Analysis of Nike Inc. for Business Expansion in Germany
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This report analyzes Nike Inc.'s plan to expand its business activities in Germany. It includes a PESTLE analysis of the German market, insights into the business environment, and a Porter's Five Forces analysis. The report highlights the opportunities and challenges for Nike in Germany.
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Create a report to provide analysis of Nike Inc., looking to expand business activities in Germany as allocated country. The scenario to relate to a
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INTRODUCTION Business expansion is related to opening new stores in various physical locations while still maintain current business locations. Expansion provides the opportunities to the business to provide the diverse range of services and products in another country. Present report is based on Nike organization as this is an American multinational corporation that mainly engaged in development, manufacturing and designing apparel, footwear, equipments and some other services. In this report, Nike is planning to expand its business activities in Germany as the allocated country.Foreign Direct Investment is an investment in form of controlling ownership in business in one country through entity based in the other country. In year 2018, Germany FDI inflows at USD 25.7 billion. In first half of the 2019, FDI flows to Germany enhanced by more than USD 20 billion (Chickering, 2019). From this analysis, Nike can able to expand its business in Germany country as to target new customers and enhance its market share. BACKGROUND INFORMATION Nike is Multinational Corporation that is specialized in development, production and designing the footwear, accessories and equipments. This company was founded in year 1964 by Bill Bowerman and Phil Knight. It headquarter is in Beaverton, Oregon, United States. In this organization, there are more than 731000 staff members working. It provides its services and products in all over the world. Market share of Nike stands about 27.4% in year 2019. Fiscal year 2019 ended with $39.1 billion in revenue and it is 7% enhance from previous year, which saw the revenue come at $36.4 billion. The business of Nike organization is performing in a better manner. Net income of Nike organization enhanced to $4 as comparison to $1.93 billion (Cuervo-Cazurra, 2016). Nike organization has the geographic divisional organizational structure. It is based on requirements of an organization in global company and also uniqueness of the situations in regional markets. The General Public ownership of Nike holds 12.9% stake. Nike is publicly traded under symbol of NKE. At present, stock is in $ 65.00 range. Currently, Nike conducts its international business as it is well known brand and sell its shoes in all over world. This company can keep the down labor cost through using the laborers in developing world.This
helps Nike to maintain more profit and keep the investors happy. At present, Apparel, athletic shoes, accessories and equipments are mainly manufactured in more than 700 plants which located in the 42 countries. At core of international marketing operations is creative that proved to be strong edge for brand in order to maintain the superiority over competition (Euler and et. al., 2016). Figure1: Revenue Performance of Nike (Source: Revenue Performance of Nike, 2014- 2018) BACKGROUND INFORMATION ON THE BUSINESS ENVIRONMENT Business environment is sum of the internal and external factors like staff members, supply and demand, suppliers, customers and activities through government, technological innovation, market trends and many others. It is marketing term that is related to forces and factors which impact ability of company to develop as well as maintain customer relationships in successfulmanner.Thebusinessismainlyimpactedthroughthevariousfactorswhich collectively form business environment (Fasone, Kofler and Scuderi, 2016). PESTLE analysis is framework that is mainly uses to analyze factors impacting company from outside such as political, economic, social, technological and environmental. These macro environmental factors are used in environmental scanning elements of the strategic management. In order to expanding business in Germany, Nike company is conducting the PESTLE analysis
