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UOG Coursework 2017

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Information system management comp1646

  1. 1. Module : Information Systems Management Course Code : COMP 1646 Coursework Title : Strategic Evaluation Consultation document for NIKE Coursework Leader : Mrs Keeran Jamil Due Date : 27th April 2017 Centre : KMD Yangon, Myanmar Word Count : 5132 words (report only)
  2. 2. - 2 - Strategic Evaluation Consultation document for NIKE Table of Content 1. Abstract ………………………………………………………………………………………… 3 2. Introduction 2.1. Company Background …………………………………………………………………… 4 2.2. The Management Board, Vision and Mission ………………………………………… 4 2.3. Key Products, Affiliated Brand and Services ….………………………………………. 5 2.4. The Main competitors ……………………………………………………………………. 5 2.5. Financial Performance ………………………………………………………………....... 6 3. Strategic Evaluation - Situational Analysis 3.1. SWOT Analysis …………………………………………………………………………… 7 3.2. PEST Analysis ……………………………………………………………………………. 14 4. eMarketing Strategy 4.1. The current marketing strategy at NIKE ………………………………………………… 17 4.2. The online and offline promotion methods …………………………………………….. 18 4.3. The impact of implementing the strategy …………………………………………….. 20 5. Legal and Ethical Issues 5.1. Legal Issues …………………………………………………………………………..…... 21 5.2. Ethical Issues ……………………………………………………………………………… 22 6. Conclusion ………………………………………………………………………………………. 23 7. Reference ……………………………………………………………………………………….. 24
  3. 3. - 3 - 1. Abstract This is the strategic evaluation consultation document for NIKE, Inc. which is based on case study of Digital Marketing at NIKE published in 2012. In this report, the company background information, the situational analysis (SWOT analysis and PEST analysis), the eMarketing strategy and the legal and ethical issues of Nike., Inc will be briefly described. The case study is about the digital marketing strategies which NIKE has developed over the years. It started to expand digital marketing with the launching of its website “Nike.com” in 1996. The marketing campaign which NIKE has done over the years was briefly described too.
  4. 4. - 4 - 2. Introduction 2.1 Company Background NIKE was founded by Philip Knight, a track athlete who was studying at the University of Oregon together with his coach Bill Bowerman in 1964. They started selling the athletic shoes under the brand name “Blue Ribbon Shoes” (BRS) which was imported from Onitsuka Company in Japan. Each of them made contribution of USD 500 for the initial shipment of 200 shoes from Onitsuka Company and since they could not set up a distributing network, the BRS brand shoes were sold from basement of Philip’s house and with a truck at local sport event. In 1965, Jeff Johnson was hired as first full time employee at BRS and helped in setting up exclusive store in 1967 at Santa Monica, California. In 1971, they started to manufacture and sell its own line of shoes and named it to “NIKE” after the Greek goddess of victory. A new symbol called the “Swoosh” was designed and registered in 1978. NIKE started to produce T-shirts with its name and logo in 1972, entering the apparel business. 1.2 The Management Board, Vision and Mission Philip Knight, the Chairman and Board of Directors of NIKE was a director since 1968 to 1990 except from June 1983 to September 1984. He served as a President from 1968 to 1990 and from June 2000 to December 2004. In November 2004, Philip resigned as the CEO of NIKE several months after funeral of his son Matthew but retained the position of chairman of the board. He is the one who lead NIKE form small partnership to world’s largest athletic footwear, appeal, and equipment company. William Perez joined Nike, Inc. as the replacement of Philip who was later replaced by Mark Parker in 2006. Mark has been employed by NIKE since 1979 with primary responsibilities in product research, design and development, marketing and brand management. In 1987, Mark was appointed as divisional Vice President in charge of product development and later as a corporate Vice President in 1989, General Manager in 1993, Vice President of Global Footwear in 1998 and President of the NIKE Brand in 2001. His extensive knowledge and experience of company operations, sport marketing, manufacturing, design and development and management successfully retain the good image of NIKE until today. The Mission Statement Bring Inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete. The Vision Statement Sustainable innovation is a powerful engine of growth.
