NIKE : Evolution of Marketing Strategy

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Case Details:

Case Code : MKTA018
Case Length : 16 Pages
Period : 1958-2004
Pub Date : 2005
Teaching Note :Not Available
Organization : Nike
Industry : Consumer Goods
Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Nike's Business Contd...

Nike's athletic footwear products were worn for both casual or leisure purposes. Running, basketball, children's, cross-training and women's shoes were Nike's top-selling product categories.

Nike also offered shoes designed for outdoor activities like tennis, golf, soccer, baseball, football, bicycling, volleyball, wrestling, aquatic activities, hiking, and other athletic and recreational uses. Nike sold sports apparel, athletically inspired lifestyle apparel, as well as athletic bags and accessory items.

Nike often marketed footwear, apparel and accessories in "collections" of similar design or for specific purposes.

Nike also marketed apparel with licensed college and professional team and league logos. Nike sold sports balls, timepieces, eyewear, skates, bats, gloves, and other equipment designed for sports activities, swimwear, cycling apparel, maternity exercise wear, children's clothing, school supplies, timepieces, and electronic media devices.

Nike also sold various plastic products to other manufacturers through its wholly owned subsidiary, NIKE IHM, Inc. and plastic injected and metal products to other manufacturers through its wholly-owned subsidiary, BAUER Italia S p A.

Nike sold a line of dress and casual footwear, apparel and accessories for men and women under the brand names Cole Haan®, CH, Gseries by, Cole Haan, and Bragano through its wholly-owned subsidiary, Cole Haan Holdings. Nike's wholly-owned subsidiary, Bauer NIKE Hockey Inc., offered ice skates, skate blades, in-line roller skates, protective gear, hockey sticks, and hockey jerseys, licensed apparel and accessories under the Bauer® and NIKE® brand names. Bauer also offered various products for street and roller hockey. Another wholly-owned subsidiary Hurley International offered a line of action sports apparel (for surfing, skateboarding, and snowboarding) and youth lifestyle apparel and footwear under the Hurley brand name...

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