INTRODUCTION

Nike] is an American multinational corporation that is engaged in the design, development, manufacturing,
and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. The
company is headquartered near Beaverton, Oregon, in the Portland metropolitan area.] It is the world's
largest supplier of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue
in excess of US$46 billion in its fiscal year 2022.

History

- The Company was founded on January 25, 1964 as Blue Ribbon Sportsby Bill Bowerman and Phil Knight,
and officially became Nike, Inc. on May 30, 1978. The company takes its name from Nike the Greek
goddess of victory. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air
Jordan, Nike Skateboarding, and subsidiaries including Cole Haan, Hurley International, Umbro and
Converse. In addition to manufacturing sportswear and equipment, the company operates retail stores
under the Nike town name. Nike sponsors many high-profile athletes and sports teams around the world,
with the highly recognized trademarks of "Just Do It" and the Swoosh logo

Logo of nike

The Swoosh is the logo of American sportswear designer and retailer Nike. Today, it has become one of
the most recognizable brand logos in the world, and the most valuable, having a worth of $26 billion alone.
The logo is derived from goddess' wing,'swoosh', which symbolises the sound of speed, movement, power
and motivation.
 MISSION AND VISION OF NIKE

Nike's mission statement is:

Nike aims to lead in corporate citizenship through proactive programs that reflect caring for the world
family of Nike, our teammates, our consumers, and those who provide services to Nike

Its vision statement is:

"To bring inspiration and innovation to every athlete in the world"

(If you have a body, you are an athlete)

Nike’s Core Values

Community

Sustainability

Diversity

Social responsibly
 Production department

Almost all Nike shoes are manufactured outside of the United States. The leading manufacturer of Nike
shoes is China and Vietnam each accounting for 36% of the total manufactured world wide. Indonesia
accounts for 22% and Thailand for 6% of the Nike shoes that are being produced world wide.There are 785
contract factories with more then 1 million workers manufacturing more then 500,000 different products.
To make the shoe the worker first cuts all the material in the shapes and forms they need to be in, they
then sew the pieces together on the upper section above the sole. The workers then prepare the sole also
called stock fitting, followed by preparing the attachment of upper to the sole also know as lasting. Then
the worker attaches and shapes the bottom heel to its final form this process is called heeling. The
finishing touches are made and any necessary accessories are then attached in the process called treeing.

Nike's ultimate, long-term vision is the conversion of raw materials into finished products with zero waste,
as well as “closing the loop” on materials use – that is, using only materials that can be fully recycled.

Nike uses the index to score designers based on how much products reduce waste and toxic chemicals,
and make use of environmentally preferred materials, such as better cotton. Eventually, Nike aims to create
fully closed loop products, using the fewest possible materials, which could be recycled into new products
or returned to nature.

Nike production process

1.Raw Matterials

These materials include everything from natural fibers such as cotton and wool to technical synthetic
materials such as polyester, nylon, rubber, synthetic leather and ethylene vinyl acetate. As with leather,
many of the natural materials we use have significantly higher environmental impacts than the synthetics.

Materials needed:

Polyester- grown(United States), yarned, and textiled(Indonesia)

Rubber (Thailand)

Plastic

Cotton (India, and United States)

The sent to South Carolina to the fabricated, dyed and finished

Leather- coming from corn fed cattle (Brazil and United States)

2.Shoe Production

This is secondary market

All the materials after being furnished, are sent to factories in China.

Transported by both plane and ship

When transported the process of the shoe beings right away

Cotton is woven for parts of the shoes(mainly shoes laces)

Sewing takes place to form the sole

Next lasting is done which is the process of preparing the attachment of the upper part of the shoe to the
sole

Heeling attaches and shapes the heel and the bottom into the final form

To finish the shoe, it then goes through the treeing process which is when the accessories are attached to
the shoe

This is all done through machinery

Jobs are needed to work the factory machinery

Manufacturing steps

Cutting

Sewing

Lasting

Healing

Decorations (stickers, strips, and laces)

3.Final Product/Transportation

When final product is complete, the shoe is placed in to a card board box.

The cardboard box is made of recycled cardboard and recycled paperboard that is stuffed in the shoe

Nike uses ocean freights, transportation airplanes or even trucks

Depends on where they are traveling too(over land or not)

From here they are taken to different retailers around the world to be put into department stores, shoes

stores, specialty stores, outlet stores, ect.This is the Tertiary markets

Marketing department

Marketing and Communication teams at NIKE, Inc., help set the brand tone. They act as a creative force of
specialists, driven to tell Nike's stories of innovation and sport through advertising, brand strategy, digital
engagement and product presentation.

Marketing strategy

1. Target audience segmentation

A golden rule in marketing is to define your target audience clearly. Once you’ve narrowed down your target
audience, you can classify them into groups. This way, advertisers can experiment with their marketing
campaigns. Nike’s target market is diverse, making its reach extensive. The brand identifies its target
audience through demographics, psychographics, behavior, and location.
Segmentation is advantageous if you’re diversifying your advertising efforts. You’ll know how to use
specific campaigns that sit well with a particular group. This way, budget, time, and effort won’t go to
waste.

