Nike's Mission Statement Analysis

Mission Statement “to bring inspiration and innovation to every athlete in the world.”

There are three main points in the mission statement of Nike Inc. Inpiration, Innovation and consumers (every athlete in the world). Nike’s mission statement basically leads on to inspiring people to adopt the mindset of a winner and invokes sportsman spirit and sense of competition and the urge to be a winner in people. The slogan of the company ‘Just Do It’ seconds this concept of inspiration. The innovation part of Nike’s mission statement is implied practically as the company is always improving and bringing innovation in its products. Nike and its mission statement aims to target all people of the world, since it says ‘every athlete in the world’

However, its Corporate Social Responsibility vision statement is “to help NIKE, Inc. and our consumers thrive in a sustainable economy where people, profit and planet are in balance.” Like the mission statement, there are three components of importance in Nike’s CSR vision statement, Sustainable economy, Help Nike and its consumers and the balance of people, profit and the planet. This vision statement implies that the company and its consumer, both are major participants in the role of sustainability. Also, the component of balance between people, profit and planet shows that Nike is not only concerned with manufacturing products but also with sustainability and the balance that is needed for all people to benefit from the

This product image became the reason to enable Nike to become the leading brand of the industry. Its product icon is optimistic which is also linked to the logo of the company, ‘swoosh’ and its slogan, ‘Just Do It.’

Nike’s major share of consumers are athletes, since the products of Nike are mostly sportswear and accessories. Nike focused on these consumers by having agreements between the company and various sports teams and sponsorships. This enables Nike to reach a wide range of consumers all over the world.

Targeting strategies go hand in hand with the marketing segmentation of Nike. Since Nike’s target market is athletes and sportsmen and people who have interest in sports, Nike has a lot of strategies to focus on its immediate users. These targeting techniques are product sponsorship by well known sports personalities and teams and celebrities. Nike also uses the psychological association technique to reach out to its consumers. For example, when a celebrity athlete sponsors a particular brand of shoes, those shoes will be related to victory in the consumers’ minds and hence the psychological