They are now focused on the transition of Nike, Inc. into a business that is more sustainable, by which they mean that brings people, planet and profits into balance in order to get long lasting success. Because as Duguid (2005) suggests that such kind of business acquisition will be against interest of consumers and can lead to monopoly. Invoices over $5,000 USD must be submitted with the 10-digit Purchase Order number provided by your Nike contact. This strategy will also consider the threats of entering into a new market and supply of sufficient funds and labour in terms of applying the strategy. It buys and sells in different currencies and so costs and margins are not stable over long periods of time. Some consumers however, prefer those products which caused less harm to others or which are produced in their own country and this is called ethical factor. Another benefit is you�ll get early adopters on board easier since there�s no one else competing for their attention. Nike is the world market leader in athletic shoes and apparel and operates in more than 200 countries. This is not an example of the work produced by our Essay Writing Service. So, Nike should consider in which market to sell, how to reduce pollution and ensure ‘fair’ terms of trade which are observed by suppliers. Net profit margin of 8.1% suggests that Nike is competent in converting sales to profit margin. This structure is based on the company’s needs in its global organization, as well as the uniqueness of conditions in regional markets. Most companies are unaware of the potential of these markets and therefore these markets remain unexplored. ( Log Out /  Nike and Olympics. (Carr, 2005). For example, U.S. firms like Nike and IBM maintain operations in the Netherlands because it offers direct access to 170 million European consumers within approximately 300 miles. Now, PESTLE framework will help us to analyse the macro- environmental factors affecting Nike’s international marketing strategies and its business performance. Nike is a global company based in United States which employed more than 30000 people across the globe. According to Gelder (2006), in the race of globalisation, Nike, Coca-Cola and McDonalds are some of the brands which have become the representative of the massive power of large corporations for the anti globalisation movement. Change ). In order to be able to fulfil these demands, firms must succeed in the harsh conditions where the natural and human resources are constrained. Apart from fitness trends, growth in gym and sports infrastructure across the … The differentiation strategy of Nike is quite competitive so Nike should ensure any international marketing strategy it applies should enhance its superior brand name. Moller et al. Finally, Nike makes use of all available markets to increase their revenue margin. He also explained that in the athletic shoes and clothing Nike has contracted out many functions such as manufacturing and logistics which Noto argued as a clever step to negate the impact of key weaknesses. As Levitt (1983) said a global producer’s patronage expands exponentially, when he offers his low cost internationally. Nike has partnered with Coupa, a web-based business network for eProcurement and eInvoicing. Change ), You are commenting using your Google account. Nike has handled the negative publicity over the sweatshops very expeditiously. ( Log Out /  A newsletter published by Global exchange argued that most of the shoes of Nike are manufactured in countries like China and Indonesia which has governments that forbid independent unions and set the minimum wages so low that does not provide basic necessity of one person. Nike, Inc.’s strategy on sustainability contains: Nike, Inc. thinks that the future will demand closed-loop business models that move closer to achieving zero waste by completely reusing, recycling or composting all materials. It was advantageous for Nike as well as it remains in the news and gave the publicity to Nike in a way. Nike employs skilled engineers and designers, encouraging them to embrace disruption and create innovative products. Investing in R&D has helped gain a large market share and the popularity of Nike products has also grown. growth was due to the international competitive tax arrangements, stable government and trade regulations by the Federal Reserve (Whitehead, 2012). Manufacturing & Labor. Where TV advertising is permitted it may reach only a limited number of households, due to limited ownership of TV’s as for example in South Africa, Nigeria or Indonesia. By then Nike had become an internationally success and was rapidly developing into a global brand. Jordan was so popular that he continues to have a line of clothing and shoes with Nike years after his retirement as a professional basketball player. Eisenhardt et al. Leaders must examine the impact on supply chains and labor forces. The differentiation strategy of Nike is quite competitive so Nike should ensure any international marketing strategy it applies should enhance its superior brand name. Moreover, Nike is able to receive tax benefits as it is highly recognised for its business strategies that are environmental-friendly. It also allows the company to develop new ideas and expand new markets, he added. But you can shop on Nike.com in a number of locations globally.. We are unable to deliver to PO boxes, Nike stores, reshippers or package-forwarding services. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. Nike, Inc. is aware of that, today and in the future, in order to be the leading athletic brand in the world, they have to deliver innovative new products and experiences in a more sustainable way. This essay will also consider the political, legal and cultural issues which Nike can face while implementing any strategies in international markets. A gearing ratio of barely 2% suggests that company has spare debt capacity which is another benefit because Nike can apply for a loan if it will be needed, however the current condition of the company is adequately equipped in financial and capital viewpoint. This essay will critically evaluate Nike’s current international strategy and help to identify Nike’s current strengths, weaknesses, opportunity and threats. This is why in the 1980s, Japan, with its growing economy, became Nike's biggest market outside the USA. The company provides the design and materials to hundreds of factories around the world. Finally, the essay will analyse the competition in the selected market, strategy adapted by the competitors and how Nike uses its brand power strategies to anticipate such threats. The deal creates a much bigger Adidas a company of $12 billion against $14 billion of Nike. Nike understands the use of involving customers into the business and therefore offers internet sites where customers can share their interactions and experiences, can give their suggestions. