VanLuong.blogspot.com_Nike - Nguyen Nhan Thanh Cong

7/31/2019 VanLuong.blogspot.com_Nike - Nguyen Nhan Thanh Cong

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NN.IP, TL.MY,K. QUYN,HT. KIM, HH. LI, HT. THAO,...TRC

Apr, 2011

NikeSince 1964


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NIKE Cng ty thnh lp 25/1/1964 vi tn Blue Ribbon

Sports bi Bill Boweman v Philip Knight

Nike, Inc.l nh cung cp qun o v dng c ththao ln c tr s ti Hoa K.


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Cc nhn hiu ca Nike: Nike Golf,Nike Pro, Nike+, Air Jorden, ColeHaan, Hurley International, Umbro v

Converse

NIKE


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Ngun gc mu thit k logo

Nikeis the Ancient Greek goddess ofvictory

It is one of the most recognized symbols in theworldThe Swoosh. Simple. Fluid. Fast.


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Ci tin logo qua cc nm


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NIKE

iu hnh cc ca hng bn l vi tn Niketown, titr cho rt nhiu vn ng vin v cu lc b ththao ni ting trn khp th gii, vi thng hiu rtd nhn bit l "Just do it" v biu trng Swoosh.


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NIKE

Hin ti Nike l cng ty tr gi 12 t USD, l cng tyv nhng sn phm th thao ln nht th gii.

Nike ni ting trong vic gn kt thng hiu ca nvi s th hin ca cc vn ng vin hng u thgii. Cng ty khng ch xem nhng vn ng vin

nh cc poster qung co di ng m cn p dngs hiu bit su sc ca h lun lun phn unng cao nhng sn phm dnh cho i chn vnhng chi tit trang tr.


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NIKE

2011 doanh s ca Nike t 21 t USD, a.

Gi c phiu ca Hng tng n 120% trong 5 nm.

Cc sn phm ca Nike c mt trn 160 nc ton th gii(Chu , c, Canada, Chu u, Hoa K v cc nc M La tinh)

Nike is the largest seller of athletic footwear and athletic apparel in

the world. Lc lng lao ng: 35,000 ngi trn ton cu.

650,000 ngi k theo dng hp ng lao ng lm ti ccnh my.

Tr s v cc c quan chnh: t ti Oregon, Tennessee, North

Carolina and The Netherlands.* 14 Niketowns,

* Trn 200 nh my,

* 12 ca hng nhn hiu NikeWomen

* Trn 100 vn phng iu hnh kinh doanh.


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NIKE

1.2 NIKE ti Vit Nam Nike btu thm nhp vo thtrngVit Nam t

nm 1995. 2011 Nike c 14 nh my giy v 30 nh my

trang phc th thao. Khu sn xut trng im nm ng Nai, c ti 130 nghn nhn cng l ngiVit Nam.

Nm 2010, doanh thu xut khu ca cc nh my

snxut giy th thao ca Nike tiVit Nam tkhong850 triu USD, tngkhong 100 triu USD so vinmtrc, 7 nh my ting Nai chimhn 70% vsnlng v doanh thu.


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Tm nhn chin lc:Mang ngun cm hng sngto n tt c cc

vn ng vin trn th gii.

If you have a body, you arean athlete(Bill Bowerman, co-founder)

Tm nhn & s mng kinh doanh

NIKE


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NIKE

S mng kinh doanha con ngi n 1 tm cao mi trong th thao.Sn xut ko gy nhim mi trng.Gii quyt cng nvic lm cho hng ngn laong.

1.4. Tm nhn & s mng kinh doanh


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NIKE

1.3. Cc hot ng kinh doanh chinlc

1. Ca hng bn th thao 2. Trung tm thng mi 3. Nh bn l tng hp 4. i siu th 5. Internet ...


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Cc yu t thnh cng ca Nike

1/ Chin lc xy dng logo, khu hiu v thnghiu 2/ Nm bt c thi c v nhu cu ca th trng 3/ Kin nh trit l kinh doanh v phong cch qun

l.

5. Xy dng c chui cung ng hiu qu 4. Promotion 6. Nng cao hnh nh thng hiu v trch nhim x

hi

7. Xy dng m hnh kinh doanh lien tc 8. H thng phn phi 9. Phn khc th trng


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1/ Chin lc xy dng logo, khu hiu vthng hiu:

Thit k logo: n gin, mm mi v nhanhchng

Bng cc n lc tip th khng ngng chuynhnh nh logo Nike thnh mt du hiu nhndng cho phong cch th thao.


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2/ Nmbtcthic v v nhn thycth trng nhu cu ca gii th thao png

Ch trng: sn phm c cht lngcao s gip vn ng vin t thnhtch cao hn trong thi u

Mc tiu: gn logo ca Nike vo tncanhngngichinthng v trn

tivi, mtchin lc to ra sgn bcm tnh v tm l gia ngi tiuth vi thng hiu Nike thng quasgn b vi cc siu sao th thao


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Thnh cng ln nht trongchin dch marketing ca

Nike c l l tm ra cnhn vt Michael Jordan


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3/ Kin nh trit l kinh doanh v phongcch qun l kt khi tin thn ca n ra

i. Vn khng ch l sn phm c cht

lng, m phi l cht lng ngy cngcao hn.Price: vo thi gian u, li th cnh

tranh chnh ca Nike l giProduct: Sng to t ph, a dng

ha, c chinlcimisnphm 1cch r rng, phn on tiu dng co,thnghiuph


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People: chtrng thu nhn cng aphnglm vic ti gia, nh my hp ng vi Nike

ct cc khu vc c mt dn s cao. Ni lm vicccithinrtnhiuv mitrng lm vic v l mtni lm victt.

Promotion: chi cho qung co khng ngngtng 108 triu USD (2009) v 116 triu USD(2010) v ch ring nm ngoi h chi 2,4 t cho marketing

Tnh nngn + Quan h ti tr


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5. Xy dng c chui cung ng hiuqu:

25 cng ty qun tr chui cung ngttnht ca AMR Research nm 2005

Nike vi v tr th 21

6. Thc hin tt qun l hng tr li nhmnng cao hnh nh thng hiu v trchnhim x hi

7. Xy dng m hnh kinh doanh lin tc 8. H thng phn phi

9. Phn khc th trng


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Thank you!

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VanLuong.blogspot.com_Nike - Nguyen Nhan Thanh Cong