"Examine the strengths and wea

             " An Information Strategy for Nike"
             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 it can continue to grow in the now mature US market. Hence Global information strategy needs to be implemented.
             "The successful global corporation operates with resolute consistency – at low relative cost- as if the entire world were a single entity; it sells the same thing in the same way" . However Nike is a breed of Multinational Company, which operates in a number of countries and adjusts its products and practices to each. 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.
             Nike is a giant name within any part of the world due to its massive advertising campaigns. However the product which it uses and the sports associated with that product are different to the rest of the world. In the US market Nike success had been down to conquering the brand through sports such as American Football, Baseball, Basketball etc. These sports are purely US based hence they cannot take these products to th...

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