Nike is a worldwide leader in manufacturing, marketing, and sales of sportswear, footwear, accessories, and equipment. According to Childs and Jin (2018), its “sales exceed $21 billion in 2016, more than half of which is attributed to international markets,” and it is “an innovation leader in product development, marketing, and consumer experience” (p. 79). Analysis of the company’s market position requires a comprehensive review and evaluation of several areas of the company’s activities. This paper is an outline of the research of Nike and its impact on the global economy, social and political conditions, and marketing trends.
Marketing Strategy
To a large extent, it is the marketing strategy that determines the spheres of the company’s activity, since the success of the products among consumers is the primary indicator of its effectiveness. In this section, Nike’s present and future market status will be analyzed based on its commercial goals, consumer behavior trends, and competitor analysis. Researchers note that proficient interaction with the target audience, product development, innovative and technological approach, and skillful use of social trends have made the company a global champion in its field (Childs & Jin, 2018). These aspects of the company’s operations will be considered along with product offerings and advertising and promotion in social media (Brohi et al., 2016). The analysis will also address Nike’s marketing strategy’s strengths and weaknesses and its impact on the company’s reputation and profitability.
Social Responsibility
This section will be dedicated to corporate policies and measures based on the social responsibility principle. Nike was among the first transnational companies to implement a consistent strategy for disclosing information regarding suppliers and financial performance (Merk, 2015). In addition, the company is concerned about the working conditions of its employees and has taken serious steps to improve them throughout its existence, which will be particularly emphasized in the research paper. The principles of sustainability, safety, and joint responsibility are reflected in the company’s commercial and operational activities and will be analyzed thoroughly. Nike is making considerable efforts to comply with best practices in corporate social responsibility established by reputable organizations such as the World Economic Forum (Hemphill & White III, 2016). These practices and their implications for the company’s operations and performance will be evaluated during the analysis.
Manufacturing Principles
It should be pointed out that the manufacturing principles directly depend on marketing strategy and social responsibility policies, and therefore they will be considered last in the research paper. For instance, researchers state that Nike promotes “the adoption of lean manufacturing in its apparel supply chain across 11 developing countries” (Distelhorst et al., 2017, p. 707). These manufacturing process features will be considered on a par with policies to improve factory safety and health standards. Furthermore, special product offerings and a distinctive image related to sustainability and a healthy lifestyle have an impact on this area of Nike’s business (Brohi et al., 2016; Dominguez, 2020). These influences and other features associated with Nike’s manufacturing process will be reviewed and evaluated.
Conclusion
Thus, the research paper will cover the main areas of Nike’s activities, including marketing strategy and its evaluation, social responsibility measures and policies, and the specifics of the manufacturing process. These issues will be considered in connection with the company’s dynamic development and innovation, as well as the analysis of relevant advantages and disadvantages. The research paper will also include conclusions about the company’s impact on the global social, market, and political trends.
References
Brohi, H., Prithiani, J., Abbas, Z., Bhutto, A., & Chawla, S. (2016). Strategic marketing plan of Nike. Social Science Research Network. Web.
Childs, M., & Jin, B. (2018). Nike: An innovation journey. In B. Jin & E. Cedrola (Eds.), Product innovation in the global fashion industry (pp. 79-111). Palgrave Pivot.
Distelhorst, G., Hainmueller, J., & Locke, R. M. (2017). Does lean improve labor standards? Management and social performance in the Nike supply chain. Management Science, 63(3), 707-728.
Dominguez, L. (2020). Nike vs. Adidas. International Relations Journal, 39, 37-47.
Hemphill, T. A., & White III, G. O. (2016). The world economic forum and Nike: Emerging ‘shareresponsiby’ and institutional control models for achieving a socially responsible global supply chain? Business and Human Rights Journal, 1(2), 307-313.
Merk, J. (2015). Global outsourcing and socialization of laboilityur: The case of Nike. In K. van der Pijl (Ed.), Handbook of the international political economy of production (pp. 115-131). Edward Elgar Publishing.