PROJECT

RESEARCH ON NIKE

GROUP MEMBERS NAME

MARYAM KAMAL (SP22-BSSE-0064)

SADIA RAJPOOT (SP22-BSSE-0067)

FAIZA ASHFAQ (SP22-BSSE-0052)

FIZZA KHAN (SP22-BSSE-0053)

COURSE

PRINCIPLES OF MANAGEMENT

COURSE CODE

MG1100

COURSE INCHARGE

SIR WAQAS KHALID

Page | 1
 Table of Contents

Introduction---------------------------------------------------------------------------------------------------------3

History---------------------------------------------------------------------------------------------------------------3

Timeline------------------------------------------------------------------------------------------------------------4

Present position of brand-----------------------------------------------------------------------------------------5

Products------------------------------------------------------------------------------------------------------------6

Strategic marketing------------------------------------------------------------------------------------------------7

Controversies/Challenges-----------------------------------------------------------------------------------------8

SWOT Analysis---------------------------------------------------------------------------------------------------10

Pestle Analysis---------------------------------------------------------------------------------------------------14

Management flaws/Problems----------------------------------------------------------------------------------16

Recommendations-----------------------------------------------------------------------------------------------16

Conclusion--------------------------------------------------------------------------------------------------------17

References--------------------------------------------------------------------------------------------------------18

Page | 2
Introduction

On January 25, 1964, Phil Knight and Bill Bowerman created Nike, a public business.
This American multinational corporation manufactures, develops, designs, markets globally, and
sells accessories, equipment, clothes, footwear, and services. Its headquarters are in the Portland
metropolitan region, which is near Beaverton in Oregon.

Nike's main mission is to provide great goods and wearables to athletes to help them
improve their sports performance. However, as a result of its popularity, Nike has expanded its
product line to include athleisure clothing. John Donahoe is the current CEO of Nike.

History

In 1957 at the University of Oregon, Bill Bowerman, a track coach who experimented
with shoe innovations, met Phil Knight, a miler. Bowerman and Knight founded "Blue Ribbon
Sports" in 1962 to produce high-quality American running shoes. They began selling Tiger shoes
made by the Japanese business Onitsuka Tiger in 1958. The running shoes were sold out of
automobiles at track meetings.

In 1972, the firm changed its name to NIKE, which was drawn from the Greek goddess
of victory. Carolyn Davidson, a graduate student, was compensated USD 35 for creating Nike's
"Swoosh" emblem. Due to distribution rights issues, Onitsuka and NIKE's commercial
partnership ended in the same year. In the year 1980, NIKE went public. Nike had retail
locations and distributors in over 170 countries by the early twenty-first century, and their
logo—a curved checkmark known as the "swoosh"—was instantly recognizable throughout the
globe.

Nike steadily expanded its business and diversified its product line beginning in the late
1980s, acquiring companies such as Cole Haan (1988; sold in 2012) and Converse, Inc. (2003),
sports-equipment manufacturer Canstar Sports, Inc. (1994; later called Bauer and sold in 2008),
and athletic apparel and equipment company Umbro (2008; sold in 2012). Nike ACG ("all-
conditions gear") was founded in 1996 to advertise equipment for extreme sports including

Page | 3
snowboarding and mountain biking. Nike began marketing sports-technology peripherals in the
early twenty-first century, such as portable heart-rate monitors and high-altitude wrist
compasses.

Timeline

1964 - Phil Knight and Bill Bowerman founded Blue Ribbon Sports.

1971 – Cut ties with Onitsuka Tiger (now Asics), Blue Ribbon Sports becomes Nike Inc., using
the swoosh logo created by Portland State University student Carolyn Davis for $35.

1971 - Bowerman comes up with the iconic sole pattern for Waffle Trainers after putting rubber
into a waffle iron

1972 - Romanian tennis player Ilie Nastase becomes the first athlete to sign an agreement with
Nike.

1979 - Nike introduces patented "Air" technology with new Tailwind shoe.

1980- Nike completes IPO with a price of 18 cents a share.

1984 - Nike signs Michael Jordan, launching the Air Jordan series.

1987 - Nike drops ad for new Air Max shoes set to The Beatles' "Revolution," making it the first
ad to use the band's music.

