Nike's Strategy and Sweatshop Scandal

Nike Case Study
In 1964, college track athlete Phil Knight and his coach Bill Bowerman started Blue Ribbon Sports, a distribution company for what are known
today as Asics shoes. In 1971, Blue Ribbon Sports began designing and selling their own shoes and changed their name to Nike. Nike is no stranger
to bad press and highlighted in a 2014 Business Insider article written by Lara O'Reilly, she mentions a few of the bold moves they made over the
years that have garnered attention, starting with the change of their name. Another controversial move they made was with their slogan, "Just Do It",
which was admittedly inspired by the last words of a serial killer right before his execution. Furthermore, they also endorsed their first professional
athlete who was nicknamed the "Bucharest Buffoon" because of his scandalous reputation. Phil Knight has been quoted as saying, "It doesn't matter
how many people you offend, as long as you're getting your message to your consumers..." In this submission, I will explain how Nike came to its
sweatshop scandal situation through its expansion strategy, the positive and negative impacts of this strategy, how Nike responded to this situation,
how the company could have responded differently, and what would the consequences have been as a result.
1991, eleven years after the company went public on the stock market exchange, it reported $3 Billion in revenue, that same year, a report came out
reporting poor working conditions and low wages in the
... Get more on HelpWriting.net ...

The External Environment Of Nike
Nike was founded by Bill Bowerman and Philip H. Knight in 1964 and has it's headquarter situated at Beaverton, Oregon USA. High quality
footwear, apparel, equipment, and accessories are designed, developed; markets and sell by Nike Inc. Nike's athletic footwear products are basically
designed for a particular purpose (i.e. athletic use), although a large percentage of the products are used for either leisure or casual purposes. It produces
NIKE Brand and Brand Jordan product offerings in seven major categories: men's training, women's training, running, basketball, football, NIKE
sportswear, and action sports (I.e. hiking). Furthermore Nike also made and markets products for kids, as well as for other athletic and leisure
purposes such as football, ... Show more content on Helpwriting.net ...
Nike Inc. will improve financially if they plan better strategies. This is because they will make more sales which will result in more profits boosting its
financial strength which is a strong advantage in a market as competitive as the sportswear market. Additionally, they will make positive social impact
on the customers because the customers will see them as not just a brand name but an organization interested and focused on its customers if they plan
better strategies. Plus, they will make positive social impacts on the community by preserving their culture and even foster economic developments,
thereby making their presence in the community noticed. Their satisfactory products will be easily found by customers who need it. According to
Nike's report it directly employs 30,000 people in the world and contracts with manufacturers employing 8,000 people. That is quite a huge contribution
to the community but this can be increased if they should focus more on their external environment thereby resulting in increased awareness in the
community and economic

Ethical Analysis Of Nike
1)
The Transnational Corporation (TNC) that I have chosen to research on is Nike. Nike was founded in January of 1964. Their headquarters are located
in Beaverton, Oregon. The shoes that are being provided to consumers worldwide, however, are produced in hundreds of factories around the world.
Ironically, Nike shoes have never been produced in factories in the United States. The largest producers are the factories located in China, Vietnam and
Indonesia. Nike hires factory owners to produce the shoes using the materials and designs provided by Nike. Nike does not directly own any of these
factories. The company itself focuses almost solely on designing the shoes, and after they have been produced by the factories, Nike then advertises
and markets the shoes in the most appealing way possible. ... Show more content on Helpwriting.net ...
The centre's role is to identify the physiological needs of athletes. In the NSRL, there is an unbelievable array of measurement and analysis tools. They
include equipment from a variety of muscle sensors to high–speed video cameras that produces a perfect 3D digital image of your foot in seconds.
Additionally, there are testing surfaces, such as an artificial soccer turf, a 70–metre sprinters' track runway and various outdoor terrains.
At Nike, the code of ethics for all employees is called Inside the Lines. This defines the standard of conduct they expect of all their employees.
Simultaneously, Nike operates a global toll–free alert line for employees to confidentially report any suspected violations of the law or the code of
ethics. Nike's Code of Conduct also includes contractors that manufacture products for Nike and their affiliate brands. The aim of having the Code of
Conduct is to respect the rights of their employees and to provide a safe and healthy work

Marketing Mix Of Nike
PRODUCT Product may be defined as goods–and–services combination the company offers to the target that might satisfy a want or need. That is
why Nike Company offers a wide range of products including shoes, apparel and equipment. The products in Nike's marketing mix are focused on
high quality and wide variety of goods for sports enthusiasts and motivate a healthy lifestyle for maximized consumers' satisfaction. It is the market
leader in sportswear industry and derives its maximum revenue from sale of sport shoes. It offers great variety of products including special type of
shoes for every category of sports such as for lifestyle, running, basketball, football, soccer, training & gym, skateboarding, baseball/softball, golf,
tennis, track... Show more content on Helpwriting.net ...
Nike sells its sports shoes, apparel and equipment products through a large number of outlets worldwide. This element of the marketing mix outlines
the venues where the company's products are sold, accessed or distributed. Retailers are the most significant places where Nike products are sold.
Customers can also purchase Nike's sports shoes, apparel and equipment through the company's online store. Based on this element of the marketing
mix, Nike Inc. has major control over the distribution and sale of its products, especially through the company's official online store and Niketown retail

Essay On Nike
Nike Company is a very important one which gains great reputation for its manufacturing and supplying of sports apparel to people from all corners
of the world. It is situated in the United States of America and the headquarters is in Beaverton. It can also be regarded as a leading manufacture and
supplier of athletic shoes and sports equipment among all companies. In the year of 1964, Bill Bowerman and Philip Knight, found a company by
name of Blue Ribbon sports, truly the predecessor of Nike Company. Later in 1978, in an official way, the name of the Blue Ribbon Sports was
changed into Nike Incorporation. When it comes to the word Nike, it comes from a Greek word, referring to the goddess of victory. By
manufacturing its own products, such as the Nike Golf, Nike Pro and Nike air, Nike Company gets its brand known in the market. Soon after that, the
first retail store of Nike products was born with name of Nike town. The major sponsors of Nike Company include the famous athletes from the whole
world and sports teams. ... Show more content on Helpwriting.net ...
The sales of Nike products in America are consisted of the main part with the percent of 34%, and in Europe, Middle East and Africa, the sales are
29% of the whole one. As to the first pair of Nike shoes; it is the track running shoe. Shoes win about 53.7% of the total profits for Nike Company.
Nike products cover a large range of sports areas and this makes Nike Company compete against many companies like New Balance, Reebok, Puma,
and Adidas. And the most powerful rival can be Adidas whose profits of sports area attain to $13 billion. The marketing strategy can be seen as a key
factor for Nike Company to achieve the big success. Nike is seen as an excellent brand which offers creative and well–designed sports apparel. Nike
Company makes its products gain great popularity through the way of cooperating with the famous athletes, professional sports teams and college
athletic

