REVIEW REPORT ON

NIKE

SUBMITTED BY
Sanchit Sachdeva (2K21/BBA/129)
Stuti Aggarwal (2K21/BBA/148)

SUBMITTED TO
Ms. Shreya Jha

1
ACKNOWLEDGEMENT
We both, the students of University School of Management and
Entrepreneurship, Delhi Technological University will be using this
opportunity to express our Gratitude to everyone who supported us
throughout the course of this report.

We are sincerely grateful to our Mentor Dr. Deepti Aggarwal who guided
us for the completion of this report. We would also like to thank our
Mentor for providing us with the knowledge about the critical aspects of
the topics related to this report and helping us whenever needed.

EXECUTIVE SUMMARY

E-commerce is shopping for and commercializing products and services via the web, the transfer
of cash and knowledge to finish the sales and to explain the concept of E-Commerce and its
various aspects, I have taken the brand - Nike. I will be showing different aspects like Value
Chain, STP Model and E-Comm Business Model parallel to Nike brand. Nike is an Associate in
Nursing yanked transnational corporation that's engaged in the style, development, producing,
and worldwide selling and sales of footwear, apparel, equipment, accessories, and services. It is
the most important vendor of athletic footwear and attire within the world, and has never been
back concerning its aspirations of turning into a digital-first, direct-to-consumer (D2C) company.
Nike has an immense fan base. It is a competitive brand and its intensity is an aftereffect of its
value chain the board. A supremely overseen esteem fasten prompts higher efficiency and
consequently requires key concentration. The revenue model of the company is mainly based on
the sale of its products like apparel, equipments, footwear and accessories.Revenue for the year
2019 was somewhere around the ballpark of 40 billion dollars.Footwear designed by Nike is
made especially for high class to beginner athletes

2
TABLE OF CONTENTS
 Sr. No. Topic Pg. No.
1. Introduction 4
2. Overview 5
3. Value Chain of Nike 5

4. STP Model of Nike 6

5. Revenue Model of Nike 7
6. References 7

3
INTRODUCTION

WHAT IS E-COMMERCE?
E-commerce is shopping for and commercializing products and services via the
web, the transfer of cash and knowledge to finish the sales. But today, the question
of e-commerce typically centers around which channels square measure best to
execute business online. There aren't any smart or unhealthy channels forsaken,
really it’s simply a matter of preference and quality of the channel for the business.

TYPES OF E-COMMERCE
1. BUSINESS TO CONSUMER (B2C): it's the foremost common e-commerce model.
Business to consumer means that the sale is going down between a consumer and a web
merchandiser, like after you get carpeting from a web store.
2. BUSINESS TO BUSINESS (B2B): B2B e-commerce refers to a business commercializing
merchandise and services to a different business like the manufacturer to distributor, or a
distributor to the merchandiser.
3. DIRECT TO CONSUMER (D2C): D2C model of e-commerce is the newest model of
e-commerce and trends among this model square measure ceaselessly dynamic. D2C means a
whole is a commercialism on to its finished client while not commercialism through
merchandiser, distributor.
4. CONSUMER TO CONSUMER (C2C): C2C e-commerce refers to the sale of products and
services from a consumer to a different consumer. This takes place on platforms like eBay,
OLX, etc.
5. CONSUMER TO BUSINESS (C2B): C2B is once a person sells their merchandise or
 services to a concern.

COMPANY REFERENCE - Nike

What is NIKE all about?

Nike is an Associate in Nursing yanked transnational corporation that's engaged in the style,
development, producing, and worldwide selling and sales of footwear, apparel, equipment,
accessories, and services. It's the world’s largest provider of athletic shoes and attire and a
significant manufacturer of sporting goods.
Nike, the most important merchandiser of athletic footwear and attire within the world, has never
been back concerning its aspirations of turning into a digital-first, direct-to-consumer (D2C)
company. Over the years, Nike has accelerated its digital transformation by increasing its world

4
offer chain and creating "significant investments in digital technologies and knowledge systems"
to power D2C e-commerce.

NIKE’S E-COMMERCE MODEL

Nike, the most important vendor of athletic footwear and attire within the world, has never been
back concerning its aspirations of turning into a digital-first, direct-to-consumer (D2C) company.
Over the years, Nike has accelerated its digital transformation by increasing its world supply
chain and creating “significant investments in digital technologies and data systems” to power
D2C e-commerce.