1988 - First "Just Do It" campaign launches with an ad featuring 80-year-old running icon
Walter Stack running across the Golden Gate Bridge.

1989 - "Bo Knows" ad campaign drops featuring baseball and football star Bo Jackson.

1990 - First Nike town store opens in Portland, Oregon.

1991 - Activist Jeff Ballinger publishes a report exposing low wages and poor working
conditions among Indonesian Nike factories. Nike responds by instating its first factory codes of
conduct.

1996 - Nike signs Tiger Woods.

Page | 4
1998 - In the face of widespread protest, Nike raises the minimum age of its workers, increased
monitoring, and adopts U.S. OSHA clean-air standards in overseas factories.

1999 - Nike co-founder Bill Bowerman dies at 88.

2002 - Nike acquires surf-apparel company, Hurley.

2003 - Nike signs LeBron James and Kobe Bryant.

2004 - Nike acquires Converse for $309 million.

2004 - Phil Knight steps down as CEO and president of Nike, but retains the chairman role as
William D. Perez becomes the company's new CEO.

2008 - Nike signs Derek Jeter.

2012 - Nike becomes the official supplier for NFL apparel.

2015 - Nike becomes the official supplier for NBA apparel.

2018 - Nike unveils ad campaign featuring athlete and political activist Colin Kaepernick,
garnering a mix of public approval and backlash.

2021- Nike, Inc. exists as the biggest and largest supplier of athletic shoes, apparel and other
sporting equipment. The group also owns other well-known brands such as Jordan and Converse.

Present Position Of The Brand

 Nike is now associated with high level athletes.

 Nike is number one in its industry of fine sporting equipment.
 Has overtaken other major brands like Adidas, Reebok, Puma and UnderArmor.
 Nike has 365 retail outlets across all U.S and many more in several countries and
sub-brands.

Page | 5
Products

Nike Inc.'s objective is to lead the worldwide innovation of products for athletes. A large
variety of concepts are evaluated in the pursuit of improving performance, improving feel and
perception, and delivering breakthrough goods to athletes.

Nike sells items in six different categories: training and apparel, soccer/football, Jordan
brand, NIKE Basketball, and running. Baseball, American football, wrestling, walking,
volleyball, tennis, skateboarding, lacrosse, golf, cricket, and other outdoor sports, as well as
recreational and athletic use items, are all marketed. They also make sports footwear, but it's also
popular for leisure and casual use. The firm places a strong emphasis on high-quality, innovative
product manufacture and development.

Nike is most known for its shoes. As of 2022, the most well-known and best-selling shoes are:

 Nike Air Force 1

 Nike Air Yeezy 2
 Nike Air Yeezy
 Nike Air Huarache
 Nike Cortez
 Nike Air Jordan 1
 Tom Sachs x Nike Mars Yard
 Nike SB Dunk
 Nike Mag
 Nike Blazer
 Nike Dunk
 Nike Air Max 97
 Nike Air Max 95
 Nike Air Max 90
 Nike Air Max 1

Page | 6
Strategic Marketing

NIKE's marketing approach is one of the reasons for the company's success. They
employ celebrity endorsements, emotive marketing, high-quality product development, cutting-
edge technology, and the acquisition of well-known sports brands. Through marketing, it has
built its logo and brand. In 2016, it spent USD 3.3 billion on marketing and advertising.

Nike has also successfully grown its brand through the usage of social media
technologies. They promoted their products through athlete sponsorships and influencers,
particularly those with a large social media following, such as Kylie Jenner, who used Instagram
Stories for marketing purposes.

Nike has moved away from traditional advertising in recent years, instead of relying on
digital advertising tactics that target customers across all channels, including television, print
publications, billboards, and radio advertisements.

To publicize and market their products Cristiano Ronaldo (soccer), LeBron James
(basketball), Kevin Durant (basketball), Rafael Nadal (tennis), Tiger Woods (golf), Russell
Westbrook (basketball), Carmelo Anthony (basketball), Chris Paul (basketball), Russell Wilson
(American Football), and Giannis Antetokounmpo (basketball) are just a few of the famous Nike
athletes (Basketball). Nike is a big supporter of Penn State University's sporting teams. Since
2005, it has sponsored the Indian cricket team's uniforms. Rory McIlroy secured a $250 million
10-year sponsorship contract with the firm in 2013. Apart from that, the company has a long list
of sponsorships.