Nike Attitude Essay
Under globalization and rising competitiveness, it is becoming harder to affect a consumer's attitude towards a product or brand, thus, there is a need
to search for means of alternative influences. The aim of this report is to prove the relationship of a product and consumer attitude from the emotional
perspective, applying the example of Nike. Consumers always find it difficult to explain why they believe some brands suggest strong negative
feelings or why they are more attracted to one brand instead of another. Studies have proven that definite emotions towards certain products are usual
to consumers and this can also be the reasons why they select a particular brand, along with the price of that brand as well as the practical benefit of ...
Show more content on Helpwriting.net ...
In it, the concept of attitude as a variable of consumer behaviour is specified, stating that attitude is something that is acquired and relatively
permanent, gradual and at the same time purposeful, more or less intensive and reasoned intention of a consumer to react in a particular object.
Following the ABC model of attitudes, it can be stated that attitude is made up of three main constituents i.e. Affective (Emotions), Behaviour
(Intentions) and Cognitive (Knowledge). The functions of attitude and sources of its formation give the idea that consumer emotionally based attitude
formation and change is necessary for a complete attitude towards a brand.
BRIEF DESCRIPTION OF NIKE
Nike is an American brand that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel and
accessories. Headquartered in Oregon, Portland, it is currently the world's largest supplier of athletic shoes and apparel (Trending Top Most, 2017),
generating a total revenue in excess of US$34billion based on its Audited Account FYE 31.5.2017. Nike had a worldwide direct workforce of more
than 70,000 at the end of fiscal year 2017 and another 650,000 indirect workers operating from its contract manufacturing and retail

Financial Analysis Of Nike
Preface
This report is part of Introduction to Business subject (MGT1101). The topic is Nike Inc. This report was written to give the reader an insight into
Nike Inc. This report was written to show the reader different aspects of the company, how it was established, what it has to offer and some general
knowledge of the company that may be interesting and useful. In this report we will take you through Nike's journey in becoming such a successful and
well known brand and how it maintains its standards and keep the company alive also the struggle of competing with other heavy weight companies in
the same industry.
Table of contents page
Chapter1
1 Company History 1.1
Chapter2
2 Company's form of ownership
Chapter3
3 Company products
Chapter4
4 Company's form of competition ... Show more content on Helpwriting.net ...
Nike is now the most popular brand. It's not only in America, but also throughout the whole world. Nike has all the athletic shoes, clothes, and other
accessories one would need to wear in their certain sport.
Nike's target market for their shoes, clothes and other accessories are males and females between 18 and 35 years old. Nike's Competitive market has
expanded and dominated in the international market. Nike disburses TV ads during professional and college sports events, prime–time programs, and
late–night TV programs. A financial analysis helps us compare a company's current performance with its past performance Gives us an idea of how
the entire industry is performing as well as liquidity ratios, profitability ratios, and leverage ratios will give us a good understanding of how Nike,
Adidas Group, and Under Armour are performing.
The strengths
Nike gets top athletes to wear and sponsor their products rather than events or competitions as much. Nike explains that people tend to remember what
the player wore and not the brand that sponsors the event that the players perform at.

The

Nike : A Brand For Sports
Nike Inc. was created in 1962 by Bill Bowerman and Phil Knight as a partnership but not as Nike as we know it rather blue ribbon sports.
Nike has been a brand for sports for over a half a millennia providing men and women in sports with quality wear. Nike is the biggest athletic brand on
the planet which changed the world of foot wear entirely
Nike like other giant companies has seen its tremendous growth over the years, but the way it differs from other companies is, it follows an entirely
different idea for marketing its idea into the minds of the people. It's called story–telling, where the entire hierarchy shares their company's history and
heritage with their subordinates so that the heritage and the idea behind the nike could be ... Show more content on Helpwriting.net ...
The company likes to call this new strategy the "Secret Tournament" Campaign.
Nike's success in its ability to consistently associate its brand promotion by association with famous athletes as well as inspiring advertising continues
to define company's image in the mind of its consumers. The company is known to spend big portion of its budget on advertising such campaigns that
continuously reiterates the association of championship as well as great athletes with Nike, therefore giving it an unprecedented advantage over the
rest of its competition.
While Nike continues to evolve its marketing campaign, there are a number of strategies that the Nike team has at its disposal to make the revenue
growth, a few of which include signing up famous athletes and celebrities in sports as well as fashion. Besides, the company also focuses on signing
multiple teams to their consumer base where the sportsmen are required to buy and wear only the Nike products, thus helping it immensely in
promoting its brand to a large consumer base.
Market Segmentation:
In order to successfully target the consumer base, the businesses like Nike are required to focus their marketing campaigns onto individualized groups,
where the requirements of a consumer base are defined to extreme detail. Once

Nike: The Creation, Growth, And Evolution Of Nike
Mythology to society is just ancient past, but essentially it's not. It's thriving and very alive. Take a trip to your local mall and check the footwear
department of any sporting store and there you'll find the goddess. The name Nike characterizes the goddess who exemplified victory on the
battlefield. In retrospect, if persons were asked the name Nike, Greek mythology is least expected to arise. The name Nike is now renowned as the
most iconic brands around the globe. Though, not many people know the story it all began selling shoes from the trunk of a car. The crazy idea that
emanated from Phil Knight that grew to become the global phenomenon today. This study will give insight into the creation, growth, and evolution of
Nike.
Before Nike came into existence Nike's brand was conceptualized at the University of Oregon .at university bill Bowerman was knights track coach..
After his running days were over at university knight enrolled at the prestigious Stanford business school for his master's degree in finance. Whilst ...
Meaningfulness as a brand the meaning of Nike is the "greek goddess of victory". Likability of the brand the symbol of the brand reminds the
minds the sign of ok in addition it is associated with victory and winning. These all have a positive effect on peoples minds. Adaptability is how the
brand responds to change nike has changed its logo many times in years which shows how Nike uses adaptability for brand equity. Transferability is
the capability of the brand to add new products nike always adds to their portfolio of products they also change their logo according to gender ,product
etc. Protectability is the last of these elements which is about protection and legal registration nike has protected their brand elements with the swoosh
appearing alongside the trademark "just do it" since

Recommendations For Nike
Assessment and recommendations for McDonald's use of Social Media:
Strengths:
Strong Global Brand: Nike is the most valuable sports brand in the world. Its "Swoosh" logo is instantly recognizable around the globe. Its long
partnership with legendary basketball player Michael Jordan has driven strong sales of the company's basketball sneakers, including the retro business,
which makes up about half of the Jordan shoe business. In fact, one of every two basketball shoes in the U.S. last year carried that Jordan brand. Nike's
ability to maintain and enhance its iconic brands has allowed it to enjoy continued success for decades.
Low Cost Manufacturing: Virtually all of Nike's footwear is manufactured outside of the United States by independent ... Show more content on
Helpwriting.net ...
But they are not as active as they are expected to be for instance, they have uploaded a video on September 25th and their next video was upload on
October 15th which could possibly lose the audience's interest in them or at least in their social networking websites which are considered as one of
the biggest assets of a company specially one like Nike which always comes up with inspirational videos which motivates the consumers to use their
products.
Opportunities:
Innovative Products: Given Nike's focus on R&D, as mentioned in the strengths section of this analysis, the company is typically on the forefront on
product innovation. While products like FuelBand, a wearable technology that monitors physical activity, may not have been as successful as hoped,
Nike still has its eye on the next "big thing". The company's brand strength, coupled with its focus on R&D, should allow it to remain at the forefront
of new technologies in the footwear and wearable technology space.
Since we have come to a conclusion that Nike is quite popular on social networking websites, It can be considered as one of the biggest opportunities
that Nike has, having said that, the organization can use this ultimate power to raise awareness about their organization and the products which they
are delivering into the

