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Executive Summary:
The famous shoe Company with the swoosh logo has gone from strength to strength, since its
most competitive sports and fitness company(www.nike.com). However of late, there has
been some drop in sales because Adidas has teamed up with Reebok and has also managed to
win the bid to outfit all athletes of the Australian team for the next three years which is a
Company Profile:
The Company was founded by Bill Bowerman and Phil Knight and the first shoe with the
Nike Swoosh was introduced in 1972. The swoosh on the Nike shoe embodies the wing of the
Greek goddess Ni-Key who is the goddess of victory sitting beside Zeus, inspiring the most
manufacturing running shoes with cushioned mid soles and expanded into a wide range of
products including sporting goods and T shirts. Branch offices are located at New York city,
Yarmouth Maine, Montreal Canada, Costa Mesa California and various locations all over the
world. As of May 31, 2005, the Company operated 184 stores in the United States and 190
products and services that enrich peoples’ lives” while their value statement is “To bring
inspiration and innovation to every athlete in the world.” John McEnroe, Joan Benoit, Shane
Warne and Andre Agassi became some of the famous athletes who promoted Nike products.
The Company Objectives are (a) to provide a supportive work environment to help employees
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maximize their contribution to Nike (b)provide quality and innovative services internally and
externally (c) identify focused customer segment opportunities and (d) establish ties with
Nike currently employs about 24,667 employees worldwide and its annual sales as of
May 2005 were $13,739.70 M. Total assets as of May 2005 were 8793.5 million dollars and
total liabilities 3149.3 million dollars and revenue rise was slow during the last quarter.
Shares are currently being traded at about $80 per share.(Gale Database), As of September
20th, quarterly profits had jumped by 32% and pushed up the value of its stock up to $83.45.
(Sage 2005: C1). The company earned 432.3 million dollars in the last quarter.
operate on a global scale in association with its partners. As a global company, the
organization works on the principle of diversity, enjoying a close relationship with its
terms of social sustainability reports, Nike was unable to qualify in terms of its social index,
because since 2001, there were concerns expressed about the labor practices of its sub
contractors, such as low wages, forced overtime, using military to suppress protests and
unsafe working conditions. However as of July 2005, the Company has been included in the
social responsibility index because there have been significant efforts within the organization
to address the concerns of the critics and take action on the corporate shortcomings
(www.nike.com)
While the Company started out as a part time venture for its founders, the
incorporation of the swoosh logo literally lent wings to the growth of the Company. The Nike
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brand was launched at the U.S. Olympic trials in 1972 and Steve Prefontaine became the first
athlete to wear Nike shoes and advertise them(www.trizera.com). This has been the keynote
of the Company’s growth strategy. Celebrity endorsements have helped boost the sales of the
Company, and the volume of its business has expanded through its alliances with various
shoes for various markets which were so successful that the Company was able to go public in
The Company has also remained at the forefront through the superiority of its sports
product and the introduction of new technology in their manufacture. Nike has remained the
most consistently popular brand of athletic footwear, with the closest competition coming
from Reebok. Its consistently superior product has made it the preferred brand and made the
Nike family expand internationally as well, with a European, Asian and Australian division.
In the U.S. markets, Nike has remained the industry leader in the athletic shoe market.
According to Charlie Denson, the President of Nike, the success of Nike has a great deal to do
with the power of the human spirit and through the establishment of an emotional connection
with the customer. (Baugh, 2005). The Company’s strategic alliance with NBA and its
celebrity promotions through the NBA star Michael Jordan have also reaped rich rewards for
S.W.O.T.Analysis:
Strengths:
Weaknesses:
Opportunities:
Innovative new campaign on running bare feet as sales generator (Lees 2005)
Acquisition of starter brand of low priced shoes to expand market (Sage 2005)
New strategy and logo for Bauer and Nike Hockey brand (New Strategy, 2005)
Threats:
2005)
Conclusion:
Nike has been enjoying a steady consistent profitability due to its superior sports
shoes, diversification of its products and its good relationship with its suppliers and
distributors. However, the merger of Adidas and Reebok poses a potent competitive threat for
Nike’s future profitability, as also rising gas prices which could impact upon consumer
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spending. Therefore Nike needs to focus more on expanding its market through its lower
priced range of products in order to maintain its lead position in the industry.
