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Nike's distinctive competency lies in the area of marketing, particularity in the area of consumer brand awareness and brand power. On the global scale this key distinctive competency towers over the competitors. As a result, Nike's market share is number-one in the athletic footwear industry in most places around the world. Catch phrases like, "Just Do It," and symbols like the Nike "Swoosh," couple with sports icons to serve as instant reminders of the Nike Empire. It is about time that this competency is leveraged on to India.

Two key attributes of a distinctive competency are its inability to be easily replicated and the value or benefit it offers to consumers. Few companies have such a recognizable image and the resources to promote it. This ultimately translates into added value for consumers. The public benefits from the strength of Nike's image at the point of purchase. For decades, consumers have come to associate the Nike image with quality products. By associating star athletes and motivational slogans like, "Just Do It," with marketing campaigns that emphasize fitness, competition, and sportsmanship, consumers identify their purchases with the prospect of achieving greatness. Younger consumers especially benefit from this positive influence.

This image is something that competing companies can not easily duplicate by simply enhancing the physical characteristics of their products.

Nike's vision is to remain the leader in the industry. The company will continue to produce the quality products that have been provided in the past. Most importantly, Nike will continue to meet the ever-changing needs of the customers, through product innovation. In the past, the company has utilized product differentiation as the main competitive strategy. As Nike's reputation dictates, it will continue to place emphasis in this area. Nike has built its business on providing products that rise above all others and this has made it the worldwide success that it is today.

Nike is known for its technologically advanced products and is the leader in this area. This allows Nike's products to stand out from the rest. The company's focus also allows it to maintain a somewhat narrow niche that enables it to effectively capture the needs and wants of the consumers. Nike will also focus on making a strong effort in price leadership. Nike's products in the past have been concentrated in the higher end of the pricing category. An entrance will now be made into lower price categories with these quality products. This will enable Nike to capture an even greater hold on market share.

Presently, the only form of customer relationship management activity that Nike has adopted in India is product warranty. Nike shoes come with a one year warranty. If the shoe is found to be defective or wears out within one year due to no fault of the wearer, Nike replaces the product. This is only the first step and more needs to be done in this area.

Being a company that always strives towards excellence, Nike needs to know exactly what its customers think about their products. A good way of assessing this w本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。