands Group. With each subsidiary offering a unique brand proposition and products to its target market, Nike, Inc. has grown into a diversified apparel and footwear company (online Nikebiz.net).

Financially, Nike, Inc. had a banner year in 2006. With revenues and profit amounting to $ 15.29 billion and $ 2.39 billion in the last 12 months, Nike had been able to improve operating margin to 13.25% slightly better than industry’s 12.28%. Gross margin also improving to 45.3% from 44.5% in 2005. Quarterly revenues are also growing at a rate of 8.60% with a free cash flow of more than $ 890 million. Return on equity and return on assets slightly improved at 23.3% and 14.9% respectively (Nike 2006).

United States market continues to post robust growth for Nike recording 12% sales growth in 2006 as compared to 7% in 2005; on the other hand, European Union market growth is flat at 1% in 2006 versus 12% in 2005. The European Union market contributed $4.32 billion in revenues and $960 million in pre-tax profits to Nike. Sales from Nike Equipment were particularly robust growing 10% year-on-year, while sales in footwear and apparel were disappointing growing -2% and 4% respectively (Nike 2006).

The research aims at developing a marketing plan for Nike, Inc. in the European market, in particular, the United Kingdom market. To develop a marketing plan, the plan shall discuss the following aspects:
  • The company’s strategic mission/vision
  • Market overview
  • Analysis of the company’s resources and market opportunities
  • Marketing objectives and programmes
Behind the success of a $23 billion company, Nike, Inc. has a mission and a vision. Its mission is “To bring inspiration and innovation to every athlete in the world.” An athlete, as defined by the co-founder Bill Bowerman, has a unique meaning for Nike. It means “if you have a body, you are an athlete.” (online Nikebiz.net).

This unique vision has defined what Nike stands for. Bill Bowerman was legendary icon is articulating Nike’s purpose that is “Ours is a language of sports, a universally understood lexicon of passion and competition… focused on creating performance opportunities for everyone who would benefit, and offering empowering messages for everyone who would listen.” (online Nikebiz.net)  ...Download file to see next pagesRead More
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