The Diversification of Nike

I'm sure Phil Knight had no idea that Nike would become the dominant force in the athletic industry that it is today.  He was probably confident that Nike would be a competitive athletic shoe company, based on early successes.  Nike's willingness to expand its offerings through the years has been a major contributor to its success.

Today, Nike offers a full line of shoes and apparel for pretty much any sport that you can think of.  But  not all of the products are geared toward athletes. They have accepted the fact that most of the shoes that they sell are worn for fashion purposes.  This has led them to create special edition/limited release products designed by urban designers – allowing them to offer products to a segment of the population that may not have purchased Nike products before.

Nike also made the move several years ago to offer a wide variety of sporting goods.  They offered equipment for baseball, football, hockey, and golf among many other sports.  Some of this diversification was done through acquisitions of other companies.

Nike has diversified itself through the years by making strategic decisions to advance in the market by expanding its product offering to include associated products that its loyal customers would use.

Comments

  1. Frances FabianNovember 15, 2017 at 7:17 AM

    Honestly, none of us would have thought Nike would become this powerhouse.

    ReplyDelete

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