5. • NIKE, Inc. NIKE, Inc. has been a
public-traded company since
1980 and gained market capital
at $104.4 billion
• Based on NIKE, Inc. Fiscal
2016 first quarter results,
total revenues increased 5%
to $8.4 billion and diluted
earnings per share quarterly
up by 23% at $1.34.
6. Executive Team
Philip H. Knight:
Chairman of the Board of
Directors
Mark Parker:
President and CEO
Andy Campion:
Executive Vice President
Chief Financial Officer
Jeanne P. Jackson:
The President, Product
& Merchandising,
7. Executive Team
Hilary Krane
Executive Vice President,
Chief Administrative Officer
& Genera Counsel,
David Ayre:
Executive Vice President,
Global Human Resources
John Slusher:
Executive Vice President,
Global Sports Marketing
Trevor Edwards
The President of
NIKE Brand
10. Sweatershop Controversy
“Nike product has become
synonymous with slave
wages, forced overtime, and
arbitrary abuse.”
---------Phil Knight, the co-
founder of Nike.
11. SWOT Analysis
Strengths Weakness
Opportunities Threats
• Brand equity, credibility and reputation in
worldwide.
• Solid athlete relations by sponsoring and
supporting via marketing initiatives.
• Teenagers
• Advanced technology and innovation
capacities: Nike+
• Shoes failures will undermine trusts from professional
athletes, young athletes and consumers.
• Doubts on quality of products due to athletes’ shoes failures
in events has been raised while not been expanding at larger s
• Nike can not control its brand-sponsored athletes and
organizations’ behaviors.
• Rio Summer Olympic, Euro Champs
• Growing population on young athletes
become key customers.
• Expanding running communities
contribute to increase Nike’s running
category sales.
• Women’s growing purchasing power and
prospective demands on fitness
• Arising competitors, such as Under Armour and Adidas.
• Bribery allegations on sponsoring sports organizations or
athletes, anti-doping investigations, athletes’ misconducts,
performance-enhancing drugs misusages, and other
negative associations with the brand.
• China’s slowdown in economics and foreign currency
headwind will decease revenues.
15. Crisis Team = Executive Team
Mark Parker:
President and CEO
Philip H. Knight:
Chairman of the Board of
Directors
Hilary Krane
Executive Vice President,
Chief Administrative Officer
& Genera Counsel
John Slusher:
Executive Vice President,
Global Sports Marketing
18. Key Messages
• Youth athletes and prospective teenagers deserve to
have true sports without doping and drugs.
• NIKE fights with doping and performance-enhancing
drugs and any substances harming integrity of
competition.
• NIKE protects interests of athletes and cultivate spirit
of sports for next generation.
• NIKE commits to create high-quality and innovative
sportswear and gears to boost your potentials.
19. Tactics
• Partnership
United States Anti-Doping Agency
• Education Programs:
Sponsored professional athletes,
young athletes, prospective teenagers
in Local Leagues and Clubs.
• Setting up meetings with
International Olympics Commission
(IOC), NBA, and NFL.
20. Quantitative:
• Sales, revenues and market shares across the
categories, especially the teenager categories.
• The traffic of the official website and major social
media platforms.
• Data analysis of sentiment of press releases and
tweets on social media platforms.
Qualitative:
• Monitor and following up headlines, social media
mentions, sentiment of tweets and press, and
keywords of the press about the partnership and
initiatives.
• Conduct social media audit about the responses.
• Conduct surveys ranging from professional athletes to
young athletes to understand their perceptions about
the anti-doping programs and gain feedbacks about
the customized products.
Measurement
