Situational Analysis

                                                     
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. 
                         http://cdn.nikeblog.com/wp-content/uploads/2013/05/Phil-Knight-and-History-of-Nike-Advertising-2.jpg
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 

Nike shows no signs of declining with their return on equity very high which pleases the stockholders. Nike has expanded assets, liabilities, and stockholders equity, and still managing to increase annual sales profits. 
.  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. 
Consumer Trends: Outlook Strong for Energy Bar Market 


Competitive Analysis
  • Our competition, Cliff Bars, Snickers Marathon, Powerbar, has a competitive advantage over us with name recognition and extensive distribution.


    SWOT Analysis
    • 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.