Marketing Management - Nike Case Study - 6867 Words

Marketing Plan for NIKE MM 522 – Keller Gratudate School of Management Executive Summary NIKE, Inc. (NIKE, NASD: NKE) was founded in 1972 by Bill Bowerman and Phil Knight as a partnership under the name, Blue Ribbon Sports. Back then, the modest goal was to distribute low-cost, high-quality Japanese athletic shoes to†¦show more content†¦It also markets products designed for kids, as well as for other athletic and recreational uses, such as baseball, cricket, golf, lacrosse, outdoor activities, football (American), tennis, volleyball, walking and wrestling. NIKEs athletic footwear products are designed primarily for specific athletic use. It also markets footwear designed for baseball, cheerleading, football, golf, lacrosse, outdoor activities, skateboarding, tennis, volleyball, walking, wrestling, and other athletic and recreational uses. The Company sells sports apparel and accessories, as well as athletic bags and accessory items. It also markets apparel with licensed college and professional team, and league logos. NIKE’s goal is to carry on Bowerman’s legacy of innovative thinking, whether to develop products that help athletes of every level of ability reach their potential, or to create business opportunities that set NIKE apart from the competition and provide value for the shareholders. They and the people they hired have evolved and have grown the company from NIKE, a U.S.-based footwear distributor, to a global marketer of athletic footwear, apparel and equipment that is unrivaled in the world. Along the way, NIKE has established a strong Brand Portfolio with several wholly-owned subsidiaries including Cole Haan, Converse Inc., Hurley International LLC, NIKE Golf, and Umbro Ltd. 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