OUTLINE NIKE

I. NIKE OVERVIEW
1. General introduction of the brand
2. History of formation and development Bỏ ý này cũng được
a. History begin
b. Development process
3. Achievements achieved
4. Main product lines
5. Nike's organizational structure
6. Nike Supply Chain Features
a. Factory
b. Product sales channel
c. Consumption market
7. Business situation until 2020 or 2021
8. Business goals and directions until 2021
II. NIKE DISTRIBUTION CENTER SYSTEM IN THE WORLD (có thể
chuyển sang CRM analytics bên dưới)
1. Distribution channel model
2. Distribution channel composition
a. Distribution Center in the Americas
b. Nike Distribution Center in Europe
c. Nike Distribution Center in Asia
d. Operations at distribution centers
d.1. Technology used at Nike distribution centers
d.2. Commodity classification process
III. THE STATUS OF NIKE'S CRM THROUGH EACH STAGE
1. Customer database
2. Database analysis and statistics
3. Classification of customers and target customers of the brand
4. What is relationship building on?
5. Maintain and develop the relationship with DELICIOUS
6. Handling complaints and questions of customers
IV. FACTORS AFFECTING NIKE'S CRM
1. Macro factor
a. Demographic
b. Economy
 c. Nature
d. Technology
e. Politics - Society
f. Cultural
2. Micro factor
 Human Resources
 Suppliers
 Marketing Strategy
 Customers
 Competitors (direct, indirect)
 Finance
V. NIKE CRM REVIEW
Focus more on key issues:
Operational CRM: at least two or more actions/ functions: Marketing/ Sales/
Customer service/ Develop of Interactions/ Customer loyalty program…

Business Case of CRM application Functions:

11 ways CRM can benefit your business (tham khảo và tìm các
source data để phát triển ý này)
A CRM solution can be used in various ways and provide numerous benefits to your business.
Here are 11 key benefits a CRM could provide.

1. Better customer service

Modern CRM software has many functions, but the software was created to improve business-
customer relationships, and that's still its main benefit. A CRM manages all of your contacts and
gathers important customer information – like demographics, purchase records and previous
messages across all channels – and makes it easily accessible to anyone in your company who
needs it. This ensures that your employees have all they need to know about the customer at their
fingertips and can provide a better customer experience, which tends to boost customer
satisfaction.

2. Increased sales

A CRM tool can help you streamline your sales process, build a sales pipeline, automate key
tasks and analyze all of your sales data in one centralized place, potentially increasing sales and
productivity. A CRM helps you establish a step-by-step sales process that your employees can
rely on every time and that you can easily tweak as issues arise.

3. Improved customer retention

Once you've procured and converted leads, it's vital that you put in the work to retain them as
customers and promote customer loyalty. High customer turnover can have many negative
effects for your business, like diminished revenue or disrupted cash flow, so use your CRM and
the information it provides about your customers to encourage repeat business. The CRM will
provide sentiment analysis, automated ticketing, customer support automation and user behavior
tracking to help you determine problems and quickly address them with your customers.

4. Detailed analytics

It's one thing to have plenty of data about your customers, but you need to know what it means
and how to use it. CRM software typically has built-in analytic capabilities to contextualize data,
breaking it down into actionable items and easily understood metrics. Metrics such as click-
through rates, bounce rates, and demographic information allow you to judge the success of a
marketing campaign and optimize accordingly.  

5. Higher productivity and efficiency

CRM software uses marketing automation technology, which expedites menial tasks like drip
campaigns and frees up your employees' time to focus on work only humans can handle, like
creating content. It can also ensure that no tasks slip through the cracks (e.g., all important emails
are always sent to the right people). Additionally, a CRM can show you a dashboard of how your
business processes are working and where your workflows could improve. [Read related
article: How Workplace Automation Software Can Help Your Business] 

6. Centralized database of information

Another thing CRM software does best is providing a centralized database with all information
on your customers, making it easily accessible to anyone in your company who needs it. This
makes it easy for a sales representative to see what products a certain customer is interested in,
for example. If the customer has previously interacted with the company, the CRM will include
records of that interaction, which can inform future marketing efforts and sales pitches. This
saves your employees the time of digging through old files and records, and it makes for a better
and more productive experience for the customer.

