THE NIKE STRATEGY

SWOT

STRENGTHS

• Leader in sports marketing


• Pitched the design to retailers as stores within stores


• The apparel group was better as keeping up within fashion trends

WEAKNESSES

• Began as concept for a women-only store


• The footwear designers worked for a big period


• The products were design for men and the women's products looked male

OPPORTUNITIES

• Redefine and re-energise their entire brand


• Double its sales to women by the end of the decade


• The stores have comforting feel of a woman's own home

THREATS

• The clothes weren't co-ordinated with the shoes


• Competition: Air Jordan and Skechers


• The changes could be negatives, mainly for women, because the designers didn't know how communicate with female customers