Nike Company Research

Company Research

1. Nike Inc. is the world's top manufacturer in sports apparel, primarily in athletic shoes, and has maintained this position for decades. The major distribution channels that provide consumers with Nike's product include; NikeTown stores, Nike Factory Outlets, and through independent distributors. All in all, Nike has about 700 retail stores and distributes through approximately 23,000 independent retail stores such as Sports Authority, Dick's Sporting Goods and Macy's. Nike's has a massive product line just within the footwear sector of the company; they have developed such a depth to the product line that companies cannot compete with the uniqueness and quality that Nike provides.

A major strength of Nike is their ability to consistently stay at the top of the market with cutting edge new designs which enhance athletic activity. Historically as companies reach the maturity stage of the product life cycle, they often see a decline in sales and market control. However, Nike is able to combat this through redesigning and incorporating new technology so their product cycle is "limitless". Nike has managed to dominant every industry it enters including; basketball, baseball and soccer. In the recent years, Nike has successfully expanded to other extreme sports such as snowboarding.

As of 2012, Nike's revenues exceeded $22,660 million with approximately 38,000 employees not including the employees at independent retail stores. Nike has successfully entered several international markets through retail stores, online sales and even manufacturing plants. Nike has integrated its strategies and implemented factories in six geographic regions; North America, Western Europe, Eastern/Central Europe, China, Japan and other emerging markets within these regions. Nike is successful because of its fast-moving operations and ability to make its operations so efficient in a short amount of time.

I decided to focus my research on Nike Inc. because they are successful in every sector they enter by being innovative and efficient with its operations. My sister has worked for the company and has seen the constant innovation taking place within the company on a daily basis.

2. Burton Corporation, also known as Burton Snowboards, was created in 1977 and was the world's first snowboard manufacturer. Burton has dominated the industry ever since their arrival and currently is the world's top snowboard producer. The company also makes snowboard boots, bindings, eye wear and snowboard apparel. Burton markets its products worldwide in around 4,500 retail stores with approximately 1,500 of those in the United States. The company has twelve retail shops and factory outlets in US, Austria, and Japan. Burton integrates the use of sporting goods stores, such Dick's Sporting Goods, and online retailers to increase sales. They have