Strategy (6)

  • Nike - West London -  KEY SELECTS - JORDAN

    Prospect Analysis

    Nike (Strategy)

    Nike outlined plans to drive profitability across its business in 2017 which was dubbed the ‘Consumer Direct Offense’ strategy. It would seek out consumer-focused growth through the integration of category, geography, marketplace, product, merchandising, digital, and direct-to-consumer teams.

  • Nike app

    Prospect Analysis

    Ecommerce at Nike

    A key element of Nike’s ecommerce strategy is through its app portfolio. Nike operates the namesake transactional app for consumer products, the SNKRS app for collectors of limited-release footwear, Run Club which provides running tracking and Training Club which offers workout routines.

  • Nike House of Innovation 3

    Prospect Analysis

    Technology strategy at Nike

    Nike’s technology strategy is centred around its triple double strategy which was revealed in 2017. The brand is aiming to double the level of product innovation, double the speed at which it brings new products to market, and therefore double the level of direct connections it makes with its customers.

  • Nike1

    Prospect Analysis

    Supply chain at Nike

    Nike operates seven distribution centres in the US and around 74 distribution centres across its global territories. Outside of the US, Nike’s major distribution centres are located in Belgium, China, Japan and Korea.

  • Nike customisation studio in Shanghai

    Prospect Analysis

    Stores at Nike

    Nike operates around 41 branded stores in the United Kingdom, although its products are available at a vast number of retailers. However, it is reducing its number of wholesale partners from 30,000 to 40 as part of its Nike Consumer Experience strategy and will instead focus on direct-to-consumer sales online and from its own Nike stores.

  • Nike-Tiffany-Prospect

    Prospect Analysis

    Customer and marketing at Nike

    Nike has accomplished its brand penetration by positioning itself as the ultimate lifestyle brand and centring everything it does around inspiring athletes and creating innovative products to take them to the next level of the competition.