NIKE Sport Camps: A SWOT and PESTEL Analysis

NIKE is introducing sports camps to increase the physical activity of young people in the United Kingdom. The introduction of these camps aims to provide people with opportunities to be more active and provide access to further education on living a healthier and more active lifestyle. The article includes a SWOT and PESTEL analysis of NIKE, the costs associated with the training programme, and a five-day training plan for the recruits.

Introduction to case organisation
Founded in 1964, NIKE are the world’s largest supplier of athletic shoes and apparel. The
multinational corporation focuses on the design, development, manufacturing, and
worldwide marketing and sales of footwear, apparel, equipment, accessories, and services.
NIKE employee over 75,000 employees to date and are the world’s most valuable brand
among sports business with partners such as, NBA, Premier League, NFL amongst many
others (Kornum, Gyrd-Jones, Al Zagir and Brandis, 2017).
NIKE’s mission is to “Bring inspiration and innovation to every athlete in the world.*
If you have a body, you are an athlete.” ‘The mission is what drives us to do everything
possible to expand human potential (Newman and Brucks, 2018). We do that by creating
ground breaking sport innovations, by making our products more sustainably, by building a
creative and diverse global team and by making a positive impact in communities where we
live and work’ (Putbrese, 2016).
The latest big idea at NIKE is to introduce sports camps and increase the physical activity of
young people in the United Kingdom. We want to inspire young people to pursue a healthy
lifestyle through aiming to become an athlete through various sport inspired camps. The
introduction of these camps aims to provide people with opportunities to be more active
and provide access to further education on living a healthier and more active lifestyle
(Rodhain and Aurier, 2016).
With the introduction of NIKE Sport Camps, we have identified two main goals, one short
term and one long term we wish to achieve from the programme;
1. To integrate the camp into 200 schools or colleges across the UK by 2020.
We want this to be a nationwide programme in the United Kingdom and allow schools
access to the programme. This will help us reach our target market
2. To create at least 100 semi-professional (or higher) athletes by 2023.
The target is achievable by 2023 as it allows time for students of the programme learn about
sport on and off the ‘pitch/court’ and give them time to become their own athlete in a sport
of their choice.

Internal and External Analysis
Conducting a SWOT and PESTEL analysis of NIKE has helped identify the areas we need to
push in order to meet our objectives. Below we have identified the key factors and elements
we believe are crucial to the success of this venture. All findings in our SWOT and PESTEL
analysis can be found in Appendix 1.
Nike are one of the world’s most renown global brands with the swoosh logo being
recognisable in almost every city across the globe. Having a strong research and
development team is one of NIKE’s biggest key’s to success in the footwear and apparel
market in recent years. The company has it’s own specialists in many sport related fields
such as physiology and biomechanics which help gain a competitive edge over rivals.
Having a strong global outreach is crucial for the success of this upcoming project, breaking
into a new market in order to achieve our vision will be helped massively by having an
outreach further than our target audience. One huge benefit identified from this would be
cost efficient marketing, with so many people talking about NIKE each an every day on social
media, a competitive advantage will be gained instantly.
One key downside is that NIKE are known to charge a premium for their products and
services and is higher than most of the closer competitors (Santos and Laczniak, 2015). High
prices are a big factor in driving customers away. The introduction into a new field for NIKE
will need a price point to suit the company and the needs for implementing into schools and
communities.
The United Kingdom is a place where sport and fitness are an ever-growing market, the
passion for sport in the country opens new opportunities every day with consumers wanting
to watch live sport, play sport, buy team equipment. All of these factors can aid in the
success of NIKE Sport Camps with the many opportunities available in the UK.
Economic conditions are a huge threat to the new venture, with NIKE offering premium
products and services they are not always affordable and such sport camps must be
affordable for all users involved, whether that be the schools or the users of the camps
(Brohi, Prithiani, Abbas, Bhutto and Chawla, 2016).
Intense competition in the industry. Similar to brand wars, there will also be competitors in
this new market NIKE are venturing into with the Sport Camps. For example, some local
communities offer free football training for children meaning NIKE will need something
different and exciting to drive consumers to the camps.
In terms of PESTEL Analysis, the political conditions in UK are ideal to support NIKE, since
due to Brexit, the government has encouraged companies to invest in the country. The
Economic conditions, might not be so ideal, since the UK economy has gone due, again due
to Brexit. There are a lot of sports played in the UK, which makes the social conditions ideal
for NIKE, and should not present any issues. There might be however, some issues that
arise, and resentment towards a foreign company in the minds of the people that can prove
a challenge. There are no legislatures as such that are a hindrance to the company, which

makes the legal conditions ideal. There are no environmental or technological issues for
NIKE setting up in the camps in the UK.
The recruits
In order to deliver our aim to the best possible standard, we are recruiting a team of ten
top specialists. These specialists have all been decided on and will include;
 1x Project Manager
 2x Marketing & IT Specalist
 1x Finance Advisor
 3x Personal Trainers
 1x Health and Safety Officer
 1x Resource Manager
 1x Human Resource Specialist
Costs – Direct and Indirect
There are direct and indirect costs that are associated with the training programme. The
venue is within the headquarters and office.
Direct Cost
Item Cost (in pounds)
Venue 0
Catering 1000
Transport 3000
Accommodation 5000
Materials 200
Indirect Costs
Item Cost (in pounds)
Overtime payment to employees 1000
Productivity 200
The training plan
Our five day training plan has been designed to give our specialists knowledge in the
competitive market involved with our vision. It is important for recruits to be able to identify
development needs and learning opportunities (Alhejji, Garavan, Carbery, O'Brien and
McGuire, 2016). The training programme will be for 5 days, and will be in the NIKE
headquarters in London, so as to increase the sense of belonging in the recruits. Most

