Nike - Global Expansion

This report is focused on Nike global brand analysis including overview of the situation in U.S. and U.K. The background of the company is provided in first part of this paper. The overall market strategies used by Nike are evaluated and the comparison between brand expansion in U.K. and country of origin – U.S. is made then. The overall brand strategy and market situation in industry is also analysed including Nike Marketing mix, PEST analysis and evaluation about market conditions identifying some of the possible problems Nike could face. Finally some recommendations and possible solutions are given from the author point of view. In this work included: Background of the brand;Distribution;The strategy used by Nike; Analysis of the market conditions in the UK;Industry and market conditions; Overall situation in the industry and UK; Strategic policy - Marketing MIX (4 p’s); Market segment, positioning and targeting;Competitors; Porter’s 5 force analyse; Conclusions and recommendations; Comparisons between the home and UK market situation; Assessment about the performance of the brand in the UK and an evolution of the market conditions (Recommendations and future concerns); Summary PEST conditions facing the brand/product and Appendix