Title: Mission
1?????????????
2Mission
3NIKE
4Index
?? ???? ???? STP ????
- ??
- ????
- ????
- ?????
- ????
- SWOT
- ?????
- STP??
- ??
- ??
- ??
- ????
- ??
- ??
- ??
- ??
- ??
- ??
- ??
- ????
- ??
- ??
- ??
- PR
- EVENT
5?????
?? ???? ???? STP ????
6????
?? ???? ???? STP ????
- ????
- ????
- ?????
- ????
- SWOT
7??????
?? ???? ???? STP ????
- ????
- ?????????????????????
- ????????????????
- ????????????????????
- ?????????????????
- ???????????????????????????????
8??????(?)
?? ???? ???? STP ????
- ??????????????????-
- ????????75????????
- ???????????????(???????????????) ?
- ??????????????????????
- ??????????????????
9ADIDAS CONSUMER- ORIENTED BUSINESS MODEL
?? ???? ???? STP ????
????ADIDAS 2003??
10ADIDAS FINANCIAL HIGHLIGHTS
?? ???? ???? STP ????
????/??
????ADIDAS 2003??
11Reebok Categories
?? ???? ???? STP ????
????REEBOK.COM???????
12Reebok sales
?? ???? ???? STP ????
????/??
????REEBOK 2003?????
13Reebok COMPARATIVE SALES ANALYSIS
?? ???? ???? STP ????
????/??
????REEBOK 2003?????
14PUMA Sportlifestyle
?? ???? ???? STP ????
- Since setting the objective in 2002 of becoming
the most desirable Sportlifestyle brand in the
world, PUMA has consistently focused on building
its brand through quality distribution. - The elements of strict distribution, innovative
products and a strong dedication to our
underlying sports heritage are fused into every
item bearing the PUMA logo. - Together with innovative marketing campaigns that
speaksubtly rather than shout, and a tightly
monitored licensing program PUMA will continue
its strategy of becoming the most desirable
Sportlifestyle brand.
????PUMA 2003??
15PUMA GROUP SALES
?? ???? ???? STP ????
Global Brand Sales Reach 1.7 Billion
????/??
????PUMA 2003??
16PUMA GROUP Worldwide sales
?? ???? ???? STP ????
????/??
????PUMA 2003??
17PUMA GROUP Worldwide sales by product segments
?? ???? ???? STP ????
????/??
????PUMA 2003??
18PUMA GROUP Worldwide sales by regions
?? ???? ???? STP ????
????/??
????PUMA 2003??
19????????????????
?? ???? ???? STP ????
????/??
????NIKE 10-K FINAL
20NIKE The breakdown of revenues follows
?? ???? ???? STP ????
????/??
????NIKE 10-K FINAL
21?????
?? ???? ???? STP ????
????YAHOO.COM FINAL CHANNEL
????
22??????
?? ???? ???? STP ????
?? SLOGAN
NIKE JUST DO IT
PUMA TWO SIDES ONE GOAL
REEBOK Life is short. Play hard
ADIDAS IMPOSSIBLE IS NOTHING
???????????
23????????SWOT??
?? ???? ???? STP ????
??(Strength) ???????,????????????????? ????????????,??????????? ????,????,?????????????? ??(Weakness) ???????????? ??????????? ??????????????????
??(Opportunity) ?????????????56????????4??? ?????????????????? ???????????? ??(Threat) ??????????? ??????????
24?????
?? ???? ???? STP ????
25?????
?? ???? ???? STP ????
- ????????????
- ????????
- ???????????
- ???? ????
- ?????????????????
- ???????
26?????
?? ???? ???? STP ????
- ?????????????????????????
- ??????????????????????,?????????????????
- ???????????????,??????????
27STP??
?? ???? ???? STP ????
28STP????
?? ???? ???? STP ????
- ????
- ?????????????,??????????????????
- ?????????????,?????????????
- ???????,???????????????????
- ???
- ??????-???????????????????
- ??
- ??????????,????????????????
29STP????
?? ???? ???? STP ????
- ?????
- ??????
- ??????
- ??????????29
- ?????
- ????
- ????
- ?????16
30STP????
?? ???? ???? STP ????
??
??
?
??
??
31????
????
?? ?? ?? ?? ??
- ??
- ??
- ??
- ????
- ??
- ??
- ??
- PR
- EVENT
32?????
????
?? ?? ?? ?? ??
33??
????
?? ?? ?? ?? ??
34??(?)
????
?? ?? ?? ?? ??
- ???
- ???
- ???
- ???
- ???
- ??
- ?????????
35??
????
?? ?? ?? ?? ??
10
???
80??
80
???
60??
10
???
36??
????
?? ?? ?? ?? ??
- ???
- ?????
- ????
- ????
- ???
- ????
- B2B2C
37????
????
?? ?? ?? ?? ??
- ??
- ??
- ????
- ??
- ??
- ??
- PR
- EVENT
38NIKE????
????
??
?? ?? ??
??
??
??
NIKE????
39????
????
??
?? ?? ??
- ????
- Just Do It
- ????????
- ????
- ?????????
- ????
40????
????
??
?? ?? ??
??
??
?
??
??
41????
????
??
?? ?? ??
- ??????
- ???
- ??????
- ????
- ????
- ??
- ??????
- ????????????
- ???????????????????????,???????????
- ???????????????
42????
????
??
?? ?? ??
?????
?????
43????
????
??
?? ?? ??
44????
????
??
?? ?? ??
- ????
- ????
- ??(???)
- ????????
- ??
- ????NIKE???
- ?
- ??NIKE???
45????
????
??
?? ?? ??
- ????
- ????
- ??(????)
- ????????
- ??
- ????NIKE???
- ?
- ??NIKE???
46????
????
??
?? ?? ??
- ????
- ????
- ??
- ????????
- ??
- ????NIKE???
- ?
- ??NIKE???
47????
????
??
?? ?? ??
- ????
- ???????95
- ???????50
- ??????
- 15-25AGE
- GRP1000
- REACH85
- Average F.4.5
48????
????
??
?? ?? ??
- ???
- ????3???
- CF??2????
- PREVENT??1???
49??????
????
??
?? ?? ??
- ??????????????????
- ????????????
- ????
- ??80
- ??10
- ??10
50????
????
??
?? ?? ??
- ????
- TAXI
- ??????
- ????
- ????
- ??????
51SP??
- ????????
- 2004????????
- ???VS???
52PR??
????
??
?? ?? ??
- ????????
- NIKE???????
- NIKE???
53EVENT??
????
??
?? ?? ??
- 2004?????
- ??????????
- ????????
- ??????
- ??????
- ???????
54?????????50????
?? ???? ???? STP ????