Place

Nike is a multi-national corporation with 858 stores worldwide in 45 different countries. The brand caters to people with higher wealth levels and hence restricts itself to these 45 countries that could be considered to be wealthier. When travelling, I came across various Nike stores within several European countries. I found these stores to be located in significantly more up market, affluent areas, such as top end shopping centres, or in the case of Vienna, in the centre of the fashion district. Nike's dominant position in the sports apparel market has enabled it to align itself with the worlds biggest traditional fashion brands despite being in a very different niche of the market.

When looking at place, it must also be recognised where Nike sources its products from. Many of Nike's products are produced in Asian countries, such as Bangladesh. Although Nike come under scrutiny at times over a violation of workers rights, the outsourcing of work to these places is financially viable for a company such as this. The reason for this is that the lack of regulation with regards to a national minimum wage enables Nike to pay workers at a lower rate. Moreover, this will lower costs of production meaning increased profit margins are easier to acquire.