Nike’s Core

Competency
The Risky Business of Fairy tales
S I T U A T I O N

Opportunity
Strength
• Nike sponsored the super stars
• Nike is the undisputed leader in
and the rising stars to be known
the athletic shoes and apparel
to their fields.
industry.
• Nike got the Brazilian national
team in soccer

Weakness
Threat
• Nike's "heroes" become
• Nike's most celebrated heroes
unmasked as cheaters, frauds,
could damage the company's
and criminals.
reputation and lead to a loss of
• Nike alleged to have paid some
competitive advantage.
$30 million
P R O B L E M

OPERATIONS

• The company itself has fallen

under suspicion of wrong doing.

• The disappointment with their

brand. Causing customers to go
elsewhere.
 ENVIRONMENTAL • LEGAL •Alleged for bribing
soccer officials and politicians in Brazil
A N A L Y S I S
•Scandals of Nike's heroes

TECHNOLOGICAL
POLITICAL
•Innovation of running shoes and
•Increase market share for running
adopting other sports-related
shoes in the United States
products (Ex. Rehydration drinks,
sports apparel)
ECONOMIC
E N V I R O N M E N TA L
•Annual revenues doubled SOCIAL
----------------------------------
•Sponsor athletes that succeeded
against the odds
•Usage of social media platforms to LEGAL
promote their product
•Alleged for bribing soccer officials
and politicians in Brazil
P O L I T I C A L •Increase market share
•Scandals of Nike's heroes
for running shoes in the United States
 D E C I S I O N

MARKETING

1. Develop more marketing strategy rather than focusing all the promotion
budget on one marketing strategy.

2. Try to acquire endorsement deal to artists as well.

 E X E C U T I O N

OBJECTIVES PERSON DEPARTMENT BUDGET TIME OUTCOME

INVOLVED CONTEXT

Make new
endorsement Endorser’s They will get
with different & Marketing 3 months back the
persons
Marketing Department - 1 year customers
(artist, new
sport staffs loyalty again
superstars)