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Abstract

Nike Inc, the market leader in the US in sports footwear, apparel and equipment, operated globally to record a profit of USD14.95 billion in May 2006. To maintain its position in the US and to dominate the market globally, Nike announced a bullish growth plan in early 2007. The company aimed to increase its revenue to USD23 billion by 2011. To achieve this magnificent target, Nike's management decided to reorient its organisational structure and focus on retailing. Nike planned for a new organisational set up as well as market segmentation based on its six product categories, namely: (1) soccer; (2) basketball; (3) running; (4) men's training; (5) women's fitness; and (6) sports culture. Also, it decided to open 100 additional company owned retail outlets worldwide to rejuvenate the Nike brand by offering a special buying experience to customers. In addition, Nike also zeroed in on its growth opportunities in the third world nations like China, India and Russia. The case gives a comprehensive outline of Nike's new growth plan and deals with the possibility of its success.
Location:
Other setting(s):
2007

About

Abstract

Nike Inc, the market leader in the US in sports footwear, apparel and equipment, operated globally to record a profit of USD14.95 billion in May 2006. To maintain its position in the US and to dominate the market globally, Nike announced a bullish growth plan in early 2007. The company aimed to increase its revenue to USD23 billion by 2011. To achieve this magnificent target, Nike's management decided to reorient its organisational structure and focus on retailing. Nike planned for a new organisational set up as well as market segmentation based on its six product categories, namely: (1) soccer; (2) basketball; (3) running; (4) men's training; (5) women's fitness; and (6) sports culture. Also, it decided to open 100 additional company owned retail outlets worldwide to rejuvenate the Nike brand by offering a special buying experience to customers. In addition, Nike also zeroed in on its growth opportunities in the third world nations like China, India and Russia. The case gives a comprehensive outline of Nike's new growth plan and deals with the possibility of its success.

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Location:
Other setting(s):
2007

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