Spokane Kicks
Exclusive Nike Retailer
By: Courtney Prather, Alex
Ellinwood, RJ Liggins
About Us…
• Founded on January 15, 2010
• Location: 2401 W. Wellesley Avenue
• Mission: To provide affordable Nike brand
shoes to the Spokane area with great service
and unbeatable prices.
• Offer retail in-store and online for the
convenience of the customer
Products
We offer 14 different brands of Nike shoes:
• Nike Zoom 4
•Nike Air 2
•Nike Cross Trainers
•Kobes
•LeBrons
•Air Jordan 23
•Nike Trainers
• Air Max
•Air Force
•Nike Turbos
•Nike Elite
•Nike Free
•Nike Shox
•Runner’s Delight
Porter’s Model
Customers:
• Target market: 15-25
athletic, active men and
women
• Secondary market: shoe
enthusiasts and styleconscious people
• Competitive advantage:
database quickly,
accurately updates what
each customer purchases
so that we remain
organized, and can quickly
decide which products to
sell.
Porter’s Model
Suppliers:
• Nike = Sole Supplier
• Since Nike is our only
supplier, they offer us:
– Wholesale Deals
– Discounts
• Allows for lower prices than
our main competitors
Porter’s Model
Substitute Products:
• Only sell Nike products, so
stores that sell other brands
have competitive advantage
• However, we have a larger
variety of Nike products at
lower prices than other retailers
• Nike doubles other athletic
brands in total sales.
Porter’s Model
Industry Competitors:
• Compete with all athletic retail
stores that sell Nike products
• Compete with online athletic
retailer, such as EastBay
• Competitive Advantage:
Discounts to primary target
market
– 10% off if customer wears
school jersey or has school
ID
– Discounts for bulk orders of
team shoes
Porter’s Model
New Entrants:
• Main threat of new
entrants: online shoe
retailers, auction websites
(Ebay, Craig’s List)
• We bar new entrants by:
– Offering both online
and in-store services
– Lowest prices
– Discounts to students
and teams
Our Findings
We compared each shoe by: color, unit cost, unit price, total
sales, total cost , and profit. Based on our Pivot Table, we found
that:
• The only products that lost money, and were discontinued to
maximize profits, were:
– Nike Turbo
– Nike Trainers
• We will increase the amount we carry of our most successful
shoes: signature shoes.
– Air Jordan 23s
– Kobes
– Lebrons
Conclusion
By increasing the amount of shoes that presented
considerable profit, and by discontinuing shoes
that lost us money, next quarter we should
increase our profit and have reached our goal.
WEBSITE:
http://barney.gonzaga.edu/~aellinwood/tutorial.
05/group