Lch s hnh thnh v pht trin ca cng ty: Nike, Inc.

(pht m nh Nai-ki) (NYSE: NKE) l nh cung cp qun o v dng c th thaothng mi cng cng ln c tr s ti Hoa K. u no ca cng ty t ti Beaverton, gn vng th Portland ca Oregon. Cng ty ny l nh cung cp giy v o qun th thao hng u trn th gii[2] v l nh sn xut dng c th thao ln vi tng doanh thu hn 18,6 t la M trong nm ti chnh 2008 (kt thc thng ngy 31 thng 5 nm 2008). Tnh n nm 2008, cng ty ny c hn 30.0 00 nhn vin trn khp th gii. Nike v Precision Castparts l cc cng ty duy nht c trong danh sch Fortune 500 c tr s ti bang Oregon, theo The Oregonian. Cng ty c thnh lp vo ngy 25 thng 1 nm 1964 vi tn Blue Ribbon Sports nh bn tay Bill Bowerman v Philip Knight, v chnh thc c tn Nike, Inc. vo nm 1978. Cng ty ny ly tn theoNike (ting Hy Lp pht m: [nk]), n thn chin thng ca Hy Lp. Nike qung b sn phm di nhn hiu ny cng nh cc nhn hiu Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding v cc cng ty con bao gm Cole Haan, Hurley International, Umbro v Converse. Nike cng s hu Bauer Hockey (sau ny i tn thnh Nike Bauer) vo khong nm 1995 n 2008[3]. Ngoi sn xut o qun v dng c th thao, cng ty cn iu hnh cc ca hng bn l vi tn Niketown. Nike ti tr cho rt nhiu vn ng vin v cu lc b th thao ni ting trn khp th gii, vi thng hiu rt d nhn bit l "Just do it" v biu trng Swoosh. p phch cho thng hiu NIKE c tung ra 1988. Tm p phch y cho thy Craig Blanchette tay ua xe ln ni ting ca M (ua xe ln ch dnh cho cc vn ng vin khuyt tt) - vi dng ch mnh m, ngn gn "Just do it!" c ngha l "Hy mnh dn thc hin iu bn mun! ..Vi chin lc ny ca NIKE nh trng vo yu huyt ca ngi dn m : Khng nh ch vng ln, ch mun thnh cng, bt chp mi tr lc. Trong sut thp nin 1970, doanh s bn ca Nike tng vt gp i, thm ch c nm gp ba ln, t 14 triu USD ln 71 triu USD nm 1978, v 280 triu USD nm 1980, 900 triu USD nm 1983. Nm 1979, phn na th trng giy dng chy b ti M l do thng hiu Nike khng ch. Nm sau Nike qua mt Adidas trong th trng M. L do chnh ca s thnh cng vt bc ny l do Nike nm c thi c: th trng giy dng chy b tp th thao cn b trng t gia thp nin 1970. C Adidas v Reebok

