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Essay / Research Paper Abstract
This 6 page report
discusses the corporate giant Nike. Nike, the goddess of victory, is also the goddess of
athletic shoes. The report focuses on Nike’s Internet-based efforts and its unique way of
offering its products online. Bibliography lists 8 sources.
Page Count:
6 pages (~225 words per page)
File: D0_BWenike.rtf
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Unformatted sample text from the term paper:
nearly half of the worlds entire athletic shoe market. Despite its public relations problems of a few years ago that were based on the issue of using "sweatshop" labor in
Asia, the company has prospered, grown, and developed unique ways of reaching customers and expanding its marketing capabilities. Not the least of those expanded marketing considerations is that of the
companys move into cyberspace. While the issues regarding labor abuses have been primarily resolved, the company has still had to face remarkable challenges in the past few years, not the
least of which has been the fact that is saw its profits fall 69 percent in the last quarter of 1997. Holstein (1998) adds that sales fell 8 percent
in the latest quarter, from $2.4 billion to $2.2 billion" (pp. 42). Sellers (1998) explained that: "Nike suddenly looks like a world-class marathoner who, in midrace, questions whether hes got
what it takes to keep on running. Nikes symptoms of distress: a global glut of shoes, flat sales in key markets, and declining profits" (pp. 26). Nikes solution? Offer a
truly unique online marketing environment that will offer customers a "new" Nike experience and a new reason to be part of "team Nike." Beyond Michael and Tiger Two of the
sports worlds biggest superstars, Michael Jordan and Tiger Woods, are tied to Nike through sponsorship and marketing agreements that have proven to be very lucrative for both the company and
the men. Numerous other top athletes are always seen with the Nike "swoosh" on their clothing in order for the general public to make the connection between athletic excellence and
Nike shoes, clothing, and equipment. Labich (1995) emphasizes the fact that Nikes strategic development plan may have initially been most noticeable through its television and print advertising that featured celebrity
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