STRENGTH
Dominant market position built on a strong brand portfolio
NIKE is one of the largest sellers of athletic footwear and apparel in the world. The company's dominant market position is built on its portfolio of strong brands like NIKE, Jordan, Converse, and Hurley. The company's strong brand portfolio and enhanced retail presence enable easier customer recall as well as help it to drive top line growth and to attain a competitive advantage over its peers.
Focus on R&D activities
The company's continuous focus on R&D activities has been its key driver to maintain a leadership position in the athletic footwear and apparel market. By emphasizing on technical innovation in the design and manufacturing process of footwear, apparel, and athletic
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NIKE has several retail accounts including footwear stores, sporting goods stores, athletic specialty stores, department stores, skate, tennis and golf shops, and other retail accounts. In addition to retail stores, NIKE also sells its products through internet website,www.nike.com. Through the e-commerce operations, the company has been able to increase its scope immensely and reach out to consumers across the world. Therefore, the multi- channel approach increases the company's reach and enables it to cater to a wide customer base. This, in turn, helps NIKE to enhance its market presence. WEAKNESS
Dependence on independent contract manufacturers
NIKE depends on independent contract manufacturers outside the US to provide fabrics and to produce its products, and therefore, has little control over the quality of products. The company has manufactured agreements with independent factories in China, Argentina, Brazil,
India and Mexico to manufacture footwear for sale primarily within those countries. Therefore, any failure on the part of manufacturers