Nike Sweatshops
Nike is one of the largest most popular sports/athletic brands worldwide. They are number one producer and sellers of sportswear shoes and apparel
(Nike Inc, 2017). Being number one the brand now has a market value of almost $30 million, and does seem to be stopping growth (Nike Inc, 2017).
Created in 1964, Nike has continuously grown adding many diffusion lines to their brand to be more distinct for different sports. Not only does Nike
encompass almost all sports, but also they have brilliant marketing and their trademark "Just Do it" partnered with the swoosh logo, which is
endorsed by celebrities makes Nike a desirable product. A demand that is worldwide requires employees that are willing work around the clock, are
paid less than minimum wage, and even employed children workers. At least these were some of the things that Nike thought they needed, to increase
profits and get their product distributed. Nike made a huge mistake trying to cut cost by exploiting workers in south Asian countries. Their ethical
integrity was compromised and many consumers would not buy from Nike, however now years later Nike has revamped their image with foundations
and a traceable supply chain. Hopefully, these measures Nike have taken will prevent any further ethical issues in the future.
Nike Sweatshops
Most American companies have moved manufacturing overseas to countries like China, Indonesia, and Vietnam, are just a few. The cost for production
is much cheaper there, even with the

Marketing Strategy: Nike: The Marketing Mix Of Nike
Nike Is an American multinational company specializing in designing, developing and delivering products such as shoes, clothing and apparel,
accessories and sports equipment to the global market. Nike today is as one of the largest manufacturers of clothing and sports equipment in the world.
The company was founded by Bill Bowerman and Philip Knight in 1962 under the name of Blue Ribbon Sport in the United States of America.
The purpose of setting up the company by Bowerman and Knight was importing cheap shoes from Japan to America. A year after founding the
company and import shoes from Japan to America, Blue Ribbon Sport managed to make the Japanese shoes Onitsuka Tiger that today is known as
ASICS known in America and provide them with ... Show more content on Helpwriting.net ...
These included advertisements on MTV.com and ESPN.com, video cuts on MTV2, television plugs, print promotions, and a "Retro–Chic," neon board
put close Madison Square Garden that demonstrated LeBron dunking constantly
Nike advanced NikeLab.com alongside the arrival of the film Transformers through a television plug in which a substantial Nike shoe on a bulletin
changes into a transformer.
As of late, after radio host Wear Imus made his scandalous remarks on air, Nike made a twist off advertisement crusade shielding ladies athletes. The
battle stars female competitors Serena Williams, Gabby Reece and Picabo Road.
Conclusion
After thought of this company and the most necessary attributes and properties possessed by and upkeep of worldwide markets I trust that the company
has a brilliant future because of the advancement it has come to, yet require more exertion, work also planned and development to maintain a strategic
distance from Dangers and issues that confronting the company later on.
These are a portion of the focuses may add to the advancement of this company:
1. Create new thing like the shoes with music player.
2. Utilizing another

Nike : Business Analysis : Nike
Nike
Business Analysis
Donny Otwell, Jasen Saavedra, Mohamed Takkouch
Business 10
Mrs. Rochin
December 5, 2016
Donny Otwell, Jasen Saavedra, Mohamed Takkouch
Mrs. Rochin
Bus 10
December 5, 2016 NIKE Although facing major competition throughout their history,Nike has been able to grow from a two–man team into a
multibillion–dollar corporation in less than 40 years. Nike was started in 1971 after Phil Knight had done research with Former coach and friend
from Oregon Track and Field Bill Bowerman. But we will backtrack to fill in the history of the company and how it got off the ground and where it
started. Things started after Phil got his masters at Stanford. In 1962 Phil traveled the world before he would start his professional career but he
always knew that he wanted to stay around sports. While in Japan he set up a meeting with Tiger Shoes (later to be named Asics) and sold himself
as an American sports shoes distributor. While he was in the interview the Tiger Shoe Company business spokesman asked who he was
representing and he on a whim responded "The Blue Ribbon Sports" company and so it was born. After selling himself as a distributor, he and Bill
put $500 dollars apiece to get an order of shoes. In the first year they sold $8,000, which was about 1,300 pairs of shoes (about $62,000 in today's
dollar amount) dollars' worth of shoes in the first year. In the years following the start of the business

Nike : Nike, Inc.
Nike, Inc.
NIKE, Inc. "was founded by William Jay Bowerman and Philip H. Knight in 1964 and is headquartered in Beaverton, OR" (Nike, Inc.). NIKE, Inc.
concentrates on NIKE Brand and Jordan Brand products divided in seven key categories: Nike sportswear, football, action sports, women and men's
training, basketball and running. The operating segments for its Brand are: North America, China, Japan, Western, Central & Eastern Europe and
Emerging Markets. Its wholly–owned subsidiaries include Converse Inc. and Hurley International, LLC which are in charge of designing, marketing
and distributing casual footwear, clothing and accessories.
The athletic footwear products are designed and made primarily for a specific athletic use, even though some individuals prefer to wear the products
for casual or relaxation purposes. Nike shoes are designed with an outsole that lets the shoe not only flex but expand and contract with the foot on
every step. The midsole are able to expand in every direction for more dynamic and rapid movement. The heel is anatomically shaped and rolls with
the ground for more natural range of motion while the soft foam provides extremely comfortable cushioning.
Nike shoes are designed to move freely in every direction a person moves. The running shoes are boosted to fit, move and provide a more dynamic
flexibility to give a more natural running experience. The training shoes are designed to provide multi–directional agility in every way that a person

The Value Proposition Of Nike
3. Competitive Strategy of the Company
3.1 Value Proposition
NIKE, Inc. is the world's leading innovator in athletic footwear, apparel, equipment and accessories.
Their mission is quite simple:
"TO BRING INSPIRATION AND INNOVATION TO EVERY ATHLETE* IN THE WORLD.
*IF YOU HAVE A BODY, YOU ARE AN ATHLETE."
NIKE.com
NIKE's unique value proposition has been on the innovative design, finesse and quality of their Product line. Innovation has been a constant driving
factor of NIKE since its inception.
Nike has 3 critical value creating resources –
Design/R&D for new products
Marketing – to create and drive the demand
Distribution – to make certain they are getting the latest most innovative products to customers quickly
Nike has seldom manufactured products own premises, except their air bladders. The shoes are manufactured through outsourcing and alliances with
other companies. A successful company like Nike formed its organization on the customer values that have the MOST impact on the consumers mind–
Design/R&D, Marketing and Distribution. Even though manufacturing is a vital function to perform, Nike realized that there were other ways to go
about this function and thereby save both cost and maintain its focus on the critical customer value areas. ... Show more content on Helpwriting.net ...
That is, Nike's targeted buyers are interested in the latest innovative products. This segment is willing to pay for the products and has also has
continually demonstrated its willingness to keep buying the latest products.
Nike's organizational Form reflects a conglomeration of resources, processes and people around the activities most critical to their target customers in
terms of its Value Proposition. It decided therefore to concentrate in depth on the critical activities and competencies rather than increasing the breadth
of its

Nike Inc.: Marketing Management Of Nike
Assignment no. 01
Marketing Management
NAME: Atul Tripathi, Div–E
Roll No. 321641
Introduction
Nike Inc. is founded by Bill Bower–man and Phil Knight as Blue Ribbon Sports. The company was founded as an importer of Japanese shoes. The
company has become number one shoemaker of the world. Today Nike Inc. holds 37% share in the world market. It has widespread in 160 countries.
Company has several brands like Nike Pro, Nike Golf, Nike Plus, Air Jordan, Nike skateboarding and subsidiaries which includes Cole Haan, Hurley
International, Umbro and Converse.
It has designed special shoes for different kinds of sports. It designed shoes for tennis, golf, skating, hockey, rugby, etc.
Including this wide range of product Line ... Show more content on Helpwriting.net ...
Adidas
Reebok
NIKEADIDASREEBOK
Target Market is 12–25 year–old, Covers almost all sports groups.
Target Market is 15–25 year–old and 25–45 white collar workers.
Target Market 15–25 year–old, specialized in Sports Players
пѓ To maximize the market share Nike is working closely with the distributers and dealers.
пѓ It has created influence in the industry by effective supply chain and through its channels of distribution.
пѓ Nike has enhanced its counters by its series of suppliers and distributors simultaneously.

