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Nike Case Analysis - Online Papers

Nike Case Analysis

Nike's Global Women's Fitness Business: Driving Strategic Integration
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Introduction and Background

In 2006, the American footwear, apparel and equipment manufacturing giant announced a major corporate reorganization that would switch the company's attention from a product orientation to a category-driven approach.

A product orientation approach, which was previously effective for Nike, centers all the business activities on continually innovating, improving and refining its products while it is under the assumption that customers simply want the best possible quality for their money. But due to changing circumstances and to pursue customer loyalty, Nike adapted the ...

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and implement a new one that would focus on micro-segmentation as the strategic steps to take in the future.

Problem Identification

Nike has grown into a titan in the sports industry from a small startup between Bill Bowerman and Phil Knight. Nike brought in $15 Billion in revenues in 2006 grown 9% from the previous year. It also supplies the world's greatest sporting events, it is partnered with top profile athletes and has achieved several other milestones. The problem that Nike faces is firstly to move away from a male dominated culture and generate momentum from an almost non-existent women's footwear and apparel market. The question I am going to analyze is "What will it take to make the category-driven approach successful?"

Analysis

Nike intends to pursue to develop a woman's fitness business through an initiative project called "Change the Game". Under "Change the Game" the senior management of Nike selected the top five potential opportunities that would help ...

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PAPER DETAILS
Added: 9/9/2013 10:12:37 AM
Submitted By: lbear2804
Category: Business
Type: Premium Paper
Words: 702
Pages: 3

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