Global Vision

All around the world people recognize the Nike swoosh and Air Jordan symbols. Nike is just as relevant in other major countries as it is in the United States. That is because of multiple reasons though, one is the mass appeal of their products and second because of all the industrial factories across the globe. Either your wearing one of their products or just an employee, but it's hard to escape the grip of the Nike cooperate power house.

Across the globe Nike products sell every day. By creating products for every sport it's easier to market their merchandise around the world. No matter what the culture is or type of sport that is played in the region, Nike makes sure that their is something appealing to the consumers of that area. Often by sponsoring teams and creating products that represent a time in sport history for a country is what separates the Nike brand from competitors. They relate and give inspiration to community's which makes people feel like that's what they should be wearing when playing in activities.

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Here are two examples how Nike uses advertisement and products to relate to many types of consumers. When things like the World Cup take place Nike glorifies the event to get society more involved and also promote their latest products in sports technology. Also with a series of themed sneakers Nike makes any type of person around the world want to own at least one pair of theirs. All of this makes Nike a very popular international company, that has tons of leverage over competition.

Although Nike's name is great to the consumers, their reputation for their factories over seas is not as good. Many issues have been brought up over the years about the conditions workers are forced to deal with while being employees of the company. There are arguments of workers being mistreated and forced to work hours that are not reasonable for the amount of pay they receive. Even though in 2005 Nike released the locations for their factories over seas, so they can be examined by independent observers to asses their labor conditions. Critics do acknowledge the nobleness of the company but can not forget the exploitation of workers. They do how ever also feel more big company's should follow in the foot steps of Nike. In hopes of rehabilitating there image Nike Has joined "The Fair Labor Association" and trying to spread the importance of healthy working environments.

The Marketing Environment.

Nike always makes sure that anything they produce is appealing to any "athlete." using science instead of looks Nike has almost made it impossible for any other company to keep up with there progress. Nike likes to target anyone who gains some inspiration from participating in sporting activities. Using the most current superstars and high energy commercials the Nike brand has almost every teen and adult locked in on their products. Also Nike has taken their business and spread it to more of a variety by adding electronics to better help athletes. Partnering with Apple to create software that is able to asses your performance, it's almost a no brain er that Nike is the best choice of equipment for athletic purposes.

Phil knight also has found another way to make his old sneakers a gold mine once again. Targeting the younger generation that want the "old school/retro" style sneakers. the Nike team have released older Jordan classics and other Nike classics since the demand has always been so high but the supply so little. The exclusivity of these sneakers have always been very important but the possible profits were way more important obviously. The day sneakers like the"Jordan's" or Nike "FoamPosites" drop there are lines of people in front of sneaker stores from ages 14-25. Some hoping to add to the collection and others just trying to grab childhood favorites again. Nike different from any other company has almost mad a connection with its consumers, basically growing with them. People are able to see the growth in the sneakers and company, which has almost made Nike a social norm.

Ethics & Social Responsibility

With all of the money and addicted customers, Phil Knight still makes it his obligation to always give back. Also making sure that the Nike company always keeps a good name and class.

The Nike team makes sure they are apart of local community's, as well world wide. They hold fund raisers for charities, also build parks and recreational areas for kids. Often when doing a project or charity they will use a athlete they endorse to give Nike a more unified image and hopefully have the community relate to their efforts more.

http://www.nikebiz.com/responsibility/community_programs/features/nola_donation.html

In time of tragedy Phil Knight and the Nike team always want the people to feel like they are there for them. When natural disasters like hurricane Katrina occur Nike contributes in donations for relief, as well by trying to give back some type of hope or joy to the community. Nike usually likes to tend to the younger generation so they can still have some time or "norm" in their childhood or adolescence. Sports is a great way to build relationships and trust, Nike often build gyms or play grounds so kids can still play organized activities and feel a sense of a community still. Nike always want kids to always feel that their dreams can come true, so they will often have a athlete or two to host or sponsor the project. In just New Orleans relief Nike has donated over $7 million total.

Phil Knight always makes sure that the faces of Nike are always someone the people can look up and relate too. He makes sure that Nike's image is never hurt by actions of any member of the Nike team. He likes to keep his motto of making the world a better place through sports intact. But no matter how much something can cost Nike inc. financially, if a star athlete or employee does something that can affect that image they are kicked out of the Nike team until things can get resolved. Meaning contracts and be ended and walking papers can be given. Nike has had a long line of let go star athletes because of a public issue that occurred in their time of being apart of Nike. No one person is bigger than the company or more important, if you hurt the Nike image you will be released because they do not want the public to feel that the company condones a certain type of behavior or attitude.

Strategic Planning

Phil Knight always had a vision for Nike that would make them different from any sneaker company before or after. He wanted to separate Nike from competitors by creating cheap but affective foot ware that would help a athlete preform to a higher level of play. Treating athletic wear like science, the Nike team of designers come up with ideas and "technology" that would better athletes performance on the feild or what would benefit the customer.

As you can see, this is just one of the ideas the Nike team has come up with as of recently. This sneaker is designed for LeBron James. (NBA superstar. MIA Heat) What Nike does well is testing and observing the way people play or run, and from there they start to design shoes that would benefit the person most. They base their future products on the needs of the athletes instead of just focusing on designes. Thoroughly thinking about the future and athletes performance Nike always has been able to stay ahead by keeping the most current sport technology in there shoes and even in their sport apparel.

Nike also has some of the best advertisement and commercials. They do a very good job of relating to the consumers and giving some sort of inspiration to put on their merchandise and go particiapte in competitive activities. The "Swoosh" lable or Nike check is known on probably every continent in the planet. With catchy slogans like "Just Do It" and keeping the best athletes of the time to promote their shoes, Nike has surpassed any other athletic brand past or present. With their net worth in the billions and constantly advancing their products, its hard to see a end to this athletic empire.

NIKE (Over view of marketing)

Mission Statement:

"To bring inspiration and innovation to every athlete in the world. If you have a body your a athlete."

Nike History:

1971: Over seas Nike brand and "swoosh" are introduced.

1972: Nike entered the canadian market & promoted in the olympics.

1978: Blue Ribbon Sports, now becomes Nike Inc.

1980: Nike stocks go public.

1985: Nike signs basketball superstar Micheal Jordan to promote "Nike Air"

1988: Designer "Cole Haan" introduces "just do it" slogan.

1990: First out-let opens in Portland, Oregon.

From this point on Nike continued to grow and expand. Signing other major athletes to promote their shoe and always staying current in sport technology; there revenue reached the billions just one year after the first store opening. Nike has became the most popular sneaker brand in the world by also expanding there love for athletic wear into Accesories and cloths. They are constantly a head of the curve and that has always benefited them and kept the Nike brand in "style".