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Transcript of NIKE
Daniela Gomez Nike has its controversies. From the report about conditions at work in factories in Indonesia, Nike began to suffer a series of controversies. STRENGTHS Nike is a very competitive organization.has a healthy dislike of is competitors. At the Atlanta Olympics, Reebok spent much money on sponsorship. Nike did not, however, was the one who sponsored the top athletes and gained valuable coverage. WEAKNESSES Brainstorming DEVELOPING AND EFFECTIVE PUBLIC RELATIONS STRATEGY After thinking about all the issues we have chosen to focus on the bad reputation of Nike WHY DID NIKE'S ATTEMPT TO ADDRESS IT CRITICS PROVE UNSUCCESSFUL? The objective of our strategy is to avoid Bad Reputation, and build a good image of Nike Nike has no factories. It does not tie up cash in buildings and manufacturing workers. This makes a very lean organization. Nike is strong at research and development, as is evidenced by its evolving and innovative product range. They then manufacture wherever they can produce high quality product at the lowest possible price. Nike is a global brand. It is the number one sports brand in the World and is instantly recognizable. The organization has a diversified range of sports products. However, business income is still very dependent on their participation in the footwear market. This can leave you vulnerable if for any reason its market share decreases. The retail sector is very price sensitive. Most of its income is derived from selling into retailers. Retailers tend to offer a very similar experience to the consumer. OPPORTUNITIES Product development offers many opportunities to Nike . The brand is fiercely defended by its owners whom truly believe that Nike is not a fashion brand. However, consumers that wear Nike product do not always buy it to participate in sport. There is also the opportunity to develop products such as sport wear, sunglasses and jewelry. Such high value items do tend to have associated with them, high profits. The business could also be developed internationally, building upon its strong global brand recognition. There are many markets that have the disposable income to spend on high value sports goods. There are also global marketing events that can be utilized to support the brand such as the World Cup (soccer) and The Olympics. Nike is exposed to the international nature of trade. It buys and sells in different currencies and so costs and margins are not stable over long periods of time.This is an issue that faces all global brands. THREATS The market for sports shoes and garments is very competitive. Competitors are developing alternative brands to take away Nike's market share. As discussed above in weaknesses, the retail sector is becoming price competitive. This ultimately means that consumers are shopping around for a better deal. Such consumer price sensitivity is a potential external threat to Nike. Also the controversies happened in 1992, about the exploitation of workers in third world countries, and the bad image, which has led to this bad reputation affected to the sales of our products. After analyzing Nike’s SWOT we focused on beat one of the “Threats” of Nike’s company. These threat is about the controversies that Nike is involved with, and about the exploitation of workers in third world countries, and the bad image, which has led to this bad reputation affected to the sales of Nike’s products. We set a main goal to achieve, and it is about building a nice public image of NIKE, that goes along with its Corporate Social Responsibility. With our strategy, Nike will respond and take a proactive action to ensure the best practices in Human Resources Management, Environment protection and safety policies.
Building a nice public image of NIKE, that goes along with its Corporate Social Responsibility. OUR MAIN GOAL OUR TACTICS TO ACHIEVE THE MAIN GOAL Clean Nike’s bad image and reputation Build an eco-friendly image of Nike NIKE'S BAD REPUTATION Ballinger's statements became the kickoff of the human rights movement and American college student organizations. This was accounted for campaign launch "Anti-Nike" or the emergence of "Nikewatch" a group that follows each of the movements and controls its management Nike in labor. From the report of Ballinger, accusations against Nike were growing and the impact on the media reached large dimensions: from boycotts at doors of the Nike stores in the United States, through protests in various fields university and so on. Perhaps one of the most important lessons that shows the case of Nike is that in the mind of the consumer, the brand image is a combination of a whole: the good and the bad. That's the reason why communication strategies must be designed holistically and not just in terms of advertising. Nike initial response was to ignore the problem and suggested that any problems were the responsibility of Nike’s subcontractor. Nike unable to balance between business objective and labor practices issues. The watchdog group is not convincing with implementation of their code of conduct and human resources management issues. Most of their attempts were not credible because they bought too many athletes and stars in the past. Now when they try to expose something through a famous personality, most people think that they have paid the personality to say something what is not specially his thought. We set some tactics to achieve our main goal. Our first tactic consists on clean Nike’s bad image and reputation through a strategy that takes account various aspects. STRATEGY TO IMPROVE NIKE'S PUBLIC IMAGE -The company should follow the points declared on the section of Corporate Social Responsibility -Conducting press conferences and issuing press release outlining the steps that Nike had taken to ensure compliance with its code of conduct. -Establishing and posting progress on improving labor conditions on the corporate web site. -Responding to each inquiry from the media or watchdog group and trying to openly communicate with them. -Nike should taking account of business impacts and the desires of stakeholders, to provide an open and progress incorporating responsible practice into operations. -Nike can improve its public image by developing a stronger Code of conduct for the subcontractors as well as a more reliable Manufacturing Environment-Safety-Health Management. -To monitor the implementation the codes of conduct and to focus on the root of the problems. ..... NIKE'S SUSTAINABILITY STRATEGY RESHAPES A GLOBAL MANUFACTURING NETWORK Nike recently released its annual sustainability report outlining its newly revised environmental strategy. This new report reveals Nike, a factory rating system designed to help the company more effectively selecting and evaluating its manufacturing partners. Improve the performance of green is our objective, because the manufacturer of footwear, apparel and sports equipment carries a high potential for environmental impact through "energy use of materials, water and various, the associated creation of waste, greenhouse gases and other emissions, and the use and release of toxins. Nike says that sustainability is no longer a marginal effort in the business world, but "an important and well-integrated part of any forward-thinking company" and "one of the key success factors." Nike is also releasing Sustainability Index Purchasing and Production (SMSI), a component of the MI that will kind of contract manufacturers on a scale of red, yellow, bronze, silver and gold. This tool will allow us to move faster, and improve the working bases. Apart from these regulatory changes in the different companies of Nike, we thought of making several strategies to change the bad image that Nike has had in the ecological world. Nike is taking steps to go green with their products. Including: In one hand the famous Nike brand sports equipment has announced an agreement with the French Football Federation. It has been designed with environmental sustainability criteria. The sports kit is made from a mix of latest design and environmental sustainability. The shirt and shorts are made of a polyester microfiber that comes entirely from recycled plastic bottles. Furthermore, on the shirt, this material is combined with organic cotton. In the other hand the new ecologic shoe is named Nike GS and is more environmentally friendly than the company has made since it is made from recycled and biodegradable materials. Our second tactic consists on build a new image of Nike, promoting an eco-friendly image, showing Nike’s concern about environmental responsibility. STRATEGY TO BUILD AN ECO-FRIENDLY IMAGE Create a logo that ensures Nike’s products as eco-friendly, and reminds to the customers its responsibility with the environment. Make some advertisements of the new gamma of eco-friendly products. Promote Nike’s new image in TV advertisements. Design some posters with the new eco-friendly logo of Nike to show people its effort to be eco-friendly. Choose some famous sport stars that promotes Nike’s eco-friendly image, to catch the attention of the public more effectively, and to ensure the spread of the message. Make some agreements with Green Peace to help with its campaign on worldwide issues such as global warming, deforestation, genetic engineering, and anti-nuclear issues. THE END