8. SWOT ANALYSIS
8.1 Strength
- Customer loyalty
- Product Range
- Capacity for innovation
- v Distribution expertise
- v Single Brand
- Stars endorsement
- Contract manufacturing
- Large portfolio of products
- Strong brand awareness
- Plenty of exposure
- Experienced team
- Proper funding
- Quality products
8.2 Weakness
- High prices
- Too many stars endorsement
- Contract manufacturing
- Spread portfolio of products
- Reliant on retailers
- Reduction of target market
- Controversial marketing schemes
- Exploitation of the less fortunate
- Appeals to one group of people (rich athletes)
8.3 Opportunities
- Growth in sporting activities
- Increased fashion sense from people
- New Markets
- E commerce
- Research and development
- Increase product line
- Product diversification
- Change target market
- New manufacturing countries
- Increased health consciousness which results in people exercising more so buying nike products
8.4 Threats
- Strong competitors such as adidas
- Often draw negative publicity due to controversial advertisements
- Competition
- Fashion Trends
- Contract manufacturing and copying of product (intellectual property)
- Consumer lifestyle changes
- Bad press associated with Nike
- Outlets cancelling orders
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