...Case Title: Nike Inc. Developing an effective public relations strategy 1. SHORT CYCLE PROCESS | Who | Nike´s Corporation | What | La imagen de la compañía fue muy negativa, por lo que sus ventas bajaron considerablemente | Why | En los medios de comunicación afirmaron que las fábricas subcontratadas para Nike en China e Indonesia obligaban a los trabajadores a tener largas horas por bajos salarios y los gerentes abusaban verbalmente | When | En 1990 | Case difficulty cube How: x Analytical Conceptual Presentation 2. LONG CYCLE PROCESS | Problema | Raíz del problema | La mala publicidad perjudica a la organización terriblemente, ya que los consumidores toman la postura de prohibir la compra de sus productos. | El público fue informado de que Nike estaba maltratando a sus trabajadores en el extranjero | Nike ignoró los problemas y negó su responsabilidad hacia su fabricación por contrato | La compañía no se quería hacer responsable de las acusaciones que se le hacían, ya que culpaban a los contratistas en los países asiáticos | Nike no puede equilibrar entre el objetivo de actividades y cuestiones prácticas laborales | Nike no era coherente entre lo que tenía por escrito en su código de conducta y lo que realmente estaba pasando en las fábricas de China e Indonesia | Los grupos activistas no se convencieron con la implementación de su código de conducta y problemas de administración...
Words: 1051 - Pages: 5
...Nike is one of the largest public sportswear and equipment suppliers, with the leading edge in athletic sneakers, apparel, and sports equipment in the world. Nike has been ranked the most powerful sports brand by Forbes magazine, in early 2011. Nike started out as a small distributing company for Asics and now has become a global success. In 1964 Bill Bowerman, the coach of the track and field team for the University of Oregon, as well as one of the runners Phil Knight, started distributing running sneakers for the company “Onsitsuka Tiger” (now known as Asics), in the back of Phil’s car. With profits increasing and popularity growing, by 1967 Blue Ribbon Sports was opening their first retail store in Santa Monica, California. During 1971, Blue Ribbon Sports started to expand, and Phil Knight and Bill Bowerman started preparing their own footwear line. The infamous swoosh was developed in 1971 by Carolyn Davidson. This was the start of Nikes journey to becoming the most powerful sports company in the world today. The first shoe released to the public was a soccer shoe named Nike, which was released in the summer of 1971. Early 1972 the first line of Nike shoes was released. In 1978 Blue Ribbon Sports officially renamed itself Nike. The waffle design was Nike’s first self-designed product. Bill Bowerman and Phil Knight started experimenting with different out soles to increase traction and efficiency. The waffle trainer was a hit. By 1980 Nike captured 50% of the United States...
Words: 1694 - Pages: 7
...Cathy Buckland Nike MKTG305-1202A-05 Marketing Management Project Type: Unit 4 Individual Project April 15, 2012 Abstract To get the word out many companies have turned to television and actors and actress for advertising. Nike has made its way through many changes and it has been able to focus on its marketing mix through television ads as well as using billboards, and magazines. Nike Introduction Targeting the market is what every company faces in order to increase sales and in order to keep their company in business. Nike has proven to be able corner and stay one step ahead of the market even in a trying economy it uses athletes, actors and actresses to keep its company going. The brand in today’s market Nike currently has a 47% control of the market with its athletic shoes with sales in the U.S. at 3.7 billion dollars. Nike also targets the market in well over 100 countries which include Europe, and Asia Pacific. Since Nike is such a large producer of many different products its targeting market varies. Nike athletic shoes have been very popular with both the younger crowd as well as adults. Its products are designed with quality this along with the ability to use marketing strategies has continued to keep this company at the top of the list. Nike has used athletes such as Michael Jordan, and Lebron James to promote their products. The strategy allows for the consumers to wear products that they believe in because of the superstar wearing them...
Words: 1412 - Pages: 6
...Nike Fortune 500 Company Analysis Park University MG495 Abstract This paper will discuss the successful, multi-national, athletic, and Fortune 500 company, Nike. Nike is one of the most recognized companies today and has created products and an image that companies all around the world dream to achieve. Through a straight forward mission statement that encompasses their vision, Nike is able to show how devoted they are to satisfying their customers' needs and going beyond that to ensure their customers only receive quality products and services. Nike’s extensive history, dating back to the 1950’s only adds to its impressive reputation in the athletics industry. It’s properly researched, developed and managed marketing strategy has given Nike the advantage over its competitors and has helped to ensure the company will lasts for years to come. The company was founded on the premise that it wanted to be the industry leader and develop products to help athletes perform at the highest standards. From the very begging Nike has done everything to achieve and maintain that balance and it still is the industry leader today. Nike History Bill Bowerman was a track coach for Oregon in the 1950’s. He was always seeking new ways to get a competitive advantage amongst his competitors. He tried everything from experimenting with running surface compounds, hydration, nutrition, and just about anything else you could think of to gain an advantage. He tried pitching it to all of the...