Inclusion of Michael Jordan in their advertisement created huge awareness about Nike shoe products in masses.
Nike outperformed its rivals Adidas and Reebok in public awareness as Nike was at 88.50% whereas Adidas and Reebok were at 55% and 43.40% in
matter of public awareness respectively.
Price
The price of Nike products is based on the endorsements and advertisements therefore there is no price differentiation globally.
пѓ Nike's product cost is based on the segment of target customers.
пѓ It follows competitive pricing according to their rivals.
пѓ As most successful brand Nike has high premium value for their

Marketing Analysis : Nike, Adidas, Aon, And Nike
Sports Industry Competition
The term competition cannot be avoided in any business set up. This term in economic may allude to a rivalry which exists between sellers with their
intention of achieving certain business objectives. The objectives may incorporate maximization of profits and increasing the sales volume of the
company's products. When two businesses contend, each has the intention of offering the best favorable terms to woe more customers. The sports
industry is not any exception. The industry confronts lots of competition amongst its key players. The major players as discussed in the industry
analysis paper are Puma, Adidas, AON, andNike. This essay entails a discussion of the competitive strategies each firm has over the others, giving
reasons why the brands have been exceptional in the market.
Strengths and weaknesses of Puma
A SWOT analysis may be utilized to investigate into the strengths and weaknesses Puma has over the others, three key players. This analysis will
show the risks and rewards of Puma (Ећen, 2008). The strengths and weaknesses include the financial resources, the resources which are physical like
the location of the company, the human resources that include employees of Puma, and finally the access to services which include trademarks.
The specific strengths which make Puma competitive over the other companies are discussed. The brand is well established over more than 90
countries all over the world. Being a recognized brand they

Nike 's Business Model : Nike Inc.
Nike Inc. is a multinational athletic sportswear corporation that produces a wide range of both men's and women's footwear, clothing, equipment and
accessories. It is also globally the largest seller of such garments, selling to approximately 19,000 retailers in the USA, as well as in 140 other
countries around the world. Of course with such territory Nike has become a huge target to a broad range of campaigning non–governmental
organizations and journalists as significant representation of business in society. In Nike's case, like most big manufacturing companies, their biggest
social issues involve human rights and conditions for workers in factories in developing countries. Other issues that Nike seems to face include their
transition towards becoming a more sustainable company as well as providing top and long–lasting quality products for their customers.
Today, Nike has a pretty good image when it comes to labor practices, however, this was not always the case. Nike was an early target for labor abuse
activists for the very reason they found their success: their business model. Their business model was built on outsourcing their manufacturing and then
spending the money they saved on aggressive marketing campaigns. Nike has approximately 700 factories, in which around 20% of workers are
creating Nike products. The conditions in which these workers must endure have been a tender spot and easy target for allegations made by campaigns
for poor conditions and commonplace

The Leadership Structure Of Nike
Nike is a major public trading company which specialises in selling of footwear, sportswear, sports equipment and clothing globally. Their
headquarters are based in Portland, USA. The Nike brand was pioneered by two men Bill Bowerman and Phil Knight. The debut of Nike was in 1972
and a star athlete was used to endorse their brand. Today Nike employs more than 48000 people across the world and has more than 5500 at their
headquarters. Nike supplies and sells their products to more than 180 countries globally (Nike inc. / history).
The leadership structure that Nike uses is a Matrix organisation. The Nike employees report to the team managers who in turn relay the team's progress
to the department manager. Team managers and their employees make decisions regarding the product they are allocated to, whilst the department
manger focuses on policy related issues. The advantage of such a structure is that it allows Nike to make quicker decisions and react faster.
Nike has a wide range of product that they offer which is tabulated in table 1 below as well as ... Show more content on Helpwriting.net ...
They targeted a narrow niche market where the buyer's needs were completely different from the rest of the market. They offered their products to
selected group of people who could afford this premium price. These products which Nike created were specifically for athletes and sport players.
However in today's market Nikes approached moved away from only the sports and athlete market. Nike has adopted a varied market segment
approach but still achieving uniqueness over its competitors. The new product line of Nike caters for all market segments and places strong emphasis
on differentiated features. This new strategy continues to stay ahead of its competitors as it constantly stresses on innovation and improving. Nike also
relies heavily on their brand which Is seen as a brand of high quality and value for

Nike : Mixing The Business And Marketing Mix Of Nike
3.0Marketing Mix
A marketing mix states the strategies a company uses to promote the brand within its market. The marketing mix of Nike evaluates the companies 4P's
of marketing (Product, Price, Place, Promotion) and explains the business & marketing strategies of Nike.
4.0Product
Nike's first and most popular products are their footwear range. Specialised shoes for a range of sporting activities including running, tennis,
basketball, golf, football and cross training for men, women, and children are available in most sizes. Figure 2 shows the Nike Hyperdunk 2017
(Team) Shoe, a basketball specialised shoe. The company also sells sporting attire (known as apparel) such as jerseys, tops, shorts, and associated
products and accessories and equipment such as gold clubs and balls. Figure 3 shows one of the women's accessories Nike offers, the Nike Auralux
Print Club Training Bag. In Figure 4, the Nike Hyper Elite 8P basketball is shown with the Nikelogo prominent and enlarged on the ball's surface.
Based on Nike's product strategies, the company has successfully expanded its range of products to address needs of more market segments and to
meet the wants of customers and the wider market.
5.0Price
Nike is globally famous for its premium quality footwear and sports garments. Due to its high quality, Nike products have often been priced higher
compared to its competitors such as Adidas, Reebok, Puma and Asics. Nike uses the value–based pricing strategy which distinguishes

Ethical Issues Of Nike
Nike, Inc.
Nike, Inc. is an American multinational corporation that is engaged in the design, development, manufacturing and worldwide marketing and sales
of footwear, apparel, equipment, accessories and services. Founded in 1964 by Bill Bowerman & Phil Knight it is a public limited company listed
at New York stock exchange as NKE. Its headquarter is based out of Beaverton, OR. It has total of 51 subsidiaries around the world. At US$19 billion
in 2014 it was the most valued brand in sports businesses. It employed more than 44,000 employees worldwide and had a revenue of more than
US$24.1 billion in sales in the fiscal year of 2012.
Nike has more than 700 shops and offices in more than 45 countries outside united states. Most of the manufacturing units are based out of Asia.
Nike has been accused of using sweatshops since 1970's to produce footwear and apparel. Throughout 1990's Nike was heavily criticized for selling
goods produced from sweatshops. they were not only criticized for poor working conditions in Asia but were also criticized for moving their factories
from United States and taking away American jobs. Nike has denied the claims many times, suggesting the company has no control over
sub–contracted factories. However in 2001 Nike director Todd McKean in an interview took responsibility and stated that there were Nike employees
present at sweatshops for quality control and that they handled the situation irresponsibly by not taking accurate measures.
Timeframe ... Show more content on Helpwriting.net ...
Basic needs were not provided in these factories. factories were unsafe and the working conditions were brutal. Violence by the security guards, child
labor, exploitation of human rights, low wages, extra working hours, corporal punishment were some of the key social issues at these sweatshops.
Company Code of

