Student name:
Charles Bellamy

Course name:
Masters of Business Administration

Subject name:
Strategic Marketing

Subject facilitator:
(not applicable for Distance Learning students)

No. of pages:
9

Word count:
2,626

DECLARATION

I, the above named student, confirm that by submitting, or causing the attached assignment to be submitted, to AIB, I have not plagiarised any other person’s work in this assignment and except where appropriately acknowledged, this assignment is my own work, has been expressed in my own words, and has not previously been submitted for assessment.

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The study shall be carried out in four topics with a historical evaluation and subsequent sections identifying primary challenges along with associated marketing principles.

2. Inception
From the humble beginnings of car boot sales in 1964 under the company name Blue Ribbon Sports, to the high-tech 25 billion dollar enterprise Nike is today (Interbrand 2013) . Phil Knight and co-founder Bill Bowerman have offered technologically superior and stylish sport-orientated lifestyle apparel, accessories and equipment to the greater community. Interbrand charting Nike as the best of the sports-based companies, ranked 24th ‘Best Global Brands’ 2013, with increasing revenue across all categories’ and regions’ including various labels under Nike – Nike Golf, Nike+, Nike Pro, Nike SB (Skateboarding), Air Jordan, and Team Starter, with subsidiaries Cole Haan, Umbro (since 2007), Converse, and Hurley International – up 16% from the previous year (Persona 2009; Interbrand 2013).
In 1971, Nike was established branding a company named after the Greek goddess of victory Nike following an epiphany by Jeff Johnson and incorporating Carolyn Davidson’s graphic design logo commonly known as the ‘Swoosh’. Nike entered the market under a new name, logo, and design innovation that was set to revolutionise their inherent market with their still current strategic formula – technology and