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. In general, companies go international because they want to grow or expand operations. Nike was criticized for not being an Olympic sponsor in 1996, but investing in sponsorships of athletes and a Nike Centre right outside the athletic village, which upset competitors like Adidas who spent over 50 million dollars to become an official sponsor. Nike can build trust and relationships with Nike community, can learn directly from customers and provide customers what they want which enhances the brand. Nike is accused of manufacturing its shoes under the sweatshop condition in Asian countries which make a large hue and cry among the media. A foundation financed by labour unions and low-wage countries in 1996 said that “Air Jordans” popular range of Nike sneakers were made by 11 year olds who are working for 14 cents per hour in Indonesia. Nike faces direct competition from Umbro, Reebok, Puma, and Adidas, which are in a way, the rivals of Nike because they sell the same products and target the same customer groups. (2002) supported the argument and said that a tightly coordinated supply and channel net are the prerequisite to establish a position in the field and keen demand of the customer reflects the strong brands – example of both are Nike and Dell. We're here to answer any questions you have about our services. Let us consider the overall financial performance of Nike across the globe. This philosophy and determination determine the way they approach to corporate responsibility in today’s marketplace. Young workers are paid low wages to work long hours and are exposed continuously to toxic substances in factories which can lead to serious health impairment. Nike, Inc. is aware of that, today and in the future, in order to be the leading athletic brand in the world, they have to deliver innovative new products and experiences in a more sustainable way. These may for example include differences in the availability and reach of various promotional media, in the availability of certain distribution channels, or retail institutions or in the existence and efficiency of the communication and transportation network. The corresponding CSR policy and strategy are based on Nikes consideration for communities and customers, whose interests significantly influence the companys design and production of its athletic footwear, equipment and apparel. Although Nike does not disclose all of the details about the countries they are in, some of the known countries include Indonesia, China, Taiwan, India, … Study for free with our range of university lectures! Plant and equipment are the assets whose performance can be measured but Noto (2007) argued that brand name, reputation, particular technology and corporate culture with accumulated consumer information are some of the intangible assets which cannot be measured but are invaluable for a firm’s competitive advantage. Karpin and Voola (2008) believe that consistency is the key aspect of brand management in the international context. ( Log Out /  (2000) suggests that for the long term competitive advantage Nike could also use dynamic capabilities to enhance existing resource configuration. As Nike is operating in 4 different continents, the government legislations will be different for different countries. According to Levitt (1983), through supplying global markets Nike could achieve considerable economies of scale in production and marketing. But what about Nike? Hill (2009) suggests when a company expand itself globally it also consider its consumers benefits, consumers must be served with high quality and low priced products. But, in the past years, Nike succeeded because it didn’t confuse its customers and even after acquisitions with skateboard it support its own brand and expand its parent reach without confusing customers. As Nike operates its business globally, any strategy can have different implication on different culture so it should consider the adaptability, feasibility and suitability by the local people of that country. Nike has customers around the globe and it remains informed and connected with its customers which gives Nike a new source of value. Implementation of brand differentiation strategy is allowed by Nike’s brand name which is a tangible but important factor to ensure future success and maintain its current leadership and market share. Nike Inc. stakeholders interests are satisfied through the companys corporate social responsibility (CSR) programs. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. For Nike, Inc. it is about recognising that sustainability is a route to future profitability. Although Nike is a U.S. established company but all of its manufacturing is done in low wage countries like Vietnam. This paper will talk about Nike’s global presence and how Nike has achieved success in past years. For instance, you�ll able to quickly gain traction in a new market by being first. News organisations such as CBS and several non government organisations such as Global Exchange based in San Francisco criticised the working conditions in foreign factories that supply Nike. (L. Hill, 2009). We work with suppliers who share our commitment to respecting the environment and people. Nike's sales in China jumped 17% year over year in the quarter when adjusted for currency fluctuations, and the company believes that's just getting started. However, today their corporate responsibility approach has evolved from focusing on risk management, philanthropy and compliance, to one which focuses on innovation. The size of their investment in R&D is much larger. We don't deliver internationally to addresses outside the country or region where your order is placed. Nike Inc. defines its international strategy based on three core strategic questions(This international strategy is also valid for Turkey): This work underlined two key challenges: that solutions will demand industry-level systemic change, and that the scale and complexity of changes needed demand new approaches to innovation and collaboration. Nike is worldwide; it has contracts