Nike Paper

3903 Words Feb 17th, 2013 16 Pages
Running Head: Nike, Inc. Marketing Plan

Marketing Plan for Nike, Inc.
“Just Do It”
ShaRhonda Clark
Walsh College
MKT 307, Spring Semester 2010
Professor Haener
May 31, 2010

Table of Contents
Photo of Michael Jordan4
Marketing Plan for Nike, Inc. “Just Do It”5
Nike Organizational Development………………………………………………………………………………………………………….6 Structure……………………………………………………………………………………………………………………………………..6 People…………………………………………………………………………………………………………………………………………6 Culture Systems…………………………………………………………………………………………………………………………..7
Strategy………………………………………………………………………………………………………………………………………8
Other Strategic Plans…………………………………………………………………………………………………………………..8
Market/Submarket Analysis…………………………………………………………………………………………………………………10 Attractiveness of the
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The entire organization’s culture is based on trust, respect, honesty, and teamwork (Nikebiz.com, 2010). Innovation is a shared value within the organization that has helped them to sustain their success. Constant new products and enhancements of the old products is a value Nike has instilled in employees throughout the organization. Nike has a reward system for suppliers/subcontractors. This reward system is called a “performance incentive.” The first reward system Nike had in place offered bonuses for quality, price, and delivery times. These rewards were causing unethical issues within the organization such as sweatshops ran by subcontractors. Suppliers were cutting corners and making employee work more hours to look out for their bonuses. The audits were not to combat this, as long as rewards were the main cause of the problem. Nike unknowingly developed an organizational culture with suppliers and this culture affected how suppliers made decisions. Nike new strategy was to create a grading scale, which is known as “performance incentive”, I mention earlier. The suppliers would be graded based on factories conditions and their rewards would be tied to the grade they receive. (Zadek, 2004) With this new strategy, it created corporate responsibility not only for Nike, but for its external suppliers as well.

Strategy Nike overall strategy is to create

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