1. Company Overview
Nike is the top designer distributor and marketer in the world and it leads the sport equipment trend for a wide variety of fitness activities. According to the 2012 Annual Report the EBIT of Great China was 911 million dollar. Great China operating segment contributes the largest profit for the corporation beyond the North America Segment and keeps 17% growth rate showed in the Appendix. Nowadays more than 50 per cent of sales now come from international markets and emerging markets are growing rapidly. So it is necessary to analyze the specific market strategy in China.