  5. 5. - 5 - 1.3 Key Products, Affiliated Brands and Services The first products of NIKE were track running shoes with the new symbol for the NIKE line of shoes called “Swoosh” which was designed in 1971. NIKE started to enter the apparel business from the selling of T-shirts with the NIKE name and logo printed on them. During the same period, NIKE innovated new technology called “Nike Air” which included waffle sole and the air cushioned system. Throughout the 1970s and 1980s NIKE expanded its product line and introduced new models, the Air Force 1 for Basketball and the Air Aces shoes for Tennis. NIKE brand mainly produce athletic footwear, apparel, equipment, accessories and services within a wide range of categories with the Swoosh trademark, as well as other NIKE Brand trademarks. The other affiliate brands are Jordan Brand specializing in basketball footwear, apparel and accessories using the Jumpman trademark, Hurley Brand which design and distributes a line of action sports and youth lifestyle apparel and accessories under the Hurley trademark, Converse, Inc. is focused on casual sneakers, apparel and accessories under the Converse, Chuck Taylor, All Star, One Star, Star Chevron and Jack Purcell trademarks. In 2010, NIKE, Inc launched a new business division called Nike Digital Sports (NDS) to develop the devices and technologies to help the company to get the information of some vital customer data like their work-out patterns which would allow the users to track their performance. The major product of NDS called the FuelBand which tracked the energy output of the wearer was later synced with the NIKE’s earlier blockbuster offering, Nike+, helped NIKE to gather information about its customers. The official website of NIKE, “www.nike.com” was launched in 1996 and its online store in 1999. The website was redesigned in 2005 and introduced a new service called “NIKEiD” where customers can customize their shoes online which will deliver as per the specifications given by them. 1.4 The Main Competitor Since there are lots of sports activities and matches nowadays, the athletic footwear, appeal and equipment industry is highly competitive on a worldwide basis. In terms of market share, brand image and popularity, the main competitor of NIKE, Inc. is Adidas Group and the others, VF corporation (which owns Timberland, Reef, Vans, The North Face, etc.) and Under Armour.
  6. 6. - 6 - 1.5 The Financial Performance Referring to the below figure from the annual report of NIKE, Inc. it is noticeable that the net income of the company was increasing year by year. According to the annual report for the fiscal year 2012, the sales in United States market accounted for approximately 42% of total revenue. The international market which included Canada, Asia, some Latin American countries, and Europe sales for fiscal year 2012 is approximately 58% of the total revenue.
  7. 7. - 7 - 2. Strategic Evaluation - Situational Analysis 2.1 SWOT Analysis Strength Strong brand image NIKE is the most valuable sport shoe and apparel brand and its “Swoosh” logo is well known around the global. Its strong partnership with the well-known athletic (such as Michael Jordan, basketball player and Neymar, footballer etc.) increases the visibility of the brand image. Even for a person who have not try the NIKE shoe before will easily recognize the product because of its well-known image. It would also be a great advantage in promoting the sales of the products and it is definitely a strength of NIKE compare to its competitors. From below screenshots of the NIKE official Facebook page and Adidas official Facebook page, we can see that NIKE has over one million followers than Adidas as of March 2017. Image Source: https://www.facebook.com/pg/nike/likes/ and https://www.facebook.com/pg/adidas/likes/