7. Managed communications with prospective leads

Lead nurturing can be an arduous and complicated process, with many steps and opportunities to
communicate. A CRM automatically manages the process, sending your employees alerts when
they should reach out to the prospect and tracking every interaction, from emails to phone calls.
"One great advantage of [CRM] is that you can see your customer's journey holistically," said
Michael Miller, CEO of VPN Online. "With every phase in the design and every email you sent
out reviewed, you can quickly figure out the next move to make. It's like seeing it from the top
view, and you can easily create a decision on what to do next."

8. Improved customer segmentation

A list of hundreds of contacts can be unwieldy and overwhelming. For example, how do you
know which customers want to see your email about your new in-store product? A CRM will
automatically segment your contact lists based on your criteria, making it easy to find the ones
you want to contact at any given time. You can sort contacts by location, gender, age, buyer
stage and more.

"Automation actually allows the marketer to have a more meaningful understanding of the
customer and have more valuable interaction when they do interact because of it," Philips said.
"The important part to understand about automation is that we don't want to write a general email
to our customers. Instead, we want to send emails reflecting customers' preferences, interests and
values by segmenting them into groups using the data gleaned within the CRM." [Read related
article: Why Demographics Are Important in Marketing]

9. Automated sales reports

Your team can easily collect and organize data about prospective and current customers using the
CRM software's dashboard and reporting features, which allow employees to automate and
manage their pipelines and processes. The CRM can also help your team members evaluate their
performance, track their quotas and goals, and check their progress on each of their projects at a
glance.

10. More accurate sales forecasting

With any business operation, you need to be able to review your past performance and
strategically plan for the future. Using the automated sales reports in CRM software, you can
identify key trends and get an idea of what to expect from your future sales cycle performance,
while adjusting your goals and metrics to suit those projections. [Read related article: 7 Ways
to Improve Your Sales] 

11. Streamlined internal communications

Aside from facilitating communication between your business and your customers, a CRM can make it
easier for your employees to communicate with each other. A CRM makes it easy to see how other
employees are speaking with a potential customer, which helps your team maintain a unified brand
voice. It also allows team members to send each other notes or alerts, tag each other on projects, and
send messages and emails, all within one system.

- Interact with customers

 + Interactive channel

+ PNJ's customer interaction tools

Strategic CRM:

What is a CRM model?

A CRM model is a workflow that guides all of your team's interactions with leads, prospects and
customers. It provides a loose framework that your company can follow to acquire and retain
customers. It is not the same thing as CRM software – rather, CRM software enables you to
move efficiently through your CRM model while coordinating with your team.

Some of the direct benefits to businesses of using a CRM are:

 Increased ability to target profitable customers.

 Enhanced salesforce effectiveness and efficiency.

 The marketing and sales teams function together more cohesively.

 We have improved customer service effectiveness and efficiency.

 Products/services customised to individual customer needs and preferences.

 Communication channels integrated into a single platform.

 Increased responsiveness to changing customer needs.

 Improved data to more precisely segment customers based on their

characteristics/needs.

 Individualised marketing based on customer behaviours.

 Increased opportunities to cross-sell and up-sell customers.

 It’s a key component of a sales funnel.

Analytical CRM: Develop and analyze Customer Interactions/ Database

- Identify customers
 + Review customer data

+ Customers present themselves

What types of CRM analytics should you track?

CRM software platforms offer a wide breadth of measurable analytics. The below metrics
are the most important.

Pre-sale CRM analytics

Much of your relationship with your customer is built before their purchase. After all,
how often does a customer make a purchase without learning about the product (and
sometimes your brand as a whole) first? That’s why the below pre-sale CRM analytics
are important to track:

 New leads. Your sales team likely spends lots of time calling potential new
customers or, if applicable, sending proposals. You should track these activities to
see how well they convert to sales.

