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Nike Inc. Essay Topics & Paper Examples

Nike’s Ethical Dilemmas Going International

Companies are faced with several ethical dilemmas when they decide to go international. They are faced with issues including child labor, hazardous working environments, below the livable wage earnings, long working hours, exploitation of natural resources, and bribery. For example, Nike was faced with many of these issues when they made the decision to go global. The company itself did not manufacture its own goods but rather outsourced their designs to manufacturing companies around the world. Nike’s main reason for doing this was to take advantage of the cheap labor overseas. However, this led them to be criticized because many people believed Nike was becoming rich by exploiting the hard work of underpaid workers. Most of these cases against Nike…

Case Study Analysis of Nike and Google

Question no 1: What are the pros. Cons and risk associated with Nike`s core marketing strategy? Answer: Nike’s Core Marketing Strategy: Nike’s excellence marketing strategies are their energy to achieve their market goals. Nike believes the “pyramid influence” that the preferences of a small percentage of top athletes influence the product and brand choice. So Nike contracted with many athletes’ spokesperson, professional teams and college athletic teams to advertise and promote their products to customers. One renowned example of Nike marketing strategy is during 2008 Summer Olympics in Beijing. Nike received special permission from the International Olympic Committee to run Nike ads featuring Olympic athletes during the games. In addition, Nike sponsored several teams and athletes, including most of the…

Nike Outsourcing

* Decreasing overhead through outsourcing is a valuable resource for Nike. Cutting costs by employing workers at a reduced rate or paying less for plant operation allows Nike to invest the additional profits into other areas of the business such as advertising, thereby increasing the potential for company growth. In addition, decreased operational costs are more likely to attract and retain company investors because more money can go into increasing business profitability. Increases Competitiveness * Because Nike is able to more efficiently produce its product and reduce costs due to outsourcing, it can more competitively price its products. This enables Nike to price its brand at a competitive rate with other companies that sell a similar product. Decreasing competition can…

Dove And Nike Promotianal Mix

The purpose of dove’s promotional mix is to promote and advertise their product to the public to gain interest and awareness about what they have to offer. By promoting their product they are trying to increase sales of this anti-aging lotion and also increase the profit coming into the business. Also they aim to gain more interest in the brand so that they will be able to sell more of their products. Dove uses advertising by commercially advertising themselves on mobile devices, for example if you have an app open on your smart phone adverts will usually pop up at the bottom of the app, dove uses this space to advertise themselves to gain the attention of a large amount…

Sweatshop Debate: Nike Case Study

Introduction: Poor working conditions have been present for centuries. Often times little or nothing is done unless a tragedy occurs to persuade the public to rally for worker rights. This was definitely the case in the United States during the Industrial Revolution and even late in the 20th Century. These conditions have for most purposes disappeared in the United States, with the exception of some in the agricultural sector. However, internationally, mainly in poor third world countries, that is far from the truth. Large corporations from the United States have moved a large portion of their factories overseas to circumvent the strict working regulations within the United States. The third world countries such as Vietnam, China, South Korea, and Taiwan…

Nike History

1. HISTORY 1960s Bill Bowerman and Phil Knight founded Nike Inc. as Blue Ribbon Sports with a handshake and only $1,000 in capital in 1964. The partners first began their relationship at the University of Oregon where Bowerman was Knight’s track and field coach. While attending Stanford University, Knight wrote a paper about breaking Germany’s domination of the U.S. domestic athletic shoe industry by distributing low-cost, high-quality Japanese athletic shoes to American consumers. In an attempt to realize his theory, Knight visited Japan and built an agreement with the Onitsuka Tiger company, a manufacturer of quality athletic shoes, to sell Tiger shoes in the United States. Since Bowerman and Knight each had full-time jobs, they needed someone to manage the…

Nike SWOT Analysis

NIKE is the world’s #1 shoemaker and controls over 20% of the US athletic shoe market. The company designs and sells shoes for a variety of sports, including baseball, cheerleading, golf, volleyball, and wrestling. NIKE also sells Cole Haan dress and casual shoes and a line of athletic apparel and equipment. In addition, it operates NIKETOWN shoe and sportswear stores, NIKE factory outlets, and NIKE Women shops. NIKE sells its products throughout the US and in about 200 other countries.[i] υ Strengths Χ Strong branding and name recognition – achieving 95.3% Brand awareness[ii] Χ Positive Wallstreet analyst approval Χ Strong International sales – 2004 international sales exceeded US sales Χ Proven Marketing strategy Χ Large global supply chain Χ Successful…

Nike Positioning Process

Introduction Nike is one of the most recognizable companies in the world due to the specific logo as known as the “swoosh”. In the 32 years of existence, Nike has been able to be the industry’s leading sport and fitness company. The organizations mission is “To bring inspiration and innovation to every athlete in the world”. According to the founder Bill Bowerman “If your have a body, you are an athlete.” Nike is a global marketer of athletic footwear apparel and equipment. The organization operates in over 160 countries while also having whole owned subsidiaries which include Cole Haan, Converse Inc., Hurley International, and Umbro. Nike focuses most of their marketing resources to find out consumers’ behavior when it comes…

