Nike SWOT Analysis Essay Example | Topics and Well Written Essays - 3000 words

Nike SWOT Analysis - Essay Example Introduction and Market Overview The global financial meltdown of 2008 has negatively affected retail business because it reduced the purchasing power of consumers and destroyed consumer confidence (Finch & Wood, 2009). Businesses have shrunk drastically all over the world due to the integration of global financial markets. Firms are finding it difficult to sell their products to consumers in these tough times. Even big names like Nike are worried about their sales and purchasing power of their clientele, although it did well as compared to others in the recession. The company was founded back in 1964 and since then it has grown tremendously. The company is the leading seller of athletic shoes and apparel in the world (Sage, 2008). In 2010 the company reported a profit of $1.9 billion and an operating income of $2.5 billion, but revenues have fallen to $19 billion (Nike Annual Report, 2010). This is a point of concern for the company because it means that sales are declining due to some reasons. Fall in sales can be because of the tough economic conditions of European and American markets. This downward trend can cause many problems for the company in future because competitors can take market share from the company. The main competitors of the company are Rebook, Puma, and Addidas. Nike sells sports equipment, apparel and footwear. The company alongside with its competitors uses celebrity endorsement and other marketing strategies to attract customers. The client base of Nike and all its competitors are more or less similar. Nike targets young people who are interested in sports. Competitors of Nike are also targeting the same population set. This is why marketing is used as a tool for differentiation by companies in the industry. The vision of the company is to produce equipment for athletes therefore aims of the marketing plan will compliment the overall strategy of the company. The aim of Nike should be to improve its sales in the next year by attracting more and more customers. Improvement of sales by 20 percent is the objective of the firm. The focus of the company will also be on the developing countries as it will attempt to position itself as a premium brand in the developing world. In t his report we will design a marketing plan for Nike so that the above mentioned aims and objectives can be achieved. We will conduct a SWOT analysis for the company and will also include marketing objectives and market segment in the plan. We will also elaborate how the plan will complement the overall strategic objectives of the company. Risk issues within the marketing plan will also be discussed alongside with the mitigations strategies. SWOT Analysis Strengths Nike is the number one footwear brand of the world therefore it enjoys a strong position in the market. The company use marketing constantly to remain the market leader

Analyze readings and tv episode Essay Example | Topics and Well Written Essays - 1500 words

Analyze readings and tv episode - Essay Example However, it is noticeable that the recent trend represents a paradigm shift in celebrity development. What is apparent is a programmatic shift in the way the contemporary celebrity is developed through concurrent media – television and internet-based branding in particular. Thus, no longer are only the elites with their extraordinary levels of consciousness considered as an important pool of personnel to be regarded for mainstream celebrity, as Hearn illustrates, â€Å"Psychoanalytic  concerns about unconscious  identity formation are for the most part, left to the side here, as are any claims about essential human nature† (198). This has paved way for Ordinariness amongst the recent wave of celebrity development, which, rest assured, has always enjoyed a certain repertoire amongst the discourses of mass celebrities along with denoting essential ingredients of various film and televised content (Bonner). Turner refers to this phenomenon as the demotic turn (153-154) which signifies a convergence of ordinary and celebrity. While there is inherent contradictoriness in the discourses of celebrity itself, as a celebrity by nature cannot be ordinary once elevated by mass appeal, this contradiction is what enhances the apparent widespread acceptance and validation of reality tv shows and the celebrity development it engages in. ... sess singing skills to audition and be judged by a panel in order to partake further in various singing formats with the promise of a reward for the winner in the form of a contract with a leading record label. The participants are initially screened by a panel but later voted on by the general population in a seemingly democratic process of selection. The particular episode in question was part of season 11 episode 1, and was aired on January 18th, 2012. Analysis Turner’s principles of demotic turn were primarily aimed at the understanding of recent celebrity proliferation in mass media. His focus was to determine how self-branding techniques in popular media such as reality TV shows, DIY internet websites, radio talk shows etc. serve to exacerbate the systematic popularization of ordinary people in order to classify them celebrity status. His acknowledgement of the self is characterized by self-recognition, a distinct identity that is argued in the public’s redeeming eye, accepted and promoted. Reality TV accounts for a certain kind of recognition of self as well, as witnessed in American Idol over its tenure. Participants occasionally have to make their case in front of the judges in terms of qualities other than singing, which the show wholly comprises of. Turner cites William Hung as an example, who although never qualified past the screening process, argued that he did not have any training in singing or dancing which he seemed to believe identified him as unique (154). However, he most certainly classified as entertainment, and was rewarded by the show in subsequent re-runs of his audition as part of the show’s promotion. He engaged in a modern form of promotion that Hearn describes as a by-product of self-branding, a methodic interpretation of brand