Research Assignment - International Business (Doc)
Added on 2019-12-03
17 Pages3887 Words142 Views
International Business1
TABLE OF CONTENTSINTRODUCTION .........................................................................................................................1TASK 2............................................................................................................................................1Organizations background including SWOT analysis.................................................................1Relevance of Nike We run race in the identified new market, market entry, STP strategies......3Relevance to target audience.......................................................................................................4Analysis of contemporary issues that may impact on success of the event and the ways theycan be addressed..........................................................................................................................5Detail of the event theme.............................................................................................................6Marketing plan for launch............................................................................................................6Knowledge and application of relevant academic models and theories to justify all decisionsand suggestions............................................................................................................................7Conclusion.......................................................................................................................................8REFERENCES..............................................................................................................................10APPENDICES...............................................................................................................................122
INTRODUCTION International business includes all the commercial transaction that occurs between two ormore regions, countries, nations beyond their political boundaries. Such is undertaken by theprivate firm for the purpose of attaining huge amount of profitability. In addition to this publicorganization undertakes international business for profit as well as for political reasons (Hill,2008). International business is referred to as all those activities of business that are comprised ofcross border transactions of goods, services, resources among two or more nations. In the presentstudy international business has been discussed with respect to Nike. The firm is AmericanMultinational Corporation that is involved in designing, developing, manufacturing andmarketing of footwear, apparel, accessories as well as services. In order to promote the businessNike is planning event in 2016. The host city for this would be India. The event will be known asWe Run India 2016. The present report entails to understand the organization's background and analysis of itsstrength, weakness, opportunities and threats. Further the report also includes target market forthe new event. In addition to this the study also involves analysis of the contemporary issues thatmight affect the success of the event and the manner in which it can be addressed. TASK 2Organizations background including SWOT analysisNike is regarded as an American multinational brand that is involves in designing,manufacturing, developing, marketing and sales of its products and services across the globe.The different categories of products Nike sales include apparel, footwear, equipment, accessoriesas well as services. The company is one of the largest suppliers of athletic shoes and apparel. Inaddition to this it is major sports equipment manufacturer. Nike was incorporated in the year1968. The company is headquartered near Beaverton, Oregon. It is the world's leading designer,marketer as well as distributor of athletic footwear, equipment, accessories and apparel for widerange of sports and activities related with fitness (Leung and et.al, 2005). The firm possesses48000 employees across the globe and makes annual revenues in excess of $25 billion. Thecompany makes sales through Nike owned retail stores as well as internet websites. The SWOTanalysis of Nike has been enumerated in the manner below:1
StrengthsProduct innovation: The Company has greater advantage of staying ahead of thetechnology. This has assisted it in attracting large number of customers. Further throughinfluential endorsement from professional athletes such as Michael Jordan to TigerWoods Nike is able to grab attention of large of number of customers (Stock and Watson,2005). Most recently the company has launched innovative product in the market placethat is Nike Flyknit. This is an innovative footwear platform that makes use of yarns andfabrics in order to develop featherweight, formfitting and virtually seamless upper. Strong cash flow: The Company is generating a huge amount of free cash flow. A portionof this is used for the purpose of enhancing shareholder value. Beside modest dividendpayout cash is being utilized with the aim to fund aggressive buyback program. Thecompany posses’ large amount of cash in order to maintain research and developmentbudget. WeaknessHigh cost of advertising: The marketing strategy of the firm includes locking up majoritysports starts in lengthy endorsement deals. This is regarded as successful tactic as evidentby the global awareness of the brand Nike. The firm has strong share positions withineach of its categories. The strategy cost higher to the business. The cost of endorsement ismuch higher for the business and is rising like competition from new sector participants. OpportunitiesFavorable industry trends: The popularity of the firm is growing faster as it hasoperations across the globe. A focus on fashion athletic is providing Nike a boost as styleplays major role in line of footwear and apparel. Direct to consumer: E-commerce presents big opportunity for Nike. The firm is planningto expand its base of retail shops and factory stores as such would assists Nike in keepingbest control over its brand (Johnson, Lenartowicz and Apud, 2006). With this thecompany can manage its inventory effectively and can win wholesale accounts. The firmhas 750 retail units across the globe that includes 300 in United States. 2
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Assignment on Marketing Communication- NIKElg...
|10
|3011
|163
Methods of Marketing Communications - Doclg...
|17
|5333
|143
Management - Nike Strategic Analysislg...
|16
|4554
|16
(PDF) Organizational Behavior in Nikelg...
|15
|4541
|1520
Marketing Plan for Nike: Opportunity Analysis, Market Analysis, Competitor Analysis, SWOT Analysislg...
|15
|2922
|382
(PDF) International Event Managementlg...
|11
|4132
|194