About Nike
Nike sells its shoe products through several outlets all over the world. The company’s distribution and channel approach comprises both offline and online strategies that aim to ensure that customers get the brand’s products easily and conveniently.
Offline channels
This channel is made up of different Nike outlets and Multi-brands outlets that aid in distributing the company’s product all over the world. Some of these outlets include retail stores and Nike town retail outlets. According to ( ), Nike’s partnership with various multi-brands ensures that the company is able to reach a wide pool of customers all over the globe. Retail stores are arguably Nike’s best distribution channels as they strategically located and easily accessible in various locations around the world. Examples of retail stores that work together with Nike include large firms like Target and local and regional stores. In addition to the retail stores, Nike also runs its own retail outlets, commonly referred to as Niketown ( ). Such company-owned outlets serve as distribution channels and are also used by the company to gather business and marketing information crucial to keeping Nike aware of market demand and changes.
Online Channels
Through this approach, Nike employs the use of e-commerce websites such as Amazon, Myntra, and Flipkart to distribute its footwear apparel to customers. With technology becoming a central element in the distribution sector, Nike has continued to invest in online channels, especially in selling its new launches in shoes.
Rationale
The use of both online and offline channels by Nike is a clear intention by the company to make sure that its footwear products are available to customers worldwide in a manner that is easy and convenient. Besides, by running its own retail stores, Nike ensures that it is in a position to control the distribution and selling of its products. On the other hand, the use of multi-brands gives the footwear brand the advantage of reaching a broad market audience.
Process Strategies
Process strategies art Nike are centered around ensuring that the company prioritizes streamlining and efficiency of production. The aim is to ensure that there is adequate, effective, and efficient production of its footwear apparel (). The brand’s operational managers are tasked with facilitating continuous improvement strategies for the purpose of supporting Nike’s production objectives and needs as per the market dynamics.
Knowledge creation
This is a key part of the process strategies at Nike. The ability to innovate is central to Nike’s continued success, given the rapid changes in the sportswear industry. As a result, the company emphasizes learning by encouraging employees to think creatively by facilitating a strong but informal team-based ethics. Teams work in informal environments to come up with new shoe products to keep the company in toes with the market changes and demands ( ). Hence in order to stay ahead of the completion, Nike spends a lot on continuous knowledge creation and innovation as a part of its process strategies.
Design and development
This is another aspect that is important when it comes to Nike’s process strategies. To meet the demand of its wider consumer base, Nike focuses on extending its product range regularly and extending the scope of its apparel range. This allows the company to cater not only for athletes but also for customers who are interested in casual fashion wear. As a result, the company core competence has been centered around combining knowledge of its customers with technology and materials to manufacture shoes to come up with designs that are in line with market demands.