2. Not overselling the products

If you gather your favorite Nike advertisements, you’ll notice that the brand doesn’t put its products in the
limelight. Most of the highlights in their videos are pointed toward the athletes’ or people’s struggles. They
create a good storyline that everyone can relate to. Regardless of your status, the struggles are vague
enough to instill relevance within Nike’s target audience. However, these struggles are also identified
carefully so the audience can put themselves into the athlete’s shoes.

For example, Nike targets mothers who juggle taking care of children and regular training. The struggle
itself relates to all mothers who have a lot on their plate. However, Nike identifies mothers who are into an
active and healthy lifestyle.

3. A focus on pain points

Another rudimentary element in Nike’s advertising strategy is its focus on its target audience’s pain points.
Nike’s vision for its users is geared toward achievement and triumph in their lives. Unfortunately, we all
know this win can come with many hurdles along the way. Successful athletes stood on podiums because
of their hard work and determination.

But what the public eye doesn’t see is the struggles behind the success. Nike emphasizes this so potential
customers can relate to the brand and its vision. In turn, it gives them a sense of inclination toward a brand
that understands their daily pain points.

4. Emotional marketing

If you look at some of Nike’s video advertisements, you can’t help but shed a tear or two. Any advertiser
can attest to how Nike leverages emotional appeal to tug at their audience’s heartstrings. Every video and
still advertisement has a gist behind its creation, which the viewers can learn from.

Relevance is significant in advertising, and Nike integrates this element into its marketing campaigns.
Relevance in messaging and visuals is the primary reason why Nike’s advertising methods reel in more
customers.

5.Working with celebrities and influencers

Nike’s marketing strategy also relies on celebrities, influencers, and athletes. The brand supports popular
and unpopular athletes who have motivational stories and journeys to share. Working with people who
have been on the same road will make brand communication stronger. This is because people look up to
others who can rise amidst the struggles in their lives.
Nike’s social media strategy

1. Experimenting with content formats

One of the key elements of Nike’s social media strategy is its willingness to experiment with different
content formats.

This includes using videos, graphics, or other types of multimedia to showcase their products and stories.
By using a variety of content formats, Nike can keep its audience engaged in its content.

2. Engaging with the audience

Another key element of Nike’s social media strategy is its focus on engaging with its audience. By
engaging with its audience, Nike fosters a deeper connection and builds loyalty.

The brand often encourages its followers to share their own stories and experiences, using hashtags (such
as #nikefc, #nikewomen, and #justdoit) and other tactics to spark conversations and create a sense of
community.

3. Following viral trends

To stay relevant and engage its audience, Nike carefully follows social trends and incorporates them into
its marketing strategies. For example, Nike has embraced the trend of sustainability and has made a
commitment to using eco-friendly materials in its products.

By staying current with social trends and using a variety of marketing strategies, Nike can connect with its
audience and maintain its position as a leading athletic brand.Discover trends from your industry with
Keyhole

4. Social listening

Nike also uses social listening to monitor conversations and trends on social media. This allows the brand
to stay up-to-date on what its audience is interested in and to respond quickly to any issues or concerns
that may arise.

5. Sharing product updates

Nike regularly shares updates about its products on its social media channels to keep its audience
informed and engaged. This includes sharing news about their latest product releases, highlighting the
features and benefits of new products, and showcasing the products being used by athletes and
customers in real-life situations.

By sharing these updates, Nike creates a sense of excitement and anticipation among its audience and
encourages them to stay up-to-date with the brand.

6. Collaborating with public figures

The brand has partnered with famous athletes and celebrities to promote its products and has launched
social media campaigns to connect with consumers on a more personal level. It also helps them tap into
the influencer’s audience and grow their online presence.
 Human resource department

On average for a long-term employee at Nike it is normal for them to go through 5 different positions
before they find the perfect fit for someone

. With over 56,000 employs the recruitment process need to rigorous and detailed

They recruit a lot from colleges

Internship program is a great way there retention rate is so high Nike wants to send the message of don't
be afraid to venture out

Selection process of nike

Recruitment

Existing Nike employees can view job openings on the internal web and apply direct to the SSC resourcing
centre electronically. Active recruiter then handles the application Process from receipt to job offer. The
key stages in the Process are detailed below:

.A job request is received from the employing department and this is discussed with the central resourcing
team.

A job requisition is completed and approval sought if it involves a new position of additional headcount.
Once finalized the job is posted on the system and

applications are invited from internal and external candidates as appropriate.

A shortlist is produced from the system, sent to the line manager The introduction of Active Recruiter into
the business provides a number of avenues for people to apply for jobs at Nike External applicants can
apply direct to the Nike internet site for specific jobs or for more general

speculative job opportunities.

