Strategic Management Analysis of Nike

2519 Words11 Pages


Castronuevo, Jan Clark
Meer, Regginald
Young, Johnedel
Quintero, Arvin
Dioneda, Jefrick

September 18, 2009

Section 1 - Executive Summary
Back before the Swoosh logo and long before the days we were called Nike, there was Blue Ribbon Sports (BRS). It was the company Phil Knight, our founder, and legendary track coach Bill Bowerman created in 1964 to provide athletes with better shoes. Their first year sales totaled around $8,000. It wasn’t until 1971 that BRS introduced the concept of the Greek winged Goddess of victory—Nike. In December 1980 we went public. Nike employs more than 33,000 people globally. Our
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The second Emmy for advertising earned by Nike was for a 2002 spot called "Move," which featured a series of famous and everyday athletes in a stream of athletic pursuit.

Section 2 - Comprehensive Written Analysis Existing Vision, Mission, Objectives and Strategies Nike’s mission statement says, “Nike is the “largest seller of athletic footwear and athletic apparel in the world. Performance and Reliability of shoes, apparel, and equipment, new product development, price, product identity through marketing and promotion, and customer support and service are important aspects of competition in the athletic footwear, apparel, and equipment industry. We believe we are competitive in these areas. The company aims to “lead in corporate citizenship through proactive programs that reflect caring for the world family of Nike, our teammates, our consumers, and those who provide services to Nike.” Nike’s vision statement is as follows: “To bring inspiration and innovation to every athlete.”

Developed Mission and Vision of the Organization
Considering the elements of developing a proper Mission and Vision Statement for the organization, we have considered the following concern for customers, public image and employees, profitability, survival and growth, technology, and lastly the market.

New Mission Statement for Nike
We are committed to create, continuously develop, improve and market products that will suit every consumer’s
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