References cited:
* Baugh, Alison. (2005) “Utah State University: Nike President gives Utah State
* Carr, Bob. (2005). “ADIDAS And Reebok join forces: neither company alone could
challenge Nike one on one.” Sporting Goods Business, Sept 2005 volume38,
issue 9, p19(1)
* Lees, Nina. (2005). “Nike: Free to hit global screens.” Australian Business Intelligence,
* Nike: Company Profile and financials: [Online] Available through the Gale
* Pullen, Jill. (2005). “Adidas wins bid for 2008 Olympic Games.” Australian Business
* Sage, Alexandria. (2005).” Nike stock soars as sales jump: quarterly profits up 32%;
NIKE INC CL B
Company Financials
Non-Current Assets
Gross Fixed Assets
3,179.1 3,132.3 2,988.8 2,741.6
(Plant, Prop, & Equip.)
Accumulated
Depreciation& 1,573.4 1,545.4 1,368.0 1,127.1
Depletion
Net Fixed Assets (Net
1,605.8 1,586.9 1,620.8 1,614.5
PP&E)
Intangibles 541.5 501.7 183.8 437.7
Other Non-Current
295.2 291.0 229.3 233.0
Assets
Total Non-Current
2,442.5 2,379.6 2,034.0 2,285.3
Assets
Total Assets 8,793.5 7,891.6 6,713.8 6,443.0
Inventory Valuation
FIFO and Avg. Cost FIFO FIFO FIFO
Method
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Non-Current Liabilities
Long Term Debt 687.2 682.4 551.5 625.9
Deferred Income
462.6 418.2 156.1 141.6
Taxes
Other Non-Current
0.0 0.0 0.0 0.0
Liabilities
Minority Interest 0.3 0.3 0.3 0.3
Total Non-Current
1,150.1 1,100.9 708.0 767.7
Liabilities
The robust sales marked a turnaround from last quarter, when the world's largest
maker of athletic shoes reported its slowest revenue rise in nine quarters.
Orders for delivery through January were up 11 percent from a year earlier, but
Beaverton, Ore.-based Nike said it was keeping its full-year profit forecast because
rising raw-material costs are expected to offset the strong sales growth.
The company earned $432.3 million, or $1.61 a share, in the first quarter ended
Aug. 31, up from $326.8 million, or $1.21 a share, a year earlier.
"I hate to use a cliche, but Nike is running on all cylinders," said Jamelah Leddy,
who tracks Nike for McAdams Wright Ragen in Seattle.
Last quarter, the U.S. market was particularly weak for Nike, showing a 3 percent
overall revenue gain and a 7 percent increase in U.S. athletic footwear sales, so
analysts were eager to see improvement there.
Nike has expanded beyond traditional athletic-shoe stores into sporting-goods and
general-merchandise chains, which helped to boost U.S. sales, said John Shanley,
an analyst with Susquehanna Financial Group.
Apparel sales also rebounded thanks to demand for its namesake brand as well as
Michael Jordan merchandise, which made up for lost business when Nike's
contract with the NBA expired last year.
"We're enjoying the strongest brand position we've seen in over five years, and as
the marketplace becomes more challenging, we see more of the buying decisions
falling our way," Nike President Charlie Denson said on a conference call with
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analysts.
Nike has benefited from strong demand for premium shoes like the Shox running
shoe, and it recently bought the Starter brand of lower-priced shoes that are sold
by Wal-Mart Stores, giving it access to a broader market.
Some analysts questioned whether the market for pricey shoes can withstand an
economic downturn if rising fuel prices continue to pinch consumer spending. U.S.
consumer confidence dropped to a 13-year low in early September, battered by
record gas prices and Hurricane Katrina.
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