Nike Mercurial SWOT analysis

 Nike mercurial SWOT analysis:

 

The SWOT analysis, is a method described by Jobber (2016), as a structured approach to evaluating the strategic position of a business by identifying the strengths, weaknesses, opportunities, and threats

 

Strengths:

Wide range of designs – The Nike mercurial boot comes in variety of colours, patterns, and styles, each with cutting edge technology. Mercurial’s feature the innovative fly knit design to ensure a snug and supportive fit. They are also equipped with a responsive soleplate providing a base for explosive accelerations and changes of directions to help take your game to the next level. Nike provide these technologies whilst ensuring a lightweight design to maintain speed, agility, and further control for the user. This can be game changing in a tight competitive situation and could even be the difference between winning or losing. (HyperVenom or Mercurial)

 

Relationships – Relationships with clientele have been built using services. The clientele is treated well by staff and customer service which ensures Nike provide the same detail and time when making the Mercurial boot. Nike also have many relationships with pro athletes that promote and share them using the mercurial, this shows that these athletes have trust in the boot to wear them in a professional environment, which can influence an individual when buying the mercurial. As it gives them confidence that the boot is of high quality and will be boost their performance.

 

Weaknesses:

Cost – Being top end boots the Nike Mercurials come with a cost. The Mercurials start at around £50 for the basic pair and can reach a staggering £300 for the top end boot, which is very expensive for the average user. However, critics have said that the Mercurials are priced accordingly while they do not come cheap, they are not out of kilter with their competitors, and can usually be found on sale or with a discount. (Nike Mercurial Superfly 8 Football Boot Review)

 

Design – Another weakness of the mercurial boot, is that it may not provide as much cushioning or support as other models. While it is a quality boot it has been found to prioritize its lightweight and agility which doesn’t aid some individuals needs as it lacks support around the foot and ankle area. So, people with injured ankles or individuals who are just looking for more support will benefit from another model.

 

Opportunities: 

The market – One exciting opportunity for the Nike Mercurial boot is the growing popularity of football worldwide. As football as a sport grows the demand for high performance football boots increases which is a great opportunity for a boot such as the Mercurial. In 2023 the global football boot market sales revenue was £18.5 million, its predicted that annual growth rate between 2024 – 2031 will be 5.8%. (Football Boot Market report 2024)

 

 

Advertisement – The rise of social media, the influencing market, and new platforms. With the power of platforms like TikTok, Instagram, and YouTube brands such as Nike can use this as an opportunity to collaborate with popular athletes and influencers to promote the Mercurial. This will generate hype around the mercurial increasing sales and brand exposure as a wider audience will be targeted. (Social media marketing)

                           

 

Threats: 

Other companies – One threat for the Nike Mercurial is competition from other brands. There are several brands competing in the football boot market who all offer their own high-performance boot, that they are constantly changing and innovating to be better than one another. This means Nike must keep updating and re designing the mercurial to stand out against apposing brands. (Big Brands Competing to be the Best in Football Boot Battle)

 

Counterfeits – Counterfeit products are a huge threat for the Mercurial, as Nike ensure a durable, long-lasting product that can withstand the needs of an individual.  The mercurial is known for its snug fit and explosive sole which maintains a player’s speed and agility whilst giving them the upper edge with ball control. If a counterfeit product is sold and isn’t at the standard of an authentic Mercurial it can impact the brands reputation and customer trust as it will not provide the quality, it is known for.

 

(Hartpury Arena Marketing Analysis) 


References:

HyperVenom or mercurial. 20 March 2014. https://www.soccerbible.com/news-archive/2013/06/hypervenom-or-mercurial-which-are-you/ . [Accessed 14 March 2024]

 

Nike Mercurial Football Boot Review. 21 September 2022. https://www.fourfourtwo.com/reviews/nike-mercurial-superfly-8-viii-football-boot-review . [Accessed 14 March 2024]

 

Football Boot Market report 2024. 5 December 2023. https://www.cognitivemarketresearch.com/football-shoes-market-report . [Accessed 14 March 2024]

 

Social media marketing. 02 February 2024. https://www.investopedia.com/terms/s/social-media-marketing-smm.asp . [Accessed 14 March 2024]

 

Big Brands Competing to be the Best in Football Boot battle. 02 December 2022. https://scoop.market.us/big-brands-competing-to-be-the-best-in-football-boots-battle-by-transforming-player-performance-says-market-us/. [Accessed 14 March 2024]

 

Hartpury Arena Marketing Analysis. 02 February 2017. https://hartpuryarenamarketinganalysis.wordpress.com/2017/03/10/swot%EF%BB%BF-analysis/ . [Accessed 14 March 2024]

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