NIKE S.W.O.T
Target Market
Mission Statement
Week 3 Analysis
Strengths
✓ A very professionally competitive company
✓ Has ownership of no physical factories so production can be
moved to a more cost-effective location when necessary
✓ Very well branded among customers
✓ Offers their products world wide
✓ Has offices in 45 different countries, with products available in
more than 180 countries
✓ Employs over 30,000 people across the world
✓ Has a very strong marketing campaign that increases brand
familiarity
✓ Chains of retail stores such as Niketown
✓ Provides light weight shoes by incorporating lunarlite foam
materials
✓ The brand name, financial strength, and penetration of goods
have all been major strengths for the company itself
✓ It has been the number one shoe manufacturer in the world,
designing and selling shoes for almost every sport
✓ The research and development department is so efficient that
they manufacture goods per the needs and wants of customers
Weaknesses
✓ Profits are largely dependent on the footwear products while
other branded products are not as strong
✓ History of violations over time laws and minimum wage rates in
Vietnam
✓ Accusations of poor conditions in the work place
✓ Accusations of exploiting workforces that will work for cheap in
overseas countries
✓ Constant focal point for negative criticism by the anti–
globalization groups
✓ The high pricing of Nike products is a major weakness
✓ The overdependence on the shoe market is another weakness
because Nike is mostly perceived by the consumers as a shoe
manufacturer
✓ The price sensitivity in the market has squeezed the profit
margins for the company in recent years
Opportunities
