Historical Background
Nike was originally known as Blue Ribbon Sports (BRS). University track athlete Philip Knight and his coach Bill Bowerman founded it in January 1964.
Nike fosters a culture of invention. They create products, services, and experiences for today's athletes while solving problems for the next generation.
Sales/Profit
. http://www.gurufocus.com/financials/NKE
Marketing
- Nike delivers excellent "demand creation" through innovative social marketing, and athlete endorsements.
Consumer Analysis
As
a premium energy bar our goal is to deliver our high quality energy bar, Fuel+ bar to:
- Socio-Economics: Middle- class income.
- Age: 12-45.
- Market segment: Young athletes into the next generation.
- Lifestyle: Those who support and participate in sporting activities.
Competitive Analysis
- Our competition, Cliff Bars, Snickers Marathon, Powerbar, has a competitive advantage over us with name recognition and extensive distribution.
- The market for energy bars is very saturated with multiple companies competing with numerous product lines and large amounts of product variation within each product line. While there are a few large competitors, the ease of entry into the market has allowed numerous smaller manufacturers to enter the market with niche, highly differentiated products.
- Power Bar is one of the largest manufacturers of energy bars in the market today, but they lack the highly specialized performance bar with high differentiation from the competition.