Words: 2858 - Pages: 12
...Nike Outline I. INTRODUCTION Paragraph No. A. Nike Described + Thesis: Many people can prove that Nike is a company 1 that continues to push the boundaries of design and performance, promoting freedom and choice, but these same people leave out the obvious facts that show how this company exploits third world countries by using cheap labor. II. History of Nike Inc. A. Founders B. Co-founding business 2 C. Business Success 3 III. Anti-Nike A. Cheap labor 4 B. Definition of sweatshops 5 C. Locations of sweatshops 6 D. Working conditions 7-8 IV. Nike Defended A. Ruined reputation 9-11 B. Target of organizational protests 12-13 C. Significant progress 14 V. Conclusion 15 1 We all know the slogan, "Just Do It," that Nike developed to sell its products. But just do what? Nike is a company-- young and yet mature--developed and respected by popular athletes both past and present, whose icon remains a "swoosh" printed both large and small on many different forms of apparel. The "swoosh" constitutes a dream of being the best because it is associated with the best. Steve Prefontaine, Michael Jordan, and Tiger Woods are all icons that helped Nike promote its excellence by all three being exceedingly successful in their respective sports ("Our History" ½). Many people can prove that Nike is a company that continues to push the boundaries of design and performance, promoting freedom and choice, but these same people...
Words: 2018 - Pages: 9
...O’Rourke for their helpful comments and assistance during this project. 1 1. Introduction How should global corporations behave in the new international world order? What constitutes good corporate citizenship in a world where the stakeholders are diverse and dispersed around the globe and where no clear or consensual rules and standards exist? These questions shape the behavior of most multinational corporations (MNCs) today. Although multinationals are eager to pursue the opportunities of increased global integration, they are increasingly aware of the reactions which their strategies induce – both at home and abroad. Thus, they tread warily, lacking clear and agreed-upon definitions of good corporate citizenship. Through a case study of Nike, Inc. – a company that has come to symbolize both the benefits and the risks inherent in globalization – this paper examines the various difficulties and complexities companies face as they seek to balance both company performance and good corporate citizenship in today’s global world. 1. The Athletic Footwear Industry The athletic footwear industry experienced an explosive growth in the last two decades. In 1985, consumers in the United States alone spent $5 billion and purchased 250 million pair of shoes.2 In 2001,...
Words: 7820 - Pages: 32
...Most people are familiar with the Nike logo. Most people also know that Nike is a multi-million dollar company that sells name brand shoes worldwide. Millions of pairs of Nike shoes are sold daily, but what people don’t know about Nike shoes is how and where they are made, who makes them, and how Nike spends its money in this process. According to the “Sweatshop Fact Sheet,” Tiger Woods is paid over fifty five thousand dollars a day to be their spokesman. Another famous person that is a spokesman for Nike is Michael Jordan. According to the article “Running Away With the Profits,” (Environmental Action, Academic Search Elite), Michael Jordan is paid twenty million dollars in endorsement fees. Big name sport teams advertise Nike to appeal to the common person. Indonesia is one of many countries around the world that is home to numerous Nike factories. Indonesia is a third world country of 214 million people. The main part of the economy is farmers, with half of these being the labor force. This happens to be an ideal country of choice for Nike to set up their factories for manufacturing their shoes. It allows Nike to take advantage of the local people. These people need to work in these factories to make a living, and they are stuck with the poor working conditions that Nike has provided. One way in which Nike is taking advantage of their workers is through long and hard work hours. According to the article: “We are not machines,” the Nike’s code of conduct states that...
Words: 1297 - Pages: 6
...Nike HR Roadmap Page 1 Introduction The Nike Corporation started back in 1957 when the two gentlemen Phil Knight and Bill Bowerman met at the University of Oregon. In 1962 a company in Japan helped market the althetic shoes under the Nike name and logo. Phil night decided to start selling shoes out of the trunk of his car. This was a simple beginning process for the company. From there the company took off. Nike Corporation started off in a very humble way that made them take off to one of the top selling brand of athletic shoes. In this paper we will look at the whole corporation overview and mission. Body There are many reasons that the Nike corporation became successful. Runners really liked the bottom of the running shoe which became a very big seller with its waffle like design. Runners and walkers especially like Nike shoes because of the support that they have on them. "Nike is the active program, our shareholders, our customers reflect the world of family care and provide services to Nike through the Director of Corporate Citizenship." Nike has one mission statement: To carry out the legacy of innovative thinking left by the founding members by developing products that enable athletes of all abilities to maximize their potential while beating competition and creating value for shareholders. Nikes headquarters are located in Beaverton, Oregon in Portland and the company operates in more than 160 countries all over the world with more...
