A Relevant Analysis of Nike and its Marketing Strategies

Yiming Chen
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Yiming Chen: Central South University, Department of Business

A chapter in Proceedings of the 9th International Conference on Financial Innovation and Economic Development (ICFIED 2024), 2024, pp 426-434 from Springer

Abstract: Abstract With the development of civilization, people are increasingly aware of the importance of physical activity for individuals. Under the background of governments advocating sports for all, Nike, as the world’s most successful business giant, also has a sophisticated business system, has been rapidly occupying the global market since its establishment in the 1970s, expanding its sales scale and business scope with its excellent marketing and brand promotion capabilities. Due to its unique brand culture and excellent product quality, it has taken a leading position in the global fierce market competition. However, problems such as overdependence on the North American market, which have been revealed in the course of the company’s development, have also become a potential threat to its future. This paper analyzes Nike’s marketing methods in detail, and uses a SWOT analysis to evaluate the company’s strengths and weaknesses. It also identifies the key initiatives that make Nike successful, and comprehensively recognizes the opportunities and challenges it faces in its development.

Keywords: Nike; Marketing Strategy; SWOT; Social Media; Sports Brand (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-408-2_48

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