  8. 8. - 8 - Customizing own design In 2005, NIKE redesigned their website and introduce a service called NIKEiD which allow customers to customized their shoes according to their preference. They can choose whichever parts of the shoe they wanted to personalized and select the color and materials. Customers are also allowed to put their ID on the shoes that they have designed with a short name or phases stitched on. Customizing the own design of shoe makes the consumers feel unique but it would be difficult for those who did not have idea of what they need. Later, NIKE extended the “NIKEiD” service by launching “NIKEiDstudios” where professional designers are helping the customer designing their shoes according to their requirements which can consider as one of the strength of NIKE compare to its competitors Adidas which can only be customized through website. Manufacturing revolution Between the financial year of 2013 to 2015, NIKE reduced their supply chain from 785 factories to 692 factories but keep growing the volume of products they made by 11%. NIKE wanted to focus on quality, long-term relationship with fewer factories. According to the below figure, NIKE reduced 11.8% of their contracted factories without harming the factory workers much. As a result of it, the revenue of NIKE increase by 20.9% and the performance of factories increase by 26.5%. Image Source: NIKE_FY14-15_Sustainable_Business_Report
  9. 9. - 9 - Strong Research and Development // Innovation NIKE believes that their research and development efforts are key factors in the past and future success of NIKE, Inc. In 1980, NIKE sport research lab was founded in Exeter, N.H with the key goal of understanding the runners’ needs in order to make the best product for athletes. Since then, NIKE has its own staff specialize in the area of biomechanics, chemistry, exercise physiology, engineering, industrial design, and related fields to help the athletes to reduce injury and enhance the performance with maximum comfortability and ensure the new products are in compliance with the product safety regulations around the world. All the hard efforts retain the number 1 position of NIKE in athletic footwear, appeal and equipment industry. Image Source: www.fortune.com/2015/06/05/adidas-footwear-fall/
  10. 10. - 10 - Weakness Only focus in Digital Marketing After launching a new business division called Nike Digital Sport (NDS) in 2010, NIKE strongly focus its allocation to digital media and cut off traditional media like print and television. Although it can consider as a good revolution in the rapid growing IT environment, but it is not deniable to the fact that there are still some important consumer segment remaining with the traditional media. Income mainly depend on footwear business Although NIKE, Inc. has diversified range of sports products, its income mainly depends upon its share of footwear market which may leave it vulnerable if its market share erodes. Referring to the below figure of NIKE annual report, the revenue of footwear is almost twice of appeal revenue. “There is also risk of declining the demand when the economy falls in recession and the consumers spend less on non-essential items.” (http://www.gurufocus.com/news/325905/nike- analysis-of-strengths-weaknesses-opportunities-threats, March 24, 2015) Image Source: nike-2012-form-10K report
  11. 11. - 11 - Counterfeit Products Since the trademark of NIKE “Swoosh” is very well known around the global, there is a risk of unethical manufacturers producing counterfeit product of NIKE. Although NIKE registered its trademarks in almost 150 jurisdictions, some parties from regions where NIKE is out of reach and could not register its trademarks may use its trademarks to produce non-genuine products. In September 2006, about 11,000 pairs of fake Airmax NIKE trainers are seized at Harwich Docks in Essex by customs officers. If the products were not seized and consumers purchase it without awareness, they might unsatisfied with the quality of the products and could lead to serious negative affect for the brand image. Source: http://news.bbc.co.uk/2/hi/uk_news/england/essex/5306940.stm Bad reputation of Sponsored Athletes NIKE gained most of it publicity by sponsoring the top athletes from many sports, which means that the bad actions taken by athletes, team or leagues could seriously affect the brand image with the consumers. In middle of the year 2006, NIKE was under tough circumstance when the famous footballer, Wayne Rooney from Manchester United and England National Team got injured during a match. He was wearing the new Total 90 Supremacy Boot which was customized for him for the first time. Circumstance like these could adversely affect the brand image, sales and profitability.