Nike's sales climbed by 19 per cent to USD 44.54 billion in the fiscal year that ended on
May 31, 2021. The net income increased to USD 5.73 billion, up from USD 2.54 billion the
previous year. The gross margin was 44.9 per cent, the operating margin was 15.46 per cent, the
net profit margin was 12.86 per cent, and the return on investment was 22.4 per cent.

The total debt to equity ratio is 73, 74% for the fiscal year ended on May 31, 2021. LT
Debt to Equity is 73.73%, the current ratio is 2.72 and 2.01 is the quick ratio.

Page | 7
Controversies/Challenges

Nike has a long history of being criticized for its labor policies. The firm was created on
the concept of finding cheaper labor to make the same quality items, and they stuck to it until it
bit them. Nike's manufacturing was originally located in Japan, but they were later relocated to
South Korea, China, and Taiwan due to lower labor costs. Nike switched its attention away

from labor in South Korea and Taiwan and toward China, Indonesia, and Vietnam as the
economies of these nations matured.

This went unnoticed until activist Jeff Ballinger issued a study in 1991 detailing the
horrible labor conditions at Nike's Indonesian plants. Then came a prominent Harper's Magazine
piece on the life of an Indonesian Nike employee who worked for 14 cents an hour.

With protests against the shoe giant at the 1992 Olympics and more media scrutiny on the
fate of sweatshop employees, public outrage grew. This occurred at the same time that the
business wanted to expand its Nike town retail outlets, which sparked widespread protests.

Nike made a deliberate attempt in 1998 to improve the working conditions in its
factories, despite demonstrations on college campuses, demands for boycotts, and pressure from
celebrities such as Michael Jordan to discredit the brand.

It included raising the minimum age for workers, strengthening manufacturing conditions
monitoring, and implementing US clean air laws. In 1999, Nike's founding of the Fair Labor
Association 1999, an audit of roughly 600 factories from 2002 to 2004, and the public disclosure
of all of its factory locations in 2005 were all followed by the creation of the Fair Labor
Association in 1999, an audit of roughly 600 factories from 2002 to 2004, and the public
disclosure of all of its factory locations in 2005.

While claims of mistreatment at Nike factories exist, many human rights organizations
accept Nike's efforts to downplay the worst issues at these facilities, and the public outrage over
the company's labor standards is now a fraction of what it once was.

Page | 8
  Lawsuits

A former Nike employee recently accused the company of discriminating against him
because of his Croatian ancestry.

In August 2018, four former female Nike workers launched a class-action lawsuit against
the firm. Nike has a terrible corporate culture for women, according to these ladies. The ladies
launched a lawsuit against the sportswear firm, alleging that it had broken the Equal Pay Act.
The ladies claimed that the corporation participated in systemic gender pay discrimination, with
males being paid more for the same amount of work as women.

 Lack Of Diversity

Nike's over-reliance on athletic clothing, or lack of diversity, is a big flaw. Sporting

activities have been cancelled or postponed as a result of the epidemic, which has discouraged
physical connection and gathering. Several sports teams are on the verge of disbanding. If the
situation continues to deter athletic events, Nike's losses might be devastating.

 Contradictory Approaches

Under the "Move to Zero" initiative, Nike vowed to convert all of its facilities to 100 per
cent renewable energy with net-zero carbon emissions. While the concept is admirable and
welcome, it is in direct opposition to Nike's vision, which prioritizes innovation above
sustainability. This gives the impression that Nike isn't serious about solving climate change, and
that its promise is merely a publicity ploy.

 Sexual Harassment

Former female employees said that sexual harassment and misbehavior were rampant in
the workplace. The New York Times interviewed 50 past and current Nike workers to learn more
about the company's culture. Through the interviews, it was discovered that Nike had a toxic
workplace with a high rate of sexual misbehavior.

