fLo
gReportNikesU
iqueWaytoSuccess
fTABLEOFCONTENTS
III
ExecutiveSummary1Productio
3HighFocuso
I
ovatio
HighRDCapabilities
IV
Marketi
g8
Figureoutthe
eedsofcustomersStareffectAdvertiseme
tTra
sformatio
VHRTheKeyStrategicEleme
tsVICo
clusio
16VIIBibliographies17Ma
ageme
t11
fExecutiveSummary
“Aslo
gasyouhaveabodyyouarea
athleteA
daslo
gasthereareathletesi
theworldNikewillco
ti
uetogrowstro
ger”
SaidbyWilliamJBillBowerma
February191911December241999whowasa
America
tracka
dfieldcoachOverhiscareerhetrai
ed31Olympicathletes51AllAmerica
s12America
recordholders22NCAAchampio
sa
d16sub4mi
utemilersDuri
ghis24yearsascoachattheU
iversityofOrego
theDuckstracka
dfieldteamhadawi
i
gseaso
everyseaso
buto
eattai
ed4NCAAtitlesa
dfi
ishedi
thetop10i
the
atio
16times
Butmaybehismostsuccessfulachieveme
twasfou
di
gNIKEwithPhilK
ightwhowasastude
tathletethatBowerma
coachedattheU
iversityofOrego

NIKEwasfou
dedo
Ja
uary251964whichhasbecomeo
eoftheworldsleadi
gbra
dsI
theperiodof19861996theaveragea
ualgrowthi
stockretur
sofNIKEwas47a
dFortu
era
kedNIKEwithi
thetop10fastestgrowi
gcompa
ies
Truthbetoldi
thefieldofsportsequipme
tproductio
NIKEwasjustarookieatthattimesomeoldbra
dslikeAdidasPumaReebokCo
verseacquiredbyNIKEi
2003etcthemarketwasalreadyoccupiedbythemsohowdidNIKEbecomeo
eofthemostsuccessfulsportsequipme
tproductio
compa
iesi
theworldi
justtwodecades
1
fNowadaysNIKEbecomesthebesto
ei
itsfieldwhichhasmarketvalueof84909billio
dollars
MarketShareSportsGoods201314
27804087
NikeAdidasVFCorporatio
Puma
19957438
Others
2
fProductio

It’satraditio
ofNIKEtoalwaystrya
dthe
createsomethi
g
ewo
itsproductstocreateitsow
sharei
thehighcompetitivemarket
1HighFocuso
I
ovatio

I
1975afterdecidi
gthathisteam
eededbetterru
i
gshoescoachBowerma
we
touttohisworkshopa
dpouredrubberi
tothefamilywaffleiro
a
dthe
heusedthiski
dofrubbertomakea
ewtypeofsportsshoesolebecauseofthespecialmateriala
dthespecialshapeoftheshoesoletheelasticityofitwasmuchbettertha
thepopularsportsshoesthatmadebyotherbra
dsatthattimethereforemorea
dmorr