SWOT on "SWOT Nike Air Max 2012 Women's Running"

SWOT 4 pages (1160 words) Sources: 3

[EXCERPT] . . . .

SWOT

Nike Air Max 2012 Women's Running Shoe

Situational and SWOT Analysis

Term

SITUATION ANALYSIS

SWOT ANALYSIS

Nike Corporation is one of the consistently most profitable and innovative providers of athletic apparel, accessories, footwear and ancillary products globally, generating $20.8B in revenues in their latest fiscal year, generating $9.8B in profits. As of the close of fiscal year (FY) 2011, Nike is organized into six divisions including China, Eastern and Central European Operations, North America, Western Europe and the newest division, Emerging Markets. Nike is organized also by product areas with over two dozen business units operating today across a wide spectrum of business, consumer and government markets. The company is well-known for its ability to quickly transition new product concepts from Research and Development (R&D) into production, often distancing their competitors in speed and quality of supply chain planning, marketing execution and product launch (Stonehouse, Minocha, 2008). Renowned for their global brand, Nike is considered one of the top ten best-known globally today (Tsai, 2006) (Nike Investor Relations, 2012). Based on these dominant strengths, many consider it to be the global leader in each market it competes in. In fact, the company grapples with significant weaknesses as well, as the management team seeks to align with opportunities in key markets while alleviating potential threats.

The intent of this analysis is to evaluate their strengths, weaknesses, opportunities and threats, completing a thorough SWOT analysis with specific attention paid to the Nike Air Max 2012 Women's Running Shoe. The structure of this report begins with a situation analysis followed by the thorough review of Nike's strengths, weaknesses, opportunities and threats. Conclusions and recommendations follow the SWOT analysis. Included throughout the SWOT analysis are insights gained from a financial analysis of Nike Corporation. The results of the financial analysis are provided in the Appendix of this document.

II. SITUATION ANALYSIS

A. Historical Background

Originally founded as Blue Ribbon Sports by Phil Knight and Bill Bowerman in 1964, the company that would evolve into Nike began as a distributor of Japanese-produced shoes from Onitsuka Tiger Shoe Company. Blue Ribbon Sports would later incorporate in 1967 as BRS, opening its first retail store in Eugene, Oregon that same year. It wasn't until 1971 that Nike created the world-known Swoosh logo and began branding all products and t-shirts with it. In 1972 the distribution agreement with the Onitsuka Tiger Shoe Company, leading to the development of the BRS brand associated with the swoosh log and primarily a retailing operation in the Pacific Northwest (Nike Investor Relations, 2012). In 1977, the company officially changed its name to Nike. In the late 1970s the founders were also intrigued with the potential for celebrity athletes to make a significant impact on their brand awareness and sales. In 1977 Nike signed its first celebrity endorsement with John McEnroe and also began to design its first air-cushioned shoe with former NASA engineer Frank Rudy leading the effort (Nike Investor Relations, 2012). Nike was the first to announce and ship air-cushioned shoes at a price the general public could afford. In conjunction with this development, Nike continued to pioneer the use of light-weight, ultra resistance fabrics and poly-resins used in the production of shoes, apparel and accessories, generated over 100 patents in the first fifteen years of operations (Nike Investor Relations, 2012). The momentum in terms of innovation and R&D expertise was already beginning to take shape in the early 1980s of the company. Over the next decade new… READ MORE

How to Reference "SWOT Nike Air Max 2012 Women's Running" SWOT in a Bibliography

Related SWOTs:

Women's Suffrage in the 19th Century Term Paper

Women's Suffrage In The 19th Century

Although the right of women in the U.S. To vote for their preferred political candidates was finally guaranteed through an amendment to the constitution… read more

Term Paper 8 pages (2561 words) Sources: 10 Topic: Women / Feminism

---

Women's History and Policy Opinion Piece Essay

Women's History And Policy Opinion Piece

Historically, the political arena has been a stronghold of the masculine gender. The representation of the feminine gender has been equivalent to extremely minor… read more

Essay 4 pages (1253 words) Sources: 1+ Topic: Women / Feminism

---

Interdisciplinary Studies Disciplines Women's Studies and Communication Research Paper

Women Studies and Communications

Women's Studies

Key Concepts

There is a number of evolving key concepts which continue to help Women's Studies develop as an academic doctrine. First, there is… read more

Research Paper 4 pages (1244 words) Sources: 4 Topic: Women / Feminism

---

Women's History Research Paper

Women's History Questions

In the early days of the United States, particularly the 1790's, women had a very limited role in public and political life. However, the massive political changes… read more

Research Paper 5 pages (1670 words) Sources: 0 Topic: Women / Feminism

---

Women's Movement and Two Identifications Essay

Women's Movement And Two Identified

Women's Movement and Two Identities

Comparing the original goals of the women's movement of the 1960s-70s, and NOW's agenda then and today, what are the… read more

Essay 2 pages (643 words) Sources: 2 Topic: Women / Feminism

---

View 100+ more related papers  >>