Nike Strategy Analysis

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TABLE OF CONTENTS Executive Summary…………………………………………………………………….…………p.4 History…………………………..…………………………………………………………………..p.6 Profile of CEO………………….…………………………………………………………………..p.7 Competitor’s Profile………….…………………………………………………………………….p.7 Industry Profile……………………………………………………………………………………..p.8 Company Analysis…………………………………………………………………………………p.9 Industry Analysis………………………………………………………………………………......p.24 Top Competitor Analysis………………………………………………………………………….p.25 Other External Forces…………………………………………………………………………….p.26 Key Opportunity……………………………………………………………………………..….…p.27 Key Threat…………………………………………………………………………………………p.27 Major and Subordinate Problems………………………………………………………….……p.28 Strategic Match…………………………………………………………………………………...p.29 Primary…show more content…
As illustrated in the graph below, this marked the first time since 1994 that revenues have declined. Regardless of this year 's decline, Nike Inc. achieved 300% revenue growth over a 10-year period, rising from 1990 sales of $2.235 billion. Exhibit 1 * Obtained from Nike, Inc. 1999 Annual Report Although revenues declined in 1999, net income increased by 13% over the prior year. As the graph below illustrates, net income has been volatile in the latter half of the 90 's. Sharp decreases in 1998 and 1999 net income were due to restructuring charges. If these charges had not been incurred, income would have been flat for both years. Efficiency in cost control and inventory management has allowed net income to increase while revenues decreased in 1999. Note that the largest growth rate was 43% in 1997 over the prior year with net income of $795.8 million. Exhibit 2 * Obtained from Nike, Inc. 1999 Annual Report Challenges Our greatest challenge in 2000 will be to maintain the operational and financial initiatives we worked so hard to implement in 1998 and 1999. We must maintain our inventory levels low enough that will allow us to adapt to quickly changing market trends. Financially, we must remain conservative in our cost structure. Cuts to operating expenses of almost $200 million this past year demonstrated that we are

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