Nike Coursework: Evaluation And Control

Nike Coursework Author Name University Name Nike is one of the best and leading suppliers of apparel and athletic shoes. The company has been around since 1962 and also manufactures sports equipment for its domestic and global customers. Philip Knight and Bill Bowerman founded Blue Ribbon Sports, which was then renamed as Nike Inc. in 1978. With its headquarters in Oregon, Nike generates up to $25 billion per year (Lohneiss & Hill, 2014). Evaluation and Control When it comes to evaluating the overall position of this brand, we come to know that Nike’s current geographic market is spread throughout the world. It means the company is currently manufacturing, marketing and selling its products at international level. While doing so, they have never compromised on quality and consistency. Its top markets are Europe, China, North America, Japan and Canada, and the emerging markets are Pakistan, Indonesia, India, Bangladesh and other under-developed states (Kozinets, 2017). Nike gives tough competition to Puma AG, Adidas, New Balance and other similar brands. Sometimes it restricts itself from entering new markets just to ensure the provision of quality products on a regular basis in the existing markets. Just like other footwear companies, Nike targets consumers who are interested in aspiring athlete shoes, individual footwear and other similar items (Arafat, 2016). Strategy Implementation, International Strategy, and Strategic Metrics of Nike Over the years, Nike has implemented various strategies to ensure the provision of top-notch products. Its first self-designed product consisted of a simple yet attractive waffle design. Later on, the company expanded its network and continued developing new products for its customers. The focus has always been on creating a balance between production and sales. Nike doesn’t believe in producing lots of products at a time, but instead manufactures running, baseball and football shoes as well as apparel that are currently in demand and as per the requirements of its consumers. Some of the best-selling products are Nike Air Jordan, Nike Golf, Nike+, Nike Pro, Nike Skateboarding, Nike Shox and others (Arafat, 2016). Taking into account its well-versed and top-notch marketing strategies, Nike has started manufacturing on-the-demand footwear too, and this service is so far limited to celebrities, athletes, and other public figures. When it comes to talking about its strategic metrics, we happen to know that Nike promises to make us fly in terms of providing only what is best and outstanding. The company has not restricted its items to a particular gender, area, religion or race. Instead, they choose to manufacture footwear and apparel for people of all age groups, religions, colors, genders, and races (Lohneiss & Hill, 2014). The Influence of Governance and Ethics Governance and ethics have greatly influenced how Nike manufactures and markets its items. For example, two executive team members are always ready to propose new ideas to the CEO. The company pays utmost attention to its social and environmental concerns, and always takes feedback seriously. When it comes to ethical issues, Nike takes care of both its employees and customers (Lohneiss & Hill, 2014). The company never takes...