Nike marketing analysis

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Profile of the Footwear Industry

a. Industry Size and Growth

The history of footwear goes back may thousands of years. It grew out of necessity to provide protection. Initially, footwear was made of plaited grass or rawide held to food with thongs. Soon the rich and influential began distinguishing themselves by the craftmanship aand decoration, which characterized their shoes. Today the footwear industry manufactures a wide range of footwear ranging from leather, rubber and other synthetic materials, and styles ranging from casual, formal, work, and athletic shoes.On average, every man, every woman, and child in the United States purchases more than four pairs of shoes each year, a level of consumption that establishes the U.S. as the world’s largest importer of footwear. The U.S. accounts for about 40 percent of footwear imports. In 2002, Americans spent approximately $38 billion to purchase more than 1.1 billion pairs of shoes.

In these four styles of footweaar, athletic shoes make up about 35 percent of the U.S. footwear market. The exercise boom sent athletic shoemakers Nike(#1), Reebok, and adidas-Salomon to the front of the pack. Athletic footwear includes aeorobic dance, baseball/softball, basketball, cross training, hiking, running, sport sandals, tennis, walking, “athleisure” (athletically styled casula shoes, canvas, suede and alternative sports) and “other,” such as golf, football, and voleyball.

From the 1980s through most of the 1990s, athletic footwear saw rapid growth. However, in 1998, sales suffered their first annual decline in five years. The market for athletic footwear remained difficult in the first half of 2000. Consumers spent $6.514 billion for athletic shoes in the first six months, versus $ 6.503 billion during the same period in 1999, according to research conducted by SGMA. Consumers purchased 180 million pair of shoes, up 2% from 177 million pair in the same period a year earlier. The second half…

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