Sample Deck - Nike.Toms.pdf - Nike Went Green And no one knows about it How TOMS can help NIKE learn the right way to communicate sustainability to its

Sample Deck - Nike.Toms.pdf - Nike Went Green And no one...

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Nike Went Green And no one knows about it How TOMS can help NIKE learn the right way to communicate sustainability to its customers XXXXXXXXXXX l Management 3033W l Section 001 l October 21 st 2019
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Executive Summary 88% of customers are looking to help a firm make a difference. 1 Nike has sustainability practices in place and customers still say they don’t know many eco-friendly shoe brands. 2 It’s time Nike takes action to ensure customers are aware of what Nike is doing to protect the environment. Nike needs to take a page from TOMS book and learn how to effectively communicate its sustainability actions and goals to customers. Understanding how TOMS achieves customer engagement in its sustainability work will give Nike an opportunity to attain a competitive advantage if Nike can replicate some of TOMS’s practices. Nike is well positioned to utilize its current infrastructure to amplify initiatives and bring the customer into its sustainability practices. Doing so, will create higher brand awareness and drive sales for Nike. Solution Result Problem 2
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Agenda I. The Sports Retail Industry I. The Most Valuable Brand in Sports II. A SWOT Analysis II. Sustainability Matters Because Customers Care I. Nike’s Current Sustainability Efforts II. Nike Isn’t Letting Customers Join the Fight III. TOMS Communicates Sustainability to Its Customers IV. How Nike Can do Better I. A better SWOT Analysis II. Factors That Will Lead to a Sustainable Future for Nike 3 3
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The Sports Retail Industry Expected to grow to 184.6 Billion by 2020. 4 Significant industry growth due to health awareness and increased fitness activities. 5 The mode of sale remains heavily on retail and online stores. 6 4
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The Most Valuable Brand in Sports Nike was rated the Most Valuable brand in sports with a value of 15.9 B. 7 Available in seven regions worldwide 36.4 Billion in revenue for FY18 8 Nike is primarily engaged in the retail sale of 9 : Footwear (largest segment) Clothing Accessories 52% of respondents said Nike was the brand they go to for clothing, shoes, and accessories (see right) Nike is currently struggling to communicate its sustainability efforts to customers. 10 5
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A SWOT Analysis Child Labor Issues Declining profitability Price Sensitivity Capitalize on partnerships (i.e. Apple) Growing Footwear Market in the US Sports Entertainment industry Strong Brand Presence Important Endorsements Increased Revenue Strengths Very competitive market International market creates various cost structures. Counterfeit products Weaknesses Opportunities Threats 6
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Sustainability Matters Because Customers Care Customers are interested in being eco-conscious 11 Customers are willing to pay a premium for sustainable products. 13 “For companies to gain attention and realize bottom- line benefits, they need to authentically build CSR into the brand experience – this means going beyond a CSR report, an ad campaign or page on the corporate website” 12 7 1. 2. 3.
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Nike’s Current Sustainability Efforts Nike grind is a material to make performance
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