Group 5

Competitor analysis of Nike

 Introduction: Overview

Nike, Inc., an American multinational corporation, is the

best brand in the sporting goods industry and the 13th
most valuable brand based on 2020 rankings,

Originally called “Blue Ribbon” sports, the company was

established by Bill Bowerman and Phil Knight in 1964

Nike’s primary objective is to supply athletes with

exceptional products and wearable apparels that creates
and aids better and safe sports.

Nike’s success is evident in its business strategy, where it

displays transparency towards investing in emotional
marketing, innovation and sports celebrity endorsements.
 PRODUCTS

Footwear (Puma)Apparel (Cobra Footwear (brands)Apparel Footwear (UA), Accessories (Under

Gulf)Accessories and Gear (adidas)Accessories and Gear Armour), Apparel (UA Rush)

CUSTOMER FEEDBACK Affordable prices and

discount offers. Quick and easy Faulty products/materialsVery
Poor delivery waiting time. purchases.Quality clothing Poor customer serviceFast
Poor manufacturing footwear apparelPoor materials used in Shipping Best fitting sports
material making running footwear apparel

TECHNOLOGY 1. Body mapping, Clima35

2. ClimaCool,
3. ClimaChill,
4. ClimaProof,
Self-Lacing fit intelligence 5. Parley Ocean Plastic, Adoption of digital
training show 6. UPF protection appsColdGear 

MARKETING

Creating the new through Re-branding and digital

Brand Equity digitization marketing
swot Helpful Factor

S
Harmful Factor

Internal Factor
Overview
Strengths Weaknesses

o t
External Factor
Opportunities Threats
SWOT ANALYSIS

Strength Points
Strong brand image / Logo recognition
one of the most recognizable and valuable logos with a

S
worth of $26 million.

Advertisement and budget

Nike has spent $6.3 billion on advertising in the past two
years only.

Strong research and development

Nike takes its research, design, and development very
seriously, and it believes this is one of the key factors for
its success.

low-cost manufacturing
Most of Nike’s footwear is manufactured in foreign
countries like Vietnam, China, and Indonesia
SWOT ANALYSIS

Weaknesses Points

w
Poor Labor Conditions
These issues include forced labor, child labor, low wages,
and horrific working conditions.

Dependency on US Market
39% of Nike’s sales came from North America this is a
very high percentage compared to the rest of the world.

Lawsuits/Sexual Harassment
Former female employees pointed out that sexual
harassment was very common in the company. They said
"Nike has a toxic company culture for women"
(The New York Times side otherwise)
SWOT ANALYSIS

Opportunities Points
o
Emerging Markets
Shifting the focus to digital business
Merges with the Metaverse
SWOT ANALYSIS

t Threat Points
Fake Products
Increased competitive pressure
Marketing Budget Pressure
Risk to Kangaroo Population
 Reference
https://www.mbaskool.com/marketing-
https://www.statista.com/topics/1243/nike/#topicHeade
mix/products/17310-under-armour.html
r__wrapper
https://iide.co/case-studies/marketing-mix-of-
Investor.underamour.com
puma/
. www.globaldata.com
https://iide.co/case-studies/marketing-mix-of-
https://www.trustpilot.com/review/puma.com
adidas/

https://www.statista.com/statistics/268469/gross-
Xu, V. (2020, March 17). Your favorite Nikes might be
profit-of-the-puma-group-worldwide/
made from forced labor. Here’s why. The Washington
https://www.statista.com/statistics/268417/gross-
Post.
profit-of-the-adidas-group-worldwide-since-2000/
Cara Salpini( 2021, Nov 4). Nike is on track to make $50
https://www.statista.com/statistics/1085963/gros
billion this year. How much is that, really? Retail Dive
s-profit-of-under-armour-worldwide/
Interbrand – Best Global Brands 2021
https://www.statista.com/statistics/1002883/gros
s-profit-of-nike-worldwide/
 Nike competitor analysis

Thank you!
GROUP 5