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12% year over year even though their own sales on their own region is relatively slow growth[Bra17]. This is the opportunity they saw in the future, since Nike is facing a hard time in the sales of their own region they should try to grab and win other market.This help to increase their market share and sales. “The sneaker giant posted revenue of $1.38 billion for the Greater China region, 70% of which come from footwear sales. Total sales in China were up 20% on a currency-neutral basis, well above the 6% revenue growth in North America. Meanwhile, China's profit before some items jumped 27% to $502 million.”[Eth]. As can be seen from the statement, the sales of Nike in China is growing and getting better each year. Thus, Nike should aim abroad in order to generate a better sales and market share.55
Question 88.1 The future holds for NikeBased on the information gathered on the internet, Nike will have a bright and strong future based on how they improve their business strategies and how they do it. “In June, Nikereported its Q4 earnings which saw revenue grow by 13% to $9.8 billion – above analysts’ forecasts.”[Cat18]. From the statement above, it shows the revenue grow by 13% which is above of the analysts’ forecasts. “Based on the potential we see for Nike Inc. moving forward, we expect to deliver $50 billion in revenue by 2020.”[Bre15]. This statement was released by Mark Parker, Nike President and CEO on 2015 investor meeting.But on 2017, the markets were weakened and the competition between the competitors was getting fiercer which making a lot of people questioning whether Nike will back down or not on the forecast of $50 billion by 2020. Mark Parker stated that it still can beachieved but will take another two years to reach it which is on 2022 [Rob17]. Nike is a growing company and they will not stop growing to be a bigger and sturdy company in the worldwide. Furthermore, they are fully utilizing on everything they can reach and do in order to gain more customers and gaining competitive advantage. “While others may be stuck struggling or hashing out their strategy, Nike is out there just doing it. And it’s doing a whole lot of reimagining of retail.”[Cat18]. The statement is showing on how great Nike is in grabbing every opportunity they could to improve their business’s strategies which interestingly related to their slogan, Just Do It. Thus, Nike have a great future waiting for them based on what and how they operate and improving their business’s strategy.56
8.2 As Nike’s CEO, what specific strategies to be pursued in the futureThere are two strategies that I will pursue in the future as a Nike CEO. The first one isDirect-To-Consumer (DTC) because of the recent success when Nike implemented this strategy. It can be defined as “as promotion of product directly from manufacturer to consumers without involving the intermediaries in the process.”[MBA18]. Before this, Nike relied too much on their retail partners to deliver their products to the customers but recently Nike is focusing themselves to be a retailer which turn out to be a huge success. “It’s opened