Nike: The Pest Analysis Of Nike
Macro Analysis
Pest Analysis is the framework used to analysis the organisation's external macro environment that present opportunities or threats to a business
(OxLearn, 2013). These are all generally considered to be outside the control of the business although many, business will go to great lengths to try and
control them. The PEST analysis particularly identifies key dangers that are taking place which influence the organisation in the future. PEST standing
for Political, Economic, Social and Technological.
Politic Analysis
Nike has benefited from the growth–orientated policies of the US government which will foster its business growth. In this context, Nike has been
aided greatly by the US policies, hence providing them with the opportunity to modernize their products (Cooter, et. al., 1988). The support accorded to
Nike by the US government, Nike enjoys low interest rates and stable currency conditions and competitive tax arrangements which able to advance the
growth of the Nike. Stable political conditions in most major markets present opportunities for Nike to grow its business in these areas. Also,
expanding free trade policies facilitate better market penetration overseas. Moreover, improving ... Show more content on Helpwriting.net ...
Consequently, more and more people would like to do exercise such as playing badminton more frequently. The demanding for badminton product
such as sport shoes is required. With an increase in demand for shoes, Nike is at the forefront of this surge of demand as people are looking for
sport shoes. Therefore, Nike has to produce and supply more sport shoes in order to fulfil the market demand. However, the sweatshop problem
which faced by Nike is become more critical and the negative brand image would be occur if Nike is failed to manage it well. This would cause bad
publicity and declicing sales because the the society demands more socially responsible

Approacher Analysis Of Nike : Porter's Five Forces And Nike
Porters Five Forces and Nike.
Porter's five forces refers to five forces which can affect a company in relation to external factors. These forces help review the strengths of a market
position for a company. The forces are: threat of new entry, competitive rivalry, bargaining power of suppliers, power of buyers, and threat of
substitution. These five forces vary in terms of threats from low to high as they relate to Nike (Rowland, 2016). First is the threat of new entry which
is relatively low. There has been some but now much new competition recently. This is seen by Under Armour and Lululemon which demonstrates
that threat of new entry is possible but not easy. Due to the difficulty of entry into a market overshadowed by the big names of Nike, Adidas, and
Reebok the threat is relatively low for this force (Dalavagas, 2015) (Rowland, 2016). This joins the high threat of competitive rivalry. There are
existing brands such as Adidas and Reebok which are among Nike's biggest rivals (Friesner, n.d.). Next is the force associated with supplier power
which is weak. There are many sources for the items used to produce Nike equipment and merchandise. This allows Nike to have the choice of
suppliers. If one supplier does not work, Nike can go with a variety of other suppliers (Rowland, 2016). The fourth force is buyer power. The
customer determines how well Nike will do as a business. The customer can choose which company to buy their shoes and clothing from and can
switch companies throughout the process (Rowland, 2016). Last is the threat of substitution which is high. The high price of Nike shoes makes
them inaccessible to many people. There are "knock" off versions of the name brand shoes which look very similar to the expensive Nike brand. A
person could go to a different store and find a similar shoe at a less expensive price (Friesner, n.d.).
Marketing Now and in the Future
I feel that Nike has been successful in marketing to a wide variety of people. Nike is on the Forbes list for several categories. It rates as #50 for top
regarded companies and made it to #16 for World's most valuable brands and #88 for World's best employers (Nike on the Forbes Top Regarded
Companies List," 2017).

Essay On Nike And Adidas
Which shoe is better, Adidas or Nike? Adidas and Nike are similar in a way that they both advertise shoes, but they both use different tactics. The main
question though, is which shoe brand is better? The Adidas advertisement aimed at teenagers focuses on finding a shoe that makes them feel happy and
one that they feel comfortable in, whereas the Nike advertisement focuses on being able to trust Nike and that they will provide them the best shoe
to help them be the best. The Adidas brand and its ads are really interested in using famous people and well known superstars. Also, Adidas value
sponsoring teams and global events. However, Nike values sponsoring specific stars in a wide range of sports, and they use main symbols in their ads
to describe ... Show more content on Helpwriting.net ...
One of these techniques includes name dropping. Just like Nike, Adidas uses many different celebrities whenadvertising their products. Adidas uses a
whole range of celebrities from Kendall Jenner to David Beckham. This technique is called name dropping. This persuades the buyer to buy this
product because many new and famous celebrities use it too. Also, Adidas uses an advertising technique called covert advertising. This is when they
portray their product on media. Such as, movies, tv shows, and social media. And example is the movie Beverly Hills Cop and many different
Adidas instagram accounts that they keep in touch with Adidas fans all around the world. However, when Nike uses their advertising techniques,
they use an exaggeration technique to make people think that just by wearing their shoes that it will make them run faster than before. This makes
people fall for it because they makes it seem like it is the best shoe out there for running. Also, another difference is that Nike uses emotional
branding, which is when they use emotion to advertise their product. For example, they do this by playing a hero that overcomes challenges and
adversity. This makes people feel sentimental to buy their product because Nike makes it look like the outcome of buying their product will be
victorious. After all, both Nike and Adidas use a few similar

Abuse Of Nike
Nike, one of the most famous brands in the whole world. It is loved by so many because of its unique, yet affordable, clothing and sports wear. How
ever, have you ever asked yourself how can all these great quality products be so cheap? Not only must the fabrics add to the cost of it, but how about
transport, maintaining the shop, paying the workers for their long hours of hard work, and all of these other factors that must really add to the amount
of money spent in making a single item? You, asNike's lovely costumer, only see what they want you to see. The pretty shops, lovely locations,
amazing ads... They're just one small part of the whole company.
If you really want to know how Nike's products are so incredibly affordable, then you should ... Show more content on Helpwriting.net ...
Nike's executive who oversees all of the company's effort to truly improve working conditions around their factories, said "We do see other issues of
that similar nature coming up across the supply chain but not on a frequent level." Nike had a lot of heavy criticism about 10 years ago because of its
problems with child labour and use of sweatshops. Since then, Nike has taken steps to improve their working conditions at all of its 1,000 factories
overseas. Making Nike a much more transparent and humane brand.
So, really, how can YOU help stop Nike's abuse. Sure, boycotting the company could definitely bring more attention to the matter, and maybe even
lower sales in such a noticeable manner that Nike closes, but, in my opinion, making Nike close wouldn't be a Smart solution. You see, what we
really want to do is make working conditions better for all of Nike's workers, how ever, we do not want to take their only job away from them. We've
already seen that Nike really tries to change things in their factories when enough noise is made about

