耐克(Nike)SWOT分析案例.doc

: .
耐克(Nike)SWOT 分析案例
•优势—耐克是一家极具竞争力的公司 ，公司创立者与 CEO菲尔•奈特(Phil Knight )
最常提及的一句话便是"商场如战场”( Bus in ess is war without bullets )。
«劣势一耐克拥有全系列的运动产品。 (译者注：可以理解为没有重点产品)
•机会一产品的不断研发。
•威胁一受困于国际贸易。
Nike SWOT分析原文
Stren gths.
« Nike is a very competitive organization. Phil Knight (Founder and CEO) is often quoted as say ing that 'Bus in ess is war without bullets.' Nike has a healthy dislike of is competitors. At the Atla nta Olympics, Reebok went to the expe nse of spon sori ng the games. Nike did not. However Nike spon sored the top athletes and gained valuable coverage.
*耐克是一个充满竞争力的组织。 Phil Knight (耐克的创办者和总裁)曾说道：商场
就是没有硝烟的战场。耐克认为对健康的最好理解就是竞争 。在亚特兰大奥运会上，
锐步强调对比赛的宣传。而耐克则开创性地将宣传的焦点锁定在那些顶级的运动员 身上，此举大获成功。
* Nike has no factories. It does not tie up cash in buildings and manufacturing workers. This makes a very lea n orga ni zatio n. Nike is strong at research and developme nt, as is evide need by its evolvi ng and inno vative product ran ge. They the n manu facture wherever they can produce high quality product at the lowest possible price. If prices rise, and products can be made more cheaply elsewhere (to the same or better specificati on), Nike will move product ion.
*耐克没有工厂。它不愿将资金套在厂房和生产工人身上 。这使得它能够专注于设计。
强大的研发部门为耐克开发了大量革命性的创新产品。而他们则拿着设计图找那些 质优价廉的生产商家代工。如果价格上涨，它能够很轻松地将生产基地移至那些价 格更具竞争力的区域。
* Nike is a globa