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nike marketing strategy will further reform

In order to have a foothold saturated U.S. market, Nike has been updated "look" technology, has launched a series of new sport shoes running shoes training shoes and so on. He is also committed to expanding the Van Dyke in charge of the funds of 200 million U.S. dollars up to rent outside the sports goods sector. Crease the appearance of rough travel shoes footwear shoe industry is the only popular products. Outdoor sporting goods in this area will廷伯兰德companies with strong peer competition, its production has increased by 1 percent, higher than a multiple of profits. Knight confident that in 1996, it will be the best Nike profit sector, sales will reach 500 million U.S. dollars.

At the same time, Nike has also changed the way sales. Outdoor sales departments have focused on a new generation of yuppies and unknown customers, but can be passed Nike athletes recognized and television ads for Nike shoes so that they are interested, have aroused doubts about this point. In order to attract them, at the same time, in order to fight back the public's cynicism of Nike, Nike launched the largest campaign ever. The spring of 1994, Nike has adjusted forms of advertising. Retired basketball star Michael Jordan • Chicago White Sox to wear uniform in the adult league baseball back to the spring, the Nike company to take this opportunity, it made it a tourist commodity display, which makes pure baseball fans are very annoyed.

In the planning of corporate image at the same time, there is an important are: inventory control system, but it is often ignored. This system, known as "futures," Nike to the key to sustained profitability. Nike retail business must be requested 6-8 months in advance of their total purchase volume of booking 80% of Nike Only in this way can we guarantee delivery times and a 10% discount. A result, Nike is very well informed of the orders for it have sufficient time to arrange production according to orders. Avoid too much inventory, to ensure that from the factory in Asia ex-factory price was better. Retailers hate this system, first, they estimated the market mistakes, they will be trapped these shoes. However, Nike's market to attract them to try their luck. Although Nike's competitors are also doing the same thing, but in accordance with Nike, Inc. has started shipping to transactions entered into when it has a way ahead. Reebok's Carmody said: "Nike has a strong logistics system, logistics system than we should be more powerful."

(D) marketing cross-cultural issues in

Cross-cultural issues in every operation and management of multinational companies have encountered in. Nike, Adidas and Reebok are the biggest competitors in Europe. Europeans favor the production of the European continent all. Adidas to Nike to use this powerful offensive started. In addition, the high cost of Nike sneakers, each double the price as high as 80-200 dollars, making it difficult to accept some of the Europeans. On this point, Nike try to deliberately cater to the psychological characteristics of the Europeans. For example, the French youth well advertised, the Americans put on the shoes price tag to meet the performance of France in his capacity as Youth For. The Netherlands over the age of 25 who like to wear white sneakers, 25 years of age were colorful sport shoes like Nike on the distinction between treatment.

Differences between European and American cultural traditions are also some Europeans hated the United States goods. Paris, France, 1 Institute of Fashion Design Network Ms. Li is extremely offensive to wear sports shoes, she said: "It is a degenerate, non-Shoe is one of the most abhorrent is wearing sneakers," another person to wear the Italian Campaign Women's work shoes "ugly." But at the same time the film Disneyland with the United States, like much of American culture in the European market, Nike is using the image of the United States to shape Europe's "family sports shoes." The international market is the focus of Nike's strategy, Knight said, we are keenly aware that a few years later, the company carried out business in foreign countries than in large multi-national. The problem is that even if the current account for foreign sales of Nike's total sales of 1 / 3, but only to carry out these operations is to imitate the United States branch office machines, through a simple realization. Companies have to go to football and other sports in the international market to open up. Knight worry overseas, Nike shoes are losing their original authentic, working-class image. This is attributed to neglect of all marketing strategy and sales of loose bodies. Foreign retailers are also complaining, Nike has always been high-handed early in order to force them to Nike shoes, and only the United States in this way to get retailers.

In order to change this situation, Nike bought out the distribution operations around the world, with a view to gain more control over, Knight called on his subordinates to concentrate on Germany, Mexico and Japan to this super-important business market. Where Nike retailers will believe: advance orders do not pile painful, advertising will focus on sports, Nike will introduce the market to meet the special requirements of travel shoes. For example, badminton shoes are sold in Asia, sold to a new island worthy of the Scandinavian handball shoes. The real challenge is still to find a group of competent managers, and to instil in them Nike's mode of operation. However, this process is full of hardships. In the United States, Knight believes that the competent manager of the company very well, because he knows they understand the significance of the Nike brand this. That is: sports, performances, the athletes the spirit of free free and easy. This is the legendary president of the Nike of the rich connotation of the collective culture.