Nike And Nike Vs. Nike
Adidas and Nike are two major athletic clothing companies on the market. The two brands are both commonly worn by athletes. Nike has endorsed
some of the top athletes in the world. Take Michael Jordan for example, Nike created an entire brand off his name, "Air Jordan's." Adidas also has
multiple athletes that advertise for them including soccer player David Beckham. The two companies have been in constant competition with their
footwear and apparel for several years. Deciding between the two brands has always been a challenging process for me. Having had products from
both companies, I struggle choosing which is better. Both are successful companies that strive to create well made products for their customers.
Through these evaluations, I... Show more content on Helpwriting.net ...
Today, several players ranging in all ages own Adidas cleats, including myself. They provide good support and give an extra boost when playing the
game.
In contrast, the most popularly sold Nike shoe is for running. This type is usually lightweight and easy slip on. I have owned several pairs of Nikes
and all have been very durable. They have lasted me several years and still look new. Many track runners use Nike tennis shoes or may even own a
pair of Nike spikes. Some people even believe that runners who wear Nike tennis shoes in track races have an unfair advantage. Nike "shoes cushioned
the feet of all three medalists in the men's marathon at the Rio Olympics last summer" (JerГ© Longman). It is no coincidence that athletes continue to
purchase Nike running shoes, and continue to provide the best results when competing.
While Nike's most profitable product is their footwear, they also offer many different types of apparel. Such as leggings and tank tops for women;
for men they have polo's, tee's and socks. They sell all sizes for both genders. It is common to see athletes wearing multiple Nike products at one
time. I have seen many people with a new pair of Nike tennis on, while also wearing a Nike t–shirt. Most of their apparel is expensive. Some leggings
sale for the price of a

Brand Analysis : Nike And Nike
Brand Analysis: a case study of NIKE
Background of Nike:
Nike Inc. is an American corporation that was founded in 1971 and extended its market to the globe. It is known as one of the largest supplier for
sports–related products in worldwide. The company mainly focus on selling athletic shoes, sportswear and other sports–related products. In year 2014
its brand value was valued at 19 billion, making it the most valuable brand among all sports–related business. By the end of 2015, It had an income of
$3.27 billion and a revenue of 30.6 billion.
Market Segmentation and targeted market:
The main targeted market of Nike are people who lives in developed city, aged 12–40. The specific target consumers within this range that has a desire
to ... Show more content on Helpwriting.net ...
From its statement: "everyone with a body is an athlete", Nike is trying to create a brand image for is customers of having an sporty lifestyle and
attitude.
The key aspect that separate Nike from its main competitors are the technological level of its products and the recognition of the brand. Nike
incorporates different technology into its products. Nike has always been the leader of innovation and technology in the sports industry. It is one of the
first company that apply physics and biomechanics into their products. (http://news.nike.com/news/nike–running–research–through–the–years) Over
years of research, Nike owns a lot of patents and apply these new technologies on their products for example: Nike Air VaporMax, Nike Lunarlon and
Nike Free RN Motion Flyknit etc. In terms of brand recognition, being the world largest sports product supplier, Nike has extended its brand influence
by sponsoring famous athletes in different fields all around the world (http://news.nike.com/athletes). The brand slogan "Just Do It" designed in 2009
has been phenomenal and very appealing when it comes to attracting customers to buy its products. These helps Nike to stand out from its major
competitors.
In the 21st century, Nike stretches its brandname into different area of production, including Nike Golf, Nike Pro and Nike+. Among all, the brand
Nike+ helps Nike to strengthen its name of being an innovative brand by being the first company to cooperate with Apple

The Introduction Of Nike
Introduction of NIKE
Nike's briefly Introduction
NIKE has the same pronunciation of NI–KEY, is a goddess represent victory in Greek mythology. A symbolizing of victory, NIKE was appeared in
history's earliest battlefields. A Greek would say, "When we go to battle and win, we say it isNIKE." (Nike Consumer Affairs packet, 1996) Seem with
this great honoured symbol, NIKE is the world's greatest Sports wearing company in twentieth century. The NIKE 'swoosh' shows the spirit of the
NI–KEY who inspired the world's greatest athletes to new levels of record.
The Swoosh The SWOOSH logo is created by Caroline Davidson in 1971. It is the wing of the Greek Goddess NI–KEy. (Nike Consumer Affairs
packet, 1996)
A Brief History of Nike
Founders of ... Show more content on Helpwriting.net ...
Nike Jordan to bring new and higher interest rates, ultra–energy brand of Nike began.
1987 Nike has been product innovation, making the Nike Air technology more visible to the general public to understand, at the same time plus the
outstanding performance of its sports shoes, Nike during this period successfully established a leadership position in terms of sneakers Kuji, through
commercial revolution, Air King to enter the market. In the same year, Nike shoes Almighty born. New comprehensive training shoes, Nike expanded
its brand new fields, comprehensive training shoes enough cushioning for running both, but also very suitable for other sports and aerobic fitness
training.
1988 Nike launched its advertising slogan is still used today – "Just Do It". This slogan gained great success beyond imagination. It is the language, the
voice of sport movement, to bring the dream of ordinary people, which means there is no excuse for action. Huge market effects of advertising to
enhance the overall value of the brand of Nike, it advocates the sport became part of American

Nike : A New Year
The ball drops and an all the sudden people around the world are celebrating a new year, for some a new beginning, and for most a time to do
something they've been putting off for years. Ten Minutes into the New Year, people are already making this year's resolution. One of the most
common resolutions for the New Year is to increase exercising and take care of ourselves. A company that can motivate you and provide you with the
proper tools is Nike.
If you take a closer look, you see the swoosh everywhere you go. Founded as Blue Ribbon Sports in 1964 by Phil Knight and Bill Bowerman (Nike
History and Timeline), the brand we know as Nike, circa 1971 has infiltrated and successfully has become a lifestyle to millions of people at a global ...
Consumers and viewers of Nike's social media channels are inspired.
Nike, as a brand knows how to voice motivation, inspire through imagery and make it seem as if you didn't know how you were living without Nike
product. Not only are Nike's images well constructed, visually appealing, inspirational and motivational – the way thee wording around their posts
stand out as something somewhere needs to hear. There are millions of people talked into becoming active, told to keep going and told "There's No
Finish Line" due to social media activity with this brand. Through imagery, Nike successfully creates product focus by gaining attention with a one
liner like "Just Do It" (their slogan), discussing the product, and moving into something inspirational. However, not every post is circulating around
selling. With a proper mixture of quotes, motivation, celebrity marketing and technology, Nike uses imagery to grab consumer attention. Each and
every image on all channels of the Nike family uses extensive composition with color and negative space, a noticeable subject or focus and a good
"flow" of timelines making sure to balance their mixture of marketing tools via social channels.
Nike takes part in all of the most popular social media channels that are being used today. The top three social media channels are Instagram, Twitter
and Facebook – in which Nike has made their mark on each and every one

Globalization Of Nike
Nike
Nike is a company that provides clothing and sports equipment trade large public and is headquartered in the United States. This company faces a
number of trends which significant impact its supply chain management.
The trends that impact SCM of Nike
Globalization
Globalization has made opportunities through information and helped break the distance barrier. Companies have benefited from a larger choice of
product sources. Consumers have also benefited due to greater product choice, higher quality, and lower cost.
Nike currently has subsidiaries in over 200 countries. Along with famous brands Nike, Nike corporation owns subsidiaries system with other famous
brands like Cole Haan (women's footwear, accessories and outerwear ...); Converse, Inc. (shoes ..); Hurley International, LLC (sportswear surfing);
and Nike Goft (set bigolf market, apparel, balls, footwear, bags ..); With a staff of up to tens of thousands of people.
Outsourcing
Nike was the first company in the field of outsourced manufacturing, Nike has a very distinct point that it does not invest directly factory, where 100%
of the production process are located in the processing plant outside which are mostly located ocac Asian countries like China, Indonesia, Vietnam,
Philippines, Taiwan and Korea. To avoid pressure from customers and the legal case against the... Show more content on Helpwriting.net ...
If the standard is formed it will sign with Nike factory to mass produce. Nike used outsourcing in the form of definitive purchase, ie the plant will
purchase production materials. However, the list of plants which provide raw materials must also be under the control of Nike. This gives Nike can
grasp the cost and quality of raw materials. When the contract is completed, Nike will known cost of produce and processing fees. Products will be
shipped to the company Nike, Nike will perform from this distribution process, product