  12. 12. - 12 - Opportunities Emerging Market Although NIKE already has a significant presence in United States market and some other regions such as Europe, Canada, some Latin American countries and Asia, it is certain that there are important potential markets in rapidly growing economies regions such as China, Thailand and India. If NIKE could expend it market to those potential regions and develop new products according to the taste of the consumer around these regions, it would definitely increase the profit of the business. Expend product line like FuelBand The FuelBand, a product of Nike Digital Sports (NDS) which help NIKE to gather information about consumer’ everyday activities such as running, walking, dancing, basketball etc. when sync with phones with Nike+ application installed on them. By developing more similar products like FuelBand and make it more compatible with different kind of mobile, will result in increased revenue and will have a strong product line for technology innovated community. Threats Fail to anticipate consumer preference and demand Since there are many competitors in footwear, appeal and equipment industry, NIKE has to put much effort to anticipate the consumer’s preference and demand because their success depends on their ability to identify, originate and define product trend. The new products may not be accepted as consumer preference could rapidly shift to different type of preference. These circumstances may result in lower sales, excess inventories and lower profit margins which could have an adverse effect on the business. Fail to get high quality endorsers Since the period of 1980s, NIKE developed a marketing strategy by sponsoring the top athletes to develop, evaluate and promote their products. However, the competition among the footwear, appeal and equipment has increased, the costs associated with establishing and retaining such sponsorships and other relationships have increased. Failure to continue to obtain high quality endorsers for the products may result negative impact on NIKE business.
  13. 13. - 13 - Unaffiliated Suppliers The principle materials used in the footwear and appeal products of NIKE are locally available where NIKE manufacturing take place. The contractors and supplier of NIKE buy these raw materials in bulk. NIKE has no control over these unaffiliated manufacturers. If the supply of fabrics or raw materials from current sources are disrupted, it is difficult to locate alternative supplier of materials with comparable quality at an acceptable price. In addition, it is not grantee that unaffiliated suppliers will fulfill the orders in timely manner. If there is significant increase in demand and they cannot fulfill the demand in time it would affect the brand image and resulting in lower sales.
  14. 14. - 14 - 2.2 PEST Analysis Political Growth-oriented policies In United States where NIKE headquarter situated, the government support growth-oriented policies which maintain low-interest rate, currency exchange rate stability and internationally competitive tax agreements. NIKE has earned high profit from these growth-oriented policies and also benefited from government initiatives in terms of transparency in the global value chain. Intellectual Property Policy The United States government declare a strong policy to protect intellectual property. Because of this the research and development of each organization are protected as long as they register it properly. The United States Patent and Trademark Office (USPTO) is leading the effort to develop and strengthen both national and international intellectual property protection. In addition, the USPTO is authorized by law to provide guidance, conduct programs and studies and interact with IP Offices around the world and with international intergovernmental organizations on IP-related issues. Political Conflict With the changes of president and other important roles in government, the changes in law of policies of that country could take place. The unstable political condition could affect the business, mainly in custom process and import, export processes. Since the footwear and appeal products of NIKE are produced outside of United States, the various political conflict may negatively affect the business. Economic Currency exchange rate fluctuations The instability of currency exchange rate could reduce the consumption of consumer on non- essential items. The currency fluctuation rate could affect the business of the independent manufacturer when their purchase of raw materials are more expensive. Eventually, the fluctuation could have a negative effect on the result of operation and financial condition. Although the products of NIKE are essential for athletes, a normal person will not see it as an essential item. If the economy falls in recession, people will spend less on non-essential items with may have negative impact for sales of NIKE, Inc.
  15. 15. - 15 - Uncertain State of Global Economy The uncertain state of global economy still continues to affect the business around the world. Slower consumer spending lead to reduced demand for manufacturing of products, reduced orders or orders cancellations may eventually result in lower revenue. For example, the slowdown of the Chinese economy becomes threats for NIKE, Inc. since China is the important sourcing country and consumer marketing country for NIKE. Social Rapidly emerging social network users Due to the rapidly emerging internet technologies, people spent their time more on the internet and uses various social media such as Facebook, Instagram, Twitter, etc. Advertising on social media is fastest way and can be reach to many target at the same time. NIKE can use these emerging social media as an advantage by sharing their new technology, new products or new services on social network and keep in touch with its customers. Increasing awareness of health consciousness Nowadays, as the technology becomes more advanced, the living standard of people are improved in both developed and developing countries. The increasing awareness of health consciousness among people of all ages means they will purchase more sport related things for their everyday activities according to their level of consumption. NIKE can consider as luxury brand and it already own the certain group of market share, but if NIKE can produce more products according to the different level of consumption the sales will definitely get higher and also the profit.