khng ch n th rng ny. Phil Knight, ch tch Tp on Nike, l mt vn ng vin in kinh chy vit d nn ng nm bt rt nhanh nhu cu ca gii th thao. Ch trng chnh ca Knight trong khi xy dng thng hiu Nike l sn phm c cht lng cao s gip vn ng vin t thnh tch cao hn trong thi u. Hc theo cch ca chin lc ca Adidas, Nike bng mi cch phi li cun cc vn ng vin ni ting tham gia vo vic xy dng thng hiu cho mnh. Mc tiu c th l phi gn cho bng c logo ca Nike vo tn ca nhng ngi chin thng v trn tivi, mt chin lc to ra s gn b cm tnh v tm l gia ngi tiu th vi thng hiu Nike thng qua s gn b vi cc siu sao th thao. Thnh cng ln nht trong chin dch marketing ca Nike c l l tm ra c nhn vt Michael Jordan lm "l chn sng" cho thng hiu ca mnh. Jordan, siu sao huyn thoi trong lng bng r th gii, gp phn a thng hiu Nike ln n nh cao ngy nay, v anh hi t ton b c tnh ca mt siu sao m Nike cn n. Ngay lp tc Nike tung ra loi giy bng r c tn Air Jordan (c th tm dch: "phong cch Jordan"), v ngay nm u tin t doanh s bn hn 100 triu USD. Khi Jordan mang i giy ny thi u, anh b Hip hi Bng r quc gia M phn i, cm khng cho mang v tri vi q ui nh ca hip hi. Nm ngay ly c hi bng vng ny, Nike lp tc tung ra mt chin dch qung co vi ni dung "Air Jordan b cm chnh v thit k mu m mang y tnh cch mng ca n". Bo ch tham gia t phn i lnh cm phi l ni trn. Hip hi Bng r quc gia phi u hng, rt lnh cm li. Cha bao gi mt chin dch qung co li thnh cng nh th. Cay ng nht c l l Adidas v k thut chuyn mn to ra loi giy Air Jordan u tin do mt k s sng ch v ngh bn cho Adidas nhng cng ty ny t chi khng mua. Vin k s ny chuyn sang u qun cho Nike. D nhin gp phn quan trng trong vic xy dng thng hiu ca Nike chnh l qung co. Mt chng trnh qung co trn tivi cho khn gi chim ngng cnh Jordan ang tung mnh phng ln cao dng tay p bng vi dng tt km theo: "Ai ni con ngi khng th bay c?". Hnh nh ny tr thnh biu tng cho ti nng huyn thoi ca Jordan v t p phch qung co c a chung nht dnh ring cho siu sao ny.

Nm 1992 Nike cho thnh lp "ph Nike" (Niketown) trn i l North Michigan ti Chicago. Trong chin lc xy dng thng hiu, y l sng kin u tin c o nht ca Nike. Trong mt khu t c tng din tch khong 70.000 feet vung, mt ta nh ba tng nghnh ngang ng tr, chia ra 18 gian hng trng by ton b sn phm mang thng hiu Nike. Quan trng nht l trong th gii Nike ny, trit l "Hy mnh dn lm iu bn mun" cng nh "Ngo ngh nhn i" c c th ha thnh nhng hnh nh trc quan rt bt mt. Thm ch c c mt thnh in dnh ring cho siu sao Michael Jordan m cc "tn " c th n y t lng sng bi. Ngi n tham quan c bao ph trong mt bin m nhc ht sc ho hng, kch ng, nhng on phim chiu li nhng cuc thi u th thao quan trng, v ngay gia khng gian chnh l hnh nh khng l ca Jordan ang "bay". Nm 1996 "ph Nike" l im du lch thu ht nht ca thnh ph Chicago vi hn 1 triu lt khch tham quan v doanh s bn l hng nm l 25 triu USD. Khn ngoan nh th m Nike li b qun khng khai thc mt th trng tim nng trong thp nin 1980: giy th thao dnh ring cho ph n. Li lm ny y ht nh mi nm trc Adidas th vi th trng giy chy b v phi ngm ng nut cay n hn Nike qua mt mnh ci v. Reebok, thng hiu giy ng hng th ba sau hai n anh Adidas v Nike, khng b l c hi, lp tc tung ra loi giy th thao dnh ring cho ph n thng lu mun t ra "nh nhnh" mt t. N minh tinh Cybill Shepherd mang mt i giy Reebok n d l pht gii Emmy. Doanh s bn ca Reebok tng vt t 35 triu USD nm 1982 ln 300 triu USD trong nm 1985. Nike chong vng, hng cht y kho khng bn c, doanh s v li nhun tt gim, Phil Knight rt lui khng trc tip iu hnh cng ty na, vic ct gim bin ch bt u. C nhiu nguyn nhn cho s kin ny, nhng nguyn nhn chnh vn l s "ln sn" t ca Reebok. Mi qua n thp nin 1990 Nike mi gng dy c khi ti nh v thng hiu ca mnh trong th trng giy th thao v ch trng khng nn ph sc u t vo lnh vc giy thi trang. B quyt thnh cng ca Nike l xy dng thng hiu da trn s gn b tnh cm ca ngi tiu dng vi cc siu sao m h hm m. Mang i giy ging ht nh i giy m Jordan mang trong khi thi u th cn g "" hn na? T Nike quyt nh u t mnh tay hn trong vic chiu m cc siu sao bng r v di trng ca mnh. Trong sut hn 20 nm, Nike u t hu ht ngn sch qung co ca mnh bao sn hn 2.000 vn ng vin chy vit d. Hn phn na vn ng vin trong Hip hi Bng r quc gia M k hp ng qung co cho Nike.