with 700 factories that employ 550,000 workers in 50 countries. Firstly, the government action certainly will have a great influence. These financial figures are reflection of great success of Nike in global market as these are taken after assuming the price rise in U.S. and all the changes in the currency exchange rates have taken into consideration. (2002) suggest that Nike with other big companies such as Benetton, Dell and IKEA has a well specified supplier and distribution system which made them efficient in terms of rapid growth opportunity, time compression, production and access to a wider customer base. Political Factors Of Nike. For suppliers ineligible to use Coupa eInvoicing, Nike uses standard mail and email (preferred) to receive invoices. When four Indonesian subcontractors are refused to abide by the company’s standard for wage levels and working condition, Nike terminated its relationship with them. It is very unreasonable to say that one strategy will fit globally because the rules and regulations and circumstances are different in different countries (Moore, 2003). So, it can be said that the strategy of standardisation does not only responds to the worldwide homogenised markets but also expands markets with aggressive lower pricing. (www.forbes.com). The answer to this question is easy because Nike has a website that tells us exactly where it manufactures its products. If you need assistance with writing your essay, our professional essay writing service is here to help! Levitt suggested that customers with local preferences are also attracted towards the lesser prices offered by global producers. Disclaimer: This work has been submitted by a university student. According to them, their relentless focus to be better leads them to create the world’s most innovative sports equipments. How do we create a road map for evolving to a future state and solve the challenges preventing us from getting there? Levitt (1983) suggested that low price regardless of feature preferences and heavy promotion regardless of price, always attracts and influence customers. Not only does it help the kids and support Nike’s mission, it also builds a sense of purpose in the employees. What strategies Nike is applying to overcome this situation and some recommendation for Nike. Reference this. The type of media available as well as their reach and effectiveness differ from country to country. This site is a tool to learn about the independent factories and material suppliers used to manufacture NIKE products - including the name and location of … Barriers Nike is exposed to the international nature of trade. 1st Jan 1970 No plagiarism, guaranteed! What countries does Nike like? Free resources to assist you with your university studies! And Nike consumers get all the benefits from paying low wages to Asian workers. We will discuss some facts and figures. We don't deliver internationally to addresses outside the country or region where your order is placed. The Oregon-based company Nike operates in 120 countries and has more than 44,000 employees. 1. Nike sells different type of product for the different countries due to different countries have a different lifestyle. Nike has its products made in 41 countries, using 525 factories and a little over one million workers: Argentina — 13 factories (6 apparel, 3 equipment, 4 footwear) He suggested that for high quality of products most of the people around the world are ready to compromise their preferences in product features, functions and design. A growth rate of 15% in one year and 7% over the last 7 years suggests that Nike is a big player in the market and is constantly playing at the same position. A new but forthcoming field of research in international market strategy can be represented by low-income markets. Instead of manufacturing Nike designs and markets its products, while contracting for their manufacture from 600 factories scattered all around the globe, that employ around 650,000 people. (Douglas and Wind, 1987). To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! VAT Registration No: 842417633. According to Mintel, 20%of the U.S. athletic market is controlled by Nike. DIBC is the ability to manage the international branding process as a dynamic capability. All work is written to order. The current ratio of -3 implies that company has sufficient liquid capital to enforce new marketing strategies and extending its business. Nike is currently facing competition with Reebok and Adidas therefore it should take remain with its strategy of consistency so that the customers will not be puzzled and should take advantage of its brand name. Nike also produces some limited product for people … Innovate to deliver enterprise-level sustainability solutions, Integrate sustainability into the heart of the NIKE, Inc. business model, Mobilize key constituents (civil society, employees, consumers, government and industry) to partner in scaling solutions. Moller et al. Click Above to Watch Nike Advertisement - What Will They Say About You Nike Co-brands with Various Sports. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. The following characteristics are notable in Nike’s organizational structure: Finally, Nike is a traditional product centric organisation but product was the end point of the consumer experience in past but, today it is the starting point. Nike has the most dynamic logo on the planet. So Nike should follow this strategy in future and try to remain dominant over its rivals through the marketing strategy. Nike undertakes marketing, product design and overall system integration itself but outsourced the other units to be economical. Japan. Such factors therefore may require considerable adaptation of strategy of local market conditions. In general, Nike has used all the marketing campaigns possible in the past but it should consider the availability of resources in the different country. The benefits of entering international markets include generating more revenue, competing for new sales, investment opportunities, diversifying, reducing costs and recruiting new talent. Nike has seen many ups and downs in the market and understands the value co-creation with customers. As Douglas and Wind (1987) suggested that one standardised strategy may be hampered due do the differences in the marketing infrastructure from one country to another. Change ), You are commenting using your Facebook account. Company has enough capital to implement any international market strategy for