Nike Paper

3923 Words Feb 21st, 2013 16 Pages
Running Head: Nike, Inc. Marketing Plan

Marketing Plan for Nike, Inc.
“Just Do It”
ShaRhonda Clark
Walsh College
MKT 307, Spring Semester 2010
Professor Haener
May 31, 2010

Table of Contents
Photo of Michael Jordan4
Marketing Plan for Nike, Inc. “Just Do It”5
Nike Organizational Development………………………………………………………………………………………………………….6 Structure……………………………………………………………………………………………………………………………………..6 People…………………………………………………………………………………………………………………………………………6 Culture Systems…………………………………………………………………………………………………………………………..7
Strategy………………………………………………………………………………………………………………………………………8
Other Strategic Plans…………………………………………………………………………………………………………………..8
Market/Submarket Analysis…………………………………………………………………………………………………………………10 Attractiveness of the
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This is just a brief summary of Nike’s company’s history.
Nike Organizational Development
Structure
Nike considers their structure a “Matrix Organization” (Nikebiz.com, 2010). This structure allows Nike to deal with the fast-moving market and keep their industry leading position. It can be costly, but has proven to be well worth the money for Nike. All work is collaborative; team members report to two areas; known as, geography and the global function area (Nikebiz.com, 2010).
People
Suppliers/subcontractors that Nike does business with are considered “outsiders.” In the past, when Nike has received criticism for running sweatshops their first response was to deny that they ever knew this occurred. Their reason for this was because they hired outside suppliers who ran the factories outside of the U.S. Nike has now learned from bad publicity that the best way to handle this is to have “insiders” do audits of the factories globally. With new audits in place it is less likely suppliers will mistreat workers because they will fear losing their contract with Nike. Suppliers are also held to a higher standard now. Suppliers/subcontractors are responsible to report any other suppliers who act unethically. Nike learned that hiring outsiders can save money, but insiders have a better feel for respect for the organizations values and culture. Outside people can affect the way customers perceive the organization, and for this reason Nike is taking more precautions to

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