  16. 16. - 16 - Technological Technology Infrastructure The technologies are rapidly growing nowadays, and it is helping the businesses to smoothly operate their daily works. To gain it as an advantage, the company should set up a good technology infrastructure. According to the business nature of NIKE, it is heavily dependent on technology and a good technology infrastructure will lead to smother running of business activities such as product design, production, forecasting, ordering, manufacturing, transportation, sales and distribution process with less wastage and better quality products with low cost. Highly secured information system Together with the development of information system, the risk of hackers attacking and data stolen are happening increasingly. Any breach of the network may result in the loss of valuable business data, the customers’ or employees’ personal information or a disruption of the business, which could give rise to unwanted media attention, damage the customer relationships and reputation and result in lost sales, fines or lawsuits. To prevent this, the company should hire talented professionals and keep the security system up to date to make sure their database is secure all the time.
  17. 17. - 17 - 3. eMarketing Strategy 3.1 The current marketing strategy at NIKE According to its mission NIKE focus on innovation to develop the business. NIKE believed that the new technology improves the product’ performance and win the sales in the market share and it keeps the No.1 position of NIKE in the footwear, appeal and equipment industry. NIKE target consumer are people from age 15 to 40 years old, males and females. Since most of NIKE products are sport related, an athlete is more likely to buy the products rather than a person who does not work out. Hence, NIKE invest most of it marketing expenses in sponsoring famous athletes from different kind of sports. As a result of athletes’ sponsorships, the NIKE products are well known and inspire people together with the success of the endorser athletes. One of the successful strategy of NIKE is Branding Strategy. Branding the product is important when it comes to marketing because it can motivate the buyer to buy, clearly delivers the message, create user loyalty, connect the targeted prospects with the products and services. As a branding strategy, NIKE lunched campaigns periodically. The following are some of the well know and successful campaign that NIKE did from time to time. 1984 – Los Angeles Olympics NIKE spent US$ 20 million to launched this campaign but it faced stiff competition mostly from Reebok (subsidiary brand of Adidas) and its US sales decreased by 12 percent and profits fell by 30 percent. 1986 – Nike Air It featured the ordinary American citizen along with the professional athletes to captured the mood of the time and booming fitness revolution. 1988 – Just Do It (JDT) It is the most successful campaign launched by NIKE which aimed at traditional customer base of males age between 18 to 40 and also target younger teen below 18 and females. Together with the “Swoosh” trademark, the “Just Do It” slogan is one of the most inspirational brand statement. The JDT campaign promote awareness to the consumers to take more care regarding their physical fitness. 2003 – Love Jordan, a subsidiary brand of NIKE specializing in basketball shoes, first launched the Air Jordan model of basketball shoes in 1997. The “Love” campaign was successful and occupied many major markets in the US.
  18. 18. - 18 - 3.2 The online and offline promotion methods Online Method Due to rapid growth of technologies, many business start to focus on digital advertising strategies. After redesigned its website in 2005 and introduced the “NIKEiD” service, NIKE starting to focus on social networking to reach its target customer base. It also offered delivery service for customers who purchased from the official website. Customers can choose their prefer shipping method and NIKE offer free shipping for user with Nike+ account. Nike+ is a social network for customers who use Nike+ products. This service allow customer to share their activities data such as running record, health statistics with the other user. In 2010 FIFA World Cup, Adidas got the chance to be the official sponsor where NIKE only have small chance of advertising in the gaming venues. So, NIKE choose the social media to reach its customers. They launched a campaign called “Write the Future” (WTF) and it was launched on NIKE’s Facebook page instead launching on traditional media like television. As a result of offering “NIKEiD” service and doing the campaign periodically, NIKE can fulfill the needs and wants of its customers and they can stay keep in touch with the new products and services from social media advertisement. Offline Method Customers can reach various products of NIKE through hundreds of stores around the world. Although NIKE official website has all the different kind of products, the weakness of shopping online is customer cannot try them on and they cannot get the product instantly. Most of the customers are prefer to shop in stores. NIKE opened Niketown since 1982 where customers can see the different products that NIKE had developed over the years. And there are many sales representative who will help the customer choosing the right product according to their needs and wants.
