复旦大学：《中国市场营销 Marketing in China》课堂展示案例_NIke

By steven ross 影离多》蓄

By Steven & Ross

Contents. 1 Company Overview 2 Chinese Market 3 5 force analysis 4P analysis 5 Suggestion

Contents 1 Company Overview 2 Chinese Market 3 5 force analysis 4 4P analysis 5 Suggestion

Bil BunGHaOverview (Founder A 990s Phil Knight (Founder) 1980s JE RIBBON SPORTS 匪目 古今

Company Overview Bill Bowerman (Founder) Phil Knight (Founder)

company overview 2013 Most valuable brand Among Sports Businesses Brand Valued at $10.7 billion with revenue US$24.1 billion more than 700 shops and has offices located More than 44,000 in 46 countries Employees

Company Overview more than 700 shops and has offices located in 46 countries More than 44,000 Employees Brand Valued at $10.7 billion with revenue > US$24.1 billion Most Valuable Brand Among Sports Businesses

Global Market Share Cumulative Annual Growth Rate(2010-12) Athletic Apparel- Global Market Shares Athletic Footwear- Global Market Shares 40.00% 3000% 25.00% 2000% L0.00% 0.00% Adidas(&Reebok Nike Under armour Lululemon athletica

Global Market Share 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% Adidas(&Reebok) Nike Puma Under Armour Lululemon Athletica Asics Cumulative Annual Growth Rate(2010-12)

China market Share 16% ■Nike ■ Adidas 13%■ Li-Ning ■ANTA 53% 10% ■ Others 8%

China Market Share

Main Procucts Footbal Women's Mens Training Training Nikes Action Sports Wear Sports Basketball

Football Basketball Men’s Training Women’s Training Nike’s Sports Wear Action’s Sports Main Products

Main Procucts SeO

Main Products

Mission To bring inspiration and innovation Nike to every athlete in the world If you have a body you are an athlete

To bring inspiration and innovation to every athlete in the world. If you have a body , you are an athlete. Nike Mission

Chinese consumer Number of urban households by annual household income Present(2010) Million households percent CAGR Domination by value 200020E% Consumer 100%=147 226 (￥6000to￥16000 (more than $34,000) Future (2020) Domination by 51帖m 560000 Mainstream Consumers (￥16000to￥34000 36 36 Poor 10 71500038 2000 2010 202E Source: McKinsey Insight China-Macroeconomic Model Update March2011)

Chinese Consumer Source: McKinsey Insight China-Macroeconomic Model Update(March2011) Present(2010) •Domination by Value Consumer (￥6000 to￥16000） Future(2020) •Domination by Mainstream Consumers (￥16000 to￥34000）