杠杆的秘密 六年级(上).ppt

NIKE
一、pany introduces
in 1962, University of Oregon graduates William J Bill Bowerman and established named together " Blue Ribbon Sports " company, main business sporting goods. in 1972, the Blue Ribbon pany changed the name as Nike Corporation, henceforth started to create belongs to own legend. The headquarters located at American Oregon Beaverton Nike Corporation are the whole world famous sporting goods manufacturer. pany produces the sporting goods prehensive: Clothing, footwear, movement equipment and so on. 2002 fiscal years, company's business e have amounted to 4,980,000,000 US dollars which sets a record, compares 2001 fiscal years to grow 2%. Nike Corporation is verifying its founder Bill Bowerman once had said a few words with own arrogant person's achievement: “so long as you have the stature, you are an athlete. So long as but in the world has the athlete, Nike Corporation unceasingly will grow strong.
二、Strategic Environment
(一)、The External Environment
1、The Broad Environment
(1)society environment
The economic globalization also brought the cultural dissemination, the Western developed country article flowed in the developing country, representative who Nike took the European and American movement brand, received the massive developing country people to pursue holds. As a result of the social productive forces development, the human quality enhances unceasingly, the culture and education level's promotion caused people's thinking mode also to have the very big change, more and more females were also willing to choose the movement class clothing to take the daily clothing. But the global population structure has had the remarkable change in the last few years, aging of populations phenomenon is getting more and more serious, but Nike's main expense crowd was still young people, therefore Nike faces the market is falling into the contraction the situation. China undertakes the 29th Olympic Games, arouses the people movement