Strategy (6)
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Prospect AnalysisNike (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.
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Prospect AnalysisEcommerce 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.
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Prospect AnalysisTechnology 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.
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Prospect AnalysisSupply 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.
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Prospect AnalysisStores 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.
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Prospect AnalysisCustomer 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.
