COMPANY/BUSINESS NAME:NIKE INC, UNITED STATES' OF AMERICA,IN BEAVERTON OREGON.

ORGANIZATION OVERVIEW:
Nike, Inc.(stylized as NIKE) is an American athletic footwear and apparel corporation headquartered near
Beaverton, Oregon, United States.It is the world's largest supplier of athletic shoes and apparel and a
major manufacturer of sports equipment.

The company was founded on January 25, 1964, as "Blue Ribbon Sports", by Bill Bowerman and Phil
Knight, and officially became Nike, Inc. on May 30, 1971. 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+, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite, Nike Skateboarding, Nike CR7, and
subsidiaries including Air Jordan and Converse (brand). Nike also owned Bauer Hockey from 1995 to 2008,
and previously owned Cole Haan, Umbro, and Hurley International.In addition to manufacturing
sportswear and equipment, the company operates retail stores under the Niketown 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.

As of 2020, it employed 76,700 people worldwide. In 2020, the brand alone was valued in excess of $32
billion, making it the most valuable brand among sports businesses. Previously, in 2017, the Nike brand
was valued at $29.6 billion. Nike ranked 89th in the 2018 Fortune 500 list of the largest United States
corporations by total revenue.

Bowerman's design led to the introduction of the "Moon Shoe" in 1972, so named because the waffle
tread was said to resemble the footprints left by astronauts on the Moon. Further refinement resulted in
the "Waffle Trainer" in 1974, which helped fuel the explosive growth of Blue Ribbon Sports/Nike.

Wieden+Kennedy, Nike's primary ad agency, has worked with Nike to create many print and television
advertisements, and Wieden+Kennedy remains Nike's primary ad agency. It was agency co-founder Dan
Wieden who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign,which was chosen by
Advertising Age as one of the top five ad slogans of the 20th century and enshrined in the Smithsonian
Institution. Walt Stack was featured in Nike's first "Just Do It" advertisement, which debuted on July 1,
1988. Wieden credits the inspiration for the slogan to "Let's do it", the last words spoken by Gary Gilmore
before he was executed.

Throughout the 1980s, Nike expanded its product line to encompass many sports and regions throughout
the world. In 1990, Nike moved into its eight-building World Headquarters campus in Beaverton, Oregon.
The first Nike retail store, dubbed Niketown, opened in downtown Portland in November of that year.

Phil Knight announced in mid-2015 that he would step down as chairman of Nike in 2016. He officially
stepped down from all duties with the company on June 30, 2016.

In a company public announcement on March 15, 2018, Nike CEO Mark Parker said Trevor Edwards, a top
Nike executive who was seen as a potential successor to the chief executive, was relinquishing his position
as Nike's brand president and would retire in August.

In October 2019, John Donahoe was announced as the next CEO, and succeeded Parker on January 13,
2020. In November 2019, the company stopped selling directly through Amazon, focusing more on direct
relationships with customers.

The team
1.President and Chief Executive Officer
John Donahoe is President and Chief Executive Officer of NIKE, Inc. John will lead the continued growth of
the Nike Brand as well as NIKE, Inc.'s global business portfolio, which includes Jordan Brand and Converse
Inc.

2.Executive Officer
Mark Parker (born October 21, 1955) is an American businessman. He is executive chairman of Nike, Inc.
He was named the third CEO of the company in 2006 and was president and CEO until 13 January 2020.

CHIEF DESIGN OFFICER

John Hoke III (born 1965) is an American architect and designer who is the chief design officer of Nike, Inc.
[1] He leads the company's design team which includes more than 1,000 product and industrial designers,
graphic designers, and fashion designers, as well as architects, interface, and digital content designers.

3.BUSINESS CHAIRMAN
Philip Hampson Knight (born February 24, 1938) is an American billionaire business magnate who is the
co-founder and chairman emeritus of Nike, Inc., a global sports equipment and apparel company. He was
previously its chairman and CEO.

