SWOT analysis of Nike

Our “SWOT” analysis has helped us to identify a variety of strengths, weaknesses, opportunities and threats. Our previous Marco and Micro analysis has enabled us to provide the following:

 

Strengths

·      Global market:
      Based in 160 countries, thus vast access to customers <www.nikeinc.com/pages/locations> access 08/10/2013
 

·      Celebrity Endorsements
      Success and sponsorships allows them to have access to professional football players such as Ronaldo, a worldwide idol <http://store.nike.com/gb/en_gb/pw/cristiano-ronaldo/a04).  http://www.youtube.com/watch?v=MWVYwppLPdE> access 06/10/2013.

·      Brand Logo:
      The "swoosh" sign is one the most prestigious logos on the planet, and is involved in many sponsorships of sports, which is a great marketing campaign as it is watched by millions.     

Weaknesses

·     Lack of supply control:
     Gets its produce overseas, thus has little control over the product quality. <http://nikeresearch.blogspot.co.uk/2013/03/macro-and-micro-factors.html> access 10/10/2013
<http://www.nikeresponsibility.com/report/content/chapter/manufacturing> access 10/10/2013

·     Pressure Groups:
            Experiences a vast amount of disturbance from pressure groups based on issues such as globalisation and working conditions.
<http://nikeresearch.blogspot.co.uk/2013/03/macro-and-micro-factors.htmlhttp://peopleandplanet.org/navid10432> access 09/10/2013

 

·      Other products:
       Nike are dependent on their footwear for profits due to other branded products not being as strong. www.quality-assurance-solutions.com access 10/10/2013

Opportunities

·      Growth and investment:
       Global market enables Nike to expand the brand and invest in other ventures such as the Nike foundation. <www.nikeinc.com/pages/the-nike-foundation> access 08/10/2013

·      Stronger brand image:
      Controversy around sweatshops provide the opportunity for Nike to distinguish it.
 

·      Merging:
      Nike has the opportunity to merge with other sportswear companies to eliminate compertition and increase sales

Threats

·      Pressure Groups
      Great deal of disturbance from higher education establishments, mainly those associated with globalisation and anti-sweatshop groups. Poses a threat to Nike’s brand image<http://nikeresearch.blogspot.co.uk/2013/03/macro-and-micro-factors.htmlhttp://peopleandplanet.org/navid10432)>  access 11/10/2013

 

·      Lack of involvement in products
      Nike gets its merchandise from overseas, thus has little control over the product quality, thus Nike can’t address its concerns.<http://nikeresearch.blogspot.co.uk/2013/03/macro-and-micro-factors.html> access 11/10/2013
<http://www.nikeresponsibility.com/report/content/chapter/manufacturing> access 11/10/2013

·      Competitors & Innovation
      Nike may provide products such as the “Nike fuel band” but it is always a concern for competitors to provide a substitute good or a rival product; this is demonstrated by Adidas’s “MiCoach”. Nike also deals with competitors such as Puma <http://micoach.adidas.com> access 10/10/2013
<http://goalsandgear.com/2012/08/adidas-micoach-v-nike-fuel-band/> access 10/10/2013