Page | 9
Several female employees said that they had complained to HR, but that no action had been done
on their behalf. While working at Nike, the ladies were upset and felt unsafe. Some people even
quit their jobs. The entire saga has negatively impacted the company's reputation.

SWOT Analysis

S-Strengths

Strong brand awareness- and value-Nike is one of the most famous companies in the world
since its name is memorable, easy to say, and incredibly distinctive. Its swoosh sign is instantly
recognizable. Nike has a brand worth of $42.5 billion, according to Interbrand.

Huge Customer Base -Nike has millions of customers all around the world who faithfully
follow Nike's trends, attend Nike events, and even give feedback. Nike's market capitalization
has risen to $232 billion as of January 2022, owing to its enormous popularity.

Aiming for Sustainability -Nike CEO Mark Parker stated that the company will continue to
highlight community environmental challenges. Nike will contribute to finding a solution to
these environmental challenges, according to the CEO.

Iconic Partnerships -Nike's long-term collaboration with Michael Jordan has benefited the
brand in terms of sales. "Air Jordan 1 Shoes" was the product of their partnership. Nike also
collaborated with the famed basketball star to create the "Air Jordan 1 Shoes."

Side brands-Nike's ability to preserve and strengthen its side brands, such as Converse and
Hurley, has allowed the company to achieve unprecedented success for decades.

Low Manufacturing Costs -Nike manufactures the majority of their footwear in other nations.
Vietnam manufactured 51 per cent of Nike's footwear in the fiscal year 2021, China produced 24
per cent, and Indonesia produced 21 per cent. Argentina, Brazil, India, Italy, and Mexico are
among the countries where the company has business.

Page | 10
Professionals-Nike employs a team of specialists to create its shoes and other sporting gear in-
house. Nike feels that its business has grown as a result of the extensive research that goes into
each product.

Superior Marketing Capabilities -Nike's marketing strategies are outstanding. Advertisement,

marketing, endorsement contracts, media print, and complementary items are all expenses that
the business relies on substantially. Nike spent $3.7 billion, $3.6 billion, and $3.1 billion in fiscal
years 2019, 2020, and 2021, respectively. To reach out to more customers, the company has
effectively used social media and marketing initiatives.

Black Communities -The Company has strong marketing initiatives, like the "Don't Do It" ad
campaign in support of Black communities fighting prejudice.

High market share-Nike has a significant market share in the footwear sector. Nike has a 39%
share of the worldwide athletic footwear market and a 13% share of the global sports apparel
industry.

W-Weaknesses

Poor Working Circumstances in Other Countries -For the past 20 years, Nike has been
singled out for its poor working conditions in other countries. Forced labor, child labor, poor
salaries, and horrifying working conditions that have been judged "unsafe" are among the
difficulties.

Retailers Have a Stronger Hold -Nike's retail business is vulnerable owing to its pricing
sensitivity. Nike sells 65 per cent of its products straight to wholesalers or retailers. Nike doesn't
put up a battle against their price structures because merchants are its main clients.

Pending Debts -While Nike's revenue statements appear to be healthy, a quick look at their
balance sheet may reveal otherwise. Nike's finances are still in jeopardy. Nike's total long-term
debt was $9.4 billion as of FY21.

Nike's reliance on the US market -Despite having established itself abroad, Nike continues to
rely on the US market for sales and revenue. In the fiscal year 2021, North America accounted

Page | 11
for around 39% of Nike's sales, with the remaining 61 per cent coming from across the world.
Despite its celebrity, Nike relies on the United States for significant sales and growth.

O-Opportunities

Emerging Markets -Despite Nike's presence in several international nations, there are still
plenty of prospects for the company. This is due to the progressive growth of emerging markets
such as India, China, and Brazil.

Innovative Products -Although Nike has a large product line, there is still a lot of room for
improvement. Nike has expanded its technological reach in the realms of fitness and wellness.
The first stage in developing revolutionary technology goods is to create wearable technology
that tracks physical activity. Combining technology with sports clothing can be advantageous
because it is a part of the fashion business that has yet to be fully explored.

Efficient Integration-Nike's products are supplied and manufactured by independent

manufacturers. For a more effective and streamlined supply chain, the company can either
purchase a couple of these or create its own.

