This component of the SWOT Analysis deals with the external strategic factors that negatively impact business performance. Its tweets are short, punchy and compelling, and nearly always included the hashtag #justdoit or other community-building hashtags like #nikewomen. Jackson, S. E., Joshi, A., & Erhardt, N. L. (2003). Nike Inc. has opportunities to enhance its performance in the athletic footwear market. Its stock fell 18% throughout the year, as Wall Street worried about its future growth prospects amid a changing consumer market and stiff competition from Under Armour (NYSE:UAA)(NYSE:UA) and a resurgent Adidas (OTC:ADDYY). Things have started to turn around for Nike in 2017, already one of the best-performing large-cap stocks of the year, and it could get much better from here. SWOT analysis from a resource-based view. From the earnings call and elsewhere in the company's releases, we know that this is a focus on innovative materials, assembly procedures, and advancements with interesting technology such as 3D printing that the company believes will overhaul the ways its products are made in the years to come.Â, There are a few reasons this could be a huge opportunity for the company and its future earnings. Established in 1964 as Blue Ribbon Sports, Nike Inc. is now one of the world’s biggest players in the athletic footwear market. The company expands its … Nike’s financial performance also looks set to improve due to its investment in creating a more efficient business. Nike’s organizational structure is worthy of study due to the fact that it has been a successful organization since its inception. The company is utilizing new technology in order to reduce production costs and the time it takes to bring products through the supply chain. The company recently launched the first true product of that center, a line of women's wear called UA Arris Project. However, the results of this SWOT Analysis point out some possible new strategic directions to further enhance Nike’s global performance and leadership. Stock Advisor launched in February of 2002. Organizational Structure Characteristics (Analysis), Nike Inc.’s Mission Statement & Vision Statement (An Analysis), Nike Inc.’s Marketing Mix (4Ps/Product, Place, Promotion, Price) - An Analysis, Nike’s Promotional Mix (Marketing Communications Mix), Puma’s Organizational Culture & Its Characteristics (An Analysis), Puma’s Generic Strategy, Intensive Growth Strategies & Competitive Advantage, Puma’s Mission Statement and Vision Statement (An Analysis), Burger King SWOT Analysis & Recommendations, Whole Foods Market SWOT Analysis & Recommendations, U.S. Department of Commerce. Copyright by Panmore Institute - All rights reserved. In 2006, Nike developed the ‘Nike+iPod’, an activity tracker that records the distance and pace of its user’s workout through a … The company also has the opportunity to improve its presence in developing markets to benefit from these markets’ high growth potential. The company has many growth opportunities ahead of it, but these three look like some of the most interesting now. I can see why Nike would remove this – to remove distraction. Also, rapid innovation processes are a core factor in Nike’s ability to create cutting edge designs for its athletic footwear, equipment and apparel. This weakness negatively impacts the company’s brand image. Nike is the largest sports brand in the world, worth close to $16 billion. The external strategic factors that facilitate business growth are covered in this component of the SWOT Analysis. So, how does one of the world’s most recognisable brands cut through the clutter on social? Nike hasn't given a lot of insight into the specifics of its Man Rev, but investors can probably expect to learn more in the earnings calls to come.Â. The company has also made advancements in connecting its digital strategy to its new concept physical locations. Â, Many companies are looking at manufacturing and supply chain and how investments in those areas could drive new growth in the years ahead. See our Privacy Policy page to find out more about cookies or to switch them off. "The Greater China marketplace continues to be fueled by higher sports participation, with 38,000 runners taking part in the Shanghai marathon, while nearly fo… Utilization of the two biggest online networking platforms, including Facebook and Instagram, helps Nike to speak with its differing group of onlookers. We look at the tactics that have netted Nike tens of millions of followers on Facebook, and made it … Competitors, such as Under Armour Inc., have recently opened major offices in Portland, which is a few miles from Nike’s headquarters. This article may not be reproduced, distributed, or mirrored without written permission from Panmore Institute and its author/s. In the mid-2000s, Nike launched a program to boost supply-chain productivity and quality by introducing lean manufacturing principles to its apparel suppliers in the developing world. The company has gone through several controversies including the child labor Nike has recently been ranked by Fortune as the Top 24 of the Most Admired Companies and Top 1 in the apparel industry. -- Aladdin. Based on this part of the SWOT Analysis, Nike Inc. must improve its policies and strategies in the areas of labor and employment, product mix development, and penetration in developing markets. In February 2019 Ethical Consumer read KnowtheChain’s 2018 report which assessed 43 of the largest publicly traded clothing and shoe companies in the world. Commitment and Governance 85 out of 100 2. But when it comes to training, that’s not a bad thing: These are fast-digesting carbs, which means they’re