Reflection: Report analysis of Nike Inc. company
The company products and services
Nike Inc. is a multinational corporation with a wide range of marketing activities from the development, designing, manufacturing, marketing, and selling of products worldwide. The Company engages mainly in the sales of footwear, clothing, equipment, accessories, and activities (Nike Inc.,2017). It was established with a core purpose of delivering quality products, experiences, and services to inspire sportsmen in all categories. The Company has its headquarters in Beaverton, Oregon (Nike Inc., 2017). The Company generates two-thirds of its revenue from outside the United States, selling through more than 1100 retail stores across the globe and also through e-commerce platforms, retail accounts as well as independent distributors.
Marketing strategy
Nike is focused on developing a great experience as driven by its mission statement, which is to create groundbreaking sports innovations, the sustainability of products, building a creative and diverse global team, and making a positive impact in the communities around the globe. The Company’s vision is to bring inspiration and innovation to every athlete in the universe. The Company believes that there is power in sports and focuses on developing a sustainable culture that protects the communities through sports. The Company also focuses on advocating for unity by bringing global understanding through sport, thus creating a healthy planet, active communities and an equal playing field for everybody
Nike has got a unique value proposition of “Just do it,” which steers customers to buy and promote their products. The Company has a clear marketing strategy that includes using the well-established athletes to act as ambassadors, thus promoting their products through advertisements. This strategy has helped it to remain relevant in the market for a long time. Nike adapts a geographical divisional organizational structure in regards to the customer needs in the respective markets. The divisions have helped the Company to develop a worldwide corporate leadership, which has greatly helped to stabilize growth through brand development. (Nike Inc.,2017).The main reason for brand equity development for Nike equity is to promote the brand association. Nike has got a variety of core associations ranging from technology innovation, quality products, sports appreciation, quality performance,self-empowerment, global responsibility, local and regional involvements through sponsorships, and promotions.
Products and services
The most important aspect of building a good relationship with customers is ensuring there are a smooth connection and communication. The Nike brand is reorganized into different categories that represent the most significant growth opportunities. They include Basketball, football, men’s training, action sports, running women’s training, and sportswear. Each brand clearly represents a defined consumer, thus promoting diversification of long-term growth opportunities. Additionally, the Company leverages its resources and core competencies in the products, operations, and marketing strategies to steer stable growth and profitability. The products that are offered by Nike are standard. For example, the development of hyper dunk basketball shoes, Lunarlite foam cushioning, Nike flywire Support system, and free footwear. Nike Company also offers essential services like direct interactions with consumers by distributing the products to retailers with the aim of balancing the supply and demand.
Competitors of Nike
Competition is a critical factor that influences product development and improvement through enhanced technology and innovations. The main competitors of Nike Inc. are Adidas, Puma, Reebok, Under Armour, and New Balance. These companies are also internationally recognized in the production, manufacturing, and distribution of branded performance apparel, footwear, and accessories for both men, women, and youth.
Departments of Nike
Nike Inc. regionalizes its business strategies through its organizational structure to promote the value chains that practically help to rationalize the expectations of the customers, specifically in marketing and service delivery. The Company is categorized into three central departments or organizational structure. These are the Global corporate leadership, Semi-autonomous geographic divisions, and Global divisions for converse brand licensing.
The global corporate Governance department comprises the global corporate leadership involving the managers who have their offices in the headquarters. This department is directly involved with decision making as well as implementing them throughout the Company. This department also comprises main worldwide groups consisting of the president, Executive vice president, and the chief officer. The semi-autonomous Geographic Department is also a significant structure in the operations of the Nike company. It comprises segments constituted by the regional markets. The other crucial department in the Nike company deals with the Global Divisions for Converse and Brand Licensing.
The following is the organization chart for Nike Inc. Company
The organization culture of Nike Inc
Nike Inc.’s organizational culture rotates around its technological development through product innovation that suits the preferences of the customers. The Company has a well developed corporate culture structure with three main characteristics; talented, diverse, and inclusive(“Nike Inc. Organizational Culture Characteristics: An Analysis – Panmore Institute,” 2016).
Diverse
Nike has, over time, been on the frontline to develop organizational diversity across the globe. This simply because diversity encourages innovation, creativity, and brand image, which promotes product development and hence a competitive advantage. The Company has a unique way of maintaining and promoting the Company’s culture by coming up with human resource programs such as the speak up program Hoe, S.(2003). This program encourages consumers to air their views and share them among the workers. This leads to the cycle development of the products through the creation of new designs of sports shoes, clothes, and equipment.
Talented
This is a fundamental feature of the organizational culture that provides essential human resource support for product development. Nike introduces training and coaching programs to nature and develops talents. The Company also mentors its members in order to sustain talent and infrastructure that is crucial towards producing the best shoes, apparel, and equipment.
Inclusive
Nike encourages inclusiveness to promote a conducive environment for its employees and hence essential employee performance. Inclusiveness acts as a tool of optimal performance, talent development, and diversity (Alvesson, m. (2016). This feature is ably promoted by Nike through the introduction of programs such as the Bias Breakthrough program and Ncourage program that helps minimize the problems and conflicts that may arise in its workforce.
Question 2.
Three recruitment sources for Nike Inc.
The sources vary from Proactive sourcing or headhunting and networking, which is done through referrals by employees. Recruitment can also be done through traditional channels like advertisements through social media platforms like Facebook. Recruitment can also be done through communication channels such as emails and media houses as well as an official announcement on the Company’s website.
Advertisement of Nike Inc.
References
Hoe, S. (2003). Understanding Organizational Culture 20032 Mats Alvesson. Understanding Organizational Culture. London: Sage Publications, 2002. 214 pp., ISBN: 0‐7619‐7006‐1 £18.99 (paperback). Leadership & Organization Development Journal, 24(2), 110–110. https://doi.org/10.1108/lodj.2003.24.2.110.2
Nike, Inc. | Company Profile | Vault.com. (2019). Retrieved from Vault website: https://www.vault.com/company-profiles/general-consumer-products/nike-inc
Nike Inc. Organizational Culture Characteristics: An Analysis – Panmore Institute. (2016, June). Retrieved from Panmore Institute website: http://panmore.com/nike-inc-organizational-culture-characteristics-analysis