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Essay / Research Paper Abstract
This paper examines Nike's marketing strategy in the European Union. The paper takes a look at Nike's use of the Internet, advertising and sponsorship opporunities. Bibliography lists 5 sources.
Page Count:
6 pages (~225 words per page)
File: D0_MTnikeeu.rtf
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Unformatted sample text from the term paper:
it even found its way into the 2000 and 2002 Olympics competition. "It" is the "swoosh," the fancy checkmark that identifies Nike, the shoe and apparel manufacturing company based in
Beaverton, Oregon. Since the early 1990s, Nike has marketed its brand overseas, and to much success. The purpose of this paper is to discuss how Nike managed to gain a
strong marketing presence in Europe, which became the European Union during the late 1990s. The background Nike, which had been founded in
the United States in 1964, entered the European market in 1993 to great fanfare. By the mid-1990s, Nike was considered the pre-eminent international brand of athletic footwear and apparel (Wrighton
and Bleakley, 2000). However, a collapse in Latin America, combined with negative world-wide publicity about the Third World country "sweat shops" that Nike used to produce its wares ended up
eroding Nikes market share throughout the world (Wrighton and Bleakley, 2000). In addition, according to Nike president and CEO Philip Knight, the brand had cooled off in Europe, and no
effort had been made to sustain the growth (Wrighton and Bleakley, 2000). However, in restructuring the firm during 1998 through 2000, Nike is starting to rebound once again, with sales
from Europe boosting revenue for the company (Wrighton and Bleakley, 2000). Knight, however, acknowledges the mistakes he and his company made the
first time Nike went "global." "We spread our people too thin and had too many products," he said (Wrighton and Bleakley, 2000, p. 22). In order to get back on
track, Knight said he had to let close to 2,000 people go and cut down on the range of products (Wrighton and Bleakley, 2000).
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