Pest Analysis Of Nike

Follow the steps of entering international markets, analyze the target potential markets external environments using PEST analysis model. Target potential customers and market Nike typically targets athletes, men and women generally from the ages 15-30. Their target market is people who are active and enjoy higher quality sporting goods and merchandises. NIKE targets all regions with their geographic expansion. Under its Golf brand, Nike sells golf balls, golf clubs and apparel for both men and women. Nike should continuously develop innovative and stylish golf products to command premium prices. Most people would appreciate as Nike Golf brand has good marketing relationship with Tiger Woods which is a world renowned golfer. For example, Nike Golf’s SQ DyMo driver offers players the…

Nike in China

According Gasmi and Grelleau (2005), Many multinational companies outsource some of their production activities in countries where ethical standards differ from those in developed countries, which often is the majority of their consumer market. This is particularly the case of multinational producing sporting goods, such as Nike, Reebok and Adidas. Nike is the multinational leader in the world of sporting goods with 40% market sports shoes in 2000, before Adidas (15.1%) and Reebok (10.9 %). Paul Bowerman and Phil Knight founded the firm in 1964 in the USA under the name Blue Ribbon Sports (BRS). In the early 1970s, BRS began designing his own line of shoes, manufactured by Japanese subcontractors. In 1972, the company achieved a turnover of around…

Nike: The Sweatshop Debate

The Sweatshop Debate analyzes the legal, cultural and ethical challenges confronted by global business and will also examine the roles that host governments have played while summarizing the strategic and operational challenges facing global managers at Nike. Having standards in place will protect the organization from a major crisis like the one formally faced by Nike. Philip Knight and Bill Bowerman created the world’s largest sportswear company, Nike, in 1962. Nike now controls more than 40% of the U.S. Market for sports related goods. However, Nike does not have one shoe factory in the United States (Miller, 1995). As Nike continues to make millions, they continue to employ workers from overseas and paying them very little wages and requiring long…

Nike – Social and Ethical Issues

Nike has become one of those global companies targeted by a broad range of campaigning pressure groups and journalists as a symbolic representation of the business in society. In Nike’s case, the issues are those of human rights and conditions for workers in factories in developing countries. In the face of constant accusations, Nike has developed a considered response but the criticism of Nike still continues. Nike produces footwear, clothing, equipment and accessory products for the sports and athletic market. It is the largest seller of such garments in the world. It sells to approximately 19,000 retail accounts in the US, and then in approximately 140 countries around the world. Just about all of its products are manufactured by independent…

Nike Brand equity

Nike Corporation was incorporated in 1968. In their thirty-four year history, Nike has primarily been in the business of designing, developing, and marketing athletic footwear, attire, equipment and accessories, а lot of companies go out on a limb when it comes to business decision or management strategies with Nike Corporation. Nike is а powerful company. Nike Corporation is a well managed company in а striking industry, the company has a strong brand image, and they are effectively capturing the value shaped from their savings. Modern superior ways to make products are significant in today’s Apparel companies, both to be efficient and to be able to make hi-tech products. Nike is dependent upon high technology in their effort to stay ahead…

Athletic Footwear Industry

1. Market segmentation is the selection of groups of people who will be most receptive to a product. The most frequent methods of segmenting include: Demographic variables such as: age, sex, race, income, occupation, education and household status. Psychographic variables such as: lifestyle, activities, personality and social class. Behavioural variables such as: product benefits and product use patterns. Geographic variables such as: climate, country or region and the size of the area in terms of people that live in it. Much segmentation involves a combination of these methods. Nike as a company used to be a very production focused company, that is, it focused on having a competitive advantage through inexpensive production and technologically superior product design. Most recently however…

Nike – Recent Enviromental Changes

INTRODUCTION Founded in 1968 in Oregon, Nike’s business activities involve design, development and the worldwide marketing of high quality apparel, equipment, footwear and accessory products. Nike sells to approximately 140 countries around the world and currently boasts an approximate revenue of $8,776,900,000 These revenues are based on product sales of shoes, clothing, and other sports products. Advertising expenditures currently total $223,300,000 and include the following allocations: $64,975,000 for network television, $31,447,000 for consumer magazines, $7,700,000 for spot television, $343,000 for newspapers, $134,000 for outdoor postings, and $36,000 for radio. (Reed Elsevier) Most footwear products are made outside of USA. However apparel products are produced in the USA and abroad. (www.statcan.ca) In this article we will try to explore the interaction…