 Prospects. Even before your sales team identifies leads, they identify prospects.
Chances are they call and email these prospects often as well. Track these
activities to determine what is and isn’t working.

 Personal interactions. It’s one thing to make a call or send an email. It’s another to
actually reach someone. Track data about how many calls or emails actually lead
to conversations, how often these interactions happen and (for phone calls) how
long they last. If these conversations lead to immediate customer action, track that
as well.

 Website engagement. Some CRM programs include tools for identifying people who
visit your company website, sign up for your newsletter or engage with you on
social media. With this information in hand, you obtain a whole new batch of
potential leads to target. After you first reach out, you can begin developing a
customer relationship and gathering customer data.
  Additional engagement. Free samples and product demos can be great for obtaining
first-time customers. So too is inviting potential new customers to online or in-
person events. You should track how often these approaches convert to sales –
doing so can inform future decisions. You may also want to track this metric per
sales rep to determine what underperforming reps could learn from higher-
performing ones to improve.

Post-sale CRM analytics

Once a lead becomes a customer, you can’t guarantee that they’ll stay that way. That’s
why gathering post-sale CRM analytics matters too. The most important post-sale metrics
include:

 Problem tracking. Record the problems that your customers raise with your
products and fix recurring ones to achieve maximum customer satisfaction. The
fewer active issues a customer has with your products, the more likely they are to
keep buying from you.

 Additional purchases. If you push one product with a lead, they might buy other
products too. In this case, you can use the information you obtain about your
customer’s other purchases to determine which products you’ll market to them in
the future.

 Purchasing patterns. If your customer buys your products or services on a

subscription basis, look for consistency or variance in their orders to infer how
likely you are to retain them as a customer. If you sense that this customer might
stop purchasing from your company, try to retain them by offering discounts,
promotions or other customer loyalty benefits.

 Segmentation. After a sale, you can analyze just one customer or you can
extrapolate your activity to all your customers. Use post-sales data across many
customers to divide your customers into those most – and least – likely to keep
purchasing your product or, better yet, buy additional products.

 Spending. No two customers spend in exactly the same way. A customer on a

monthly subscription plan worth $10 per month might not impact your revenue as
strongly as a customer who makes an annual $1,500 purchase. Determine each
 customer’s impact on your revenue to decide how much resources to allocate to
each relationship.

 General project management. When one sale is over, another can begin. Use your
CRM’s project management capabilities to identify key activities such as
successful sales so that you can target your current customers for future purchases,
whether of the same product or another one.

CRM analytics reporting

Alongside your CRM analytics tracking, you should run several reports that compile your
analytics into actionable insights. These reports include:

 Profitability. Turn your spending analytics into reports that show you which
customers make the biggest impact on your revenue and remain the most loyal.

 Sales forecasting. Now that you’re tracking your customers’ purchase activities, you
might be able to predict how many sales you’ll make in future months.
For budgeting purposes, this revenue knowledge can be paramount.

 Sales conversion. How many of those pre-sales leads and prospects actually bought
your products? Find out with sales conversion reports and refocus your sales
efforts based on what your reports tell you.

 Sales cycle. Most sales aren’t made overnight. Use sales cycle reports to learn how
long your team needs to make sales. Once you know how long the process takes,
you can structure your sales and marketing activities accordingly, but keep in mind
that your sales timeline may fluctuate by customer, time of year and other factors.

 Sales pipeline. Speaking of sales cycle reports, the very similar sales pipeline class
of reports can tell you exactly where along the sales funnel your leads are
currently located. With this information, you’ll know who needs what kind of push
to go from a lead to a customer.

 Goals. It’s not a complete sales or marketing plan without goals. If you set up your
CRM software to compare your progress to your goals, you can identify gaps and
redesign your campaigns to address these discrepancies.
 1. Advantages / Causes
2. Cons / Limitations
VI. BECAUSE. NIKE'S COMPLETE CRM SOLUTION