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......Figure 1: Nike Brands Analyzed Using the BCG Growth/Share Matrix

|Star Products |Question Marks |
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|Cash Cows |Dogs |
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Source: Concept of IMC and BCG Growth/Share matrix interaction: Anantachart (2004)

The implications of the combined approach of their IMC strategy and the use of the BCG Growth/Share Matrix illustrate how Nike through its marketing strategies over time, is significantly redefining the market position and messaging of athletic accessories, apparel and shoes. The ability of Nike to execute strategies from the IMC stage and see their impact in a BCG Growth/Share Matrix gives the company exceptional levels of insight. It is in these insights and their ability to redefine entire sports segments that Nikes impact on not only on the countrys culture, but the worlds is most felt. Nike is as much about expanding entire markets as it is about creating demand for their specific products as well
Conclusion
Admittedly, Nikes role in changing American culture has been a cautionary one. As their many lapses in the area of CSR have shown, the company did struggle with the ethics of

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