Cutting ties-Nike has opted to terminate connections with some of the world's largest multi-
brand stores and wholesale partners. Nike would no longer cooperate with wholesale stores such
as Zapoo's, Dillard's, Fred Meyer, Bob's Stores, and others, according to the report. This move is
being done to improve product positioning and customer experience.

Technology-Artificial Intelligence that has been acquired by Nike may purchase small or
medium businesses or startups because of its considerable financial resources. It recently bought
Celect, a predictive analytics platform, to improve its online sales skills and forecast client
behavior. RTFKT, a digital shoe-making firm, was recently bought by Nike. The firm creates
shoes, but only for the virtual realm. RTFKT, on the other hand, claimed to have teamed up with
FEWOCiOUS (a young artist) to offer genuine shoes alongside their digital counterparts. Nike is
betting on the Metaverse to advertise its digital shoes, where users can use their Metamask
wallets to buy various forms of in-game merchandise.

Exiting Wholesale Distribution - Nike has declared its intention to leave the wholesale
distribution industry in the United States. The firm intends to sell its items only through Nike

Page | 12
stores, apps, and online. Nike claims that moving away from distributors will allow them to
quadruple its profit margins. Furthermore, Nike will have the ability to direct the client's
purchasing experience as well as pricing management.

Direct Dealing strategy-Nike has increased its consumer-direct approach, which implies it is
changing its attention to internet operations and eliminating physical locations as a result. Online
sales will account for 38.7% of Nike brand income in the fiscal year 2021. The epidemic is
influencing Nike's consumer relations.

T-Threats

Counterfeit Items -Counterfeit products may have a big impact on Nike's income and
reputation. Because the corporation operates on a worldwide scale, the possibility of counterfeit
items has increased. Several merchandisers and shops sell fake Nike goods at a lesser price. The
low-cost items are made of low-quality materials, yet they nonetheless have the Nike logo.
Customers may believe that Nike has started creating low-quality items, tarnishing the brand's
reputation.

Increased competitive pressure -Despite Nike's dominance in the athletic business, fresh rising
companies and competitors remain possible concerns. Nike must spend more money on
marketing and advertising due to the increased competition ratio. In the fiscal year 2020, Nike
spent $3.5 billion on marketing and demand generating. The best hope for Nike is to create
creative items that are targeted to the demands of athletes.

Pressure on Nike's marketing budget -Companies like Under Armor, Adidas, and Lulu lemon
are boosting their marketing and advertising budgets, putting further pressure on Nike.

Currency Foreign Exchange Risks -Because the brand is worldwide, shifting foreign exchange
rates damages it. Nike's financial results are reported in US dollars. Because the US dollar is
volatile versus other financial currencies, this has an impact on its income.

Patent Disputes -Regardless of whether a corporation is correct or incorrect, patent disputes are
intensely debated in the public sphere and reveal some dirty truths about the opposing parties. In
the United States and Germany, Nike and Adidas have been fighting over patents for Prime knit
and Fly knit sneakers.

Page | 13
Economic Uncertainty -All businesses, regardless of industry, are vulnerable to the negative
consequences of a worldwide recession. Nike already saw a 38 per cent dip in sales in the second
quarter of 2020, and sales might drop even more if the recession hits as hard as analysts expect.

Trade Tensions -Nike relies on a variety of markets throughout the world, as indicated by its
recent stock rally, which was fueled by a rise in sales in China. With China and the United States
as its two largest markets, a significant portion of Nike's sales might be jeopardized if trade
tensions between the two countries worsen.

Kangaroo Species Threatened -Nike has been accused of putting the Australian kangaroo
population in jeopardy. Kangaroo skin is used to make leather football shoes by the famous
sporting brand. Nike has been asked to reconsider its methods and employ plant-based
alternatives by animal rights activists and campaigners. Nike has yet to reply to these charges.

Pestle Analysis

P-Political

 The United States, Nike's 'home nation,' as it were, offers wonderful growth policies that
are especially beneficial to this company. Low-interest rates and well-structured
international tax agreements are two examples.
 Nike is always exposed to changes in tax and manufacturing rules because it
manufactures and sells actual items.
 Various political problems can always make customs processes difficult, if not
impossible, and can even halt imports and exports.

