Nike 耐克 SWOT 2010

1、 NIKE, Inc.Company ProfilePublication Date: 1 Dec 2010AmericasEurope, Middle East & AfricaAsia Pacific245 5th Avenue119 Farringdon RoadLevel 46London4th Floor2 Park StreetEC1R 3DASydney, NSW 2000New Y ork, NY 10016United KingdomUSAAustraliat: +1 212 686 7400t: +44 20 7551 9000t: +61 2 8705 6900f: +1

2、 212 686 2626f: +44 20 7551 9090f: +61 2 8088 7405e: euroinfoe: apinfoe: usinfo ABOUT DATAMONITORDatamonitor is a leading business information company specializing in industry analysis.Through its proprietary databases and wealth of expertise, Datamonitor provides clients with unbiased expert analys

3、is and in depth forecasts for six industry sectors: Healthcare, Technology, Automotive, Energy, Consumer Markets, and Financial Services.The company also advises clients on the impact that new technology and eCommerce will have on their businesses. Datamonitor maintains its headquarters in London, a

4、nd regional offices in New Y ork, Frankfurt, and Hong Kong.The company serves the worlds largest 5000 companies. Datamonitors premium reports are based on primary research with industry panels and consumers. We gather information on market segmentation, market growth and pricing, competitors and pro

5、ducts. Our experts then interpret this data to produce detailed forecasts and actionable recommendations, helping you create new business opportunities and ideas.Our series of company, industry and country profiles complements our premium products, providing top-level information on 10,000 companies

6、, 2,500 industries and 50 countries.While they do not contain the highly detailed breakdowns found in premium reports, profiles give you the most important qualitative and quantitative summary information you need - including predictions and forecasts.All Rights Reserved.No part of this publication

7、may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher, Datamonitor plc.The facts of this profile are believed to be correct at the time of publication but ca

8、nnot be guaranteed. Please note that the findings, conclusions and recommendations that Datamonitor delivers will be based on information gathered in good faith from both primary and secondary sources, whose accuracy we are not always in a position to guarantee. As such Datamonitor can accept no lia

9、bility whatever for actions taken based on any information that may subsequently prove to be incorrect. NIKE, Inc.Page 2TABLE OF CONTENTSCompany Overview (4Key Facts (4SWOT Analysis.5NIKE, Inc.Page 3 T ABLE OF CONTENTSCOMPANY OVERVIEWNike (the company is the worlds leading designer, marketer and dis

10、tributor of athletic footwear,apparel, equipment and accessories for a range of sports and fitness activities.The company primarily operates in the Americas, Europe, the Middle East, Africa and Asia Pacific. It is headquartered in Beaverton, Oregon and employs about 34,400 people.The company recorde

11、d revenues of $19,014 million during the financial year ended May 2010(FY2010, a decrease of 0.8% as compared to 2009.The revenue decline primarily reflected the challenging economic environment and lower demand across most markets, most notably in the Western Europe, Central Europe, and Eastern Eur

12、ope geographies.The operating profit of the company was $2,474 million in FY2010, an increase of 0.8% over 2009.The net profit was $1,906.7million in FY2010, an increase of 28.3% over 2009.KEY FACTSNIKE, Inc.Head Office One Bowerman DriveBeavertonOregon 97005 6453USA1 503 671 6453Phone 1 503 671 630

13、0Fax Web Address19,014.0Revenue / turnover (USD MnMay Financial Year End34,400EmployeesNKENew York Ticker NIKE, Inc.Page 4 Company OverviewSWOT ANAL YSISNike (the company is the worlds leading designer, marketer and distributor of athletic footwear,apparel, equipment and accessories for a range of s

14、ports and fitness activities. Nike is one of the leading players in the athletic footwear and apparels market.The company enjoys a strong market position in most of its product segments.Widening product lines coupled with strong marketing and innovation has contributed to Nike s rising market share

15、in the global footwear market. However,intense competition could also lead to a loss of market share for the company.Weaknesses StrengthsHigh pension liabilities Robust market position bolstered by strongbrand equityCompetent technical innovation in productsenhances Nike s competitive advantage andb