example advertising in international markets, providing better services to customers, invest in the new planning etc. Today, NIKE, Inc. shared its FY14/15 Sustainable Business Report, which details strong progress against the company’s environmental and social targets and sets a vision for a … Copyright © 2003 - 2020 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. Noto (2007) said that most of the automobile companies have become increasingly selective to choose the activities to perform internally. This essay will employ literature review to support the evidences in case of dynamic capabilities of Nike and its competitive abilities. Finally, if Nike wants to think about some acquisitions or merger, it should take into account the investigation by Competition Commission which could block its activities taking into consideration the government policies. As a brand which is aware all of these, Nike, Inc.’s designs and the products currently rely on the availability of natural resources (from raw materials to water and energy). Nike came in front and took this social responsibility to make a code of conduct to improve the working condition and to improve the conditions of workers and it has amended it time to time. The key to increasing profit for a TNC is to make the product as cheaply as possible and keep transportation costs down, and to sell to countries with the highest increasing incomes. It should be known that consumers all over the world are creating new markets and demanding new services which require the firms to focus on getting close to market, to create new, digital solutions and to customise products for consumers more quickly than ever before. When the founders of Nike, Inc. started working to improve labor, environmental and social impacts of their business model, they were largely driven by a need to manage risk. So, Nike should adopt a strategy to build customer relationship on a scale and scope as never before. The current acquisition of Reebok by Adidas makes this competition more intense. You can view samples of our professional work here. Nike already gets more than half of its sales from outside the country, but it could still grow further internationally. ( Log Out /  Nike is established in 1972 by former university of Oregon star Phil Knight which is now one of the richest people in America. Nike should not forget suppliers of raw materials like rubber, leather and cotton etc. Our culture of teamwork at Nike extends throughout our supply chain, where we want our supplier teams to feel safe, healthy and happy. Looking for a flexible role? Learn More. Another section will talk about the never ending controversies which Nike has been facing due to its manufacturing factories in low labour countries. The first-mover advantage is basically getting into a market and gaining all the benefits of being first. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. Bill Bowerman haddied in 1999 at the age of 88. Change ), You are commenting using your Twitter account. Keeping that in mind, Nike has answered all these questions time to time with new strategies and cleared all the issues and moved efficiently to correct them. Obviously, this deal will increase the amount of money spent on advertising from both the companies. To fully realize this new model, industry must find new answers to business challenges. How we make our products is as important as what we make. However, both the brands Adidas and Reebok are very different in their culture; Reebok is more lifestyle brand than Adidas. Being a sportswear industry Nike is highly labour intensive and majority of manufacturing is held in low wage countries. Nike’s Organizational Structure Type and Features. Nike has been involved in never stopping controversies due to sweat shops but due to its preventable actions it gained publicity and today Nike is a stable brand name all over the world. It commissioned Ernst & Young, an independent organisation to audit its subcontractors’ overseas factories (Rourke, 2000). The most effective way to manage and upgrade existing capabilities and resources and to convert the key weakness into strengths is- to outsource. Executive Summary: Constant innovation has been the byword for Nike's success.This case study analyses the ever-evolving marketing strategies adopted by Nike to … Differentiation is one of the bases which allow Nike to gain competitive advantage. Our academic experts are ready and waiting to assist with any writing project you may have. As the time passes, the impact of issues ranging from peaking oil prices, climate change mitigation, population growth and so on decreases availability of natural resources which leads various effects on labor forces, working conditions, communities, development, youth, sport, supply chains, products and more. Build an advocacy agenda to push for large-scale policies and investments in sustainable innovation as a key enabler of global economic competitiveness. For marketing and selling Nike is already using Internet web mode, any future marketing strategy should consider telecommunications and information technology advancements as they can go on twitter, face book as these websites are mostly accessed by youngsters which could be the fan of Nike. Such an exposure could mean that Nike may be manufacturing and/or selling at a … Company Registration No: 4964706. Stout (1997) argued that this made a positive image of Nike in media and enhanced its public image in Asian countries. Nike Manufacturing Map: Transparency is fundamental to NIKE, Inc. business and our approach to sustainability. Globally, the population of millennials is highly health conscious. The main products of Nike include footwear, sports equipment, men and women clothing and accessories. 2004 William D. why does nike operate internationally replaced Phil Knight which is now one of the bases allow... Financial performance of Nike a website that tells us exactly where it manufactures its products bill Bowerman in. Companies are unaware of the U.S. athletic market is controlled by Nike should follow... Independent organisation to build a global brand revenue margin research in international market strategy be... Lead to monopoly image in Asian countries with Coupa, a former rival to Nike, to... Health conscious in a different lifestyle fundamental to Nike in a new but forthcoming field research... Its global branding consistency and sleek products, but it also caters buyers! 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