E-Economic

 A market crash may spell doom for Nike, as well as many other major brands. If this
happens, consumers may opt for lower-end, less expensive products, or simply because
producing a decent level of quality becomes easier.
 Nike's profits are reliant on the low cost of labor in Far Eastern countries to some extent.
However, this is changing, which could entail increased Nike costs around the world as a
result of the development of the Least Developed Countries.

Page | 14
  Nike has the financial resources to pursue tiny new markets in which to sell its products,
with its "deep pockets."

S-Social

 Increased 'health consciousness' around the world means that more people are adopting
healthier lifestyles. These people will almost certainly buy a lot of sports gear, which will
make Nike extremely happy.
 Nike, on the other hand, has been chastised for its questionable manufacturing practices.
The issue of Nike sweatshops is so widespread that it has its own Wikipedia page.

T-Technological

 Things can now blow up or fade away faster than ever before thanks to social media.
Nike is doing a good job of leveraging social media to grow its brand, but it might
backfire if done poorly.
 Nike will also be able to employ key information-based metrics as a result of technology
advancements, allowing them to improve targeting and manufacturing while increasing
income.

L-Legal

 It should come as no surprise that Nike, like most large firms, avoids paying significant
amounts of tax. Although there hasn't been much of a crackdown on this in recent years,
it's still something to think about.
 Nike also faces legal penalties from time to time for its dubious marketing techniques,
which include bogus discounts.

E-Environment

 Without a doubt, Nike's mass production plants are damaging the environment. Nike's
production facilities not only emit a lot of air pollution like most manufacturers, but they
also pollute waterways directly on occasion.
 Nike, on the other hand, shows signs of a shift in its current practices, with a significant
commitment to becoming more "green."

Page | 15
Management Flaws/Problems

Nike Inc.'s main problem has been increasing financial losses in recent years. The rise
can be ascribed to a variety of issues, including inadequate financial management. The rising
amount of financial loss at Nike has also been attributed to greater competition. Due to the high
level of competition, the company engages in extensive marketing, among other operations, in
order to reclaim market share. These marketing operations result in significant expenses, which
cut into the company's profit margins, resulting in losses. Furthermore, high levels of rivalry
result in market price wars, which have an impact on the profitability of the organisation.

Brand image has also played a big influence in the company's financial losses as a result
of declining sales as the firm has become unprofitable.

The three main problems are:

1. High expenditure levels within the corporation.

2. High Levels of Competition.
3. Decline in the corporation’s brand power.

Recommendations

It is confronted with a number of problems that it must overcome in order to continue to

grow and survive. Market rivalry, high levels of spending that impact profitability margins, and
deterioration of the Nike brand are some of the significant challenges that Nike faces today.

Some Recommendations are:

1. Nike's brand image and quality are deteriorating, so more money may be invested
into brand and class enhancement and advertising.
2. Should reach out to new niche markets.
3. Should upgrade their standard management and inventory management process.
4. Reach out to customer needs and wants and should lower high retail prices.
5. Identify the brand and its USP (Unique Selling Proposition) frequently.
6. Should reach out to the market by improving existing products in the market.

Page | 16
 7. Nike should place itself in a strategic position to capitalise on its current market
position. Nike's strategic positioning might include obtaining a competent
workforce and manufacturing items that are aligned with a variety of client
demands and desires.
8. The product design, as well as the materials and manufacturing method, should be
improved. In order to enhance sales and earnings, their product line should be
enlarged and varied from their primary footwear to casual footwear and other
items.

Conclusion

This concludes our study of Nike. Despite the epidemic, Nike had a great fiscal year in
2021. Although the company is currently in debt, the next several years appear to be positive.
Nike has developed at a breakneck pace during the previous decade.

It takes an enormous amount of effort to launch new product lines, construct new brands,
outsource, and have a worldwide presence.

Nike should adopt a more aggressive worldwide expansion strategy based on free trade
rules, with a focus on high-growth developing countries, according to the report. This action may
aid in addressing Nike's possible downturn in the Chinese market. Another suggestion is that the
corporation invests more in research and development (R&D) to meet prospective demand for
improved computing-enabled sports shoes, gear, and equipment. The PESTLE Analysis also
emphasizes the importance of Nike's sustainability and labor practices being improved. These
efforts address regulatory and sociocultural concerns, improving
Nike's brand and business image as a result. They may have a strong
brand and robust resources, but they must pay close attention to the
morality of their activities and keep an eye on other, cheaper shops
that are rising.

