Leading Through Digital Disruption

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BPP Business School
Coursework Cover Sheet
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Module Name Leading Through Digital Disruption
Student Reference Number
(SRN)
BP0245624
Assessment Title Case for change
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Declaration of Original Work:
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of BPP School of Business and Technology.
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Student Reference Number: ___ BP0245624_______ Date: _4rt May, 2021_____
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S # TOPIC PAGES 1- INTRODUCTION 03
1.1 THE CASE FOR CHANGE 03
2- CAPTURE INSIGHTS 04
3- MAKE FAST DECISIONS 05
3.1 MARKETING STRATEGIES CHANGES 05
3.2 TECHNOLOGICAL ADVANCEMENT 05
3.2 COMPETENT MANAGERS AND STAFF 06
4- ACQUIRING & ENGAGING TALENTS 06
4.1 ENGAGE TALENT TO MAKE BEST OBJECTIVES 06
4.2 ENGAGE TALENT TO USE INFORMATION FOR FINEST MATERIALS 07
4.3 ENGAGE TALENT TO HIRE COMPETENT PERSONS 07
4.4 ENGAGE TALENT TO INCREASE BRICK AND MORTAR 07
4.4 ENGAGE TALENT TO FACILITATE CUSTOMERS THROUGH ONLINE E-
COMMORCE
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5- CREATE A DIGITAL READY CULTURE 09
5.1 CEOS, ROLES 09
5.2 ROLE OF MARKETING MANAGERS IN DIGITAL TRANSFORMATION 09
5.3 ROLE OF IT EXPERTS IN DIGITAL TRANSFORMATION 10
6- STEER COLLABORATION 10
6.1 EXECUTIVE SUPPORT 10
6.2 MODELING COLLABORATIVE BEHAVIOUR 11
6.3 FLOW DOCK 11
6.4 GO TO MEETING 11
7- SELECT YOUR LEADERS 11
7.1 CLIENTS ARE THEIR EVERYTHING 11
7.2 THEY BELIEVE IN STRONG CULTURE 12
7.3 THEY RELY STRONGLY ON INFORMATION 12
7.4 THEY SEARCH FOR NEW INNOVATIONS 12
7.5 THEY USED LABOUR FORCE WITH GREAT SKILLS 12
8- REFERENCES 13-14

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1- INTRODUCTION
Founded in 1964 by the university of Oregon track athlete Phil Knight and his coach Bill
Bowerman, Nike initially started as a distributor for Japanese shoemaker Onitsuka tiger (Hina
Brohi, 2016). Its original name was BRS I.e., Blue Ribbon Sport, opened its first retail shop in
California. In 1971 Nike started making its own shoes & since then Nike was one of the leading
stakeholders in U.S athletic market (Hina Brohi, 2016). Reports shows that Nike has annual
revenues of almost $30,601 million in 2015 (Sami Frances, 2016). However, their current net
value is approximately 34.8 billion dollars (Tugba Sabanoglu, 2021). Nike has a clear vision
and Mission statement “To bring inspiration and innovation to every athlete in the world, if you
have a body, you are an athlete” (Hina Brohi 2016).
1.1 THE CASE FOR CHANGE
Nike with initial success in the market failed to compete with its rivals like PUMA and ADIDAS.
In 2000, Nike started to use SAP ERP software to forecast the demands of the market and to
manage the implementation of supply chain management according to its customers
requirement (Christopher Koch, 2004), but the failed to collect the adequate data from the
market as per requirement. In the recent times the company has struggled to achieve its
market targets and revenues and also face erosion in their market shares was 45% of the
company revenues specially in North America (ANDREW, 2018). With such pressures in
competent authorities, decide to focus on China & Asia Pacific and also reduced their work
force by 2 % to improve its top line (ANDREW, 2018).
To overcome their rivals and competitor Nike required a digital transformation and needs to
adopt new agile framework management. At their management level Nike are facing
disastrous problems like they ignore the faults made by them and blame the i2 software (Jose,
varkey, NA).

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2- CAPTURE INSIGHTS
To transform digitally companies required research to understand their rivals, markets they
operating, techniques they apply, their internal structure and last but not the least the secrete
behind their success.
To critically analyse the sportswear market in which Nike is operating. Their competitors
Adidas, Reebok, Puma are already producing good quality sportswear products and
consumers can easily switch to any of the brands (Nur Hamizah et al, 2017). Adidas is the
topmost competitor to Nike and the reason behind is that it has an advantage because of its
brand and also Reebok work under his subsidiary (Nur Hamizah et al, 2017).
By comparing these top rivals, the study clearly suggest that other companies have upper
hand when it comes to market (S.K. Gupta, 2021). The statistics clearly identified that Nike
equipment revenue in the Us markets declined to 14% in 2019 while its competitor Adidas
increased its brand value up to 10% which is a record (S.K. Gupta 2021). The other
competitors are also growing with good numbers but due to the recent pandemic some of their
rivals are also facing financial problems i.e. Puma, Reebok (S.K. Gupta 2021) but before
Wuhan Virus they had clear and upper hand while Nike statistics shows decline since 2014
which clearly indicate lack of agile management and approach.
For digital transformation the researcher comes with the conclusion from the above study that
Nike required to research the customers interest by taking several surveys and practical
analysis as it operates in a specific market which only attracts athletes and sports personals
(Nur Hamizah et al, 2017). Secondly with the comparison to its competitors the study also
concluded that Nike lack competent management (Andrew, 2018). For a successful company
the management plays a vital role in selecting the work methodology and ideal techniques. In
this case with Nike, they struggled with a software they introduced but failed to achieved the
desired results (Christopher Koch, 2004).by hiring professional researchers they can easily
get statistical data and true customer reviews through different social media plate forms which
will help them in their quarterly and annual analysis. Other studies also suggests that Nike
does not make some of its footwear models and they utilized third party which then make
price issues (Mohammed Abbas et al, 2015).