Nikes Core Competencies Exist In Their - 1511 Words

Nike’s core competencies exist in their effective marketing strategies and their innovative product design. These two elements provide much value and benefits to Nike’s consumers, are not easy for competitions to imitate, and can be leveraged widely to most of their products and markets. Although Nike does not manufacture any of its own shoes, the company is still today’s leader in selling athletic shoes and apparel. Nikes marketing strategy is an important component of the companys success. Nike is located as a premium-brand, selling well-designed and costly products. Nike lures clients with a marketing strategy centring on their brand image: a distinctive logo (the Swoosh ) and the advertising slogan Just Do It. Nike promotes its†¦show more content†¦Their long history of producing reliable, quality products has earned them a degree of trust in the hearts of consumers, allowing the public to take to new NIKE products almost instantly. Another advantage of the company is their ownership of many other footwear brands such as Converse Inc. and Hurley International LLC. The diversification of footwear produced by NIKE Inc. and its subsidiaries allow the company to have control over a considerable market share. Channel Nike has also created an online website that is ideal for customization. The NIKE ID Web site provides a fun and easy way for users to customize and buy footwear and athletic gear. The site transforms the visitor into a designer, allowing them to apply their choice of designs, colours and materials to a broad range of shoes, bags, and equipment. Nike ID was the first of its kind when it was launched in 2000 Nike again, revolutionized the way the world looked at sneakers and how consumers buy them. Electronic Application Last year, it launched FuelBand, a high-end electronic wristband that tracks your energy output and signaled Nikes growing strength in the digital realm. Think about it: Nike is now included in conversations around technology—its shifted into an adjacent industry, breaking out of apparel and into tech, data, and services, says Forrester Research analyst Sarah Rotman Epps. That strategic shift is incredibly important to Nikes future. MARKETING STRATEGYShow MoreRelatedHow Does A Company Maintain Market Share Despite The Entrance Of Larger Competitors?1729 Words   |  7 Pageseffectiveness, â€Å"performing similar activities better than the rivals that perform them† is not sufficient enough to maintain a competitive advantage due to competitors being able to rapidly imitate best practices and create homogenous products. Despite Nike, Adidas, and Reebok deciding to enter the performance apparel market, UA has still maintained a 75% market share more than a decade after establishing the market. 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