A SWOT Analysis is aimed at identifying the internal strengths and weaknesses within your brand or organisation along with its external opportunities and threats. SWOT analysis’ are a great tool for marketing as they can be used to identify weaknesses and opportunities to grow and reach a wider audience. A SWOT analysis of Nike and their football boots has shown the following:-

Strengths:

• A huge strength for Nike is that they have very well devised strategies when it comes to marketing and brand exposure; they have become a well known global brand through the sponsorship of top tier players and huge advertising campaigns.
• Nike is known for the quality and consistency of their boots.
• The design of their boots are very innovative as they use 3 different types of Grind materials (Grind materials are created using recycled athletic footwear and surplus manufacturing scraps to make performance products).

Weaknesses:

• Nike have had previous accusations made against them of exploiting the workforce and having poor working conditions in third world countries.
• Another weakness is that Nike is heavily focused on their footwear, this can be risky as market trends change and many companies have a diverse range.
• When compared to other brands Nikes prices are quite expensive.

Opportunities:

• Nike is set to sponsor major sporting events such as the Olympics and the World Cup thus creating brand exposure on a global scale.
• They can further build on their social responsibility of using grind materials and encourage the recycling of old boots.
• Continuing to focus on emerging markets where consumers have more disposable income and interest in western brands will help Nike be the boot of choice.

Threats:

• One of the threats Nike face is increasing popularity of competitors such as Puma and Adidas.
• As a global brand, profit margin percentages may vary from country to country depending on a variety of factors such as minimum wages and shipping costs.
• Currency fluctuations could also affect profits.

This Blog just touches on a few of the strengths, weaknesses, opportunities and threats that Nike football boots face.