Words: 1557 - Pages: 7
...http://essays24.com/Business/Strategy-Ikea/16542.html Nike was established in 1972 by Bill Bowerman and Phil Knight with a mission to bring innovation and inspiration to every athlete in the world. The company started out as an American based footware distributor and evolved globally overtime to include not only footwear, but also apparel and equipment. Nike is one of the most recognized brands in the world and many are extremely familiar with their tag line “Just Do It”. Nike has capitalized on first mover advantage over the years and led the market in innovation. Nike competes in a saturated market with many traditional and potential competitors. To maintain future success Nike needs to focus on new strategies. Nike, who also owns Hurley, Converse, Bauer, and Umbro has several traditional competitors including Reebok, Adidas, UnderArmor, New Balance and Puma. Any company that produces athletic footwear or athletic apparel is a competitor to Nike. Nike also sells sunglasses and fitness equipment. Nike also faces potential competition with other shoe or apparel manufacturers. Sketchers had traditionally produced more fashionable everyday footware but has been extremely focused in the last few years on athletic footware. Their Shaper brand is now widely popular for consumers who like to walk for exercise and their cross-training and running shoes are gaining popularity. It takes little effort for a current shoe manufacturer to change designs and molds to make new...
Words: 1178 - Pages: 5
...Blue Ribbon Sports was founded in 1964 by Bill Bowerman and Phillip Knight which later officially became NIKE, Inc. in May 1978. Bowerman and Knight came into agreement with a handshake to start Blue Ribbon Sports with ideas in improvement in athletic footwear design. “ They and the people they hired evolved and grew the company that became NIKE, Inc. from a US-based footwear distributor to a global marketer of athletic footwear, apparel, and equipment that is unrivaled in the world”(Nikebiz June 2009). NIKE, Inc. employs over 30,000 people and its headquarters employ’s more than 7,000 people which is located in Beaverton, Oregon. Nike has more than 700 shops around the world and offices in 45 countries outside the United States. Most of the NIKE, Inc. factories are located Over seas in Asia, China, Taiwan, Pakistan, and many more other countries. In the year of 2008 NIKE, Inc. own several subsidiaries: Cole Haan, Hurley International, LLC, Converse Inc, Umbro NIKE Golf, Ltd. Nike also previous owned but also sold Bauer Hockey and Starter. Nike produces and sells a wide range of products including sports equipment, shoes and apparels for a variety sports activities. NIKE, Inc.’s affiliate businesses contributed approximately $2.7 billion of the company’s $20.9 billion in revenue in May 2011. As part of NIKE, Inc growth strategy, we continue to invest in opportunities that will generate the highest possible long-term returns. “Secret Tournament incorporated advertising, the...
Words: 418 - Pages: 2
...German magazine pointed out that the signature Nike air pocket included more than just air it also contained sulfur hexafluoride, or SF6 a potent greenhouse gas more commonly linked to older refrigerators and air conditioners. SF6 breaks up slowly in the atmosphere, which means that even very small amounts have a significant environmental impact. Estimates suggest that at the peak of SF6 production in 1997, Nike air footwear carried a greenhouse effect equivalent to the tailpipes of 1 million automobiles. It took Nike almost 14 years to devise a new air pocket that was a light, durable, and shock-absorbing as the SF6 version. The breakthrough wound up utilizing nitrogen, held in by a redesigned sole that includes 65 wafer-thin layers of plastic film. The new approach, which debuted with Nike’s Air Max 360, allows the air pocket to stretch throughout the sole, giving even more comfort at even less weight. The company has also devised a program that calculates an environmental impact rating for each shoe, based on use of toxic adhesives, curbing of waste, and use of recycled materials. Even the Air Jordan arguably Nike’s flagship shoe was designed with environmental impact in mind, such that the shoe’s sole consists of ground up bits of old Nike sneakers. You won’t see these issues discussed in television or print ads for Nike shoes, however. Unlike Wal-Mart or General electric, which aggressively trumpet their “GREEN” initiatives, NIKE prefers to deemphasize...
