Analyse SWOT Nike

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L'analyse SWOT est un outil marketing utilisé par les responsables marketing et dirigeants d'entreprises pour estimer les forces et faiblesses de l'entreprise face aux opportunités et menaces du marché dans lequel évolue l'entreprise. Le résultat de cette analyse permettra à à la direction de défénir sa stratégie à moyen et long terme...

Plan du document :

PARTIE I : Analyse Externe de l'environnement de NIKE

PARTIE II : Analyse Interne des Forces et Faiblesses de la marque NIKE

PARTIE III : Analyse SWOT

PARTIE IV : Recommandations et justifications

Partie I : Analyse Externe de l'environnement de NIKE

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Partie II : Analyse Interne des Forces et Faiblesses de la marque NIKE

➤ STRENGHTS:

• Nike is a very competitive organization. Phil Knight (Founder and CEO) is often quoted as saying that 'Business is war without bullets.' Nike has a healthy dislike of is competitors. At the Atlanta Olympics, Reebok went to the expense of sponsoring the games. Nike did not. However Nike sponsored the top athletes and gained valuable coverage.`

• Nike has no factories. It does not tie up cash in buildings and manufacturing workers. This makes a very lean organization. Nike is strong at research and development, as is evidenced by its evolving and innovative product range. They then manufacture wherever they can produce high quality product at the lowest possible price. If prices rise, and products can be made more cheaply elsewhere (to the same or better specification), Nike will move production. *Nike is a global brand. It is the number one sports brand in the World. 4 Its famous 'Swoosh' is instantly recognizable, and Phil Knight even has it tattooed on his ankle.

➤ WEAKNESSES:

• The organization does have a diversified range of sports products. However, the income of the business is still heavily dependent upon its share of the footwear market. This may leave it vulnerable if for any reason its market share erodes.

• The retail sector is very price sensitive. Nike does have its own retailer in Nike Town. However, most of its income is derived from selling into retailers. Retailers tend to offer a very similar experience to the consumer. Can you tell one sports retailer from another? So margins tend to get squeezed as retailers try to pass some of the low price competition pressure onto Nike.

Partie III : Analyse SWOT

➤ STRENGHTS:

• Brand recognition
• High product quality
• Effective marketing
• Capacity of inoovation
• Strong distribution chain
• Strong R&D
• Strong customer satisfaction/relationship

➤ WEAKNESSES:

• Overseas manufacturing dependency
• Decreasing US market place
• High product price compared to the competitors
• Currency exposure
• Medium retail presence

➤ OPPORTUNITIES:

• Expansion into emerging markets
• Increased demand in product innovation
• Growing segment of women athletes 5
• Increase in the number of sports events like Olympic, FIFA...
• Women ‘fitness market is growing geometrically

➤ THREATS:

• Fierce industry competition
• Revenue relies on consumers discretionary income
• Economic situation (recession)
• Fluctuation in the currency

Partie IV : Recommandations et justifications

➤ It should be continue its expansion outside USA to take opportunities in the unsaturated foreign markets to improve performance and sustain leadership in the industry.

➤ Nike competes with countless athletic and leisure shoe companies on a worldwide basis. It should strengthen its aptitude to discover and define product trends as well as foresee and respond to changing end user demands as promptly as possible to maintain market share. So it should focus more on market place management.

➤Improve the functional level strategies in manufacturing and distribution and customer service processes to improve operations in the company.