Nike Industry Analysis Essay

899 Words 4 Pages
Register to read the introduction… The big, established players like Puma and Adidas were still manufacturing in high-wage European countries. But we knew that wages were lower in Asia, and we knew how to get around in that environment, so we funneled all our most promising managers there to supervise production.

What did you learn from the casual shoe failure?
Understanding the consumer is just part of good marketing. You also have to understand the brand. That’s really the lesson we learned from casual shoes. That whole experience forced us to define what the Nike brand really meant, and it taught us the importance of focus. Without focus, the whole brand is at risk. Just because you have the best athletes in the world and a stripe everybody recognizes doesn’t mean you can take that trademark to the ends of the earth. The ends of the earth might be right off that ledge!
Ultimately, we determined that we wanted Nike to be the world’s best sports and fitness company and the Nike brand to represent sports and fitness activities. Once you say that, you have focus, and you can automatically rule out certain options. You don’t end up doing loafers and wingtips and sponsoring the next Rolling Stones world tour. And you don’t do casual shoes under that
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* Provides an overview of the company’s ownership and governance structures and any issues these may raise

* Introduces the company’s overall position on business and society related issues
[1] Nike's growth has been phenomenal. Globally it is a $9 billion company and the largest in its market, having started as recently as 1971. Europe has been the star region for Nike recently, with revenues growing by 23% annually from 1996 to 2000. Britain is Nike's second-biggest market and Nike is the UK market leader, despite being a company with American origins in a country which is obsessive about football. Possibly Nike's greatest achievement in the UK has been to bring a new dynamism to football marketing.

* Critically reviews the company’s values/mission/vision/purpose statements, code of conduct/ethics as well as general approach to ethics/responsibilities in the workplace in light of their stated vision

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