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Nike's marketing organizational change
| Now, running as an increasingly popular way of urban health, the elderly, children, men, women are enthusiastic about this. Whenever I see the sweat, and fitness are in high spirits when they think of the world famous Nike. Nike is the time to seize the runescape money Americans jogging fitness craze achieved great development, it seems that domestic enterprises have not felt this huge market space.
Nike innovation
Nike (Nike) was founded in 1964 by an accountant • Phil Knight and a campaign • coach Bill Bowerman co-founded, has become a leading world-class brand. Mr. Knight then took only 35 U.S. dollars a student requests the design of the Nike logo, the now famous hook value of the mark has been more than 10,000,000,000 U.S. dollars. 40 years of development, Jordan 19 Nike has become a business legend, and its success is well known that the production of a virtual business model, to Nike's excellent product design and excellent marketing tactics to control the market, and production will be outsourced .
Many enterprises are to imitate Nike's virtual production, but very few successful. Why? It should be said, is not producing any hard virtual mystery, but because everyone knows that production at the "smiling curve" in the most low-end, the thinnest profits, want to curve toward the development of high-end design and marketing itself Is a very particular about the creative fields, want to always maintain a competitive advantage, enterprises must maintain a sustained, outstanding ability to innovate. Nike's behind the virtual production, is the founder of two highly innovative spirit.
The story is well-known: runescape accounts• Bill Bowerman from the President's wife baked custard pie Kaomo inspired and, ultimately, to design a new sports shoes soles. Today, Nike's product design is still room called the "Innovation Kitchen" (Innovation Kitchen). Innovation in the kitchen of the vast majority of visitors, or even most of Nike's staff is restricted, with the company Schezo tone in the posting of signs on the door: "powerhouse in the kitchen, No Admittance." In this sport shoes to work for a think-tank Center, the designers from various fields to find creative inspiration from the Irish-style architecture, the family produced by Stradivari violin on the arc line, all-encompassing . Office of the display on the walls of a Nike has produced for each pair of Michael Jordan basketball shoes, and in the workplace is full of new shoes design draft.
More profound innovation from Nike, known as the father of the • Phil Knight, an acknowledged master of marketing. An American sports industry consultant, said with emotion: Jordan 20 Mr. Knight can be said to have a power to create a new industry. He is to become star athletes, the rich, he is so into fashion goods, sportswear, so he is a small business into an international big companies.
Nike was the first celebrity endorsement to take off the way well-known manufacturers, as early as 1973, he hired long-distance master Steve Prichard • Ting speak to his sneakers. Jordan hired in 1985 as the spokesman of the more famous so that Nike, the performance of a long red. Nike and was also the first to pop music and sports marketing companies combining, in 1987 to take its first Beatles music in the Nike sport shoes in the ad, created a sensation.
Marketing organization changes
Over the past few years, runescape accounts Nike greatly expand our product line and added a new brand. The main commodities of the original Nike basketball shoes to focus in recent years, while sporting goods introduced golf series, and Tiger Woods as a spokesman and at the same time to strengthen the promotion of football shoes, football in order to meet population growth. At present, supplies football family business has been as high as 10 billion U.S. dollars, occupy 25% of the global market in the European market is as high as 35% of the share. M & Nike has a high brand-name casual shoes COLEHAAN, brand-name hockey BAUER, the first brand-name sports shoes CONVERSE slippery and brand-name plate HURLY, Jordan 21 and give a free hand to operate the brand name alone, has made good achievements.
Nike sports marketing success is beyond question, but Nike marketing question has never stopped. Nike also has a few points have to seriously consider: With the expansion of the brand, Nike brand is no longer "cool"; second in the Nike marketing spending billions of dollars at every turn on the style, exposed the loopholes in the marketing management; Third, Nike in emerging markets, the lack of local marketing, marketing is not satisfied.
June according to the latest annual report released by the company's financial, Nike's annual sales income of 16,300,000,000 U.S. dollars, an increase of 9% in net income of 15 billion U.S. dollars, up 7%, net earnings per share reached 2.93 U.S. dollars, up 11% Is also a record. But as a publicly traded shares of public companies, growth is always pressure, dofus gold Wall Street is only concerned about your future growth come from. Nike's chairman and chief executive Mike Parker • (Mark Parker) is full of self-confidence: Nike is now facing an unprecedented development opportunity, we will have on consumer insights into the products advantage of the unique capabilities, this is Nike become the world's major cause of the industry leaders.
Parker's self-confidence stems from Nike's marketing organizational change. Nike Brand President Charlie Denson announced that Nike would carry out marketing and management changes to strengthen the Nike brand and emerging markets, core products and consumer market segments. The implementation of this change, so that from the Nike brand in order to support innovation, product-driven business model, and gradually shift to consumer-centric organization,
Jordan 22through key market segments of the global category management, cost-effective to achieve rapid growth . Charlie Denson that this is an era of consumer power, any of the companies were required to shift to consumer-centric. This consumer-centric model has begun to take effect, such as Nike in the store is already selling the Nike + iPod combination, in order to meet the pursuit of the young fashion consumers.
To that end, Nike has strengthened the operations of the four regional centers, the establishment of five new core products operations center. The four regional operations centers are: buy mabinogi gold the United States, Europe, Asia-Pacific, Middle East and Africa. The five core product operations center is: running, football, basketball, men's training, Ms. health. This is a matrix-style management, the corporate goal is the key to the region's resources, focus on core products, the largest enterprises to seize market opportunities. With the traditional matrix management, the key is to realize cross-regional, inter-departmental coordination. In fact, Nike has been a successful experience, this is the matrix of co-management, Nike set up a special team to football's supplies from the market's turnover in 1994 of 40,000,000 U.S. dollars to expand Now that's more than 10 million. Charlie Denson said: In this way, we can better serve the athletes, better and better consumers, better to expand our market share and achieve cost-effective growth, enhance our global competitiveness. For example, Jordan 23 the Chinese basketball market, the Asia Pacific operations center and global basketball operations coordination center to open up.
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Posted: 9:42 PM, Dec. 4, 2008 |
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