subject: Nike's marketing organizational change - Nike, Marketing - sports and leisure industry [print this page] Nike's marketing organizational change - Nike, Marketing - sports and leisure industry
Now, running as an increasingly popular way of urban health, the elderly, children, men, women are keen. Whenever I see sweating, high spirits when fitness who would think of the world famous Nike. Nike is the year to seize the American craze for jogging fitness achieved great development, it seems that domestic enterprises still can not feel this huge market space.
An innovative Nike Nike (Nike) was founded in 1964 by an accountant and a Phil Knight Coaches Bill Bowerman co-founded, has become a leading world-class brand. Mr. Knight of the year only 35 dollars you can have a student designed a Nike logo, now that the famous hook symbol value has more than 10 billion U.S. dollars. Development for 40 years, Nike has become a legendary business, his success is well known, is the virtual manufacturing business model, Nike products with excellent design and excellent marketing techniques to control the market, but will outsource production processes.
Many companies are imitating Nike's virtual production, but the successful few. Why? Should say, not what is puzzling virtual production secrets, but because everyone knows that production processes in a "smile curve" of the most low-end, the thinnest profit, want to curve toward the high-end development, design, and marketing itself is a very particular about the creative fields, want to have competitive advantage, companies must maintain a sustained, outstanding innovation. Virtual manufacturing behind Nike is advocated by the two founders of the innovative spirit.
Well-known story is: Bill. Mr. Baughman from the wife's Custard tart pan inspired, and ultimately design a new sports shoe soles. Today, Nike's product design office is still called the "Innovation Kitchen" (InnovationKitchen). Innovation Kitchen to most visitors, even the most Nike employees are restricted to companies with a bantering tone, the nameplate on the door said: "Kitchen powerhouse, No Admittance." In this with sports shoes as the center of the think-tank, the designers find inspiration from all areas, from the Irish-style building, to the Stradivari violin family made the arc line, all-encompassing. Office of the side wall display was produced by Nike basketball shoes for each pair of Jordan (AirJordan), while inside the workplace is filled with new sports shoe design sketch.
More profound innovation is called Nike from the father of Phil Knight, a recognized master of marketing. The United States, a sports industry consultant, said with emotion: Mr. Knight can be said to have been of a force, created a new industry. He makes athletes into stars, the rich, is he making a fashion apparel goods that he make a small business into an international big companies.
Nike was the first celebrity to take well-known companies started way back in 1973, it has hired long-distance running master Steve Precede side Ting endorsement of its sports shoes. 1985 recruit Jordan (Jordan) as the spokesperson, but also gives Nike fame, performance longer red. And Nike is also the first to pop music and sports marketing companies combined in 1987, it is first taken to the Beatles (Beatles) music in the Nike sports shoes in the ad, causing a sensation.
Second, changes in marketing organization
In the past few years, Nike has vigorously expanded product line and adds new brand. Nike's main product the original basketball shoes to the main, in recent years the introduction of golf equipment series, and to Tiger Woods as a spokesman, while strengthening the promotion of soccer shoes to meet the population growth of football. Football supplies current series turnover as high as 10 billion U.S. dollars, 25% share of the global market in the European market as much as 35% market share. Nike has acquired advanced casual shoes brand COLEHAAN, hockey brand BAUER, the first brand CONVERSE shoes and slippery board brand HURLY, and allow the brand name alone, which achieved good results.