readily available to use for energy during exercise, says Amadeo Salvador, a PhD candidate at the University of Illinois at Urbana-Champaign. In addition, imitation remains a threat, especially in developing countries with poor legal protection for patents. To assess the level of sustainability, Nike created a Sourcing & Manufacturing Sustainability Index (SMSI). Nike’s women’s business grew by nearly 12% to $5 billion in 2013, outpacing the company’s overall 9% top line growth. Weaknesses could disrupt Nike’s growth trajectory in the sports shoes, apparel and equipment market. A Natural Experiment at Nike. For GDPR compliance, we do not use personally identifiable information to serve ads in the EU and the EEA. Nike learned this the hard way in the mid-1980s when it lost out on the lucrative aerobics market to Reebok. This weakness limits Nike’s global growth. An understanding of the company’s strengths and weaknesses (internal strategic factors), and weaknesses and threats (external strategic factors) yields insights on how a manufacturing and retail business can achieve global success despite tough competition. Even though Nike is one of the major players in the sports shoes, equipment and apparel market, some threats could limit or reduce the company’s performance. The company’s effective marketing campaigns also contribute to this strength. The report stated: Nike scored the following in the report's themed scores: 1. These beliefs have guided Nike from its inception until today. Nike’s Generic Strategy Product development and differentiation: In this generic strategy, the company minimizes production costs to maximize profitability or reduce selling prices. Nike is the biggest sneaker maker in the U.S., putting it ahead of rivals Adidas and Under Armour. Developed by Japanese automakers after World War II, the lean production method focuses on eliminating waste, emphasizing flexibility, and enabling skilled workers. We use cookies for website functionality and to combat advertising fraud. The SMSI has become an important tool in factory selection, encouraging performance improvement, eradicating underperformance in factories, and driving business to the … This part of the SWOT Analysis indicates that Nike Inc. must reform some of its policies and strategies to ensure its continued leadership in the global athletic footwear, apparel and equipment market. Improve labor/employment practices 2. "The Greater China marketplace continues to be fueled by higher sports participation, with 38,000 runners taking part in the Shanghai marathon, while nearly four times that many consumers tried to sign up," said Nike Brand President Trevor Edwards in the most recent earnings call.Â, Western Europe, which is Nike's biggest international segment, has been another outstanding region lately. Nike uses social media to create a lifestyle and sense of community among fans. Traceability and Risk … Nike can possibly enter new markets such as high-end fashion. Factors in SWOT Analysis Applied to Micro, Small-to-Medium, and Large Software Enterprises: an Austrian Study. Nike is Using Less Energy and Reducing Emissions Since 2008, the company’s contract footwear manufacturers have cut energy use per unit by around 50%. The company must also collaborate with government units to address patent protection issues. When you look back through history, Adidas was the only brand in sports that had a very strong connection to culture. A SWOT Analysis of Nike outlines how these strengths relate with the company’s weaknesses, opportunities and threats. Nike (NYSE:NKE) had a rough 2016. Returns as of 12/21/2020. Nike already gets more than half of its sales from outside the country, but it could still grow further internationally. The external strategic factors that facilitate business growth are covered in this component of the SWOT Analysis. It is the world’s largest supplier of athletic shoes and apparel. There are many things Nike - Get Report can do to boost sales but it has not done them, said CLSA analysts. Online sales have multiple benefits, including the ability to meet more customers who might not be in a Nike store or third-party retailer, and Nike also gets to keep all of that valuable information about the customer. Whether they will, or not, is something we’ll all watch.” Parker also needs to show progress to stop an exodus of employees. Things have started to turn around for Nike in 2017, already one of the best-performing large-cap stocks of the year, and it could get much better from here. Social media is powerful for brands such as Nike because it creates two-way interactions between fans and brands. Since then, it has worked hard to ensure that never happens again. That means today it takes about half the energy and generates around half the emissions to make Nike shoes as it did eight years ago. Part of the reason Nike had such a rough 2016 was that its gross margin continued to fall throughout the year because of higher-priced input goods and inventory challenges that led to reduced prices to get product cleared out. Like so many things, it is not what is outside, but what is inside that counts." Market data powered by FactSet and Web Financial Group. The first of that concept -- the massive new Soho New York location -- integrates mobile check-in and shopping features, as well as touchscreens on the walls to allow consumers to order and ship gear home if they prefer.