Case Study Of Nike's Microenvironment Factors

Introduction Nike was founded in the year of 1964 by Phil knight and Bill Bowerman. It was firstly named Blue Ribbon Sport (BRS). Well, Phil Knight was a middle runner hailing from Portland who trained in the track and field with his couch, Bill Bowerman. Knight went to Japan for a graduate travel after he had graduated from the Stanford University business graduate and one of the members of the track team as an undergraduate at the university of Oregon. During the travel, Phil Knight had touch with the Japanese firm that made athletic shoes, the Onitsuka Tiger Company and he started to stock in the small scale to be import to United State. Then he wrote an assignment suggesting the manufacturing of shoes in Japan which would

Microenvironment factors are factors that close to a business that have a direct impact on its business operations and success. All microenvironment forces affect a marketer’s efforts. When the marketing is done within the bigger picture of accompany as a whole, the elements within the company influence the decision and activities or marketing. Microenvironment factors are company, customer, public, suppliers, competitors and marketing. Company, the internal environment of the internal company that is marketing the product. It includes the different departments such as finance, accounting, research and development, purchasing and top management. In designing marketing plans, marketing management takes into account other company’s group into account, groups such as top management, finance, research and development, purchasing, manufacturing and accounting. These interrelated groups from the internal

Customers are the most important actors in the company’s microenvironment. Customers of a company can be divided into five, which are consumer market, business market, reseller market, government market and international market. Consumer market, covers individual needs in their daily life such as household needs for their own usage. Business market, Nike company consists of customers who buy goods and services for further processing or for use in their production process. Reseller market, refers to the goods that are bought and resold to get profits. Nike company didn`t resell any things from the other company. Government market, refers to the needs by government agencies, where it will be given to the needed party. Government from the other countries had help the Nike company in the country. Goods are bought to be used in its operations, for example the clothes (uniform) for the army. International market, combines all the buyers in other countries, including consumers, producers, reseller and government. Nevertheless, this operation must have licenses