The company has the strengths in terms of strong brand image which connects with the consumers for the company. Nike ranks regularly among the top brands in fashion and footwear industries. This means that the development of the norms for the growth of the business opportunities is likely to be seen and developed within the overall management of the brand images (Jain, 2000). This kind of positive brand images becomes crucial for the success of the company as the same becomes an asset for the company in the management of the consumer demand. The company has a strong work culture which allows it to suitably create internal efficient in its work environment. Such kind efficiency pushed the growth of the business opportunities for the company in the market.
Further, the strength of the company is seen and derived from its brand association with a number of sporting events which allows the company to remain in the minds of the existing and potential consumers at all times (Jain, 2000). Therefore, brands associations provide important for the management of the needs of the consumers.
In terms of the weaknesses, Nike faces risk of less diversified business which is dependent on the demand for footwear. So, this kind of dependence would make the company’s operation circumspect to risks and threats which may arise in the main market of the company. When the company is looking to reduce the threats in the market, it would have to diversify in terms of other market potential as well (Kotler, 2000). Such kind of steps would be necessary for the clear engagement of the market conditions and ensuring that the market scenario is properly managed for growth and other forms of opportunities.