Chapter 2: Strategeic Planning for Competitive Advantage.

Nike uses there athletes as sponsors to advertise their products. Nike created type of products that will appeal to as wide of an audience as possible while using the celebrity  athletes to endorse them. Nike started a shoe company and their mercurial soccer shoe is now the one of the most popular brands for young athletes and professional athletes. Featuring Cristiano Ronaldo the greatest soccer player of all time which is he's still playing at age 27. To young athletes he's like an idol to follow so basically those young athletes want to wear Nike's Mercurial and they wants to play like Ronaldo.








      Nike came up with an slogan "Just Do It". The slogan found in 1988 at the agency ad meeting. The "Just Do It" campaign allowed Nike to further increase its share of the domestic sport-shoe business from 18% to 43%, (from SEK 6109.40 million to SEK 64.09 billion in worldwide sales) from 1988 and 1998.[3] In many Nike-related situations.(http://en.wikipedia.org/wiki/Just_Do_It_(Nike))

The greatest threat for Nike is the inevitable stiff competition from other sports brand, especially Adidas. For a company to succeed in competition there is a continuous need to develop new products with higher quality than its competitors. Competitors like Adidas, Puma, Reebok, Under Armor, Lotto, and alternative brands to take away Nike market share. They compete Nike with in Product design, quality, technology, advertising, and competition price. NIKE’s advantages over their competitors can be summed up
using one strategy, differentiation strategy. This requires their firm to create something about their product or service that is perceived as unique throughout the industry. This can be accomplished by many strategies such as, their warranties, brand image, technology, features, services, quality/ value and more. By always being aware of where new revenue streams will pop up is a big advantage in their industry because the first to patent a new style or product will be the company that sticks in the minds of their customers.