values to the western audience if they keep choosing stars randomly like that.
Every company makes mistakes, so does Li Ning. All the mistakes that made by Li Ning, when it came to the North America market, seem to have one root cause: lack of brand self-regard. Sun Tzu, a famous Asian Chinese strategist mentioned in his masterpiece The Art of War, “Know the enemy and know yourself and you can fight a hundred battles with no danger of defeat” (Science of Strategy Institute, 2016). Apparently, Li Ning does not know its competitor Nike, to begin with. Though mimicking the latter for decades, Li Ning failed to decode the core values of Nike. Simply mimicking slogans and Logo won’t bring Li Ning any further. It is the “just do it” spirit that carries with the brand that makes Nike a miracle, not the slogan itself (Christine Birkner, 2013). Li Ning did not figure out this point. Though the slogan of Li Ning in the USA website says “make the change”, however, this
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For Li Ning, the future is still blurred. Li Ning has a goal of becoming the world’s most well-known sports company by 2018 (MNW, 2015). But merely having a goal does not make the miracle happen. The company also needs to have arenas which are where will they be active. That is to say, who are their customers? Having done a great job in winning middle age population in China for twenty years, Li Ning abandoned these loyal customers in 2010 by shifting into an emerging market, aiming to attract youngsters at their 20s. Li Ning did not only claim so, but also took that to new extreme by ultimately changing the company’s brand logo, which was more similar to Nike’s. Such an unwise strategic decision was supposed to help build a brand new image to the public. But in reality, such a huge change put Li-Ning into danger: its market share shrunk rapidly (Li-Ning, Inc, 2011). Li Ning did not only lost his old advocates, but also gained nothing in the new territory. What a
Murder Could you believe or even imagine a charming, handsome and popular high school boy killing his ex-girl-friend? This is the case involving Adnan Syed in the murder of Hae Min Lee in 1999. "On January 13, 1999, a girl named Hae Min Lee, a senior at Woodlawn High School in Baltimore County, Maryland, disappeared. A month later, her body turned up in a city park.
Image is a vital to the success of the giant international sports footwear and apparel corporation Nike. Endorsements by sports superstars like basketballer Michael Jordan, soccer maestro Eric Cantona and sprinting ace Cathy Freeman -- to name just a very few -- have made the company's "Swoosh" logo synonymous with "cool" for millions of young people worldwide. That image would be badly tarnished if it became widely known that the Nike empire is built on cheap Third World labour (including child labour), denial of trade union rights and collaboration with repressive regimes, most notably the Suharto regime in Indonesia.
...st people would buy Nike products during sales when the products are sold at a cheaper price or during sports related events, such as the FIFA World Cup every four years, when there is a “sports fever”. They look for performance and design in the products and also whether or not it is “value for money”. Nike also tries to attract people of different user status to buy their products. Nike attracts ex-users to use their products again by showing that they provide superior customer value when compared to other competitors, potential users and first-time users are attracted by the benefits that the product can offer them. Nike retain their hard core loyals by offering premium quality products with unique designs to allow consumers to stand-out, soft core loyals are captured by providing products at cheaper price as compared to similar products offered by competitors.
Seung-Hui Cho was a mass murder from South Korea who in April 16, 2007 used a Glock 19 pistol to murder 32 people including himself wounding 17 people in Blacksburg, Virginia at Virginia Polytechnic Institute (Virginia Tech Review Panel, 2007). The motive of murdering these 32 people according to a note he left in his room criticized deceitful charlatans, debauchery, and rich kids, who he said attributed to his act of murder. Cho’s diagnosis of anxiety disorder called selective mutism and major depressive disorder led law enforcement to believe contributed to the murdering of these 32 people. However, reports from the media speculate that he became enraged after Emily Hilscher rejected his romance advances.
...er. Nike does not push their products on you through their adverts, rather encouraging people on a deep, personal level to challenge their perception of what is greatness and the possibilities of life. In turn, allowing consumers to form a positive brand association and greater brand retention. You are more likely to remember an inspirational advertisement that challenges you to greater thought over an advertisement pushing their different products. Overall, Nike develops well thought advertisements that cause people to think about their own lives and how they can go that extra mile.
Nike actually was able to complete 3 out of the 5 stages for corporate responsibility, which were Defensive, Compliance and Managerial. They are still taking steps to achieve corporate responsibility strategies that will enhance their enforcement policies for the future. The main reason Nike failed to address corporate social responsibility early on is because they didn’t come up with a solution that would benefit globally. They were so concerned with their reputation locally but worldwide they weren’t known as the best company. Another huge flaw Nike showed was to blame the Third World Countries for their labor laws and minimum pay
Mihai, Alexandru. “The Strategic Sports Marketing Planning Process.” Manager. Manager Journal, 2013. Web. 6 December 2013.
