Along the years of its entrepreneurial operations in the realm of sports equipments and merchandises the company has been able to design a large brand portfolio by taking into hold a large number of subsidiaries. The sportswear company, headquartered in Oregon operates based on its operations spread over 160 countries round the world. Working on the basis of a large value chain constituted by around 1 million people pertaining to the categories of suppliers, manufacturers and other support categories the company tends to bring about large scale innovation in the realm of sportswear (Nike Inc. 2011). The Market The global market for sportswear reflects two types of consumer trends. Consumers tend to purchase sportswear merchandise more in regards to enhancing their fashion quotients rather than using such for the sole purpose of sports. Nike is held to be the pioneer brand in holding sportswear as a contemporary fashion wear in the global market. During 2003 the total global market for sportswear shoes and other apparels amounts to around $58 Billion. Herein apparel tends to constitute around 71 percent while 29 percent is relegated to footwear. The same can be reflected in the form of the following graph as follows. Figure 1 (Play Fair 2004, p.6) Similarly the global market for sports and athletic wear amounts to around $41.5 billion. Herein, United States tends to contribute to around 41 percent of the global share followed by around the European Union by around 38 percent. The markets pertaining to Asia contribute to around 16 percent in the total global market for sports and athletic wear. The same can be reflected through the following diagram. Figure 2 (Play Fair 2004, p.7) In regards to positioning of the different brands in the global sportswear industry it is found that the major brands like Nike, Reebok, and Adidas constitute in around 14 percent of the total global market for such commodities. However less known brands like Fila, Umbro and again Puma tend to each gain around 1 percent market share in the total market during 2002. Other Minor brands like the Mizuno, Lotto and the Kappa tend to each contribute to around 0.5 percent of the total market share during the same period. Thus the three main brands, Nike, Adidas and the Reebok tend to dominate the marketplace pertaining to sportswear in the world (Play Fair 2004, p.6-10). The same can be reflected from the following graphs. Figure 3 (Play Fair 2004, p.8) Figure 4 (Play Fair 2004, p.8) Figure 5 (Play Fair 2004, p.10) In regards to the current scenario during 2007 the total sportswear industry is found to value to around $145 billion. Further the sector reflects an increasing trend in terms of global market growth irrespective of it being affected by economic downturns happening round the world (ITGLWF 2010). Diagnostics Communication Activities of Nike Advertising and Promotion In regards to advertising activities, Nike is held to largely depend on celebrities like Michael Jordan and Kevin Garnett along with Charles Barkley for promotion of its footwear to both developed and developing nations round the world. This advertising practice of the company through the use of celebrities has helped the company in largely
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Corporate Social Responsibility and Sustainable Marketing Contents Contents 2 Introduction 3 The Company 3 The Market 3 Diagnostics 7 Communication Activities of Nike 7 Advertising and Promotion 7 Packaging 10 Illustrations of the Advertisements of Nike Reflecting Awareness of Social Responsibility 11 Conclusions and Recommendations 15 References 17 Introduction The Company The entrepreneurial adventure of two people, Bowerman and Phil Knight belonging to the region of Oregon resulted in the full grown development of a global sportswear company, Nike…
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