Nike也不得不重整其在高尔夫业务上的计划
Nike also had to rewrite its playbook for the golf business. Many industry observers and competitors treated Nike like an invading army. After a few years of lackluster shoe and clothing sales, Nike formally separated the golf unit from the rest of the company on its balance sheet. Nike currently controls less than 5 percent of most categories in the golf business. It wants more, of course, but its targets are long term and intentionally vague. The next frontier for Nike is to move even deeper into the subcultures by making the actual equipment。
Nike也不得不重整其在高尔夫业务上的计划。很多高尔夫业界观察家与竞争对手将Nike视为不受欢迎的入侵者。经过数年高尔夫球鞋与球服的平淡经营，Nike正式将高尔夫业务从公司的资产负债表中剥离。目前，Nike在高尔夫业务上的大多数产品占有不足5个百分点的份额。当然，Nike的目标是获取更大份额，而要实现这一目标还需走很长的一段路，且充满变数。Nike下一步开拓任务是通过制造现有高尔夫装备，更深融入亚文化群体当中。