Nike Inc.
is an international consumer products company that designs, develops and
distributes high-quality footwear and related clothing for a wide range of
sport, athletic, and leisure activities. Established in Oregon,
USA in 1968, Nike rapidly
expands beyond the borders of North America,
and at present the corporation is a world leader in the manufacturing and
distributing of premium shoes and apparel products. The growth and increasing
profitability of the corporation are the result of an innovative management,
focusing on competition, research and development, and market segmentation.
Nike’s management team experiences the challenge of maintaining the leading
market position of the company in the fast changing business environment. The
long-term strategy followed by the management of Nike is focused on continuous
worldwide expansion through product diversification and development and
customer loyalty, giving the company a strong advantage in the highly
competitive market of athletic shoes and related accessories.
The
impressive success of Nike is due to a combination of company’s strengths,
favourable business environment, as well as the ability of Nike’s management to
recognise possible weaknesses and threats and to transform them into challenges
and positive opportunities.
