Nike’s Strategic Orientation

Case Study

Submitted To: Ma’am Aleena Mukarram

Submitted By: Saira Mushtaq (Mpa-2018-05)
Walija Baig (Mpa-2018-07)
Zoya Ishtiaq (Mpa-2018-09)
Nike’s strategic orientation

• Background of a Nike
• Nike culture
• Goal of the company
• Nike’s core problem
• Constraint of the problem
• Strategic Orientation
 Background of a company

• Phil knight is a chairperson

• Nike as a growth company
• In 1987, Nike changed from functional organization to
divisional structure
• Tom Clark new president
• Strong communication and collaboration among sales,
customer.
 Nike Culture

1 Distinctive culture 2 Nike built by athletes for athletes

3 ‘Just Do It’ sum up what kind of work they do

Goal of the company

• Phil Knight view Nike as growth company to achieve

bigger sales.
 Nike’s core problem

1 2 3

Nike sales were Dropped Decline in

falling down by 41% revenue and
profit
Constraint of the problem

• Nike had poor labor policy

• Lack of diversity
• General public tired of sensationalized athletes
 Nike’s Strategic Orientation

Developing a strong Contract with well-known

competence by using input athletes
from athletes

Contract with low cost Offer 10% off to retailer

manufacturing companies
Thank You!