Response to Question 1
Nike’s vision is to bring inspiration and innovation to every athlete in the world (Nike, 2019). This reflects the company’s origins with coach Bill Bowerman constantly seeking to innovate better shoes and gear for his athletes. Nike aims to motivate all athletes, from professionals to recreational weekend warriors, with cutting-edge, high-performance products. Its mission is to remain the most authentic, connected, and distinctive brand globally (Nike, 2019). Nike strives to maintain its founder-inspired culture and deep connection to athletes even as it grows into a huge multinational company. Its core values are performance, authenticity, innovation, and sustainability (Nike, n.d.). Nike believes deeply in the pursuit of excellence, staying true to its roots, pushing boundaries through new ideas and designs, and minimizing environmental impact.
Nike’s strategic intent to “stand for something meaningful” refers to the company’s goal of supporting social causes like racial justice, diversity, and sustainability and taking stances on political issues through its marketing, partnerships, and corporate philanthropy (Nike, 2019). For example, Nike’s ad campaign featuring Colin Kaepernick represented the company, making a bold statement supporting racial justice despite controversy and potential backlash. Nike is willing to embrace activism on causes it cares about, even if divisive.
The upside of this corporate social responsibility approach is that it resonates with Nike’s target consumers, especially younger generations who care about social issues and expect brands they support to take a stand (Germano & Lublin, 2018). It helps Nike connect with customers on a value level, not just a product level. This generates positive publicity, brand loyalty, and goodwill for being a purveyor of social change.
The downside is that taking political or social stances can be controversial and alienate some consumers who disagree. There is a risk of sparking boycotts or social media backlash, as seen with some opposition to the Kaepernick ad (Safdar et al., 2019). Nike needs to weigh the pros and cons of activism on hot-button issues. However, overall, Nike seems willing to accept some controversy and debate in exchange for deepening its bond with socially-conscious customers and being seen as a bold, progressive brand. However, it also needs to implement this selectively and strategically.
Response to Question 2
Nike’s core competencies include sports product design and development, marketing/branding, and supply chain management (Nike, 2019). Nike has a long history of designing innovative shoes dating back to founder Bill Bowerman, who constantly tinkered with making lighter, faster-running shoes for his athletes. This focus on technical innovation to maximize athletic performance continues today. Nike also develops moisture-wicking Dri-FIT apparel, advanced equipment like GPS-enabled watches, and other cutting-edge products created in partnership with world-class athletes (Nike, 2019). Its commitment to continuous R&D in sports science and emerging technologies like smart clothing gives Nike an edge.
Additionally, Nike’s marketing ability is a core competency. Its inspirational brand stories centered around star athletes like Michael Jordan and its “Just Do It” slogan motivate customers on an emotional level beyond just products (Nike, 2019). Nike’s globally recognizable swoosh logo and savvy marketing have made it the most valuable apparel brand in the world. Furthermore, Nike’s large-scale global supply chain ensures efficient, low-cost manufacturing across over 500 factories (Nike, 2019). This lets Nike bring costs down and effectively coordinate a complex production process.
However, competitors are catching up in terms of product innovation and marketing. Rivals like Adidas and Under Armour are challenging Nike’s dominance in athletic apparel (Wilmot, 2018). Nike’s core competencies remain sources of competitive advantage, but it needs to keep investing and enhancing these capabilities through R&D, marketing, and supply chain improvements to maintain its lead. It cannot become complacent. Nike must also adapt its strengths to shifts like digital transformation, direct-to-consumer models, personalization, and sustainability. So, while Nike’s core strengths give it advantages, continued leveraging and innovation around these are required to sustain them long-term.
Response to Question 3
Internal Challenges:
- Changing organizational culture – Nike needs to further improve on diversity, equity, and inclusion, especially in leadership roles. The “boys club” culture that led to issues around gender discrimination needs to be addressed more substantively (Germano & Lublin, 2018). CEO Donahoe should implement new HR policies, training, recruiting approaches, mentorship initiatives, and a comprehensive diversity and inclusion strategy. There need to be clear consequences for inappropriate workplace behavior.
- Over-dependence on star athlete endorsements – While major deals with sports stars like LeBron James drive sales, they pose risks of damage to the Nike brand if the athletes become embroiled in scandals (Nike, 2019). Nike could diversify its marketing approach beyond just elite celebrity athletes to include grassroots community campaigns.
External Challenges:
- Intensifying competition – Rivals like Adidas and Under Armour are challenging Nike’s dominance in athletic apparel with competitive technologies, marketing, and prices (Wilmot, 2018). Donahoe needs to ensure Nike retains its product innovation edge through R&D and brand appeal through effective marketing to stay ahead.
- Disruption in retail channels – The shift to online, digital, and direct sales requires transforming Nike’s retail strategy and adopting a seamless omnichannel approach (Nike, 2019). Donahoe should accelerate Nike’s digital transformation, social commerce investments, and e-commerce focus to adapt to this disruption.
- Economic uncertainty – Factors like trade wars, supply chain disruptions, inflation, and recession risks could dampen consumer demand. Donahoe needs contingency plans, including pricing flexibility, lean inventory management, and supply chain resilience.
- Sustainability pressures – Nike needs to continue improving its environmental sustainability through manufacturing, materials usage, and carbon footprint reduction to satisfy conscientious Gen Z consumers.
References
Germano, S., & Lublin, J. S. (2018, March 31). Inside Nike, a ‘boys-club’ culture and flawed HR.
Nike, I. (2019). Nike case book [Case study]. Copyright 2019 McGraw-Hill Education.
Nike website. (n.d.). Vision, mission, values.
Safdar, K., Beaton, A., & McWhirter, C. (2019, July 2). Nike defends pulling Betsy Ross shoe and sparks u national debate.
Wilmot, S. (2018, March 14). Nike investors: It’s time to switch teams to Adidas.
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