Â, Nike also launched a Nike+ smartphone app last summer. As a result, the target audience connects the brand with the effort and determination needed to succeed and therefore is motivated to improve their own “game”, whether everyday running or basketball. The company’s extensive global production and distribution network is a strength that enables the business to support global market dominance. At Nike, material innovations—such as recycled polyester, Flyknit, Flyleather, and Nike Air—are changing the world of sustainable performance and reducing the average product carbon footprint of our products. Another opportunity is for Nike to improve its product mix to attract more customers, especially non-athletes. For long-term bulls who believe all these initiatives and other big growth opportunities can move the stock back to where it was in late 2015 and higher, Nike continues to look like a great long-term play. Nike's sales in China jumped 17% year over year in the quarter when adjusted for currency fluctuations, and the company believes that's just getting started. This is just one more way the company is looking to meet its customers where they are and grow its online sales strategy further. Most of the successful businesses worldwide have improved their growth rates only by adopting innovative supply chain management practices. Proactive strategies for this concern can lead to an improved brand image. It has a social media-like feed, customized content around fitness and Nike-sponsored athletes, a feature for booking appointments at Nike stores and events, and, most importantly, it has a mobile shopping section that gives users tailored recommendations and alerts for new items that are dropping. As mentioned by Han in 1991, fashion is a reason for Impulse Buying, “fashion orientated Impulse Buying” (Han … The following strengths are the most notable in the case of Nike Inc.: Nike’s strong brand image evolves based on product quality. "Â, Nike famously killed its wearable segment and strategy in 2014, but it hasn't stopped investing in digital growth. This part of the SWOT Analysis shows that Nike Inc. has capabilities to retain its global market leadership. Bernroider, E. (2002). Nike's drop in 2016 was certainly a shock, but it could also have provided a great opportunity. Nike's focus now is on increasing its digital sales strategy to drive sales through Nike.com. Under Armour launched a manufacturing innovation center in Baltimore in 2016 called Lighthouse, which features 3D printers, body scanners, and other technology. But also, by removing this summary, Nike may be asserting its design credentials – “we don’t need your reviews”. Its dominance in sports retail is undeniable. This component of the SWOT Analysis deals with the internal strategic factors that support business development and competitiveness. Cumulative Growth of a $10,000 Investment in Stock Advisor, 3 Biggest Opportunities for Nike Inc. @themotleyfool #stocks $NKE $UAA $ADDYY $UA, Nike Inc (NKE) Q2 2021 Earnings Call Transcript, Nike Pops in After-Hours Trading on Surprise Q2 Growth, Stocks Finish Friday Lower, But Nike Gets an After-Hours Earnings Boost, Copyright, Trademark and Patent Information. The company sees enough opportunity in … SWOT analysis. "Do not be fooled by its commonplace appearance. Nike Inc. has opportunities to enhance its performance in the athletic footwear market. Nike also raised the minimum wage it paid workers, improved oversight of labor practices, and made sure factories had clean air. Like most worldwide brands, Nike has separate Facebook pages for … Nike delivers innovative products, experiences and services to inspire athletes. For net income to grow so much faster than sales shows just how successful Nike has been in its push to improve profit margin, which now sits at 11.25% over the trailing 12 month period. Learn more about our average carbon footprint “To me, the most hopeful idea in sustainability is the belief that we get to decide how the story is going to end. The following are the major opportunities in the case of Nike Inc.: 1. Nike Inc.’s SWOT Analysis emphasizes the importance of product development to maintain a competitive edge. Nike chose to release their factory data, which led others to follow suit, now allowing competing companies to work together to improve conditions. In 2012, Nike introduced the Manufacturing Index (MI) to score factories on sustainability – including labour practices. But what comes with being the … Nike’s strengths are the primary drivers of the company’s growth and global leadership in the sports shoes, apparel and equipment market. The Retail Services Industry in the United States, Extensive global production and distribution network, Increase market presence in developing countries. Can you talk a little bit about your strategy there? Leigh, D., & Pershing, A. J. 3. This report captured the areas where companies needed to take actions to eradicate forced labour from their supply chains. See you at the top! Nike Inc. In addition, it has the benefit of higher gross margin by allowing Nike to create customized gear and other higher-priced items, as well as keep the full sale rather than letting a percentage go to a third-party retailer. This SWOT Analysis of Nike Inc. shows that the company has the strengths needed to support its global leadership in the sports footwear, equipment and apparel market. Nike's sales in China jumped 17% year over year in the quarter when adjusted for currency fluctuations, and the company believes that's just getting started. Simultaneously, it is also focusing on its pricing, retail, and marketing strategy to bring the best products for its customers. Nike excels on Facebook. Nike focuses on research and innovation to bring new designs and styles that increase the popularity of its products. The company has many growth opportunities ahead of it, but these three look like some of the most