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for analyze the situation of Germany. From this, it can know about the opportunities that can be gained from expanding business activities in Germany (Gerpott and May, 2016). The PESTLE analysis given below: Political factor-This factor stated about how and what degree government intervenes in an economy. Germany is demographic and parliamentary republic. This country is considered as the technological leader and having manufactured high qualities of services and products. Nike company can able to expand its business in Germany as there is technological advancement and company can get the better opportunities to make innovations in its products and services so that or can able to satisfy the needs and demands of consumers in an effective manner. Other than this, International uncertainty has ranked Germany recently. Inevitable changes in management and the imminent threat of Brexit triggered a major disruption in the country's political environment. However, since Germany has a past in which to select stable regimes, it can expect to lead Europe again in new age. In context to this, Germany is well known for its better working conditions for its expatriates and citizens. This is mentioning that staff members of Germany enjoy the generous advantages like long holidays in European Union, job protection and some highest salary in world (Gourevitch and et. al, 2016). Economical factor-This examined determinants of certain economy performance. The factors involve in economic factor ate economic growth, inflation rates, exchange rates, income of consumers, unemployment rates and the interest rates. The stable German labor market is quite strong, with a 3,2% unemployment rate becoming one of world's lowest. For its people and expats, Germany is known for its excellent working conditions. In regards to this, Germany has mixed economy with budgetary surplus (Hoffman, 2019). Social factor-It is related to dimension of general environment stated demographic characteristics, customs, values and norms of population within which company operates. Germany is one of the best places to live on earth, because of its high economic standards as well as educational and the technical advances. The nation has a low birth rate that contributes to a declining population, mostly elderly. It has been examined that in Germany, people have the high living standard. Germany is a social welfare society and people can shape their lives freely.Mainly, Germany country is known for its punctuality, strong ethics and the hard work (Khodayar, 2017).
Technological factors-This factor is concerned with the technology innovations which may impact operations of industry and market unfavorably or favorably. Germany in several ways promotes national science as well as technology. It consists of separate laboratories. National labs and private research are also open. The sector supports a variety of important research and development forms. The Department of Science and Technology is an institution that coordinatesthe nationalresearch and technology programs in Germany and decides priorities for them. Germany is mainly considered as 5thtechnological advanced nation with an expertise across many sectors like infrastructure, engineering and medicine. Germany is also leading nation in context to information technology and made significant advances n area of machine learning and Artificial Intelligence (Gross, 2019). Environmental factor-Germany has a very country-specific market climate. If new business has to expand, it must connect with local distributors. This cannot establish its distribution network unless an organization recognizes local requirements of supply chain. Many government regulations must also be adhered to. Other than this, Germany faces threat of the global warning and also climate change. The environmental pollution with rapid industrialization and fossil fuel use has prompted nation in order to adopt heartening alternative energy sources policy.The governmentof Germanyhastakenthe effectiveinitiativesto tackleallthe environment related issues in an effective manner. Though maintaining equitable growth, the Government has agreed to use same money. A German panel appointed by the government also recommended that country stop burning coal to power by 2038 (Magnier, 2017). Legalfactor-TheGermanlegalsystemstipulatesstringentlaborregulationsand stringent lay-offs guidelines. The legislation often compels the company to file annual reports even though the firm is not reported publicly. Unlike other developed countries, pay rates permit central negotiation of salaries. On the other hand, legal framework of Germany allows both residents and international investors to build business enterprises. The country has become a globalattractionforinvestorsattributabletoanexcellentinvestmentclimate,high-end infrastructure and structural changes to corporate tax rates. German workers must be given a formal employment contract detailing the main aspects of jobs. Minimum wage is€9, 19 per hour in Germany in 2019, which will rise marginally from 1 January 2020. That's not rare to have 25 and 30 days of holidays a year for workers in Germany (Stolper, 2017).
