Nike耐克公司英文介绍PPT分析.ppt

NIKE A Public Relations Approach Robert Albright Jessica Joye Suzanne Little Matt Minchew Jason Waller Megan Wilson Mission Statement To lead in corporate citizenship through proactive programs that reflect caring for the world family of Nike, our teammates, our consumers, and those who provide services for Nike What Nike Does Create authentic athletic footwear, apparel, equipment and accessories for sports and fitness enthusiasts Through subsidiaries, design and sell a line of men’s and women’s dress and casual shoes and accessories Principle Products Began with long distance running shoes in 1963 Past 17 years: Air Jordan basketball shoes Wide range of shoes, apparel and equipment “Our Heroes” Michael Jordan Tiger Woods Michael Johnson Mia Hamm Celebrity endorsements lend credibility and notoriety to products Financial Indicator “A growth company that has not grown” Impact of specific products (Air Jordans, teenage market) Brand and Logos The “Swoosh” only cost $35 Memorable, simple in form, workable in all sizes, invokes a strong signal Nike Dominance Athletic Shoe Market Share, 2000 STRENGTHS Strong and meaningful response to labor criticisms High quality products and good overall reputation Phil Knight’s management and leadership Brand recognition and effective marketing WEAKNESSES Poor communication of labor practices Insufficient line of affordable shoes Uninformed factory workers Nike’s Overall Reputation Nike Compared to Competition Fairness of Nike’s LaborPractices Quality of Nike’s Products OPPORTUNITIES Increased sales due to the strengthening economy More positive public perception of Nike’s social responsibility Growth through increased presence in low- to mid-priced shoe market THREATS Increased awareness of human rights Growing competition Competitors attracting female consumers Mounting disapproval of alleged “corporatization” of college athletics Recommended Action A Closer Look At Labor Practices And Potential Sales OBJECTIVE 1 To increase posi