Excess inventory to fill large stores Leadership WEAKNESS Nikes CEO Mark Parker

Excess inventory to fill large stores leadership

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Excess inventory to fill large stores Leadership WEAKNESS Nike's CEO, Mark Parker, has been with the company for over thirty years. However, the company had five veterans leave the organization due to inappropriate behavior [Ger18]. Since Nike was accused of not providing women with opportunities to take management rolls, two long term Nike women were promoted to high level positions. According to Nike's human resources chief, Monique Matheson, " Nike has “failed to gain traction” in hiring and promoting women and minorities (Germano, Nike CEO Apologizes for Corporate Culture That Excludes Some Staff, 2018). Nike also disclosed statistics on company vice presidents: 29% are women and 16% are nonwhite (Germano, Nike CEO Apologizes for Corporate Culture That Excludes Some Staff, 2018). This causes the executive team to have a narrow focus, not creating diverse thinking. Personnel WEAKNESS Nike'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 manufacturing facilities. In 2014, Nike's image on exploiting low labor was being fixed, but has taken over twenty years [She14]. Information Systems STRENGTH In 2016, Nike debuted the self-lacing sneaker for the holiday season. Nike was using the Nike+ 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 mortar space. Nike outlined to investors the company plans to achieve $17 billion of the $50 billion of revenue forecasted in 2020 from the Nike+ app [Sar16]. Marketing & Sales STRENGTH Nike's status as a global company has left the mark on the athletic/sportwear industry. Nike's marketing/brand in emerging markets has been gaining traction. In 2017, Nike's period ending November 30 posted increased revenues to $8.6 billion, or 5% even though the North America market fell to $3.5 billion, or 5% [Sar172]. These figures show that consumers outside the North American market see immense value within Nike. Nike recently worked out a deal with Amazon to sell products online, helping reduce counterfeited items along with unsanctioned transactions [Ste17]. 4 | P a g e
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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 . Rare Yes. 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.
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