One of the smartest, in my opinion, routes Nike has taken with regards to options is the availability of choices in each segment of business. Although they are known as starting out at a running company, they have quickly (relatively speaking) become a supplier of all athletic products ranging from Women's Training, Soccer, Football, etc. One of the reasons Nike has been able to be successful with the multitude of products and lines is really in part due to the organizational structure they live and breath by. It's a matrix organization that creates synergies and leverages the company-wide assets.
Nike's ability to quickly change, react to a market pressure across all of the lines of business is also another unique challenge. In order for all lines of business to be profitable, Nike is challenged to ensure they can quickly make a modification to ensure they are offering what their consumers want. And, by the way, one of Nike's co-founder's, Bill Bowerman, stated many years ago, "If you have a body, you are an athlete". A statement of this magnitude requires great flexibility to quickly change directions if need be at a given time. If you think about the various seasons and the athletic or sporting activities associated, there's quite a bit to keep on track and remain new and innovative.
Overall, it would seem Nike has sustained a competitive advantage by being so flexible with their product lines and offerings. By taking advantage and capitalizing on that strength, Nike is able to continue being the leader in the athletic apparel, footwear and equipment industry. The environment they foster within the company is one of team work, key learning's, and constant drive to offer new and exciting products.
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