Nike Marketing Strategy
NIKE, Inc. is an American multinational corporation that is engaged in the design, development, marketing and selling of footwear, apparel,
equipment, accessories and services. Its athletic products are designed primarily for specific athletic use, although a large percentage of the products
are worn for casual or leisure purposes. The company sells its products to retail accounts, through Nike–owned retail stores, Internet Websites, and
through a mix of independent distributors and licensees throughout the world. This company and its brand are well–known worldwide. However,
despites its high reputation of being the global market leader and a well–known brand which is loved by its consumers, Nike still has to compete with
certain brands which ... Show more content on Helpwriting.net ...
Nike has always been the top and well–known brand due to its brilliant advertising and endorsement. That is because consumer remembers what they
see and hear, especially when it is always repeated. For example, Nike's first print ad, titled "There is no Finish Line," is still successful today, and still
marketed on T–shirts. Nike's famous slogan "Just Do It" is quite simple but extremely encouraging for customers making the company's product
extremely popular. Moreover, due to the simplicity of the tags they are understandable and easily perceived by all people regardless national or
cultural peculiarities and norms. In such a way, Nike's products have become really international.Nike also used the popularity of sportsmen to
promote its products after endorsement of Michael Jordan thrived. Nowadays, the company has contracts with sportsmen from different countries
which are known practically all over the world, including Michael Vick, Lleyton Hewitt, Roger Federer, the Brazilian national soccer team and
English Premier League soccer team Manchester United. This shoot up their popularity by making the fans of these top name athletes become fans
of Nike. They can contribute a majority of their success to their partnership with Jordan, who brought a ridiculous amount of popularity to the brand.
The Nike Air Jordan franchise sold over $100 million in revenue in its first year in 1985. This shows how much an advertisement and endorsement
helped in bringing up a brand especially to Nike which makes it memorable and chosen by all until now. If the other brands had the idea to invest in a
better endorsement before Nike, they would have had the same level of success as Nike but instead Nike seized the opportunity and became the best
choice among all the other

Nike And New Balance : Nike
Nike and New Balance
Introduction
Nike and New Balance both are companies that sell sports apparel. Nike brand is one of the most popular brands and has been around years and has
the popular slogan "Just Do It". Nike's goal is to make products to every person by making sports apparel that will decrease injuries, enhance
performance, and lastly that will feel good to wear. On the other hand, New Balance is not as popular. New Balance is still trying to become one of
the top brands for sports apparel.
Promotion Strategy
Nike and New Balance promotional strategies are very similar. They both target athletes. New Balance's promotional strategy also aims towards youth
sports, races, track and field and also sponsoring different charitable organizations worldwide. While Nike's slogan "Just do it" has been used in
different promotional advertisements. Nike has contract with celebrities and professional athletes, that helps promote the product. This has contributed
to the success of Nike. Through mass media, Nike has employed a selective demand advertisement that focuses on high priced shoes for sports
(Anttonen, S. 2015).
Marketing
Marketing with both Nike and New Balance being very similar, the companies can find different ways to set them apart from their competitors by
using each other's information to their advantage. One way for New Balance to have a competitive advantage over Nike is to strictly focus on running
shoes. Nike focuses on athletic shoes for sports like

Swot Analysis Of Nike
Nike's Marketing Program
Nike Inc. is a worldwide company that deals with global marketing, and sales of footwear, equipment, accessories, and services. The company
produces and sells both male and female sportswear of individuals between a wide range of ages, from infants to adults. Nike Inc. has a huge number
of competitors in the sportswear market, however, it earns its own prominent position and stable market shares. As a market leader,Nike Inc. has more
than seven hundred shops all over the world, and its business develops in more than forty–five countries. Most of Nike Inc.'s factories are situated in
Southeast Asia, because of the cheaper labor. Moreover, as part of Nike'smarketing strategies, the company have ensured that they associate its brand
with top athletes to attract many customers to buy their foot wears. Some of its recognized trademarks that involve high–profile athletes include the
"Just Do It" and the most recognizable "Swoosh" logo.
Strengths
Nike is considered as a brand that is stylish meeting its customers' needs. Their method of the styling of product objectives has given them a top
position in the foot wear industries. They have associated their triumph with their apparel, and as a result, they make a substantial impact on their
viewers. For example, Nike associates their sponsors such as top athletes with their victories thus reinforcing effective marketing strategies.
Additionally, Nike ensures that the target users that are possible to boost

Nike Mission Statement
Nike which started out as Blue Ribbon Sports is today world's largest supplier of athletic shoes and apparels as well as manufacturer of sports goods.
So, what makes Nike successful than others. "Nike raced ahead of the pack by exploiting its brand power to move from sports footwear into athletics
clothing, turning itself into a symbol of fitness and well–being. It then went several steps further, positioning itself as an athletic lifestyle company
which, by using celebrities such as the basketball star Michael Jordan and the golfer Tiger Woodsto endorse its goods, enabled customers to identify
with the lives of their sporting heroes. Today, the company offers innovative and stylish products, backed by marketing that combines traditional
advertising with imaginative schemes to build basketball courts in inner cities and donate free Nike gear to high schools" (Larson, 2011, pp.4).
Nike's mission is to "bring inspiration and innovation to every athlete in the world." while also stating that "if you have a body, you are an athlete".
(Nike, n.d.). Now if you will look at the strategy that Nike employs, it is totally in sync with its mission statement. It's the new technology that they
innovate and employ in their products that sets them apart from competition in addition to excellent understanding of how to keep customers engaged
and change with needs of time. Nikes strategy based on readings of Thompson, Peteraf, Gamble, & Strickland (2018) is "Outcompeting rivals on the

Swot Analysis Of Nike
Nike, Inc. is the most famous sports shoes company in the world. The company was founded in the year 1964 by Bill Bowerman and Phil Knight
(Foster, Coraiola, & Suddaby,2016).The company opened its first retail store in the year 1962. The company is famous for manufacturing high quality
sports shoes which can enhance an athlete's performance. Apart from that, the company also manufactures sports apparels like jerseys, shorts etc. Nike
,Inc. has its stores in around 160 countries across the globe. It is a multinational company that employs around 45000 people across 6 continents around
the world.
The biggest competitors of Nike,Inc. is the other sports company Adidas. Adidas holds larger number of shares in the market compared to Nike,Inc.
The companies like Adidas, Reebok and UnderArmour are threat to Nike,Inc. But these companies are struggling with marketing their products. Nike,
Inc still holds a strong place in the market owing to its extraordinary marketing strategies and innovation. The marketing strategy of Nike,Inc is cost
efficient. Nike, Inc. has also used online marketing to its advantage. It advertises on every social media platform. It has around 13 lakh 71 thousand
followers on Facebook. Nike, Inc also engages celebrity athletes to advertise their product. Owing to its strong marketing and high–quality products,
Nike has become the most famous sports shoes brand in the world. Nike, Inc. is also known to embrace change and has been successful in designing
new products for its target age group which is 15–35 years of age. It is difficult for any other sports company to build the kind of brand Nike, Inc. has
built over the years. The loyal customers are ready to pay high price for the Nike shoes due to its reliability.
VRIO Analysis of Nike, Inc.
VRIO analysis provides a tool to analyze a company based on tangible and non–tangible resources. Non–tangible resources are more likely to influence
a company's progress than tangible resources (Seo, Park, & Choi ,2016). The resources are analyzed to check if they are valuable, rare, easy to imitate
and easy to substitute. The first resource to analyze for Nike,Inc. is its outsourcing and cost efficiency. The resource is valuable but not rare. The