OVERVIEW

Nike has made gigantic interests in innovations to keep up with its administrative role. In the
course of the most recent couple of years, the organization has made a few vital acquisitions of
innovative new businesses to assist with supporting its advanced capabilities. Nike obtained the
information examination organization Zodiac, a prescient client investigation stage, in 2018. The
stage estimates the way of behaving of individual clients and client sections and uses an
organization's authentic exchange logs to foresee every client's future purchasing habits. Zodiac's
expectations further develop client securing, lessen beat, and upgrade the precision of deals
figures. This innovation has been significant for Nike's applications SNKRS, Training Club, Run
Club, and its trade application which have helped drive monstrous incentives for the
organization.
 VALUE CHAIN

Nike is a big name brand of sports shoes, apparel, and equipment. All over the planet, it tends to
be effectively perceived by its Swoosh logo. Aside from these things, the brand is internationally
famous for its nature of items. Internationally, Nike has an immense fan base. It is a competitive
brand and its intensity is an aftereffect of its value chain the board. A supremely overseen esteem
fasten prompts higher efficiency and consequently requires key concentration. The value chain
incorporates every one of the exercises beginning from the obtainment of natural substances to
deals and after deals administration. It was Professor Michael E Porter of Harvard Business
School who presented the idea of a significant value chain investigation. Administrators actually

5
must realize how each stage in the worth chain enhances the whole presentation process.
Enhancing these means makes better outcomes and increases usefulness. Value chain
incorporates both essential and backing exercises. This is an examination of the value chain of
Nike.

STP MODEL

Segmentation
Segmentation refers to the method of dividing a company's target market into doable and
approachable teams. Greek deity creates sub-segments supporting desires, demographics,
priorities, shared interests, and activity and psychographic criteria.
The process of characteristic segments can vary from company to company. For Nike, its market
segmentation involves four categories - geographic, demographic, psychographic, and
behavioral.

Targeting
This promoting strategy part includes consistently selecting the segments which will yield the
foremost economical and sensible approaches to realize the firm's goals. Nike has 3
classifications of its target customers for men, women, and kids. For men, Nike styles shoes for
running, lifestyle, athletic facility and coaching, football, tennis, golf, crickets, baseball,
basketball, skating, etc.
Nike includes yoga in its shoe choice for women. Meanwhile, the corporation targets young
athletes in its kids classification. Besides providing quality shoes, Nike offers varied colors for its
product since the corporate believes that comfort and also the products' physical look will provide
satisfaction and delight to customers.

Positioning
Positioning is all about putting the company's whole within the market with different
competitors. Nike has strategically positioned its whole as a market leader for equipment that has
innovative and premium quality technology. Nike's swoosh emblem, "Just Do It" slogan, and its
promotional initiatives to attach to brilliant achievements of nice athletes convinced its customers
that it is a victorious and bold whole. Nike speaks' into athletes' hearts through meaningful and
distinctive feelings, creating the firm exceptional from its competition. The corporation has
additionally solidified its place in fashion, wherever a locality of its merchandise defines specific
markets lifestyles.
Nike has effectively imprinted a robust belief in its customers' minds that its merchandise area
unit the most effective choices on every occasion they have to shop for sports merchandise.

6
REVENUE MODEL
The revenue model of the organization is principally founded on the offer of its items like
apparel, equipment, footwear and accessories. Revenue for the year 2019 was somewhere near
the ballpark of 40 billion dollars. Footwear planned by Nike is made particularly elegant for
novice athletes. But with tremendous interests in development and planning, these items are
utilized by everybody for relaxation purposes. Nike likewise sells different athletic gear and
frills, like balls, eyewear, packs, gloves, advanced gadgets, from there, the sky's the limit, as well
as sporting articles for some physical and open air exercises. The organization targets men,
ladies, youthful competitors, and children - arranged by income. Nike's item partitions into six
classifications: Running, Basketball, Jordan Brand, Soccer, Training, and Sportswear (way of life
items), being Running, Jordan, and Sportswear its most grounded ones in income.

REFERENCE

INTRODUCTION ->
https://fabric.inc/blog/nike-ecommerce-strategy/
https://www.devex.com/organizations/nike-inc-49202
STP MODEL ->
https://www.edrawmind.com/article/nike-market-segmentation-targeting-and
positioning.html

VALUE CHAIN ->

https://notesmatic.com/value-chain-analysis-of-nike/

REVENUE MODEL ->

https://businessmodelanalyst.com/nike-business-model/