MISSION
The mission of Nike Inc. is to drive product innovation for athletes everywhere.Countless ideas are tested
in pursuit of aiding performance, injury risk reduction, enhancing perception and feel, and delivery of
innovative products to athletes.
1.Create groundbreaking sports innovations
2. Make products more sustainably.
3. Build a creative and diverse global team.
4. Make a positive impact on communities.
VISION
Nike’s vision statement is to “do everything possible to expand human potential.” Nike’s vision statement
serves as a poignant reminder that the company is devoted to more than simply creating innovative and
modern sports products. It also strives to empower athletes, both mentally and physically, effectively
enabling them to reach their highest potential.
Nike’s vision statement is a testament to its commitment to realizing human potential through the
provision of modern sports apparel, designed for customers of all experience levels. From amateur players
to professional athletes, Nike seeks to provide cutting-edge designs powered by reliable resources and
services. It is no wonder that the mission statement guiding them towards. this aim includes the phrase
“do everything possible to expand human potential.”
Improvement analysis
As part of its corporate social responsibility, Nike is committed to improving lives.
Exceeding expectations
Nike is recognized for its commitment to excellence in all areas of its business, from product design to
customer experience.
Expanding human potential
Nike is dedicated to expanding human potential by providing the highest quality
products and experiences that help athletes of all levels reach their peak.
Nike’s values
Nike’s values are central to everything they do and have been fundamental to the success they have
accomplished since its inception. These core values include “innovation, being authentic, inspiration, every
athlete in the world, connected, and being distinctive.” Through these core values, Nike has achieved
greatness as a global leader in sports apparel and footwear
Inspiration is the starting point for all of Nike’s products and helps them stay ahead of their competition by
encouraging creativity amongst their employees (and customers).
“Every athlete in the world” reflects Nike’s dedication to creating quality products for all people
Authenticity plays an important role in showing how true and dedicated Nike isAuthenticity plays an
important role in showing how true and dedicated Nike is.
Connectedness They strive to build lasting relationships with everyone they interact with.
The organisational structure of Nike was designed as a matrix structure. This matrix structure is arranged
and involved in grouping as well as managing functions and products.
What is Nike's industry?
Athletic & Sporting Goods Manufacturing in the US.
The entire global business of Nike is segregated into key geographic regions such as North America, EMEA
(Europe, Middle East and Africa), Greater China, and APLA (Asia Pacific and Latin America). The operations
of the company are also segregated in terms of distribution channel (Wholesale and Nike Direct) and
product category (Footwear, Apparel and Equipment).Nike follows a matrix organizational structure which
is a combination of horizontal and verticalstructures.
Management Practices
From mental health support to unlimited free financial coaching—and of course, access to sport—we are
committed to helping our teammates live their most fulfilling life—at work and outside of it.

Beyond benefits to support the emotional, physical, and financial well-being of our teammates, our
leaders model behaviors and create an environment where employees feel empowered to prioritize their
well-being. When we support the well-being of our people, inspiring each individual to be their best self,
that’s when we do our best work as a team.

At Nike, we offer a range of benefits and programs to support the emotional, physical and financial well-
being of our teammates and their families.

- As champions of physical well-being, we encourage employees to make sport a daily habit by providing
free access to Nike Sports Centers, wide-ranging fitness discounts, and comprehensive preventive
programs, healthcare and family building benefits.
- To support emotional well-being, we offer 20 free therapy and coaching sessions to employees and their
family members through Lyra and our Employee Assistance Program, as well a range of meditation,
mindfulness, and caregiving resources.
- To support the financial well-being of our teammates, we offer unlimited free financial coaching through
our partnership with Ernst & Young (EY), as well as a 401(k) match, scholarship programs, tuition
reimbursement, dependent care subsidies, performance bonuses, stock purchase plans, and more.
- Nike also offers a flexible work model and generous time-off—including Summer Fridays and a dedicated
Well-Being Week in August.
A leadership style is a leader's method of providing direction, implementing plans, and motivating people.
Nike is a globally known sports apparel and shoe company which has progressed throughout the years in
many aspects. Two such aspects are management and leadership. Due to the impressive management and
leadership styles deployed by Nike over the years, we can attribute this to the success it has accomplished
to date.
Despite being mostly successful year after year throughout the time these three leaders were CEO, there
were many pitfalls which Nike had to learn from and move forward. Examples of these were the
sweatshops used for manufacturing which made headlines which shone a negative light on Nike also the
global financial crisis which occurred in 2007 to 2008. Keeping with the case by case approach of
contingency management, Nike could have ensured comprehensive risk analysis and management be
done to mitigate these negative issues from occurring.
Nike has been more inclusive of evolving environmental and political landscape which companies face. As
a result has prioritized fourteen essential priorities which have high importance to society as well as high
business impact (Nike News, 2020).This approach by management is a step in the right direction in my
opinion, however due to the current economic landscape and the Covid-19 situation, while trying to
achieve these targets set out, a great emphasis should be placed on the business decisions on strategies to
function and gain positively while operating a great deal of the business digitally. As a result, adjustments
to management approach should be made. This contingency approach should include a strategic
integrated human resource management approach as a large number of staff would be working from
home. This should include more investment into management training to senior level management within
this current economic landscape. The leadership approach, while staying within the transformational
mode, there should be a bit more focus on refining the approach of prioritization of essential priority
targets and include a great digital inclusion while conducting market research for business decisions as we
are now placed in a new situation of functioning within the Covid-19 pandemic.
Nike, Inc. 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 was founded in 1964 and has since become one of the largest sports companies in
the world. Nike is famous for its "Just Do It" slogan and is associated with many of the world's top athletes.
The company operates a number of retail stores around the world and has a strong online presence.
STRATEGIC ANALYSIS
Nike's growth strategy focuses on innovation, sustainability, and expanding its global reach. The company
invests heavily in research and development to create new products that meet the needs of consumers
and athletes. Nike has also made sustainability a priority and has implemented environmentally friendly
practices in its supply chain and manufacturing processes. In terms of expanding its global reach, Nike has
opened new stores and expanded its e-commerce presence in key markets around the world.
In addition to these efforts, Nike has also increased its focus on direct-to-consumer sales, which allows the
company to have more control over its pricing, marketing, and distribution. The company has also
acquired or invested in several startups that are helping it to stay ahead of the curve in terms of
technology and innovation. Finally, Nike has also placed a strong emphasis on developing its brand and
using its partnerships with athletes and celebrities to reach new customers and markets.
Overall, Nike's growth strategy is centered around innovation, sustainability, expanding its global reach,
and focusing on direct-to-consumer sales. By implementing these strategies, the company has been able
to maintain its position as one of the world's leading sports brands and continue to grow and evolve in the
changing marketplace.