Words: 404 - Pages: 2
...Executive Summary Nike manufactures and markets sports apparel and equipment on a global scale. They operate in 160 different countries, and have revenues of $18.6 billion. Yet, they are a growth company. Without any significant acquisition, they have consistently grown revenues and profits over the past several years by shifting emphasis on brands they own in growth sectors. Nike’s marketing strategy revolved around two concepts – premium positioning and everyone with a body is an athlete. These concepts drive their strategies, including endorsements from the world’s most popular athletes, and the development of products for both the serious athlete and the mass market. Financially, Nike is strong. They are liquid and are on a steady growth trajectory. They are, however, underleveraged. The company derives significant strength from its global production and logistics network. Despite this, the company faces many threats, both competitive and economic. Nike is well-positioned to defend against these threats. Their move into growth sectors of the market shows savvy. It is recommended that their convoluted organizational structure to reduce operational duplication. They should also adjust their capital structure to make it more efficient. It may also be time for Nike to make a major acquisition, capitalizing on slumping equity markets to strengthen their defenses against economic downturn and competitive threats. If Nike is able to make these adjustments and strategic...
Words: 6730 - Pages: 27
...Student Name: Getner Fabe Consumer Product Name: Nike Raw™ Company Name: Nike Inc. Industry: Retail 1. Describe your product including the features and benefits to your target market? Our product is the Nike Raw. The Nike Raw is a new shoe design that allows more airflow in that shoes that keeps your feet cool. The Nike Raw is a lightweight shoes that comes in multiple colors with some new features that Nike haven’t added to any of their newer products. The Nike Raw comes with a lightweight sole cushion that feels lighter and makes your feet more mobile in the shoes, its full rubber outsole that’s attracts heat and stops it from getting in the shoe. It’s a great lightweight shoe that allows performance and keep our athletes cool while performance. Features | Benefits | 1. Lightweight shoes made for men and women | 30 day returns policy for all shoes | 2. Cooling ability during hot weather | Customer service support team available by phone or online | 3. Light meh material that allows airflow | Comes in shoe box with light weight draw string bag | 4. Bright colors | Great in store customer service | 5. Rubberized sole to increase traction | Aerodynamic design that adds a cooling effect | 2. Describe the core product and the augmented product (supplemental features and symbolic and experiential benefits of your selected product)? The Core product is the Nike Raw. The Nike Raw is sports footwear product that is made to change...
Words: 1410 - Pages: 6
...Company Profile Nike, Inc., together with its subsidiaries, engages in the design, development, marketing, and sales of athletic footwear, apparel, equipment, and accessories, as well as in the provision of services to men, women, and children worldwide. The company offers products in seven categories, including running, basketball, football, men’s training, women’s training, Nike sportswear, and action sports under the Nike and Jordan brand names. It also markets products designed for young children, as well as for other athletic and recreational uses such as baseball, cricket, golf, lacrosse, outdoor activities, football, tennis, volleyball, walking, and wrestling. The company even offers performance equipment for sports activities under the Nike brand name, including bags, socks, sport balls, eyewear, timepieces, digital devices, bats, gloves, protective equipment, and golf clubs; various plastic products to other manufacturers; athletic and casual footwear, apparel, and accessories under the Converse, Chuck Taylor, All Star, One Star, Star Chevron, and Jack Purcell trademarks; and action sports and youth lifestyle apparel and accessories under the Hurley trademark. It sells its products to footwear stores, sporting goods stores, athletic specialty stores, department stores, skate stores, tennis and golf shops, and other retail accounts through Nike-owned retail stores; Internet Websites (direct to consumer operations); and a mix of independent distributors and...
Words: 4852 - Pages: 20
...Nike, Inc: Cost of Capital CASE SUMMARY In this case, Kimi Ford, a portfolio manager at NorthPoint Group, a mutual fund company, manages the NorthPoint Large-Cap Fund. This fund invests mostly in Fortune 500 companies with an emphasis on value investing. Some of the top holdings of the NorthPoint Large-Cap Fund include; ExxonMobil, McDonalds and GM, these stocks are generally old-economy stocks. Over 2000 and the first half of 2001, the NorthPoint Large-Cap Fund performed very well, earning a 20.7% return in 2000; over the same time, the S7P 500 fell 10.1%. The current time is July 2001 and just a year prior, there was an analyst meeting at Nike to review fiscal year 2001 performance. During this meeting, Nike revealed a plan for revitalizing the company. The company was in need of a kick start as sales were stuck at $9 billion and there was a drop in net income from $800 million to $580 million. To re-energize sales, Nike was going to produce more mid-priced athletic shoes, an area where Nike was weak in previous years. Nike also announced that it was going to push its apparel line which has been growing extremely well. With this new information, Kimi Ford is now considering purchasing Nike shares for the NorthPoint Large-Cap Fund. She reviewed numerous analysts’ reports but felt that there was no clear guidance on whether or not to buy the stock. To make a better decision, she decided to perform her own analysis. In this case, we will provide Kimi Ford with a...
Words: 1600 - Pages: 7
