NIKE & UNIVERSITY OF OREGON

Case Study - Nike's Dispute with the University of Oregon in De Wit & Meyer

Table of Contents

EXECUTIVE SUMMARYiii

Company Overview1

Question#13

Primary & Secondary Participants3

Porter's Five Forces Model4

Threat of New Entrants4

Bargaining Power of Buyers5

Bargaining Power of Suppliers5

Threat of Substitutes Products6

Rivalry among Existing Firms6

Nike's Value Chain Analysis7

Internal Logistics of Nike7

External logistics of the Company8

Support Activities8

Question# 210

Mintzberg Cultural and Environmental School of Thoughts Comparison10

Nike Brand12

Revamping the Brand12

Differentiation13

Question #314

Nike as Industry ruler14

Strategic Analysis of Nike14

Recommendations15

References17

EXECUTIVE SUMMARY

Thos report has analyzed the real strategic position of one of the most well known brands in sports Company Nike and has taken into consideration the innovations and the developments of the sport's industry and its impact on Nike. However, in order to carry out internal and external analysis of the Nike, Porter's value chain analysis model and Porter's five forces model has been discussed in detail which have critically evaluated the reasons because of which Nike has taken strategic decision to outsource its manufacturing operations to Asia. In this report, the overall environment is explained in which the company operates. Furthermore, Mintzberg's cultural and environmental school of thoughts has also been discussed in the final part of the report.

Case Study - Nike's Dispute with the University of Oregon in De Wit & Meyer

Company Overview

Nike is considered as well- known brand among the young blood of the world, largely because of the sponsorship of countless celebrities, but the main target market of the company are the people who are in basketball and running, this is how they position their products. Nike is the world's leading manufacturer, seller and distributor of sports shoes and sportswear accessories. The company works primarily in the Asia-Pacific, Middle East, Africa, America and Europe in recent years, Nike has broken the boundaries of the United States and has been expanded internationally at the exit from the traditional umbrella of the internal market. Nike outsources the manufacturing of its products from Taiwan and Korea (Johnson & Whittington, 2005, Pp.167). Nike's brand strategy focuses on the reconstruction of its brand image and promote it with the essential targeting, positioning, and deal with the primary issues of the struggle with the brand. This strategy aims to develop the brand's customer base by mixing with its values, as well as focuses on the product growths in its creative marketing strategies and implementation of new settings segments (John, 2008, Pp. 46).

Nike has strong brand equity. This is the only sporting goods company, which introduced the list of Best Global Brands in 2007. It has been ranked twenty-ninth in the list while rival Nike, Adidas, a German company, has won sixty-ninth overall. Nike's advantage against competitors is a strong brand; the capital remains intact, although competition in the industry has become aggressive coaches (Hollister & Geoff, 2008, Pp. 315-327). Nike makes the most of this capital through an easy launch and acceptance of products around the world. However, Nike is facing aggressive competition from Adidas and Puma. This competition occurs in the form of price wars and innovation ...