1、耐克公司英文介绍讲解19/24/2023Robert AlbrightJessica JoyeSuzanne LittleMatt MinchewJason WallerMegan Wilson耐克公司英文介绍讲解29/24/2023Mission StatementTo lead in corporate citizenship through proactive programs that reflect caring for the world family of Nike,our teammates,our consumers,and those who provide service
2、s for Nike耐克公司英文介绍讲解39/24/2023What Nike DoesCreate authentic athletic footwear,apparel,equipment and accessories for sports and fitness enthusiastsThrough subsidiaries,design and sell a line of mens and womens dress and casual shoes and accessories耐克公司英文介绍讲解49/24/2023Principle ProductsBegan with lon
3、g distance running shoes in 1963Past 17 years:Air Jordan basketball shoesWide range of shoes,apparel and equipment耐克公司英文介绍讲解59/24/2023“Our Heroes”Michael JordanTiger WoodsMichael JohnsonMia HammCelebrity endorsements lend credibility and notoriety to productshttp:/ 耐克公司英文介绍讲解69/24/2023Financial Indi
4、cator“A growth company that has not grown”Impact of specific products(Air Jordans,teenage market)3 Month Stock Performance耐克公司英文介绍讲解79/24/2023Brand and LogosThe“Swoosh”only cost$35Memorable,simple in form,workable in all sizes,invokes a strong signal耐克公司英文介绍讲解89/24/2023Nike DominanceComparison of An
5、nual Revenue012345678910NikeFilaReebokNew BalanceAdidasCorporation2001 Annual Sales(In Billions)耐克公司英文介绍讲解99/24/2023Athletic Shoe Market Share,2000Athletic Shoe Market Share,2000Adidas15.1%Nike39.2%Asics2.1%Saucony1.4%K-Swiss3.6%Reebok10.9%New Balance9.4%Timberland2.9%耐克公司英文介绍讲解109/24/2023STRENGTHSS
6、trong and meaningful response to labor criticismsHigh quality products and good overall reputationPhil Knights management and leadershipBrand recognition and effective marketing耐克公司英文介绍讲解119/24/2023WEAKNESSESPoor communication of labor practicesInsufficient line of affordable shoesUninformed factory
7、 workers耐克公司英文介绍讲解129/24/20230.00%5.00%10.00%15.00%20.00%25.00%30.00%35.00%40.00%WellBelowAverageBelowAverageAverageAboveAverageWellAboveAverageNoOpinionNikes Overall ReputationNikes Overall Reputation耐克公司英文介绍讲解139/24/20230.00%5.00%10.00%15.00%20.00%25.00%30.00%35.00%WellBelowAverageBelowAverageAver
8、ageAboveAverageWellAboveAverageNoOpinionNike Compared to CompetitionNike Compared to Competition耐克公司英文介绍讲解149/24/20230.00%5.00%10.00%15.00%20.00%25.00%30.00%35.00%WellBelowAverageBelowAverageAverageAboveAverageWellAboveAverageNoOpinionFairness of Nikes Labor PracticesFairness of Nikes LaborPractices
9、耐克公司英文介绍讲解159/24/20230.00%5.00%10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00%WellBelowAverageBelowAverageAverageAboveAverageWellAboveAverageNoOpinionQuality of Nikes ProductsQuality of Nikes Products耐克公司英文介绍讲解169/24/2023OPPORTUNITIESIncreased sales due to the strengthening economyMore positive pub
10、lic perception of Nikes social responsibilityGrowth through increased presence in low-to mid-priced shoe market耐克公司英文介绍讲解179/24/2023THREATSIncreased awareness of human rightsGrowing competitionCompetitors attracting female consumersMounting disapproval of alleged“corporatization”of college athletics
11、耐克公司英文介绍讲解189/24/2023Recommended ActionA Closer Look At Labor PracticesAnd Potential Sales耐克公司英文介绍讲解199/24/2023OBJECTIVE 1To increase positive public perception of Nikes labor practices by 20%by April 16,2003耐克公司英文介绍讲解209/24/2023STRATEGY 1-1Increase communication of positive steps Nike is taking con
12、cerning labor practicesKey Publics:MediaConsumers(esp.university students)耐克公司英文介绍讲解219/24/2023TACTICSCreate fact sheets outlining minimum wage discrepancies among countriesCirculate“Letters to the Editor”highlighting positive aspects of Nikes labor practicesBring a visible Nike representative to co
13、llege campuses耐克公司英文介绍讲解229/24/2023TACTICSCreate focus groups to assess Nikes labor practicesDistribute a video news release promoting Nikes efforts in the global community耐克公司英文介绍讲解239/24/2023STRATEGY 1-2Make changes to improve Nikes current labor conditionsKey Publics:Foreign government agenciesNi
14、ke employeesSocial activist organizations耐克公司英文介绍讲解249/24/2023TACTICSCreate an anonymous system to protect whistleblowersSpecify and inform employees of their rights and responsibilities under the Nike code of conductProvide employees with time and money to enroll in Nikes educational programsEnsure
15、 surprise visits are a surprise耐克公司英文介绍讲解259/24/2023EVALUATIONRepeat surveys at six month intervals to gauge public perceptionRevisit with focus groups to record their opinions of improvements耐克公司英文介绍讲解269/24/2023OBJECTIVE 2To increase American shoe sales by$100 million by April 16,2003耐克公司英文介绍讲解279
16、/24/2023STRATEGY 2-1Establish a better presence in the affordable shoe marketKey Publics:MediaConsumers only willing to spend less than$85耐克公司英文介绍讲解289/24/2023TACTICSDevelop advertising tactics to promote Nikes Presto line of shoes($60-$85)Aggressively target budget consumers through sales promotion
17、s and discounts on mid-priced shoesBuild a stronger relationship with moderately priced retailers through sales associatesIncrease number of Nike outlet stores offering discounted merchandise耐克公司英文介绍讲解299/24/2023STRATEGY 2-2Establish a competitive presence among female consumersKey Publics:MediaFema
18、le consumers(potential and real)耐克公司英文介绍讲解309/24/2023TACTICSCreate advertisements that showcase Nikes female shoes by featuring professional athletes and non-celebrity females who use Nike productsDevelop a shoe named for a celebrity female athlete,such as Mia Hamm,comparable to Air JordansActively pursue more female athletes for endorsements and advertisements by extending competitive contract offers耐克公司英文介绍讲解319/24/2023EVALUATIONMeasure growth of domestic shoe sales at six month intervalsSeparately record sales of mid-priced shoes and womens shoes耐克公司英文介绍讲解329/24/2023QUESTIONS?
