Report on the Case Study Nike Essay

NIKE, Inc., is a company that was founded in by William Jay Bowerman and Philip H. Knight in 1964, and was originally called Blue Ribbon Sports, Inc. It’s name was changed to Nike, Inc. in 1971. It’s base of operation is located in Beaverton, Oregon. NIKE, Inc., is the world’s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities worldwide. Entirely owned Nike subsidiaries include Converse Inc., a brand that develops, advertises, and sells athletic apparel and accessories; and also Hurley International LLC, which designs, markets and sells surf and youth lifestyle clothing and many different accessories. Its athletic footwear products are designed primarily for specific athletic use, although a large percentage of the products are worn for casual or leisure purposes. Nike offers products in many different categories such as men’s/women’s training, running, basketball, golf, and more. The company also sells products designed for children and youth athletic activities such as baseball, cricket, lacrosse, outdoor activities, football, tennis, volleyball, walking, and wrestling. Also, Nike sells sports apparel and accessories; and markets apparel with licensed college and professional team and league logos. Further, it sells a line of performance equipment and accessories, including sports bags, balls, eyewear, digital devices, bats, gloves, protective equipment, golf

Qualitative Research (QR) is very important to all facets of industry today. Collecting data to ensure an organization is running properly is the goal of most stakeholders. QR methods can possibly enhance the development of other quality measures, dissemination of comparable quality reports, as well as many other quality improvement efforts. Conducting exploratory research is important in each endeavor. The field of qualitative inquiry now has its own journals, scientific associations, conferences, and faculty positions (Denzin, 2001). QR is used to go deeper into issues of interest and explore nuances related to the problem at hand. Expectations are kept in check when it comes to qualitative research as the information may not always be what is expected.

A Greek would say, "When we go to battle and win, we say it is Nike." According to Greek Mythology, The Nike was the winged goddess of victory. Daughter of the titan Pallas and the river Styx, Nike sat at the side of the omnipotent Zeus for the duration of his plight with the titans. The goddess Nike came to be an everlasting symbol of victory and dominance on the battlefields of ancient Greece. In light of her conquests, a popular footwear company of the 20th century designed products in her name to push new levels of achievement in athletes worldwide. The Swoosh logo at the side of each shoe is intended to represent the wing of the Greek Goddess Nike. The vibrant spirit of this ancient goddess has bridged the gap between

Customers make purchasing decisions based on the information they have among products and the values of goods a company offers. For that reason, companies have to promote their products to increase products awareness. In order to achieve organizational goals, companies must understand the market’s needs to ensure the success of their businesses. Such information can be gained through research. The industry that will form the basis of this paper is Western Canadian Shoe Association. The three brands under study are Reebok, Adidas, and Nike.

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As the world’s leading athletic footwear, apparel and equipment company, NIKE, Inc. is dedicated to inspiring every athlete to reach their full potential. Nike was previously known as Blue Ribbon Sports (RBS) founded in 1964 by Phil Knight and Bill Bowerman. Phil Knight was a middle distance runner from Portland who trained under track at the University of Oregon and field coach Bill Bowerman. It initially operated as a distributor for the Japanese shoe maker Onitsuka Tiger (now known as Asics). It officially became Nike Inc. in 1971 with just $1,200 in the bank. Over the last 10 years, Nike has more than doubled their revenue and also an impressive increasing amounts of employees. To see whether or not Nike is a fortune company to invest in, analyzing financial ratios will help us to make the choice better.

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.

Understanding customer needs will help Nike to define new market opportunities and drive innovation and revenue growth in every aspect of its organisation. The most basic concept underlying marketing is that of human needs. Human needs are states of felt deprivation (Kotler and Armstrong, 2006). Customer logic is derived from evaluation of a company and its product based upon customer needs, customer benefits, and product features. For branded athletic shoes, Nike has to understand customer needs on a global level as the products are sold

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-Because of Nike innovation and athletic shoe trends in the industry and upcoming London Olympics and European Championships, the athletic shoes will continue to produce sales and will have a better promotion of the Nike brand.

They should be responsible for the legal, social and philanthropic aspects of its subcontracted factories. They are not paying their employees the legal minimum wage, caring about the working conditions and welfare of these employees and just not taking into consideration the well-being of others. Ten years ago, the company had been subjected to negative press, lawsuits, and demonstrations on college campuses alleging that the firm’s overseas contractors’ subject employees to work in inhumane conditions for low wages. With the introduction of the fair labour association and worker rights consortium, Nike is slowly trying to improve the working conditions on subcontracted factories and hopefully in 10 years, they would be able to re-establish themselves as a morally acceptable company.

There are many relevant market stakeholders identified in the situation the first on would be the owners of Nike and their employees. Nike is owned by the shareholders, this is why Nike kept open commutations between the company and shareholders during the 14-year period it took to develop its new technology. Some stakeholders may have economic or financial concerns in the time it took to develop the new technology. The workforce encompasses Nike social responsibility unit, designers, scientist, researchers, Tom Hartge, Nikes Creative Director of advance research and Hanna Jones, Nikes Vice President for social responsibility. Nike employees’ interests is having a stable rapport with competitive salaries and a safe working atmosphere. The Nike workforce involved in carrying out the effort can be drastically changed by the necessity to invent a new technology and learn new methods of manufacturing the new product. Employees could pose a risk factor to the company, for example, someone could leak to the press inside information about the issue of replacing SF6. Another group of relevant market stakeholders is the consumers. This includes basketball players, athletes, runners, and retail wholesalers. The consumer’s concerns involve the shoes performance. Nike did not want the new technology comprise the high performance and the lightweight of the shoe. There was a risk of the shoe not performing as well, that would lead to a drop in sales. Fortunately, Nike designed

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Nike, Inc. Is involved in the design, enlargement and universal marketing and vending of footwear, equipment, attire, accessories and services. Nike has a solid worldwide brand which everybody will know by its logo. Due to the Powerful brand, the company can be seen as manipulative and insatiable, That is the biggest weakness of Nike , However The business could likewise be produced universally, expanding upon its solid worldwide brand identification and the product development offers Nike many opportunities (Friesner, 2014). Nike is threaded by presenting itself to