  19. 19. - 19 - Marketing and Promotion Mix (4ps) Product NIKE sell its products via offline and online; through “Nike.com” and thousands of retails store around the world. The product sold are all most all the same for online and offline, but if the customer wants the old model shoe or appeal product as per his/her preference, the product might not be available online. NIKE opened Niketown since 1982 where customers can see and buy the different products that NIKE had developed over the years. And customer can get help from the sales representative to choose the right product according to their needs and wants. Price NIKE uses the value based pricing strategy to ensure the growth of its sales and revenue. NIKE consider the perception of the consumers, about the value of its products. The value is used to determine the maximum price the consumers are willing to pay in buying the products. If the price is significantly higher than comparable product of its competitors, the consumers will choose the more reasonable product despite of the brand. Place NIKE distributed it product from thousands of retail accounts in the United States, including a mix of footwear, sporting goods, athletic specialty stores and other retail account. For international market, NIKE sell their product to retail account through their own Direct to consumer operations, and through a mix of independent distributors, licenses and sales representatives around the world. The Nike products are available in stores from almost 200 countries around the world and it is also available from NIKE official website. Promotion Nike aimed to promote awareness of health consciousness by spending some form of service to its customer like workout advice, online sport communities and local sport competitions rather than trying to grab the attention of its target customers. NIKE also use promo code and coupons to increase the online sales of its products and offered free shipping services to Nike+ user.
  20. 20. - 20 - 3.3 The impact of implementing the strategy The fact that the great marketing strategy of NIKE keeps the business in No.1 position of footwear, appeal and equipment industry in undeniable. NIKE’s sponsorship for celebrity athletes is always a great marketing strategy until today since people are inspired by their favorite athletes and it push the consumers to buy the product from the same brand. Together with this advantage, the bad action taken by or happened to the sponsorship athletes which can make adverse impact on business, will follow as disadvantage. Taking the emerging number of social media user as a chance, NIKE promote health awareness and motivate the people to do more sports, working out and other sport related activities though many of its online campaign. The usage of inspiring statement such as “Just Do It” with its trademark “Swoosh” logo is the best way to grab the consumers’ attentions.
  21. 21. - 21 - 4. Legal and Ethical Issues Since NIKE, Inc. is a multinational business its need to consider how to deal with legal and ethical issues. 4.1 Legal Issues Issues in discrimination/ harassment cases in workplace According to the employment laws in United States, the employers are prohibited to discriminated the employee due to the facts of their age, sex, ethnic, country of origin or disability. Since NIKE is a global brand and works in many different country with employees from multination the issues related to discrimination and workplace harassment could happened. Another serious legal issue in an integrated workplace with workers form different country and religion or ethnic backgrounds would be sexual or racist harassment. The victims of discrimination or harassment will be at the center of attraction of media. If these issues occur in multi-cultural workplace environment of NIKE, it would result in negative affect for brand image. Issues in copyright and patent NIKE utilize its trademarks on nearly all of its products according to the brand. Although NIKE registered its trademarks in almost 150 jurisdictions some company or factory might misuse the trademarks of NIKE intentionally or unintentionally which could adversely affect the brand image of NIKE. NIKE is the exclusive, worldwide patentee of “Air” technology which process utilizes pressurized gas encapsulated in polyurethane. Some of the early Nike AIR patents have expired, which enable its competitors to use certain type of similar technology. Although the success of NIKE mainly depends on skills in design, research and development, production and marketing rather than upon its patent position, the patent is still not negatable when the new technology is developed. Issues in contracts and agreements The nature of NIKE business itself has many connection with various contract and agreement such as factories contracts, sponsorships agreements etc. Many issues regarding with legal could arise if when the contracted factories break one of the rules (for example: the products are not delivered in timely manner) or the sponsored athletes did not follow the guidelines in the agreement.
