Comprehensive SWOT Analysis of Nike Air Jordan's Market Position

This assignment presents a SWOT analysis of Nike Air Jordan, a renowned basketball shoe and active clothing line first launched for Michael Jordan in 1984. The analysis identifies the product's strengths, including its association with Michael Jordan, recognizable logo, product quality, and resale value. Weaknesses include high price, quality issues from overseas manufacturing, competition from cheaper alternatives, and a shift in younger consumers' preferences towards newer NBA stars. Opportunities lie in signing new basketball stars, expanding into other athletic sports, domestic manufacturing for quality control, and leveraging social media for marketing and retail. Threats include dependence on basketball enthusiasts, competition from basketball stars launching their own brands, and competitors associating with newer, bigger stars while Nike remains tied to Michael Jordan.

Running head: SWOT ANALYSIS
SWOT ANALYSIS OF NIKE AIR JORDAN
Name of the Student
Name of the University
Author note

1SWOT ANALYSIS
Introduction
Nike air Jordan is one of the most famous and expensive basketball shoes and active
clothing line. The product was first launched for legendary basketball player Michael Jordan in
1984. Further, the product was introduced to common customers in late 1980 (Nike Air Jordan,
2018). This product is one of the most demanded product, however currently facing several
issues regarding market related, internal situations and direct competitors. This assignment will
point out the SWOT analysis of Nike air Jordan.
Strengths
 The biggest strength of this product is the biggest basketball player involved in
the promotional campaign. Michael Jordan is basketball icon for each individual
and hence, owning pair of air Jordan increases the status of buyers.
 The customers can recognize the logo of Nike and ‘Jumpman’ easily. Hence, the
marketing and publicity using the logo enhances the sales of the product
(Sneakers magazine, 2016).
 The quality of the product is another strength as online ratings and reviews
determine that customers like the product due to its legacy and quality.
 The vintage air Jordan’s resale value indicated to the fact that the product is
famous amongst customers (Mourdoukoutas, 2014).
Weaknesses
 High price of the product is the prime weakness of the product, as maximum of
the customers did not buy it despite of their interest in the product.

2SWOT ANALYSIS
 Furthermore, there are several quality issues has been received by the company as
it is manufactured overseas.
 There are brands and products in the market that are providing the same quality of
shoes at cheap price. Hence, consumers are being attracted to those brands and
products more than Nike air Jordan.
 The younger generation is more concerned about the new NBA stars and
following their dress code. Hence, younger customers buy the shoes of Kobe and
Lebron more than the air Jordan shoes (HypeBeast, 2017)..
Opportunities
 As the company has already proved the worth of air Jordan product in the market,
it can sign newer basketball stars, who has maximum amount of followers so that
a huge base of consumers can be involved.
 It can enter in new athletic sports other than basketball so that the range of
products can be expanded (Sneakers Magazine, 2016).
 Organization should manufacture these shoes within the country so that the
quality issues can be eliminated through scrutiny.
 The organization can use social media for marketing as well as retailing purpose
as these social media platforms are one of the best way for promotional and retail
purpose (Mourdoukoutas, 2014).

3SWOT ANALYSIS
Threats
 As the business of this product is completely dependent on individuals who are
interested in basketball or basketball stars, the company has the treat to miss out a
larger section of buyers, who are not interested in basketball.
 There are several basketball stars, who are launching their own shoes and active
wear brands, which is a major threat to this product (HypeBeast, 2017).
 Other companies, such as Adidas and Reebok Inc. are associated with newer and
bigger stars having huge fan base. This factor is a bigger threat as Nike Inc. is still
associated with Michael Jordan, who has become outdated.
 Other companies has started focusing on other products and sports, whereas Nike
is still concerned about Nike air Jordan. This makes the company little backward
(Mourdoukoutas, 2014).

4SWOT ANALYSIS
References
HypeBeast. (2017 August 30). Nike Faces A "Brand Problem" With Jordan
Brand. HYPEBEAST. Retrieved 18 February 2018, from
https://hypebeast.com/2017/8/nike-problem-jordan-brand
Mourdoukoutas, P. (2014, September 28). Forbes Welcome. Forbes.com. Retrieved from
https://www.forbes.com/sites/panosmourdoukoutas/2014/09/28/how-nike-wins/
#4dd9516d3791
Nike Air Jordan. (2018). AIR.Jordan.com | Official Stories Straight From The Jordan
Family. Air.Jordan. Retrieved from https://air.jordan.com/
Sneakers Magazine. (2016, November 24). 9 Reasons Why Nike Is Better Than adidas. Sneakers
Magazine. Retrieved 18 February 2018, from http://sneakers-magazine.com/9-reasons-
why-nike-is-better-than-adidas/