Nike: Ethics And Ethical Impacts Of Nike Inc.
Globalization has allowed the world market to be borderless and gave the population of the world access to products and services that other
countries produce. It has helped small and big companies to economically expand and flourish economically. Globalization also fosters outsourcing
which occurs when a company uses the workforce of a foreign country to manufacture goods or branded products. This option although legal comes
with the benefit of cost saving labors for the companies but also sometimes brings negative aspect of unethical practices depending on the kind of
labor used and how in it enforced. In the year 1991, according to Locke (2002) the shoes company "Nike Inc." got criticized for unethical practices due
to the poor working condition ... Show more content on Helpwriting.net ...
production was on the peak with over 40,000 shoes unit a month according to Locke (2002) the company was ready for globalization trades and
worldwide expansion. Nike Inc. had hundreds of factories and thousands of employees, producing different designs and style of shoes. The Company
was able to create new line department such as apparel athlete clothes and other equipment, they were selling high quality products which increased
their sales and allowed the company to make considerable profits. The outsourcing jobs that Nike Inc. brought overseas were creating jobs for the
population in those countries which also help boost the economy of those outsourced countries. As negatives impacts we can cite the poor working
conditions for the labors in those outsourced countries, the health issues the product used to manufacture the shoes have engendered to the labors that
are touching them every day and the low salary paid to the workers that don't comply with the minimum wage. Murphy and Matthew (2001) argued
that a high percentage of the workers were under aged which mean that Nike Inc. was involve in child labor, there were strong allegations of abuse
and violence to women working in some of the factories of Nike Inc. all those were situations that have suffice to affect Nike Inc. image and ruin its
public relationship with the media

Advantage Of Nike
Nike is a multinational corporation that specializes in developing designs, manufacturing and distribution of accessories, footwear and sport apparels.
With its headquarters in Oregon, the company has invested in the business to become among the leading suppliers of shoes for athletes. Additionally,
diversification in the production of sports apparel has made it to be one of the leading supplier sport equipment in the world. Accordingly, the
company recorded an estimated US $ 24 billion in 2012 and it had more than 40, 000 employees in the same year. Currently, the business employs over
70, 000 in its scope of business and the number continues to increase with significant growth over the years. Since its inception in 1964, the company
has made significant strides in the production of Nike brand, which is among the leading products in its portfolio (Droms and Jay, 3). Ideally, the
company is lucrative in that it has competitive advantage in distinct markets, distributes its products through various chains in various regions and
ventures into different businesses. Additionally, the company has prospects in... Show more content on Helpwriting.net ...
Through its celebrity endorsements, the company has leverage against its competitors such as Adidas. While some of the companies in the industry
sponsor games to expound brand recognition, it is noted that Nike concentrates on individuals that can enhance their prevalence in the market (Wilson,
42). Thus, there increase in valuable coverage as opposed to the other institutions. Additionally, the distinct designs and distribution strategy is effective
in that many people feel the need to use the products in different frontiers. For instance, tennis, volleyball and football players have designs of the
products that they can use in different stages. Due to the availability of varieties, the company has leverage in that it can trounce its

Brief History Of Nike, A Brief History Of Nike
Brief History of the Swoosh Brand
Nike, Inc. is an American multinational corporation that isknown for its unique design, development, manufacturing and worldwide marketing and
sales of footwear, apparel, equipment, accessories and services. Their company is located near Beaverton, Oregon, in the Portland metropolitan area
where the main office is built . It is one of the world's largest suppliers of athletic shoes and apparel and a major manufacturer of sports equipment, .
The Nike athletic machine started as a small distributing outfit where it is located at the trunk of
Phil Knight's car. ' Nike emanated from two sources: Bill Bowerman's finds a lighter, more durable racing shoes for his Oregon runners, and Knight's
finds a way to ... Show more content on Helpwriting.net ...
It also sees partnerships with professional athletes as an important way to draw in young customers.
Nike works with a range of organizations globally to give more young athletes a chance to get
Involved in youth sports. In an issue, a 15 year old child said that nike has changed her life by inspiring her and would like to continue on supporting
the brand. In another issue, a mother of two told the reporters that nike is overrated and would rather choose a brand with lower prices.
Some examples of nike that would show how important the youth is to them starts with nike's partnership with Marathon kids that engage kids in a
positive, simple, goal–driven running program that challenges them to run. They support a city–wide basketball league promoting physical activity and
teamwork through sport, fostering youth leadership and provideng community service opportunities. Lastly , in Europe, nike works with community
organizations and football clubs to give 3,900 young people the opportunity to get active.
C. What are the materials or components used in making Nike products?
Vege–tan is a leather with minimal lining to reduce the amount of material used

Nike: The Problem Of Nike
Nike is an American multinational business that is occupied in design, development, manufacturing, international marketing and it sales clothing,
footwear and other sport equipment. The company was established in January 25, 1964, as Blue Ribbon Sports, by Bill Bowerman and Phil knight,
and in the end the company was officially called Nike. Nike has so many factories that located around the world, but the most famous factories that
produce the clothing and other sport equipment are in China, Vietnam, Indonesia, Mexico, and in many other countries. Furthermore, Nike searches for
countries that have people are willing to work for the factory in order to make a living for their family.
This report was commissioned to examine why does Nike hires ... Show more content on Helpwriting.net ...
First of all, Nike should think about putting machines in the factories so the work could be done faster and the employees should not have to sit
hours and hours in to making one piece of clothing, the company should pay the employees more than $ 21 every month because that does not provide
everything in order for them to have a normal life. Reich, R. (2015, May 07). Why Nike is the problem, not the solution– Nation of change
/ progressive change through positive action http://www.nationofchange.org/2015/05/07/why–nike–is–the–problem–not–the–solution/. Nike should try
to make the price of the clothing lower for the sake of not losing the customer, because so many people prefer so buy athletic clothing, shoes and
equipment from other brands and that would not make Nike a successful company. Furthermore, they should grab more customers by having new
ideas of sport equipment and they should have a huge range of sport apparel in all sizes so they could grab more customers, moreover the company
should not wait till the people start protecting in order to lower the price, they should think of lowering it before people protect. Nisen, M. (2013, May
09). How Nike solved its sweatshop problem, from http://www.businessinsider.com/how–nike–solved–its–sweatshop–problem–2013–5. Nike have been
facing many problems but they have been hiding them as a result of not losing their customers but in the end all their problems and secrets are
revealed to the public, for example the Nike company has been hiring children's, women/ women who are pregnant and men. In addition, the factories
are located in poor countries, and they are in horrible condition because they do not have air conditions and they are awfully dirty. Furthermore, they
do not let the poor employees have a break and they are treating them like slaves, moreover they should clarify these things

Nike's Strategy and Sweatshop Scandal

Recommended

Recommended

More Related Content

Similar to Nike's Strategy and Sweatshop Scandal

Similar to Nike's Strategy and Sweatshop Scandal (18)

Recently uploaded

Recently uploaded (20)

Nike's Strategy and Sweatshop Scandal