The corporation should invest more money in research and innovation since this is what has helped them to make a product that rivals their competitors. At the same time, it is imperative for them to improve their machinery for cheap labor costs which will help the company increase its production allowing it to meet the demand in the market. By improving production leading to lower costs of making shoes, apparel, and equipment, Nike will achieve higher demand assuming a quality product is maintained in that process. They will stand a better chance of competing in the industry (Hill, 2009). The organization is already in a better position for meeting the demand, customer taste, and needs. The company should improve quality by focusing on developing lightweight products that are more durable compared to those offered by the competitors. Also, Nike can keep up their success by continuing to reinvent and improve their items and continue to meet the current demand by using new technology. It can also use the Internet to communicate with consumers (Hill, 2009). By developing new technology, Nike will allow the customers to suggest and design their shoes online. To achieve this goal, it is fundamental to enhance areas such as their website to make it more user-friendly. Finally, the company should pay attention to small startup organizations that enter the
With Nike well on its way to becoming the leading sports shoe industry for years to come, it is obvious that Phil Knight will never stop creating a controversy around his campaign ads. Look for Nike to be the only shoe company around in a hundred years because of the simple fact that as long as the world of sports never dies neither will Nike. Promoting and encouraging athletes has become a trademark for Nike. Nike sees greatness in sports as a way to not only make itself that much richer, but also assist a great athlete to become that much greater.
When you think of sneakers, first thing to comes to mind for most people is Nike, not reebok or Adidas or other shoe companies but just Nike. Now you’re probably wondering how Nike just took the sneaker world over like this since the other shoe companies were all in a race against one another until Nike started separating itself from the pack. The separation took place because of the great slogan which changed Nike as a company and the sneaker game. “Just Do It” something so simple short yet it revolutionized Nike as a company and a brand, that short slogan escalated Nike to another level. It has been described as arguably the best tagline of the 20th century. It is certainly one of the most recognized. But, Nike's "Just do it" line has its
Nike Inc. is a very successful publicly traded sportswear and equipment company based in the United States. Nike is a multi-national and Fortune 500 company. It has reached achievements in their innovation in products that Nike has become one of the most recognized companies today and companies dream to have what Nike has created. The main headquarters for the company is in the Portland area near Beaverton, Oregon. Nike leads the world in supplying athletic apparel and shoes. Nike shows how devoted they are in the satisfaction of their customer’s needs that it shines upon their mission statement and encompasses their vision. Nike ensures to go far and
Nike’s sweatshop manufacturing practices which can be seen through media have shown people that this company goes under the good guys images, these images which are displayed in their commercials show people that their employees are treated well and their happy in their working environment.
Based on the information provided in the L’Oreal case, Yue Sai struggled to grow and capture additional sales in the high-end Chinese cosmetics sector. In the past, L’Oreal attempted to position Yue Sai in several different ways which can be viewed as detrimental to the company image, showing uncertainty as the company struggles to see which positioning strategy will stick. The most recent positioning presented in the case, which desires to “deliver Yue Sai’s longstanding brand promise that ‘Nobody knows Chinese skin better than Yue Sai’”, allows the highest probability of success for the company capitalizing on countless fresh trends in Chinese cosmetics (6). The positioning statement would reflect this new strategy: “For the modern Chinese woman Yue Sai offers a line of high-end cosmetics. Unlike other high-end cosmetics Yue Sai combines traditional Chinese medicine and sophisticated technology adapted to the unique skin type of Chinese women.” Yue Sai saw reasonable success and hope in the new Vital Essential line which utilized traditional Chinese medicine and, therefore, resulted in above average repeat purchases. Continuing to focus the strategy around traditional Chinese medicine should benefit Yue Sai considerably. Another suggested strategy would be to wholly reposition Yue Sai, however this is ill advised. As stated in the case, Yue Sai tried numerous different positioning strategies, which ultimately provided no clear path strategy. Repositioning would show uncertainty in the company, lowering brand value in the eyes of the consumer.
Nike’s Asian operations had previously continued to soar generating US$300 million in 1994 in revenues to a whopping US$1.2 billion in 1997. However based on the Asian economic crisis, this had adversely affected revenues, while regional layoffs were inevitable. Nike also performed well in the European market generating about US$2 billion in sales and a good growth momentum was expected, however, some parts of Europe were only slowly recovering from an economic downturn. In the Americas (Canada and the U.S.A.), Nike experienced a growth rate for several quarters. The U.S. alone generated approximately US$5 billion in sales. The Latin American market at this point was exposed to economic volatility; however Nike still saw them as a market with “great potential for the future”.
Phil Knight started his shoe company by selling shoes from the back of his car. As he became more successful in 1972 he branded the name Nike. In the 1980’s Nike Corporation quickly grew and established itself as a world leader in manufacturing and distributing athletic footwear and sports' attire. The Nike manufacturing model has followed is to outsource its manufacturing to developing nations in the Asia Pacific, Africa, South and Latin Americas; where labor is inexpensive. It quickly became known for its iconic “swoosh” and “Just do it” advertisements and products. Its highly successful advertising campaigns and brand developed its strong market share and consumer base. But, the road has not always been easy for Nike; in the late 1990’s they went through some challenging times when their brand become synonymous with slave wages and child labor abuses. During this period, Nike learned that it paramount that the company understands its stakeholders’ opinions and ensures their values are congruent with their stakeholders. Nike learned that their stakeholders were concerned with more than buying low cost products; their customers were also concerned with ethical and fair treatment of their workers. Because Nike was unwilling to face the ethical treatment of its employees, the company lost its loyal customers and damaged its reputation. Nike has bounced back since the late 1990’s and revived its reputation by focusing on its internal shortfalls and attacking its issues head on. Nike nearly collapsed from its missteps in the late 1990’s. They have learned from their mistakes and taken steps to quickly identify ethical issues before they become a crisis through ethics audits. This paper is based on the case study of Nike: From Sweatsh...