16、rand equityLow-cost manufacturing base coupled withbroad distribution networkThreats OpportunitiesIntense competition Association with NFL would consolidatemarket leadership in the USLimited control over contract manufacturers Brand reorganization initiativeGrowing counterfeit goods marketGrowth in

17、global footwear market StrengthsRobust market position bolstered by strong brand equityNike is one of the leading players in the athletic footwear and apparels market.The company enjoys a strong market position in most of its product segments.Widening product lines coupled with strong marketing and

18、innovation has contributed to Nike s rising market share in the global footwear market.Its market share has increased from almost 14% in 2006 to around 16% in 2009. In addition to the robust market position, the company has built strong brand equity over the years. According to Interbrand s 2010 T o

19、p 100 Brands, Nike was ranked in the 25th place overall with its brand value increasing 4% year-on-year to $13,706 million.The robust market position coupled with strong brand equity imparts significant competitive edge to the company in terms of scale and recognition, which in turn augers well for

20、the company s expansion plans.Competent technical innovation in products enhances Nike s competitive advantage and brand equity NIKE, Inc.Page 5 SWOT Analysis Continued emphasis on technical innovation in the design of footwear, apparel, and athletic equipment has been the key for companys leadershi

21、p position in the athletics footwear and apparel market. The company employs own staff specialists in the areas of biomechanics, chemistry, exercise physiology, engineering, industrial design, and related fields, for the development of products best suited to athletic needs. Besides, the company als

22、o utilizes research committees and advisory boards made up of athletes, coaches, trainers, equipment managers, orthopedists, podiatrists, and other experts for consultations on designs, materials, and concepts for product improvement. Furthermore, the company employs the services of athletes, either

23、 employed with the company or engaged under sports marketing contracts, to evaluate products during the design and development process. Additionally, the company also collaborates with other companies in order to design new products. For instance, Nike partnered with Apple to develop a shoe with emb

24、edded chip that communicates data on speed and distance covered to the runners iPod.The popularity and customer penetration of iPods and other mobile devices that runners often use during exercise showcases Nikes competency in innovative product design. Increased emphasis on innovation and research

25、and development allows the company to cater to changing preferences and requirements with ease, which in turn enhances its competitive advantage and brand equity.Low-cost manufacturing base coupled with broad distribution networkNike employs several low-cost manufacturing sites for its product manuf

26、acturing. Besides, it offers its products through a wide distribution channel across the globe.The company primarily procures its merchandise from third-party sources. Nike procures footwear from contract suppliers located in low cost countries such as China, Vietnam, Indonesia and Thailand. In fisc

27、al 2010, contract factories in Vietnam, China, Indonesia, Thailand, and India manufactured approximately 37%, 34%, 23%, 2% and 1% of total Nike branded footwear, respectively.The company also has manufacturing agreements with independent factories in Argentina, Brazil, India, and Mexico to manufactu

28、re footwear for sale primarily within those countries. Almost all of Nike branded apparels are manufactured outside of the US by independent contract manufacturers located in 33 countries. Prominent among these are; China, Thailand, Indonesia, Malaysia, Vietnam, Sri Lanka, Turkey, Cambodia, El Salva

29、dor, Mexico, and T aiwan.The company employs wide distribution network in the US and international markets. In the US, the company distributes footwear through its distribution centers located in Tennessee and Memphis. Nike distributes apparel and equipment from centers located in Memphis, Tennessee

30、 and Foothill ranch, and California. Overall, the company operates 19 sales offices to solicit sales in the US; and four independent sales representatives to sell specialty products for golf and five for skateboarding and outdoor products. In addition, the company also employs its website and 346 ex

31、clusive retail outlets for sales across the US.Internationally, the company sells its products to retail accounts, through Nike-owned retail stores, and through a mix of independent distributors and licensees around the world. As per companys estimates, around 24,000 retail accounts, excluding sales

32、 by independent distributors and licensees, cater to the companys global supplies. Nike supplies to the international market through its 14 distribution centers located across the globe.NIKE, Inc.Page 6 The low-cost manufacturing centers helps Nike in maintaining price competitiveness, due to the lo

33、wer operating expenses involved in such manufacturing model. Besides, the wide distribution channel helps in on-time delivery of the products across the countries, which in turn helps the company in managing its inventories in a better way. As a result, both these advantages have positive impacts on

