Report on the Case Study Nike Essay

Customers make purchasing decisions based on the information they have among products and the values of goods a company offers. For that reason, companies have to promote their products to increase products awareness. In order to achieve organizational goals, companies must understand the market’s needs to ensure the success of their businesses. Such information can be gained through research. The industry that will form the basis of this paper is Western Canadian Shoe Association. The three brands under study are Reebok, Adidas, and Nike.

Since its creation, Nike has proven itself as a popular brand and it has created niches by selling products such as footwear, apparels and various types of sports equipment. This paper will attempt to trace the product development of Nike shoes from its origins in conception and design to the manufacturing and production process located in contract factories in developing countries to advertising and marketing of Nike as a cultural commodity and finally, the retailing of the footwear around the world.

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Qualitative Research (QR) is very important to all facets of industry today. Collecting data to ensure an organization is running properly is the goal of most stakeholders. QR methods can possibly enhance the development of other quality measures, dissemination of comparable quality reports, as well as many other quality improvement efforts. Conducting exploratory research is important in each endeavor. The field of qualitative inquiry now has its own journals, scientific associations, conferences, and faculty positions (Denzin, 2001). QR is used to go deeper into issues of interest and explore nuances related to the problem at hand. Expectations are kept in check when it comes to qualitative research as the information may not always be what is expected.

Nike is the leading and yet renowned supplier of athletic apparel and shoes. The company controls close to 33% of the global athletic shoe market (Dogiamis & Vijayashanker,2009).Nike was founded by Bill Power and Phil Knight in 1962 as a Blue Ribbon Support and then was later on renamed to Nike in the year 1968 (Patrow,2003).The company supplies very high quality product in close to 100 countries with major markets being located in the U.S,U,K, Asia Pacific as well as in the Americas. The company has managed to attain its lead and legendary position via the application of innovative and yet attractive product design which is backed by quality production as well as well crafted marketing strategies.

- Nike Athletic Footwear recently release their new shoes like Nike Free Trainer 5.0, Nike Zoom Kobe VII, Lebron 9 PS Elite, Nike Zoom KD IV, Nike Shox Gamer, Nike Lunar Spider, etc.

A Greek would say, "When we go to battle and win, we say it is Nike." According to Greek Mythology, The Nike was the winged goddess of victory. Daughter of the titan Pallas and the river Styx, Nike sat at the side of the omnipotent Zeus for the duration of his plight with the titans. The goddess Nike came to be an everlasting symbol of victory and dominance on the battlefields of ancient Greece. In light of her conquests, a popular footwear company of the 20th century designed products in her name to push new levels of achievement in athletes worldwide. The Swoosh logo at the side of each shoe is intended to represent the wing of the Greek Goddess Nike. The vibrant spirit of this ancient goddess has bridged the gap between

As the brand name of Nike continue to soar, other companies in the industry; learning from the success Nike has experienced, start focusing more on brand development to keep up with the increasing levels of competition. These companies resort to brand maintenance, which has become the main target in this industry due to product differentiation made by Nike. Nike, being market-advantaged, produces an extensive range of products, through which it gains a balanced level of profits. This has influenced rival companies to initiate a new range of products in their businesses too. Previously these companies had high risks of failing in business, if their single products did not appeal to the market. Due to the impact of Nike’s business strategy, the other companies are also enlarging their product range,

They should be responsible for the legal, social and philanthropic aspects of its subcontracted factories. They are not paying their employees the legal minimum wage, caring about the working conditions and welfare of these employees and just not taking into consideration the well-being of others. Ten years ago, the company had been subjected to negative press, lawsuits, and demonstrations on college campuses alleging that the firm’s overseas contractors’ subject employees to work in inhumane conditions for low wages. With the introduction of the fair labour association and worker rights consortium, Nike is slowly trying to improve the working conditions on subcontracted factories and hopefully in 10 years, they would be able to re-establish themselves as a morally acceptable company.

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There are many relevant market stakeholders identified in the situation the first on would be the owners of Nike and their employees. Nike is owned by the shareholders, this is why Nike kept open commutations between the company and shareholders during the 14-year period it took to develop its new technology. Some stakeholders may have economic or financial concerns in the time it took to develop the new technology. The workforce encompasses Nike social responsibility unit, designers, scientist, researchers, Tom Hartge, Nikes Creative Director of advance research and Hanna Jones, Nikes Vice President for social responsibility. Nike employees’ interests is having a stable rapport with competitive salaries and a safe working atmosphere. The Nike workforce involved in carrying out the effort can be drastically changed by the necessity to invent a new technology and learn new methods of manufacturing the new product. Employees could pose a risk factor to the company, for example, someone could leak to the press inside information about the issue of replacing SF6. Another group of relevant market stakeholders is the consumers. This includes basketball players, athletes, runners, and retail wholesalers. The consumer’s concerns involve the shoes performance. Nike did not want the new technology comprise the high performance and the lightweight of the shoe. There was a risk of the shoe not performing as well, that would lead to a drop in sales. Fortunately, Nike designed

Nike, Inc. Is involved in the design, enlargement and universal marketing and vending of footwear, equipment, attire, accessories and services. Nike has a solid worldwide brand which everybody will know by its logo. Due to the Powerful brand, the company can be seen as manipulative and insatiable, That is the biggest weakness of Nike , However The business could likewise be produced universally, expanding upon its solid worldwide brand identification and the product development offers Nike many opportunities (Friesner, 2014). Nike is threaded by presenting itself to

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