NIKE in Southeast Asia

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NIKE in Southeast Asia

• Molly OLeary
• Case Analysis

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Agenda
NIKE Company has become one of the most
successful companies in the sports apparel
industry. This presentation provides insight on
the attacks against NIKE regarding its labor
practices in the Southeast Asia plants.

• Introduction
• Target Market
• 4 Ps
• SWOT Analysis
• Recommendations
• Q A

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Introduction
NIKE in Southeast Asia

• Markets large variety of athletic shoes
  apparel
• Production outsourced for favorable labor costs
• Criticized for poor labor practices working
  conditions in factories
• Implemented a Code of Conduct

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Target Market

• Athletic
• Physically Fit
• Loyal Customers

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Target Market cont
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Product

• Shoes
• Athletic Apparel
• Licensing

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Place
Several channels support Nikes overall
distribution strategy
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Price
Customers feel confident that they can find the
products they want--when and where they want them
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Promotion

• Provide information to consumers
• Increase demand
• Differentiate products
• Accentuate product values
• Stabilize sales

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SWOT Analysis

• Strengths
• Cost advantages in prod
• Financial resources
• Customer loyalty
• Mature company
• High brand recognition

• Opportunities
• New product lines
• Enter new markets
• Reinventing products

Leverage

• Threats
• Adverse government
• policies
• Human rights issues
• Changing buyer tastes
• New competitors

• Weaknesses
• Weak ethical image

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SWOT Analysis cont
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SWOT Analysis cont
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SWOT Analysis cont
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SWOT Analysis cont
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SWOT Analysis

• Strengths
• Cost advantages in prod
• Financial resources
• Customer loyalty
• Mature company
• High brand recognition

• Opportunities
• New product lines
• Enter new markets
• Reinventing products

Leverage

• Threats
• Adverse government
• policies
• Human rights issues
• Changing buyer tastes
• New competitors

• Weaknesses
• Weak ethical image

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Recommendations

• Control misinformation
• Publicize positive actions
• Regain consumer trust/respect
• Enforce Code of Conduct
• Recourse for violating the Code of Conduct

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Questions Answers
Thank You!