Electronic links have been established with external web based recruitment organizations such as Monster
board to provide further job postings opportunities to attract candidates to Nike More conventional
resourcing processes are also used including newspaper advertising and Search

Selection

selection must be conducted as an evidence-based process and candidates should be assessed against
agreed selection criteria, based on relevant knowledge, skills, competencies, experience and qualifications
to perform the role as outlined in the person specification. All decisions must be recorded.

Short listing must be undertaken by at least two individuals who are involved in the interviewing process.

Interviews should normally be conducted by at least two people, and all interviews for one post must be
conducted by
the same people. In order to promote equality of opportunity selection committees should, wherever
possible, be of mixed race and gender composition. Any skills tests (e.g. Presentations) must be directly
related to the role and measured against objective criteria, and presentations for one post must be
assessed by the same persons. Candidates must be notified of the details of any skills test when they are
invited for interview.

Interview questions must relate to the job requirements as exemplified in the person specification and the
candidate's suitability for the position. The person specification should be used as the basis for
determining the interview questions. The choice of appointee will be determined by the majority view of the
interviewers

Training and development

In perspective, Nike employs more than 40,000 employees, who fit into the various categories of designing,
marketing, distributions as well as logistics that manage and run the operations of the company around the
world.Company's culture in Nike has been pointed out as a key cornerstone in the training process of the
company.

Nike is a design company, and that extends to the way it thinks about talent development and learning.
Just the company partners with top athletes to build and promote the brand, Martin sought out top
performers in www .medlem developed a new manager boot camp, which will be piloted this summer to
help new leaders develop the core skills and behaviour s needed to succeed.

The program will clude live and online training, simulations, workshops and ample time to practice in small
groups. His team also rolled out a new upward feedback tool to help managers calibrate their performance,
and to help the leadership team identify broad areas in need of improvement. It differs from a 360-
degreethat it focuses specifically on the behaviours the company wants to change. The boot camp and
feedback tool demonstrates the power of working alongside employees to build a business and culture
where people feel like their managers are invested, thereby unleashing their potential, Martin said. "The
more you can show the power of working alongside employees the easier it is to show the business the
value of what you do."

Finance department

Nike's financial model is geared towards achieving a higher rate of growth, increasing volatility by a steady
margin, and maintaining its investors' confidence. They are achieving this through high financial investment
in creativity and innovation.Nike’s financial model ensures a good financial and operational relationship
with its designers and numerous marketers.

The financial model that Nike adopted in the fall of the year 2000 was much different from the one they
had before. The design they came up with centered on lower-octane revenue growth. Revenues shot up to
40% from 15% in earlier years with a small difference of 5% whenever they dipped. Nike has achieved
substantial financial growth because it has excellent management of working capital and its culture of
leveraging all of its assets This has maintained a steady cash flow and augmented the financial strength
of their operations. Nike has also improved its operations in retail investments. They raised their dividends
and spent $420 million in stock purchase last year. This has raised their cash flow by a great margin

As one of the largest sportswear manufacturers and suppliers, Nike’s success has been leveraged by its
financial management system. They invest mostly in innovation and creativity to maintain a competitive
edge by producing high-quality products

Nike profit margin

Nike income statement

Nike balance sheet

 Nike organisational structure

Nike follows a matrix organizational structure which is a combination of horizontal and vertical structures.
In a matrix structure, there are multiple reporting lines and responsibilities for the employee. Even though,
this structure may seem complicated, but Nike has been able to leverage it for its own benefit. Employees
often report to multiple supervisors, which can often get cumbersome in this type of organizational
structures but for Nike this has worked in favor of the company. The company follows a highly
standardized operational process, which helps the leaders to make quick decision and foster seamless
communication. Even though there are multiple reporting authorities, the employees are well-aware of what
is expected from them from their supervisors.

Nike has a matrix organizational structure incorporating geographic divisions. Nike's matrix structure is
also present at the regional and sub-regional levels. Managerial responsibility is segmented according to
business unit (apparel, footwear, and equipment) and function (human resources, finance, marketing, sales,
and operations).
 Swot Analysis Of Nike

Nike SWOT analysis will reveal their strengths and weaknesses that are hindering their growth.
Simultaneously, identifying the opportunities and threats present in the current market scenario will hint at
their possible business strategies to tackle the situation.

Strength

• Strong brand awarness

Amazing customer base in theentire world

• Associated with several non-profit causes

• Low Manufacturing costs

• Commond over both retail &online business

•Associated with celebratedathelets

-Weakness

• Poor labor condition on several countries

•Retailers get upper-margin cut

• Huge dependency on NorthAmerican market

• Controversies like sexual harassement & lawsuits

•Constant focal point for negativecriticism

Opportunities

• Create products from recycledgoods •

More expansion in global market

•Expansion into sport sunglasses& other fashion lines

• Reduce controversies associated.with upper management

• Create AR/VR-related products

Threats

• Counterfeit product

• Increased competetive pressure

Budget pressure due to pooreconomy

Availability of cheaper products

• Maintaining brand's reputation

CONCLUSION
REFERENCE