34、 the revenues and margins.WeaknessesHigh pension liabilitiesThe pension fund remains the largest employee benefit obligation within Nike.The pension fund liability of the company is sensitive to the discount rate and implied life expectancy of fund members and to changes in the market value of the f

35、unds assets, in particular to equity market movements. The unfunded pension liabilities for the company in the FY2010 reached to $113 million, a 36.5% increase over the last year. Sizeable unfunded post retirement benefits would force the company to make periodic cash contributions towards bridging

36、the gap, which would reduce cash available for growth plans.OpportunitiesAssociation with NFL would consolidate market leadership in the USDuring 2010, Nike was named the US National Football Leagues (NFL licensed partner for on-field apparels including uniforms, clothing worn on the sidelines and f

37、an gears.The company replaced Reebok as the NFLs licensed partner commencing 2012-16.The license is expected to increase Nikes earnings per share by as much as 3% in 2012. Besides, the association with popular events like NFL would give the company exposure and recognition as the events are broadcas

38、ted to millions of fans across the world. Also, the sponsorship increases the brand recall among the consumer groups who watch these events.The company can further leverage on this identity to target consumers of such events and further consolidate its market share in the US.Brand reorganization ini

39、tiativeNike undertook a new reorganization strategy in March 2009. As per the strategy, the company would reorganize its Nike brand into a new model consisting of six geographies with reduced management layer.The new model had six geographies: North America, Western Europe, Eastern/Central Europe, G

40、reater China, Japan and emerging Markets.The Nike Brand was previously organized by four regions: the US, Asia Pacific, Americas and EMEA (Europe, Middle East and Africa.This organizational change was part of a wider company restructuring that would result in an overall reduction of up to 4% of the

41、companys workforce. Initiatives like this would help the company to increase focus on core category business areas and drive greater efficiencies and stronger consumer connections.NIKE, Inc.Page 7 Growth in global footwear marketThe global footwear market has shown positive growth in recent years. A

42、ccording to the Datamonitor, the global footwear market grew by 2.6% in 2009 to reach a value of $196.3 billion. Clothing, footwear, sportswear and accessories constitute the largest segment of the global footwear market, accounting for 67.6% of the markets total value.The performance of the market

43、is forecast to accelerate to the value of $230.8 billion by 2014, representing an increase of 17.6% over 2009. Nike is a specialty retailer offering athletic footwear to various customer segments.The company offers its products through Nike-owned stores, franchises and licenses.The company offers fo

44、otwear to retailers, who in turn sell to consumers. Further, the company also offers its products through its websites, and N. As the company derived 54.3% of its revenues from the footwear segment in FY2010 and has a significance presence in the global footwear market, it could capitalize on the gr

45、owing market to further consolidate its global market share.ThreatsIntense competitionThe market for sporting goods is intensely competitive in the US and across geographies. Nike competes internationally with a large number of athletic and leisure shoe companies, athletic and leisure apparel compan

46、ies, sports equipment companies and companies with diversified lines of athletic and leisure footwear and apparel and equipment.The company faces competition from Adidas and Puma in the international market. In the US market, the company also faces competition from regional players like Dicks Sporti

47、ng Goods and Finish Line. Besides, in the US, the company has to face competition from the cheaper imported footwear from Asian countries like China.Thus, intense competition and availability of cheaper products could put pressure on the price of products and therefore adversely affect the companys

48、margins.Limited control over contract manufacturersThe contract manufacturers of Nike has been criticized for the violation of labor laws in countries such as China, Vietnam, Indonesia and Mexico, in recent past. For instance, in 2008, the Australian Channel 7 News found a large number of cases invo

49、lving forced labor in one of the biggest Nike apparel factories in Malaysia.Furthermore, Vietnam Labor Watch, an activist group, has documented that factories contracted by Nike have violated minimum wage and overtime laws in Vietnam as late as 1996. Additionally, during the 1990s, the company was c

50、riticized for the use of child labor in Cambodia and Pakistan in factories it contracted to manufacture soccer balls. Many colleges and universities, especially anti-globalization groups as well as several anti-sweatshop groups such as the United Students Against Sweatshops, took campaigns against the company.NIKE, Inc.Page 8 These kinds of instances show that the company has limited control over its c