球王耐克营销策略（Diego Nike marketing strategy）.docVIP

球王耐克营销策略（Diego Nike marketing strategy） MBA:MBA: international marketing strategy of Nike, a shoe king Nike background material is the largest shoe companies, entrepreneurs start empty-handed knight from Japan, Tiger sports shoes import began to self-reliance, deliberately innovation of Nike air shoes, after ten years of perseverance and struggle, by signing with the air Jordan, fierce competition with Adidas, Reebok and other companies, has become the worlds most successful sports shoe company. Nike CEO Philip knight for his MBA degree at the Stanford University, on the design of a low cost running shoes production in Japan, then the sales plan in the United states. After graduation, Philip knight and his original at the University of Oregon track coach Bill Paumann cooperation, to put his plan into reality. Bauman knight in 1964 and each invested $500 to set up a blue ribbon sports company. Blue ribbon sports company in the United States Tiger sports shoes sales in Japan, and quickly gained success. Blue ribbon sports company in 1971 SWOOSH LOGO the name of the registered trademark, the same year began to use the Nike brand name. 1972 blue ribbon sports company and Tiger sports shoes manufacturers and cooperation and other part company each going his own way, an Asian company. In 1978, Blue Ribbon Companies officially changed its name to Nike. In 1984, after five consecutive years of annual growth at 44%, Nike missed the aerobics shoe market. The company has been working on a less successful type of casual shoe. When REEBOK began selling a lot of trendy aerobics shoes to women who were doing aerobics, Its beginning to become a leader in the industry. In 1984, Nikes share price dropped by 60%, and profits fell by 80% in 1983-1985. In 1985, the inventory of 22 million pairs of shoes forced Nike to cut prices to clean up inventory. This glut of stock also made Nike abandon production in the Far East, and most of that production was taken by REEBOK. After Nike lost it