Nhng sau khi b Reebok h "o vn" trong th trng giy th thao dnh cho ph n, Nike quyt nh tp trung lc lng ca mnh vo nhng ngi sao chn lc, khng cn m m qu nhiu. Jordan chnh l biu tng cho s thay i ny trong chin lc thng hiu ca Nike. Doanh thu bt u khi sc tr li. Nm 1986, Nike t doanh s 1 t la. Nm 1990 con s ny vt ln n 2,2 t, nm 1994 3,8 t, v 9,6 t nm 1998. Chin lc thng hiu chnh ca Nike trong thi k ny tp trung vo ba mi gip cng: xy dng thng hiu xung quanh siu sao bng r Michael Jordan, s dng mng li qung co trn ton quc to ra s c mt p o ca thng hiu Nike tt c mi ni, pht trin h thng "ph Nike" da trn tng cung cp cho khch hng mt kinh nghim c o v ht sc tp trung: "sng trong khng gian Nike, nghe m thanh Nike, nhn thy Nike khp mi ni". Nike a nhn hiu ca mnh vo th thao m c lng ngi xem ln nht l bng vi cc ngi sao bng Cristiano Ronado, Kaka, Messi..nhng ngi sao qun vt nh Nadalmn golf nh ngi sao TigerWood. Chnh t cc thn tng ca mnh m Nike thu ht mt s lng ngi ham m trn ton th gii..Khng dng Nike c s lng u t vo cc hp ng qung co cho cc i bng cc gii chu u nh Manchester United, Real Marid.. T th trng giy Nike i su khai thc v o qun o v cc dng c th thao nhm to mt mng li rng ton cu, n bt c ni u trn th gii ta cng bt gp c sn phm ca Nike.

Vic a dng nhm dng sn phm v hng vi cc i tng ngi s dng khc nhau Nike thnh cng ln trong vic nh vo tm l v khch hng chp nhn.Mt s sn phm ca Nike y hp dn vi th gic vi khc hng. Giy cho chy b ca nam c nhiu loi khc nhau :

 Giy bng r cho nam :

Giy training cho n :

Giy bng cho nam :

o cho nam :

Cn rt nhiu loi sn phm khc m c th hng nhiu i tng khc nhau. nh hng v chin lc kinh doanh ca Nike lm tng th phn doanh thu ca cng ty trong tng lai : Tng cht lng sn phm tp trung nghin cu v cc loi u vo to ra sn phm th thao p ng nhu cu khc hng, nng cao cht lng v t c trong th thao thnh tch cao. M rng hng i tng khc hng cho cng ty trn ton th gii tm thm nhiu i tng khch hng hn na v tng s a dng ca cc loi sn phm trong tng lai. Hng n cc sn phm ngoi khng gian c th du lich cc min t khc nhau chng chu c cc thi tit hay a hnh nng cao thi gian s dng. Ci cch thay i h thng sao cho hng i tng khc hng to ra dch v v bn hng chuyn nghip nht. Tht khng qu li khi pht biu rng Nike nng chin lc xy dng thng hiu ln mt tm cao mi m rt him i th c th vn ti c.