Global Business Nike Case Notes - Nike Case 1999 Why...

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Nike Case 1999 Why China? -87% do sports of some sort= 1 B consumers -Tier 1 saturated (reached all the consumers they could get) Profits had flattened “grow or die” -Bad publicity -Already producing there (only a matter of selling there) Anything correct? Task force Local for local strategy Understood Chinese P.P different- recognize price is too high Design for manufacturing Bags instead of shoe boxes
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Unformatted text preview: (Sustainability, packaging for Chinese market) Retailer needs Customer wants And social responsibility What did they miss? • No specialized marketing plans • Didn’t understand distribution system • Counterfeit issue • Shoe not sporty looking • Selling through big retail Wrong segment= confusing • Merchants were sales people • 9 M mom+pops, hard to service...
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