  22. 22. - 22 - 4.2 Ethical Issues Customized Design (NIKEiD) In 2005, NIKE redesigned their website and introduce a shoe customizing service called “NIKEiD” where the design of the item, the color combination and personalization will be created by customer. The customers were also given the option to put their ID or short phases. In this case, the customer could misuse the trademarks, logo or representative of other business without awareness. There is also a chance where customer order the customized shoe and they refuse to accept it when the final product is delivered. Customer’s Data Protection When a customer place order for shoes or appeals product via NIKE website, they need to fill up their personal information and bank detail. NIKE accept payment with most of the credit cards for online purchases. Since NIKE is the No. 1 business in footwear, appeal and sport equipment, it may be targeted to attack and gain access of its customer information.
  23. 23. - 23 - 6. Conclusion Nike has a strong brand image around the global and its Sports Research and Development Lab has many skilled technicians which is essential for the business to achieve more success. The business has a balanced online and offline selling method which is convenient for all type of consumers. The NIKEiD service and NIKEiDstudio where NIKE offer customized service is popular among the youth. The well structure sustainable development of NIKE targeting to manufacture good quality products from long-term relation with fewer factories, has a great benefit for the business. Some analyst point out that NIKE is ignoring some important customer segment who only have access to traditional media, because NIKE relocate most of its advertisement budget to digital media. Although NIKE produce various kind of sport related products, it income still mainly depend on footwear products. NIKE uses celebrity athletic endorsement as its main marketing strategy and additionally, it has done a lot of campaigns to promote health awareness and motivate people to do more sport activities. In the future, NIKE can develop more strategy such as manufacturing limited product with the signature of the celebrity athletes to increase the sales. As most of the other business, NIKE also have issues regarding to legal and ethical and some of them are mentioned above. To prevent those issues, NIKE can use the following points to have a better working environment and successful business. - During hiring process of new employees, make sure that the applicants are selected base on their qualifications regardless of their gender, age or ethnicity etc. - To prevent the issues of copyright and patent, NIKE should register its products and technologies and at the same time, using the media to promote the awareness of feature of genuine product. - When working with the contract and agreements, NIKE should set very firm rule to have a safe side for the company. - Before manufacturing the customized shoe order, NIKE should check the ID or phases which comes along with the customizing to avoid the misuse of trademark or logo of other business. To be summarized, NIKE, Inc. is the leading business in footwear, appeal and equipment industry. If it can maintain, the good practices of research and development and good marketing strategy, it is certain that it will still keep its position within this industry.
  24. 24. - 24 - 7. Reference To complete this course apart from the case study, the following reports and website were referenced. - NIKE_FY14-15_Sustainable_Business_Report - nike-2011-form-10K - nike-2012-form-10K - nike-2013-form-10K - https://www.thebalance.com/why-is-branding-important-when-it-comes-to-your- marketing-2294845 - http://www.gurufocus.com/news/325905/nike-analysis-of-strengths-weaknesses- opportunities-threats - http://www.campaignlive.co.uk/article/nike-rejects-fergusons-claims-boot-caused-rooney- injury/557154 - http://news.bbc.co.uk/2/hi/uk_news/england/essex/5306940.stm - www.fortune.com/2015/06/05/adidas-footwear-fall/ - http://about.nike.com/pages/nike-explore-team-sport-research-lab - http://about.nike.com/pages/sustainable-innovation - http://investors.nike.com/investors/corporate-governance/?toggle=directors - https://www.reference.com/business-finance/nike-sell-ca8186d13b9b2cee - https://www.forbes.com/sites/panosmourdoukoutas/2014/09/28/how-nike- wins/#d60aa2337918 - http://www.businessdictionary.com/article/538/common-legal-issues-faced-by- businesses/ - http://www.marketing91.com/swot-nike/ - https://www.managementstudyguide.com/swot-analysis-of-nike.htm - http://www.gurufocus.com/news/325905/nike-analysis-of-strengths-weaknesses- opportunities-threats - http://icmrindia.org/casestudies/catalogue/Marketing/Digital%20Marketing%20at%20Nik e-Case.htm

UOG Coursework 2017

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