It has been examined from the above discussion that Nike Company can expand its business in Germany as there is political stability and commands positioning advantage in World. Economy of this country is strong with the low unemployment rate. In regards to this, it prowess technology, strong economy and also excellent investment that prospect help Germany t remain force to be reckon with. Porter Five force model There are number of opportunities within the footwear industry is trading. Company has to identify this opportunity by the use of porter's five force model. Porter's five force model is developed by Michael porter, the five force model is a powerful competitive analytical tool which is used by the business firms to identify the five important factors. These will help organization in driving competitive position within the industry of Germany. It includes the competitionnewentrants,suppliersandsubstituteoftheproduct.Thismodelwillhelp organization in identifying, how each force affects the organization and identify the strength and the direction for of each force. These will help Nike in identifying its strength and positions for increasing the profit within the industry(Varelas and Georgopoulos, 2017). Sources:Porter Five force model, 2020 Competitive rivalry and competition (strong force):competition and important foods to identify by Nike meaning and market. It helps in identification of what is the influence of competition on an organization to perform at its best level. The low market growth rate leads as a strong force as because of polices related to market penetration and market saturation. This condition created a strong for sound and lighting and the other companies to compete in the market because of slow growth. Nike positioncompared to other brand than it have aggressive competition as well as big brand image which make it impossible for other brand to compete with the form and make a competitive rivalry within the market. This is the reason that this factor
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actors and strength of the company and strong force of Nike. Real Nike can focus the market development as well as product development to ensure the competitive advantage and growing number of shares within Germany athletic shoes as well as equipment market. Bargaining power of suppliers(moderate force): number of suppliers in footwear industry with Nike trading is moderate force company as company can use the bargaining power with its supplier because of high availability of suppliers. But sum of products which are manufactured by company like sports shoes for designer shoes include the raw material which company have to buy from specific sellers because of their technology and innovation. this is the reason that they this force is moderate to the company because it cannot execute the bargaining power on this type of suppliers. Nike can also demand credit period for raw material from its suppliers who are in large number in Germany(Aithal, 2016). Threats of substitute (moderate force):substitute positive significant front against the performance of firms if it is talk about Nike then there are some major substitute of the product which can be to affect the performance of Nike in global athletic shoes market. The factors which are considered in this pointe are moderate availability of substitute, moderate performance per price of substitute and low switching of cost. If it is talk about the loss of cost it is a strong factor for Nike because other brands cannot copy this. But the availability of substitute and performance price per substitute is low within the Nike. This is become the reason that there is small thought of substitute to the company if it is compared on the price and availability basis. Threats of new entrants (weak force): new entrants on new forms can not disturb the industry. Where, Nike trading this is because there is high cost of brand development as well as hike nominal scale which will act as a difficulty to new entrant within the market. The moderate cost of doing business can act as and moderate force within this type of force but it is not a big issue for company like Nike because industry is full of competitors. But they are feeling to compete with Nike because of the brand image as well as you ignore me of scale. High level of brand development makes it difficult to new entrant for succeeding in competition in the large form like Nike(Lüttgens and Diener, 2016). Bargaining power of customer(moderate force): customer care directly affected by the business performance of the organization, the low switching cost make it easy for the customer to buy the sports shoes of other than those from the Nike which act as a strong force for the industry where Nike trading and it must be considered by the organization deeply. The moderate availability of substitute also has the customer to buy other product instead of always wearing the same shoes of Nike. What do small size of individual customer minimize their individual forces on the company that why company can take this factor as a moderate force within the industry footwear and sports shoes. Element of five force model analysis shows that the forces of customer is a major consideration for the company like Nike because it can affect their strategies of athletic footwear and equipment market of Germany(Björk, 2017).
CONCLUSION It can be concluded from the above mentioned that there are some issues which have to be considered by Nike while performing its business operations as well as identification of business strategies for development of business in Germany. Clearly identify its weaknesses as well as threats prior to launching the business ventures in Germany because its threat and weakness can act as a drawback for the company. So it is recommended to the company that it should clearly identify its weaknesses which will reduce the chances of failures of operations Germany. some issues are also highlighted while performing the porter's five force model for formation of a business strategies within the organization the main issue which arises in front of company is that there are some competitive rivalry and competition within the market as well as bargaining power of customers with treat of substitute and bargaining power of suppliers are audit also moderate forces which have to be considered by the organization while forming a business strategy for market of Germany. From the pestle analysis of organization it is also identify that there are some political and social reasons which can impact in future of the organisation.so, it is also recommended to the company that it have to clearly identify the political policy as well as social trend in the market of Germany where from one to launch its business or products.
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