Nike Management



Nike Management

Introduction

Nike is the world's leading manufacturer, marketer and distributor of the athletic footwear and sportswear accessories. It primarily operates in Asia Pacific, Middle East, Africa, Americas and Europe. In the past decade, the brand has become widely recognized and financially strong. Brand management is one of its greatest strengths. Consumers relate themselves with the brands they find to be of superior quality. A strong brand allows expansion in the market share and prolonged consumer satisfaction. The same has been the case with Nike. No doubt, the brand came across hard times in the forms of social allegations but, their marketing campaigns specially “just do it” helped it revive its brand image. Eventually, Nike keeps on improving its product lines which helps keeping the target segment engaged with the brand. The swoosh sign is recognizable in almost the entire world. This alone accounts for Nike's worldwide success (Haig, 2006).

Nike Aspects of Management in Context of Marketing Activities

Management four functions are applied in managing all activities of marketing in Nike. An organization can be structured in many different ways, depending on their objectives. The structure of an organization will determine the modes in which it operates and performs. Management structure in an organization helps set the SOPs on which the daily working of the organization depends, and it decides which individual will be part of the decision making process, resulting in the shaping of the organizations moves.

The psychology, attitudes, behavior, experiences, mindset and personal and cultural values, which represent an organization is its culture, or the organizational culture. In literal terms, organizational culture is the definite set of principles and norms shared by people and groups in an organization, that direct the way they relate with each other and outside stakeholders of the organization. The culture is usually historically determined, holistic, related to anthropological concepts, socially constructed, soft, and difficult to change.

Nike management always manages their resource such a way to keep them motivated and satisfied. For an organization customers and employees both are important, both of these must be managed such a way that none of them are affected (DeTienne, 2005). Nike promotes distinct cultures that have well defined values also give their employees open reasons to accept the culture and work accordingly, adding to the commitment. Nike is moving towards its goals in a better manner having a strong culture and commitment to it. This results in higher employee motivation and loyalty, increasing synergy in teams and the different departments of the company. We are discussing the strategy of marketing that Nike is implementing. We are discussing the management activities that are involved in implementing the marketing strategy.

Nike aims to employ a wide range of marketing communication tactics to cater the target market, depending on the nationalities, geographical location, gender and age group. To achieve this, Nike introduces new products through marketing communication group that can strengthen Nike brand position. These promotions are in the form of visual aids and point of purchase advertising (Katz, ...