Introduction and the objective of the study
Nike is one of the biggest footwear and apparel manufacturing companies in the word. The company came into existence in 1964 by Bill Boweman and Phil Knight and named it as the Blue Ribbon Sports. The company changed the name to Nike, which is Greek word meaning victory, in 1972 after producing a good brand of shoes that became popular among the athletes (NIKE, Inc., 2001). Since then, the company has been successful, dominating the world market of athletic shoes. The company’s products are sold in more than 170 countries across the world. The company also sponsors various sports events at national and international levels. The company slogan “just do it” is catchy and attract many people tom buying its products. This makes the company to grow continuously due to wide and stable customer base.
This paper critically analyzes Nike company sustainability strategy. Every investor or a group of investors wishes to see the business profitable at the current time as well as having good prospects for future (Werbach, 2009). For this reason, business sustainability strategy is very important. A strategy is a plan that guides the company or a business firm towards a certain direction or set goals. Thus, sustainability strategy is an action plan that a company set in order to maintain the plan toward the achievement of company’s goals in future. Sustainability strategy puts into consideration aspects such as the source of raw materials, competition, human resource development, and sustainability, and the general business environment. Thus, in evaluating a business’ sustainability, it is important to consider the business planning in this direction (Heslin and Ochoa 2008)
Nike stands out as on...
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...lations. Available at;
http://investors.nikeinc.com/files/doc_financials/AnnualReports/2010/docs/NIKE_2010_10-K.pdf/ [Accessed November 25, 2013]
NIKE, Inc., 2013. Annual Report- NIKE, Inc. - Investor Relations. Available at;
http://investors.nikeinc.com/files/doc_financials/AnnualReports/2013/index.html/ [Accessed November 25, 2013]
Nike, Inc. Fy10/11, 2012. Sustainable Business Performance Summary. Available at;
www.nikeresponsibility.com/report/files/report/NIKE_SUSTAINABLE_BUSINESS_REPORT__FY10-11_FINAL.pdf/ [Accessed November 25, 2013]
Nike. Nike: History and Heritage Available at; http://www.nikebiz.com/company_overview/history/1970s.html/ [Accessed November 25, 2013]
Thiele, P. L., 2013. Sustainability. Cambridge; Malden, MA: Polity
Werbach, A., 2009. Strategy for sustainability: a business manifesto Boston, Mass: Harvard Business Press
Nike's marketing strategy is in many ways the reason for the company success. Nike is now positioned as a premium-brand. Nike advertising is one of the most effective emotional branding examples in the advertising marketing in today’s world. Their customer loyalty is off the charts. All credit goes to the Nike brand strategy and masterful application of the emotional branding. That's exactly the kind of shrewd marketing attitude that drove Nike's past success. After perfecting in the art of big branding, Nike has now moved into a world in which its consumers want to be told less and just do more. Which is in a way, is such a big change after all.
21). Corporate social responsibility (CSR) directly corresponds to one’s organizational culture and the voluntary implementation of these beliefs, expectations and values. It goes hand in hand with their organizational reputability, especially if society benefits from them operating in an economic, social and environmentally sustainable manner (Global Affairs Canada, 2016). Two companies that demonstrate this initiative mindset are Tentree and Nike, yet they execute in completely different manners. On the organizational spectrum Tentree falls under the Social Venture category, meaning they are for-profit but also on focus on issues regarding social equity and environmental sustainability. Their social responsibility initiative is to plant ten trees for every item purchased by individuals on their website, or from retail vendors (Tentree, n.d., para. 1). Nike is categorized under being a Social Purpose Business because it achieves its desired social impact as well as continuous profit (Jones, George, & Haddad, 2016, p. 4). Nike’s social responsibility initiative is to transform production development and manufacturing to overall minimize the company 's environmental footprint (Nike,
Since its creation, Nike has proven itself as a popular brand and it has created niches by selling products such as footwear, apparels and various types of sports equipment. This paper will attempt to trace the product development of Nike shoes from its origins in conception and design to the manufacturing and production process located in contract factories in developing countries to advertising and marketing of Nike as a cultural commodity and finally, the retailing of the footwear around the world.
Nike is a worldwide known business that many people around the globe are attracted to purchase. They make a variety of products ranging from shoes and clothes to sports gear, sports products, and many different accessories. Nike is designed for everyone ranging from infants to elderly. Because of their range of age for products, this makes them a huge competitor. Being able to appeal to all ages and styles of people.
Nike is multinational company that is occupied in the design, development, and manufacturing of worldwide and sales of footwear, apparel, accessories and service. Nike was originally founded as Blue Ribbon Sports in May 30, 1971 The name was converted over to Nike by Bill Bowerman and Phil Knight. This is a brand that has been around for a very long time. As years progress, Nike have expanded their business in other countries. Nike has 858 retail store locations worldwide. With most of those locations being in other countries, Nike had to develop a way to advertise to different countries in other languages. If they never took the time to analyze how to reach the different audience, they would have missed out on new consumers and profit. The
For the past twenty-five years, we have seen one of the most popular brand sayings become a part of our daily life. Nike started its “Just Do It” campaign in 1988 with the simple commercial advertisement of an 80-year-old man, Walt Stack, who runs seventeen miles each morning. This campaign is said to be one of the simplest slogans, but yet one of the most effective ones. While athletic apparel companies are struggling to captivate the attention of potential buyers, Nike has influenced the minds of its consumers with three simple words. As a consumer, we are persuaded though this campaign by several high-profile athletes throughout the years such as, Ken Griffey Jr. and Michael Jordan in the 90’s to Tiger Woods and the Williams sisters in the 2000’s. After too many celebrity scandals, Nike decided to campaign their “Just Do It” ads with everyday athletes. The media has interpreted the ‘Just Do It’ ads in many different forms, but mainly contributing a negative connotation with the athletes Nike selects and their irresponsible behavior. Ethically, this advertisement has been provided a confidence boost to a younger generation. Whether it was bad or good, this has been the outcome from this campaign.
