UOG Coursework 2017

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)

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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

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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.

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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.

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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.

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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.

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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/

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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

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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/

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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

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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