Assignment on Stakeholders and Sector Analysis

NIKE

DESCRIPTION OF THE COMPANY,
STAKEHOLDERS AND SECTOR ANALYSIS

Company Background:
 One of the largest company in Shoe and Apparel company.
 Founder: Phil Knight
 CEO: Mark Parker
 Sector: Public
o
History:
 Founded in 1964 as blue ribbon sports by Bill Bowerman
 Opened first outlet in 1966.
 Renamed Nike, Inc in 1978 (Nike, 2020).

DESCRIPTION OF THE COMPANY,
STAKEHOLDERS AND SECTOR ANALYSIS
 Stakeholders:
 Customers: Middle and high income customers.
 Communities: CSR programs organized for communities are Active Schools
& Youth Sports program
 Employees: In-house workers.
 Government: Maintain policies to ensure compliance.
 Interest groups: Labour practice and business sustainability.
 Sector analysis:
The competitors are:
 a.) Adidas
 b.)Reebok
 c.)Puma
 d.) FILA

MOTIVATIONAL THEORY
 Maslow hierarchy of needs Motivational theory:
This theory should be considered by the company as it emphasizes on the
basic needs and wants of the employees that should be satisfied.
In relation to this theory there are five stages:
1.)Physiological needs
2.) Safety needs
3.) Love and belongingness needs
4.) Esteem needs
5.) Self actualization.
If employees are given by considering these factors, then it would easily
assist in maintaining the work life balance and also inspire the individual
to give their best towards the assigned work.

“FAT CAT PAY” FRIEND OR FOE?
 FAT- CAT PAY Friend or FOE:
 It has been examined that Nike focuses on FAT-CAT PAY
 The directors have money but still there are various gender
discrimination lawsuits that are against Nike.
 Women who worked at Nike sued the management for pay
discrimination.
 She filed the complaints by saying that “women who worked in
the company are paid less for doing the same work in
reference to male colleagues” (Campbell,2020).
 So, it can be said that Nike is focusing on considering the
“FOE”approach.

RECRUITMENT PROCESS
 It has been observed that currently Nike is focusing on
recruiting the candidates digitally and in-person. To recruit
the employees, company organize campus recruitment
globally by considering undergraduates, graduates and
design focused schools.
 Also, Nike has launched it “Nike career site” through which
interested candidates can apply for the job. Job recruitment
process is also by providing the online applications which is
filled by the interested candidates (Ruudulph, 2020).

STRATEGY FOR ENHANCEMENT AND
PROVISION AT PEAK TIMES
 Job Application on outlets:
The company should consider the strategy of keeping their job
application on their outlets. It has been observed that
candidates who are keen to apply for job visit the outlet first.
Hence, it can be said that it is one of the effective strategy
which can assist in finding the best candidate for the job post
and also at peak time it can assist in maintaining the overall
work.

CHANGING CONCEPT AND NATURE OF
EMPLOYMENT RELATIONS
 By considering the present era, it has been examined that in
Shoe and Apparel sector the concept is changing. Presently, company opt for
the options such as
a.) Franchising
b.) Third party management
c.) Outsourcing.
Also, nowadays online shopping is one of the platform which is used by
majority of customers.

CHANGING CONCEPT AND NATURE OF
EMPLOYMENT RELATIONS
 Due to increase in the competition level in the market, the
management emphasizes on retaining the employees in the
workplace.
 So, for this the emphasis is given on boosting the motivation
level.
 It is done through proper coordination and mutual
understanding.
 Hence, it can be said that management focuses towards
maintaining employees relations.

RECENT OR UPDATED EMPLOYMENT LAWS
 Employment laws are:
a.) National Minimum Wage Act 1998:
National minimum wage enhanced on the continuous basis to maintain the
income in line with inflation. The individuals who come under the age range
of 25 or over can have the current entitlement of
£8.72 per hour. Also, the people who are come under the age range of 21-
24 can have £8.20 per hour. So, in this way employment laws are
implemented in the companies (Nike, 2020a).
b.) Maternity and Parental leave regulations 1999:
The employees have the right to take parental leaves. For example: 18
weeks of ordinary maternity leave and 29 weeks of additional leave will
given if employee is working for more than 1 year (Netlaw, 2020).
Therefore, it can be said that HR should make proper strategic plan to
ensure good practice.

REFERENCES
 Campbell,A., 2020. Why the gender discrimination lawsuit against Nike is so
significant.[Online].Available at:
https://www.vox.com/2018/8/15/17683484/nike-women-gender-pay-discriminati
on-lawsuit
[Accessed on:15 April 2020].
 Nike., 2020a. Human Rights and Labor Compliance Standards.[Online].Available
at: https://purpose.nike.com/human-rights [Accessed on:15 April 2020].
 Netlaw., 2020.Employment law.[Online].Available at: :
https://www.netlawman.co.uk/ia/parental-leave-regs[Accessed on:15 April
2020].
 Nike.,2020.About us.[Online].Available at: https://about.nike.com/ [Accessed
on:15 April 2020].
 Ruudulph,H., 2020. Interview Insider: How to Get Hired at Nike.
[Online].Available at:
https://www.cosmopolitan.com/career/interviews/a42012/interview-insider-nike-
career-jobs
[Accessed on:15 April 2020].