interesting now. A survey is news. “They can lead on how to do this,” Temin said. In fact, Nike has gone on record to say sustainability is one of the key components of success and no forward-thinking company can survive without sustainability efforts. Nike also has released IP data for many of their products, particularly ecologically-related successes, in hopes that someone else can use that work to improve the world for everyone. Of course, Adidas is a powerhouse in Europe, particularly in soccer. “They can do it. This part of the SWOT Analysis shows that, for Nike to maintain its leadership in the global sports shoes market, product innovation and legal protection must be included in its major strategies. business can grow and become successful. Potatoes pack a lot of starchy carbs — a large one contains about 65 grams. In the case of Nike Inc., the following weaknesses are the most significant: Labor controversies continue to plague Nike’s business, especially in considering production facilities in developing countries. However, there are a few global organizations like Nike that believe without sustainability efforts no . This component of the SWOT Analysis addresses the internal strategic factors that prevent or reduce business performance. (2006). On a recent morning in Beaverton, Ore., not long after a thick fog has rolled off Nike's 177-acre campus, Hannah Jones is recounting a favorite example of where corporate responsibility can be put to work in an $18.6 billion company: reducing waste. But there's always room for improvement, so how else can Nike improve as a company? Thus, it is recommended that Nike Inc. must reform its strategies in these areas. NIKE, Inc. (NYSE:NKE) today released its FY12-13 Sustainable Business Performance Summary, providing an update on performance against current business, … Nike is putting technology and its innovative flagship stores to work to build a big lead in retail instead of relying on department stores. The following are the major opportunities in the case of Nike Inc.: Nike has the opportunity to improve its labor practices to address controversies in this area of the business. Let's conquer your financial goals together...faster. Innovation in terms of the materials used, and also the speed with which new products can get from concept to market -- an initiative the company is calling Express Lane -- could help on both fronts. Also, even though Nike Inc. has expanded its product mix through the years, the resulting product lines are still limited in capturing a larger share of the sports shoes, equipment and apparel market. However, the company must address concerns regarding competition, labor practices, imitation and patent protection. That might seem odd, given the region's own relatively slow growth, but sales in Western Europe grew 12% year over year, the 13th consecutive quarter of double-digit sales growth there. Nike is an American multinational company producing equipment, footwear, clothes, and accessories. Nike.com sales nearly doubled year over year in the most recent quarter.Â, Nike announced that in fiscal 2016, Nike.com went live in 20 additional countries, doubling from a year ago, which should help that international expansion as more of those localized online stores go live in 2017. If somebody wants to find a review, they will. Recent research on team and organizational diversity: SWOT analysis and implications. Improve the product mix 3. 1996: Nike establishes a department tasked with working to improve the lives of factory laborers. Nike Inc.’s leadership in the global sports shoes, equipment and apparel market shows the significance of its strengths in competing against other giants like Adidas. The Ascent is The Motley Fool's new personal finance brand devoted to helping you live a richer life. A Nike spokesperson told The New York Times that Parker had read the letter, ... That can create at least some incentive to improve things. The following threats are most notable in Nike’s case: Nike faces tough competition, considering other major players like Adidas. Moreover, the company suffers from limited presence in developing markets, partly because of issues with pricing, imitation and patent protection. Nike Supply Chain Management: Ethics, Sustainability and Efficiency. Organizational Culture Characteristics: An Analysis, Nike Inc. Five Forces Analysis (Porter’s Model), Nike Inc. Generic Strategy & Intensive Growth Strategies, Nike Inc. PESTEL/PESTLE Analysis & Recommendations, Nike Inc. Operations Management: 10 Decisions, Productivity, Nike Inc. Nike already gets more than half of its sales from outside the country, but it could still grow further internationally. Valentin, E. K. (2001). Nike is facing that situation head-on, and as Edwards said during the call, "With the start of our new relationship with Chelsea Football Club next season, our brand is Europe is only getting stronger. 1997: Efforts at promotion become occasions for public outrage. Founded in 1993 by brothers Tom and David Gardner, The Motley Fool helps millions of people attain financial freedom through our website, podcasts, books, newspaper column, radio show, and premium investing services. Besides wearing top quality Nike gear they are shown working hard, sweating, or reflecting on events from the past. The importance of innovative supply chain management has been highlighted by scholars and researchers for the successful management of businesses in the 21 st century.  Â, Nike management has started to hype up what it refers to in the most recent earnings call as "Man Rev," which is short for "manufacturing revolution." 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