Chapter 5 Developing a Global Vision

Global vision is "recognizing and reacting to international marketing opportunities, using effective global marketing strategies and being aware of threats from foreign competitors in all markets." The company Nike is a very famous and succesful business but they are not a monopoly industry so they still have threats and competitors like Reebok and Adidas. For a long time Nike was able to manage those threats by having long term strategies that helps them focus on their global vision. Their long term strategy consist of "innovation, callaboration, transparency and advocacy.The company increased their focus on sustainable business and innovation which will integrate across Nike business strategy. Nike has its weakness, threats but it also has it opportunities and advantages. By keeping a sustainable economy Nike is trying to do more by using less and making better use of the resources.Nike has plenty of ideas and goals to help them to be the top athletic shoes company and help their business grow and stay on top.Thinking to the future Nike’s products sales increase at all due to their efforts in producing more environmentally friendly.Sustainability is a big thing these days and it will attract more customers.

Chapter 4 The External Marketing Enviroment

As a global sports brand and company Nike target audience is everyone world wide. Nike offers different type of shoes that can appeal to anyone. Nike makes shoes basically for everyone that wears sneakers. Nike makes shoes for football, basketball, runners, skateboarders all sports players and just regular walking sneakers. According to the president and the CEO of Nike Mark Parker "The ability to connect with consumers is the single and most important competitive advantage in our industry today.Nobody does this better than Nike."Nike always come out with different ads or techniques to appeal to different types of people. Last month Nike made a commercial with highschool students playing basketball and Michael Jordan is on the side of the court smiling. In 2004 Nike appealed to more than 26% of Euopeans by joining with MSN. Nike just came out with a pair of burgundy shoes that are patent leather and shiny these sneakers appealed to young girls.Nike also makes shoes that even the elderly wears because of the comfortable material.Nike appeal to different age group, generations, and locations. Nike came up with new strategies for long term growth world wide and are planning to open 250 to 300 stores. Nike is planning to expand and direct to its consumers in geographies like North America, Western Europe and Japan.

Ethics and Social responsibilities

On October 17, 1996 CBS news interviewed people that worked for nike in Vietnam and talked about Nike's unethical treatment and behavior towards their workers. According to CBS news they had two cases in the late 1900s. The CBS newsreporters airedinterviews that they had with nike workers. These people stated that they were getting paid below the legal minimum wage, female workers were being sexually abused, workers were being physically abused, they were getting paid 20 cents an hour. A group called the Vitnamese Labor Watchers did a reaserch also on the way nike workers were being treated in Vietnam. These people stated that Nike also paid their workers minum wage, they had child labor, they did not provide a safe working envioroment young children were being sexually abused and workers in Vietnam were being treated differently in the United States.They also stated that the sweatshop in vietnam and other asian countries was confirmed by the New York Times, Us today and the wall street journal about the workers treatment. According to Nike spokersman reporters are writing about factories that they never visited. In this video it shows a nike sweat shop in Vietnam. http://www.youtube.com/watch?v=e9ZktmrGGMU.

Strategic Planning or Competative advantage

The company Nike had a competition which is Rebook. Reebok takes up a higher percentage of consumers which are females than nike does. Even though Nike is on top Reebok can still be a threat. What Nike can do is hire females of different age groups that can come up with new ideas of women sneakers. Like Nike, Rebook is involved in the design and marketing of both athletic and non athletic footwear. Nike has two types of directors the managment directors and the independent directors. These directors brings a huge contribution to the company but they are from ages 49 to 79 the problem with that is that theere is not no younger members that can bring new prespectives and fresh ideas to the company. So what Nike can do is hire younger people. Nike company has plenty of strategies that they use but can be improved. The company Nike "utilizes innovation " to produce top products and the have programs that show their appreciation to anybody that contribute to the company like consumers, employers, team mates and everybody who provide services.To continue to keep their company on top Nike has new marketing strategies and products offering. For example they are selling their products online and give consumers to choose the color and design they want. what they can do instead of letting consumers choose from a vary of selection they can let consumers design their own have them made and ship to them. also in order to stay on top the can offer fair prices on their products a little less than what they competitors are asking for.

Overviewof Marketing

The company i will be following this semester is Nike and the product i will researching about is their shoes. Nike is an area served world wide. The company sells clothing, apparels, sports equipment and shoes. Nike was founded in  January 1964 by Philip Knight. Nike sales orientation is hiring famous people and athletes to advertise their products. The company makes shoes that will benefit their customers. For example Nike sells cleats for football and baseball players it produces jordan sneakers which are considered basketball sneakers, it also makes shoes that are made for running, shoes for skateborders and even regular shoes. These shoes come in diffent colors and designs.