Nike is a multinational corporation that makes footwear, apparel, equipment and many other thing. They are well known across the world, so they have credibility as a speaker. It is one of the world’s largest suppliers of athletic footwear. Nike prides themselves on being a worldwide producer of athletic footwear, apparel, and equipment. The ad is sophisticated and get...
From their marketing strategies to their selling philosophies, Nike has developed one of the most recognizable and demanded name and logo tandems ever created.
Nike’s positioning in the market has more of a mass appeal compared to their main competitor Adidas who strive to make products for elite athletes. The positioning strategy for Nike is currently working at a satisfactory level as Nikes global annual sales between 2013-2014 was reported as 27.8 billion (Statista, 2014) compared to Adidas’ 19.95 billion (Statista, 2014). The global market for sports apparel is expected to grow at a compound annual growth rate of 4% between 2012-2019, Nikes compound annual growth rate during 2010-2012 was 12.3% which is an excellent result as the brand’s growth was larger than the market as well as outgrowing Nike’s closest competitors Adidas, Puma and Asics (Forbes,
The Nike Inc. company “Just do It” logo encourages many to be motivated to push themselves to work hard and to believe in themselves. The Nike Inc. shoe industry has marketed their sneakers through popular icons such as sport players. However, the same should be encouraged in employees who manufacture these products overseas in China, Indonesia and Korea. Nike has a responsibility to ensure that Management in the manufacturing company is held to a higher practice to avoid unsafe working conditions, unfair pay and child labor.
Haciendo un paralelo entre NIKE y esta teoría piramidal, podemos darnos cuenta claramente que la estrategia de comunicación de NIKE apunta a las necesidades mas altas, sobre todo de Reconocimiento y de Autorrealización. Si partimos de lo básico, el slogan, “Just do it” nos dice claramente, solo hazlo, una frase completamente apuntada a la autorrealización, tu puedes correr, párate y corre, como nos decía el caso, son frases que motivan al consumidor, tocándole el “nervio” de las necesidades de autorrealización y de reconocimiento a la persona, logrando un vinculo de entendimiento hacia el consumidor, diciéndoles que nosotros te ayudamos a que tu te superes, te realices, seas reconocido, exitoso. Ese es uno de los puntos de la estrategia de NIKE que pueden verse explicados con la teoría de Maslow, pero eso es solo el slogan.
Nike, Inc. is an American company that designs and sells athletic footwear and apparel (Nike, inc.,2011). Bill Bowerman, a track and field coach at the University of Oregon, started the company in 1964. Originally named Blue Ribbon Sports, Nike Inc. opened its first retail outlet in 1966. Nike’s mission statement is “To bring inspiration and innovation to every athlete in the world.” Bill Bowerman said once said, “If you have a body, you are an athlete.” The first line of Nike footwear was presented in 1972 at the U.S. Track and Field Trials and the runners that tried them on were in awe. This advancement continued through the ‘70s and pushed Nike to become a publicly traded company in 1980. All throughout the 1990s, Nike became known for its amazing shoes. Then, Nike decided to branch out into other sports. They had huge success in golf with the then unknown Tiger Woods wearing all Nike apparel (Nike, inc., 2012). Nike also made a huge investment in keeping its sponsorship of Lance Armstrong throughout his battle with cancer. In return Lance sponsored/advertised their products through his record seven straight Tour de France championships (Nike, inc., 2012). Today, Nike continues to find great success. They are innovating the way apparel and footwear are utilized in almost every sport. “Even through the recent hard economic times, Nike has continued to increase their revenue target, aiming for a fiscal revenue of $28-30 billion” (Nike, inc., 2012).
This video talks about the brand of Nike. In the beginning, I think most of people in the world know Nike as a sport brand because Nike is one of the largest sport companies especially for the shoes in the world. Therefore, when some one is thinking to buy sport shoes for example, the first brand that comes in his mind is Nike why? It is because it is easy to find a Nike store in many countries in the universal or through the online store. Also, it is because Nike offers a lot of different kinds of sport shoes by different price. However, The video gives a little background about Nike brand and the business of the shoes. In 1980s, When Nike saw that the running shoes was down slowly, it moved to the casual shoes because Nike knew that many people wearing this kind of shoes when they go to the public places and for walking to the work.
America is a birthplace of NIKE Company. Nike’s workplace consists of a leader, visionaries and experienced employees who are very passionate to maintain the status ...
Nike is the world famous company. It is an American multinational corporation which is occupied in the design, development, manufacturing and worldwide marketing and selling of the footwear, equipment and many more other services. The Nike Company was founded on 25 January 1964. The first founder Bill Bower man and the second founder Phil Knight. The Nike name comes from the Greek word goddess of victory. The mission of the Nike Company is to bring inspiration and innovation to every athlete in the world. There are two sides to Nike: the public face and hidden misery. It is the number one shoe maker in the world. This Company creates designs for all age groups, for instance, for men, women and for Children.