Page | 17
References

1. Xu, V. (2020, March 17). Your favorite Nikes might be made from forced labor. Here’s
why. The Washington Post.
2. Cara Salpini( 2021, Nov 4). Nike is on track to make $50 billion this year. How much is
that, really? Retail Dive Interbrand – Best Global Brands 2021
3. Businesstoday.in. (2017). How Nike's marketing strategies helped it become a global
brand.[online] Available at: http://www.businesstoday.in/magazine/lbs-case-study/nike-
marketing-strategies-global-brand/story/207237.html [Accessed 8 Jul. 2017].
4. Berry, T. (2017).What Is a SWOT Analysis? - Bplans Blog. Retrieved 3 November
2017,from https://articles.bplans.com/how-to-perform-swot-analysis/
5. Schlossberg, M. (2016).Nike is facing unprecedented headwinds. Business Insider .
Retrieved 20October 2017, from http://www.businessinsider.com/nike-is-facing-
problems-2016-6?IR=T
6. Smith, L. (2009). Nike is a goddess. New York: Atlantic Monthly Press.
7. Ten ways to keep ahead of the competition. (2017).Marketingdonut.co.uk.Retrieved20
October2017,from https://www.marketingdonut.co.uk/marketing-strategy/ten-ways-to-
keep-ahead-of-the-competitionVinson, B. (2016).
8. 6 Inventory Management Best Practices.Wasp Buzz . Retrieved 20 October 2017,from
http://www.waspbarcode.com/buzz/6-inventory-management-best-practices/

9. Eoi.es. (2017). Innovation at the heart of Nike. [online] Available

at:http://www.eoi.es/blogs/rimaelkhoury/2014/03/06/innovation-at-the-heart-of-nike/
[Accessed 8Jul. 2017].Hays, S. (2000). The story of Nike. Mankato, Minn.: Smart Apple
Media.
10. II, T. (2017). A Brief History of Nike. [online] Today I Found Out. Available
at:http://www.todayifoundout.com/index.php/2014/07/history-nike/ [Accessed 8 Jul.
2017].
11. Marketing Mixx. (2017). Marketing Plan of Nike. [online] Available
at:http://marketingmixx.com/marketing-plan-2/164-marketing-plan-of-nike.html
[Accessed 8 Jul.2017].

Page | 18
12. MBA Tutorials. (2017). Nike Marketing Plan. [online] Available at: http://www.mba-
tutorials.com/marketing/1409-nike-marketing-plan.html [Accessed 8 Jul. 2017].
13. Nair, S. (2009). Marketing Research. New Delhi: Himalaya Pub. House.
14. Randall, R. (2005). Innovation. Bradford, England: Emerald Group Pub.
15. Russ Bengtson, Gary Warnett, Nick Engvall and Schonberger, N. (2017). The 100 Best
Nikes ofAll Time. [online] Complex UK. Available at:
http://www.complex.com/sneakers/2012/12/the-100-best-nikes-of-all-time/ [Accessed 8
Jul. 2017].
16. Welty, M. (2017). Why The Nike Air Max 1 Is More Important Than The Air Jordan 1.
[online]Complex UK. Available at: http://www.complex.com/sneakers/2017/03/why-the-
nike-air-max-1-is-more-important-than-the-air-jordan-1 [Accessed 8 Jul. 2017]
17. http://help-en-us.nike.com/app/answers/detail/a_id/113/~/nike-mission-statement
18. https://en.wikipedia.org/wiki/Nike_sweatshops
19. http://www.marketwatch.com/story/heres-how-apple-nike-and-others-avoided-620-
billion-in-taxes-2015-10-06
20. http://koin.com/2016/04/19/nike-faces-5-million-class-action-lawsuit/
21. http://phys.org/news/2011-07-nike-adidas-suppliers-polluting-china.html
22. Nike's annual report

Page | 19