"Examine the strengths and wea
Phil Knight, a former university track star, and Boll Bowerman, who had been his coach, founded Nike in 1972. In the subsequent 30 years, the Beaverton, Oregon, company has grown from a niche supplier of running shoes for hardcore athletes into a global colossus in the athletic footwear and apparel business with sales of $10 billion, 40% of which are generated outside its core US market.Three main factors have seem to underpin the company's success: the quality and innovation of its products, its sponsorship of key athletes, and its global advertising, which has carved out a strong brand image for the company.In its domestic market, Nike dominates the market, selling $20 in footwear and apparel per year for every man, woman and child in the country. However herein lies a problem The Company has been so successful that it is difficult to see how
However, in developing countries literacy levels maybe low so the only route would be direct selling. It has terminated contracts with factories which to do comply with standards. Because Nike is an American firm, the Global market is hesitant to receive them with open arms especially how they attempted to take over the beloved football market. 9 Ethical IssuesAnother massive problem for Nike is the great sweatshop debate. It has arranged for independent auditors to examine factories. In addition, it should use local input, such as local advertising agencies, to develop its marketing message. Clearly this had an impact upon this important market segment. It requires that foreign sub contractors meet minimum thresholds for working conditions and pay. Noise is the other messages competition for a potential customers attention. This analytical pattern comes form the words of Theodore Levitt who believes that the multinational firm is soon to become extinct to make way for the globalisation of markets. This is where markets can be split into age, sex, geography etc. In order for Nike to improve they need to examine these factors and decide on a perfect push-pull mix for each country in which it wishes to stake a claim of the market segment. When screening the said advert the youth responded with making a catchphrase of "au revoir" form Eric Cantona's words on screen. Where the aimed audience, the customer, base there ideas on the image sent.
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Acceptance Essays