external speakers would be willing to come to the NIKE office, which is an added benefit as
well.
Day and
Time of
Session
Details of the
activity
Learning
Objectives of
the session
Session
leader/speaker
Resources
Required
Learning
Theories
that are
evident
from the
class
Day 1-
10.00 AM-
7 PM
Icebreaker
session,
followed by
understanding
the history of
the company
and the
objectives of
the Sports
Camp. The ice
breaker would
include
various
games, and a
bit of fun, so
that the
recruits are
relaxed on the
first day.
There can be
quizzes about
NIKE and a
question-
answer
session as
well.
This will get
the recruits
to know and
understand
each other,
and to trust
each other.
Since they
are the only
employees
who would
be working
at the camp,
they should
also have
intimate
knowledge of
the company
and the
sports camp.
A senior
member of the
company
Pens and
Papers,
projector.
Social
Learning
Theory
Day 2- 10
AM- 7 PM
Understanding
the body of an
athlete, and
some
techniques by
which physical
activity in
young people
can be
encouraged.
This would
involve
This will get
the recruits
hands-on
training in
the
organization,
and will be
able to
encourage
them to
learn the
physical
Sports Coach/
Colin
Kaepernick
Projector,
pen, paper.
Multimedia
learning
theory,
cognitive
learning
theory

sharing of
experiences
for those of
the recruits
that have
young
children at
home.
aspect of
their camps.
In order to
get the
camps off the
ground and
started, they
would have
to know
about
physical
fitness in
young
people, and
motivational
techniques
to get young
people to
take up
physical
fitness.
Day 3- 10-
AM- 7 PM
Teamwork
skills and
people skills,
which includes
leadership
skills. The
recruits will
have to play
games, so that
they are
tested based
on their ability
to understand
people, and
lead teams
( McCormack,
Kilcullen,
Sinatra, Brown
and Beaubien,
2018). They
will be divided
into teams of
3, and have to
make
presentations.
This will test
Recruits
should be
able to
understand
their
individual
capacities as
leaders and
as team
members.
Senior
employees and
teams in the
organization.
Projector Social
Learning
Theory,
Behavioural
Learning
Theory

their skills as
leaders and as
members of
the team.
Day 4- 10
AM- 7PM
Problem-
solving and
conflict
resolution
skills. Recruits
will be given
tasks that they
have to solve,
and problems
that they have
to resolve,
based on
some of the
potential
problems that
could arise in
the camp. This
will be an
individual
session.
Recruits
should be
able to
effectively
solve a
majority of
the problems
that arise in
the camps.
Problem
solving skills
are essential
for most
organizations
(Hesse, Care,
Buder,
Sassenberg,
and Griffin,
2015).
Senior
employees
Projector,
materials
Cognitive
Learning
Theory
Day 5- 10
AM- 7PM
Ethics and
Time
Management.
This will be in
2 separate
sections,
before and
after lunch,
where
employees
will learn
about
common
ethics and
how to
manage time
in the camps.
Recruits will
be able to
manage their
time, and the
time of the
athletes
better. They
will also
understand
some of the
ethics related
to sports.
Colin
Kaepernick/
Time
Management
Expert
Projector Behavioural
learning
theory
Evaluation of plan
There will be tests conducted at the beginning and end of each session, in order to ascertain
whether the recruits have improved their understanding of the subject that was discussed in

the session. Based on cognitive and behavioural theory, conditioning will have a change in
the behaviours, which implies that there will be a change in behaviour and thus, the results
of the test at the beginning and end of each session (Resnick, 2017). The evaluation would
be based on the KPIs that have been laid out in the beginning of each session, and some of
the personal goals of the employees.

References
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programme outcomes: A systematic review. Human Resource Development Quarterly, 27(1),
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Brohi, H., Prithiani, J., Abbas, Z., Bhutto, A., & Chawla, S. (2016). Strategic Marketing Plan of
Nike. SSRN Electronic Journal. doi: 10.2139/ssrn.2760631.
Hesse, F., Care, E., Buder, J., Sassenberg, K. and Griffin, P., 2015. A framework for teachable
collaborative problem solving skills. In Assessment and teaching of 21st century skills (pp.
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Kornum, N., Gyrd-Jones, R., Al Zagir, N. and Brandis, K.A., 2017. Interplay between intended
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tensions in a nested system. Journal of Business Research, 70, pp.432-440.
McCormack, R.K., Kilcullen, T., Sinatra, A.M., Brown, T. and Beaubien, J.M., 2018, May.
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on the Moral Behavior of High Self Brand Overlap Consumers.‐ Journal of Consumer
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Putbrese, L., 2016. Consumers’ Brand Loyalty: Nike. International Journal of Market
Research, pp-1-12. Retrieved
from:https://www.mckendree.edu/academics/scholars/putbrese-issue-25.pdf.
Resnick, L.B., 2017. Toward a cognitive theory of instruction. In Learning and motivation in
the classroom (pp. 5-38). Routledge. New York.
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Appendix
Appendix 1: SWOT Analysis

Source: Researchmethodology.com
Appendix 2: PESTEL Analysis
Source: Research-methodology.com