nike marketing research paper

Introduction One should start by saying that having read the Nike company case study I understood that the company despite its great popularity in the USA has certainly been questioned for its notorious exploitory practices abroad. One one had the company strives to minimize its costs and maximize the profits, yet on the other hand some claim that it should do everything possible to benefit the society it works in. The following essay will explore the Nike’s global strategy towards cost minimization, explore the ethics behind it and present numerous educated findings together with my personal opinion. Body Outsourcing is one of the most important business practices that the modern day organizations use in their daily practices to minimize costs and improve competitive advantage. There currently are two main types of outsourcing: traditional and Greenfield 1. Traditional outsourcing is all about employees at the company ceasing to do their jobs and the outside service provider presents these services. In the IT management data centers and networks could be examples of traditional outsourcing (Robbins,34). 2. Greenfield outsourcing is all about is the corporate change without hiring any external employees or service providers. In other words, the company like Nike in our case may hire independent contractors or startup companies to provide some services that the company did not do inhouse (Caroselli, 113). The following essay will speak about the NIKE company and its outsourcing business practices that although proved to be very profitable for Nike at some point of time would attract international attention with respect to the ethics involved in the corporate management, working conditions and compensation. According to corporate website () Nike, Inc. is principally engaged in the personal design, development and worldwide marketing of stylish fashionable.
HBR: Nike transformed the athletic shoe industry with technological innovations, but today many people know the company by its flashy ads and sports celebrities. Is Nike a technology company or a marketing company? Phil Knight: I’d answer that question very differently today than I would have ten years ago. For years, we thought of ourselves as a production-oriented company, meaning we put all our emphasis on designing and manufacturing the product. But now we understand that the most important thing we do is market the product. We’ve come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool. What I mean is that marketing knits the whole organization together. The design elements and functional characteristics of the product itself are just part of the overall marketing process. We used to think that everything started in the lab. Now we realize that everything spins off the consumer. And while technology is still important, the consumer has to lead innovation. We have to innovate for a specific reason, and that reason comes from the market. Otherwise, we’ll end up making museum pieces. Our success. In the early days, anybody with a glue pot and a pair of scissors could get into the shoe business, so the way to stay ahead was through product innovation. We happened to be great at it. Bill Bowerman, my former track coach at the University of Oregon and cofounder of the company that became Nike, had always customized off-the-shelf shoes for his runners. Over the years, he and some other employees came up with lots of great ideas that we incorporated. One of Bowerman’s more legendary innovations is the Waffle outsole, which he discovered by pouring rubber into a waffle iron. The Waffle Trainer later became the best-selling training shoe in the United States. We were also good at keeping our manufacturing costs.
Search Results Free Essays Unrated Essays Better Essays Stronger Essays Powerful Essays Term Papers Research Papers Search by keyword:   Sort By:   Your search returned over 400 essays for nike 1  2  3  4  5    Next >> These results are sorted by most relevant first (ranked search). You may also sort these by color rating or essay length. Title Length Color Rating   Nike: Moving Beyond Sweatshops - Nike Inc takes pride in being an ethical company. Nike places their responsibility to their stakeholders, internal and external, at the top of their priority list. They expend great of time, money, and resources to ensure that they are fulfilling their ethical duty, and achieving the highest standards of ethical responsibility. Because of Nike’s efforts to maintain their ethical integrity, Nike is a good corporate citizen. Nike’s motto says that Nike Inc was founded on a handshake. Their goal from the beginning was to build business with their partners based on trust, teamwork, honestly, and mutual respect.   [tags: Nike's Labor Practices] :: 7 Works Cited 1768 words(5.1 pages) Strong Essays [preview] Nike Inc and Sweatshops - Table of Content: • Introduction • Case study analysis • Facts which impact the decision : • Choices/Alternatives • Stakeholder • How do the alternatives impact society. • How do the alternative impact business. • How do the alternatives impact me, as a decision maker. • How ethical or unethical would be each of my alternatives. • What course of action should be taken. • Conclusion • Recommendations • References. Introduction: This paper will give a brief introduction about the history of Nike Sweatshops which will shed the light on their public image and their manufacturing process.   [tags: Nike vs Human Rights] :: 4 Works Cited 2677 words(7.6 pages) Powerful Essays [preview] Nike and Its Ethical Behavior -. It should have allowed labor rights.
Full Name Comment goes here. 12 hours ago   Delete Reply Spam Block Are you sure you want to Yes No Your message goes here Paresh Ashara Latest on Nike, read on. 2 years ago    Reply  Are you sure you want to  Yes  No Your message goes here Aditi Kumari , Analyst at Google at Google 1 month ago suresh suri 2 months ago Yusra Alsaadi 3 months ago SHEKHAR KUSHWAHA 4 months ago Suraj Jain 4 months ago Show More No Downloads Views Total views 224,418 On SlideShare From Embeds Number of Embeds Actions Shares Downloads 5,361 Comments Likes Embeds 0 No embeds No notes for slide.
Full Name Comment goes here. 12 hours ago   Delete Reply Spam Block Are you sure you want to Yes No Your message goes here Be the first to comment Ali Vafaiey at Farook College, Calicut 12 hours ago Shlokpuri 1 month ago Iva Mana 1 month ago Lakhan Singh 1 month ago Shubham Saini 2 months ago Show More No Downloads Views Total views 33,088 On SlideShare From Embeds Number of Embeds Actions Shares Downloads 1,106 Comments Likes Embeds 0 No embeds No notes for slide.
Strategic Analysis of Nike, Inc. Submitted to: A.J. Almaney, Ph.D. ISS 395 DePaul University Chicago, IL 60604 March 14, 2000 Submitted by: Group 1 Kim Enderle Dan Hirsch Lisa Micka Brian Saving Sheetal Shah Tatiana Szerwinski TABLE OF CONTENTS Executive Summary. p.4 History..p.6 Profile of CEO..p.7 Competitor’s Profile.p.7 Industry Profile.p.8 Company Analysis p.9 Industry Analysis.p.24 Top Competitor Analysis.p.25 Other External Forces.p.26 Key Opportunity.. p.27 Key Threat p.27 Major and Subordinate Problems. p.28 Strategic Match.p.29 Primary Strategic Match Position.p.30 Strategic Plan.p.33 Conclusion.p.38 LIST OF EXHIBITS Sales Trends Graph p.5 Net Income Trends Graph.p.5 Nike Board of Directors Table.p.11 Table of Key Financial Ratios.p.22 Net Income Trend Graph..p.24 Primary Strategic Match Position Chart.p.30 Industry Attractiveness Matrix.p.31 Business Strength/Competitive Position Chart.p.32 Grand Strategy Chart p.34 Marketing Short-term Strategy Chart.p.35 Production Short-term Strategy Chart.p.36 Research and Development Short-term Strategy Chart.p.37 Human Resources Short-term Strategy Chart.p.37 Finance Short-term Strategy Chart.p.38 EXECUTIVE SUMMARY Nike Inc. was founded in 1962 by Bill Bowerman and Phil Knight as a partnership under the name, Blue Ribbon Sports. Our modest goal then was to distribute low-cost, high-quality Japanese athletic shoes to American consumers in an attempt to break Germany's domination of the domestic industry. Today in 2000, Nike Inc. not only manufactures and distributes athletic shoes at every marketable price point to a global market, but over 40% of our sales come from athletic apparel, sports equipment, and subsidiary ventures. Nike maintains traditional and non-traditional distribution channels in more than 100 countries targeting its primary market regions: United States.