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Excess inventory to fill large stores LeadershipWEAKNESSNike's CEO, Mark Parker, has been with the company for over thirty years. However, thecompany had five veterans leave the organization due to inappropriate behavior [Ger18]. SinceNike was accused of not providing women with opportunities to take management rolls, twolong term Nike women were promoted to high level positions. According to Nike's humanresources chief, Monique Matheson, "Nike has “failed to gain traction” in hiring and promotingwomen and minorities (Germano, Nike CEO Apologizes for Corporate Culture That ExcludesSome Staff, 2018). Nike also disclosed statistics on company vice presidents: 29% are womenand 16% are nonwhite (Germano, Nike CEO Apologizes for Corporate Culture That ExcludesSome Staff, 2018). This causes the executive team to have a narrow focus, not creating diversethinking. PersonnelWEAKNESSNike's gives employees summer time hours, or flex time to help with work-life balance.Before this benefit, Nike was in the newspapers for exploiting wages in Asian manufacturingfacilities. In 2014, Nike's image on exploiting low labor was being fixed, but has taken overtwenty years [She14]. Information SystemsSTRENGTHIn 2016, Nike debuted the self-lacing sneaker for the holiday season. Nike was using theNike+ app to help improve sales directly to consumers, streamlining the distribution channel.Nike is using information systems to generate revenue outside the traditional brick and mortarspace. Nike outlined to investors the company plans to achieve $17 billion of the $50 billion ofrevenue forecasted in 2020 from the Nike+ app [Sar16].Marketing & SalesSTRENGTHNike's status as a global company has left the mark on the athletic/sportwear industry. Nike'smarketing/brand in emerging markets has been gaining traction. In 2017, Nike's period endingNovember 30 posted increased revenues to $8.6 billion, or 5% even though the North Americamarket fell to $3.5 billion, or 5% [Sar172]. These figures show that consumers outside the NorthAmerican market see immense value within Nike. Nike recently worked out a deal with Amazonto sell products online, helping reduce counterfeited items along with unsanctioned transactions[Ste17]. 4 | P a g e
Distinctive / Core Competency (VRIN)Marketing Innovative Design Valuable Yes.Important component of the company’s success. The Nike swoosh logo has become a recognizable icon around the world. The company is able to lure celebrity athletes as brand ambassadors.Yes.Their product design and creativity with innovation for shoes and athletic fashion set them apart from their competitors.RareYes.Their marketing strategies and campaigns has been able to attract customers and create brand awareness.Yes.Nike has pioneered shoe technologies and product designs such as Nike Air, Nike Shox, and Nike Air Zoom.