STRATEGIC ALLIANCES
Brands, artists, and influencers to reach audiences outside their typical customer base. This strategy has
helped Nike grow into the most popular sports brands in the world. In recent years, Nike co-marketing
efforts have fueled their tremendous growth across multiple sectors, including health, music, and more.

GROWTH AND EXPANSION STRATEGIEC:

DIRECT EXPORTING
Nike uses indirect exporting in its international markets by selling its products through intermediaries such
as retailers and distributors. Indirect exporting allows Nike to reach a broader customer base and leverage
the distribution infrastructure of its intermediaries in foreign markets.

Licensing
Nike works on a "licensing" model. The brand allows certain retailers to sell its shoes in certain distribution
channels. There are specialty retailers (your sneaker head shops), department stores, mass retailers, and
e-retailers, each who have the rights to sell Nike product. Before Amazon.com, when a retailer gained the
rights to sell Nike, Nike would say "yes, you can sell in your brick and mortar store and online".

Virtually every retailer was given "online rights". As a result, online contained Amazon.com. But what Nike,
and the rest of the licensing world is learning today, is that Amazon is a marketplace. And a marketplace, is
very different than an online retailer.
Franchising
When it comes to opening and running a Nike retail store, Nike does not provide the ordinary franchise
option. Instead, Nike collaborates with bigger retail teams or established businesses to launch and run
Nike-branded stores on their behalf. The majority of the time, these alliances are formed with reputable
retail businesses that can oversee numerous Nike stores in particular regions.

As a result, it’s crucial to understand that Nike does not provide that kind of possibility if you’re
considering opening your own firm and getting a franchise. You may want to explore other franchise
options in the sportswear or footwear
industries instead.

Channeling
-NIKE distributes its products through three major channels:
-By selling products to wholesalers in the US and international markets.
-By direct-to-consumer (or DTC) sales, which include in line and factory retail outlets (see graph below)
and e-commerce sales through www.nike.com.
-Sales to global brand divisions.

Functional level strategies and implementation:

Currently, Nike stand as a leading figure in producing high quality sports and fitness equipment and
apparels. Bearing just a simple start of selling Japanese imported shoes from a station wagon has
transformed …show more content…
Their main target customers was said to be the “young, cool and competitive teenagers”. Other than these
groups, they were also targeting the athletes and sports enthusiasts.
Nike’s main strategy revolves around product branding. Their brand compromises of a swoosh logo which
is accompanied by a message of “just do it”. The logo was imprinted on all of their products with the
message developed to express the individuality of their target group. The branding was further promoted
by Nike’s relentless approach on the quality of their product as demonstrated when considering overseas
business opportunities, quality must not be compromised in order to do so. This ensures consumer
satisfaction and loyalty towards Nike.
Nike invested in their brand by getting sports heroes to advertise for their brand such as Michael Jordon,
Tiger Woods and the Brazilian football team. This further fuel the products appeal towards the consumers
Recommendation for Improvement :
-Advanced strengthen international expansion efforts to increase market share and reduce dependence
on the domestic market.
- Streamline and standardize processes across all locations to ensure consistent quality and customer
experience.
- Continuously invest in employee training and development programs to enhance skills and motivation.
- Explore opportunities for partnerships and collaborations to expand product offerings and reach new
customer segments.
Overall, nike has achieved significant success as a high quality sports shoes and has a strong foundation to
continue its growth. However, it needs to address the challenges posed by global competition and
changing consumer preferences to maintain its competitive edge and ensure continued organizational
effectiveness.
ORGANIZATIONAL STRUCTURE
Nike’s overall operations are overseen by the global corporate leadership team, which is currently made
up of 16 individuals holding C-level, presidential, and vice presidential roles.
Although both the Chairman Emeritus and Executive Chairman are a part of this team, it’s the company’s
President & CEO who has overall responsibility for ensuring that the company realizes its goals and vision.