Advertising In Our Life

When I was browsing the internet, an advertisement caught my attention. It was a Nike skateboarding advertisement. The clip has a nice soundtrack, technical tricks, good pace and nice scenery. When you see that advertisement, it will help to change your mood for the day. The video focuses on the Nike shoes line known as SB dunk. Nike, by understanding its audience, has created an effective advertisement through the internet. This advertisement runs for 2 minutes. It shows people from various nations skateboarding and everywhere wearing SB dunk. On the sidewalks in Los Angeles, the skateboarders use the grinding rails to slide with skateboards. In New York, they use benches to do tricks and slide. In Italy, the skaters play…

Adidas Case Study

Executive Summary: Adidas was the dominating manufacturer of sporting goods. It achieved this success by developing cleated shoes for the soccer and track and field sports. The landscape of the sporting goods industry has changes, but Adidas has not changed with it. Sporting good textiles and footwear have become popular with younger individuals as a substitute for casual wear. Soccer and track and field sports are no longer the mainstream sports. These sports have been replaced in market share by sports such as baseball, basketball, football, and fitness activities like aerobics. Adidas has not developed the marketing mix to compete in these sports and fitness activities. The participation by women in these sports is growing, yet Adidas has neglected this…

Nike BCG Matrix

Nike Corporation is a Fortune 500 company, founded in 1964 and listed on the NYSE as NKE. Headquartered in Beaverton, Oregon, Nike is a proven leader in the sports equipment, apparel and athletic shoe industries. As of 2013, Nike employees more than 44,000 people worldwide. The brand portfolio, in addition to a wide variety of Nike premium products for leisure and sports activities, includes: Cole Haan, Converse, Umbro, Ltd., Hurley and Nike Golf. Nike contracts with more than 800 retail outlets globally, promoting exclusive lunarite foam and flywire technology in brand items. Annual sales exceed $30 billion. The business income is heavily dependent on the shoe market and an overseas workforce. Nike is known as a fashion brand, worn by…

Comparison of strategy of Nike and Adidas

1.0 Introduction: Johnson, Scholes and Whittington (2005, p.9) defines strategy as the way in which an organisation plans to use its resources effectively in order to gain a competitive advantage over the long term. In other words the carefully planned guidelines that organisation’s follow, which differentiates them from other organisations. Mirow (2005,p.10) suggests that strategy of Amazon.com,Inc., a multinational electronic commerce company headquartered in Seattle, focused on providing customers with low price, convenience and a wide selection of merchandise. They focused on this strategy and started their website in 1995 as an online book retailer. They slowly expanded their products and are currently an online shopping website with the largest product supplies online earning revenues in billions. Hence we can…

Nike Marketing

Introduction Former University of Oregon track coach and co-founder of Nike Bill Bowerman once said: “If you have a body, you are an athlete!” (Nike Inc., n.d.) It is this way of thinking that describes the root of Nike’s approach to marketing. Every person is a potential athlete or “consumer”. This is a common thinking in the realm of athletics but when Bill Bowerman said this, it was in direct reference to the shoe industry. From their marketing strategies to their selling philosophies, Nike has developed one of the most recognizable and demanded names and logo ever. Nike, which is the name of the Greek Goddess of Victory, was born in 1972 when Blue Ribbon Sports (BRS) launched its first…

Nike’s Marketing Model

Price •Nike’s pricing is designed to be competitive to the other fashion shoe retailers. The pricing is based on the basis of premium segment as target customers. Nike as a brand commands high premiums. Nike’s pricing strategy makes use of vertical integration in pricing wherein they own participants at differing channel levels or take part in more than one channel level operations. This can control costs and influence product pricing. •The company has designed its pricing structure in a way to make it competitive to other shoe sellers. •The price of the products is variable depending on the type and the size for example a comfortable and good pair of shoes would cost

Nike’s CSR challenge

It can be seen from the passage that Nike’s Asian factories audited hundreds of factories in 2003 and 2004 and found cases of abusive treatment in more than a quarter of its South Asian plants.And in 2005 Nike returned to report its social and environmental practices. It said that staffs and employees work in a poor environment .Between 25% to 50% of its employees and staffs in the region restrict access to toilets and drinking water during the workday. Besides , a lot of staffs have to work for extra hours per week and wage level is lower than other industries. These kind of social and environment issues not only happen in Nike ,but also in many other industries. However…

Air Jordan

Air Jordan is a brand of shoes and athletic clothing designed, owned, and produced by Michael Jordan for Nike’s Jordan Brand subsidiary. The shoes, informally referred to in the plural as Air Jordan’s or simply J’s, were first released for public consumption in 1985 after Michael Jordan wore them in 1984 as a rookie; thereafter, new designs were released annually. Since its introduction into the sports shoe market, the Air Jordan evolved to the original basketball shoes to models for different uses, including I-XXIII). Air Jordan currently sponsors 19 active NBA players, including Chris Paul, Ray Allen, and Carmelo Anthony. They also endorse Nike Air Jordan products. Air Jordan 1 Air Jordan I, first Nike sneakers for Michael Jordan. The Air…