Sport Business Management: A Case Study on the Nike Company

This report provides a comprehensive analysis of Nike's sport business, focusing on its management strategies, organizational structure, and company culture. The report begins with an introduction to sports business management, outlining key components such as economic and financial management, strategic management, and merchandising. It then delves into Nike's organizational structure, highlighting its flat structure and the Handy's Model of Organizational Culture. The report also examines fan engagement, discussing the consumer lifecycle and its various stages, including reach, acquisition, conversion, retention, and loyalty. Furthermore, the report compares Nike's organizational structure and culture with those of its competitors, Adidas and Puma, providing a holistic view of the sports business landscape. The report concludes by emphasizing the importance of effective communication and customer loyalty in maintaining a successful sports business.

Understanding Sport
Business

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
Sport Business Management.......................................................................................................3
Fan engagement..........................................................................................................................6
REFRENCES.................................................................................................................................10
Books and Journal ....................................................................................................................10

INTRODUCTION
Sports Business Management components consider that areas or domain like economic and
financial management in the sector of sports, strategic Management in the sector of sports,
Merchandising and employment arrangement in sports outcomes ans sports law. This
components include the feature or characteristics of domestic and multinational of the company
of sports business in very advance level. This context cover some factors or aspects of the sports
business management like organisational structure of the sports business, The culture of the
sports business. This context also cover the customer involvement in the business and their
loyalty and some strategies that help to maintain the customer base and their loyalty towards the
company. This report consider the sports business of NIKE , it is the largest and one of the
famed brand in the globe . This is the multinational competition that involve in the creation ,
enhancement , marketing, trade of footwear and some other accessories of the sports. The
company was founded by the Phil Knight and Bill Bowerman on 25 January 1964, Eugene ,
Oregon, United States(Abeza, O’Reilly, and Seguin, 2019).
TASK 1
Sport Business Management
The Sports Business Management is a curriculum or procedure that will search or investigate the
acquire and multi faceted domain and sectors of the direction in sports by the help of core
components through enterprise or an organisation and custom sport components. The procedure
of sports business management concentrate on moral intellect ion, leading competitions, athletics
merchandising, practice and athletics persuasion, societal, economical,profitability and cultural
matter. sporting assemblage investigate present that processing and influencing a better and
effective communication among the environment. Healthy and more effective communication
in the company or in the public has been present and look to be a much and very important to
enhancing and making prosperous surroundings of the business.
Organisational Structure and organisational culture:
An organizational structure explain how the operations and the actions like project
assigned, cooperation and direction are oriented toward the accomplishment of company targets
and objectives(Gatouillat, Griffet, and Travert, 2020). The structure of organisation create
impacts on the activities or performance of the company and cater the relation or base on which

modular operational programs and routines rest. So there some organisational structure that is
followed by any organisation. The structure of organization seen in four types and that is
divisional, flat, matrix and functional. So the company NIKE consider the structure and that is
flat structure. A structure of flat is mixture of two assorted kinds of hierarchies of business like
those conventional hierarchies in that aggregate individuals report to the one person or manger,
and in the product hierarchies in this a groups are separated settled on the basis of some
particular goods or on the basis of consumers and geographic and they have to report to one
sighted personality. Nike’s structure of flat , groups are separated and split is rely on the goods
and report to specific managers or administrator of product while also leftover responsible to
much wide fields managers. By the flat structure, workers particularly report to a minimal of
the managers of like two, One whom that control and tackle much task based delegate and the
other manager who handle and tackle the laws , rules and the policy(Koch, 2016). The structure
of Nike's flat structure, are also called as a matrix structure, This consider and belongs to many
dissension that are detached into auxiliary and accessories like Converse, Hurley and so many
more, These all are which all communicate to the global headquarters of the Nike’s organisation
. The partition for EMEA, that the company Nike’s European central office tackle, and bend
this formation, while the country U.S., the America and Asia Pacific Ocean turn up are cover ,
contain within the planetary headquarters modality. The company consider the Handy's Model of
Organisational Culture for their company culture.
Handy's Model of Organisational Culture: Charles Handy, is a directional authorisation or
potency on the culture of organisation, that describe four various types of culture: Power,
Role, Task and Person.
Power culture: In an Nike company with a power culture, the power is introduce thorough
some person whose determine and extend over the company. So there are some regulation and
concept in the culture of power . In this the power decide that what will happen. Workers are
normally evaluate by what employees succeed instead of how the workers do activities and how
they behave.
Role culture: Nike company with a the culture of role are rely on the principles and some
concept. They are extremely possessed, with each person in the company informed about their
duties and responsibilities . Power in a culture of role is identified by a individuals role in the
structure of Nike(Kunkel, and Biscaia, 2020).

Task culture: Task culture launched when groups in an company are defined to code particular
issues or advance task. The task culture is much essential, so the power in the group will
frequently move on the concoction of the group members and the position of the issues or task.
Person Culture: In Nike with the culture of person, the peoples extremely look themselves as a
rare and super in the company. The company generally live in order to operate for the people.
The company with a this culture is much rightful assemblage of person , who are hired to be
operating for the organisation.
Organisation structure and culture of Nike's Competitors:
Organisational structure of Adidas: Adidas is a much famed and reputed sportswear and toold
company. This company is not just extended in all over the world but but the brand name that
has get along synonymous with marketing of sports wears, shoes and so many sports products o
other. This organisation consider and include various higher levels, middle level and lower level
associated that tackle and controlled their activities and functioning. A well managed company
Adidas is followed the structure of hierarchical to determine and assure that in the company
everything stays for long time and the duties and task are decently separated and allocated to
workers. The company culture is formed by their core values by the help of athletics, They the
quality to modify lives and through their executives and worker. The company described their
cultures by including 4 stages like team formation, team work team maturity, and team building.
The culture of the company is much friendly with the staff and for the customer as well( Lilja,
and Isacsson, 2017).
organisational structure of Puma: Puma is multinational brand and very largest competitor of
Nike. The company Puma is international corporation that create and produce sports and casual
footwear and some more accessories. The company followed the organisational structure that is
functional structure that include a structure and formation of where the company headquarters
are at the higher level and remaining further company elements acquire and utilise hire
associated ,strategical determination refer to the sporty goods enterprise operations. The
company Puma firm construction keep and maintain powerful straight series of authorization and
communication, moving from the firm main workplace or authority to the lower level of the
company. The feature of Puma’s organisational formation including the teaming of workers and
enterprise task and programs on the behalf of the sameness in in the sector of human resource
expertness, functional activities, or substantial assets utilisation. The organisational culture of

Puma is about processing and enhancing the resources and assets of the human to ambit supreme
execution. The acquisition and development concentrating on the , that how to enhance and
develop the workers skills , capabilities to satisfy and grab more opportunity and to fulfil the
needs and requirements of the company(Mallen, and Dingle, 2020).
TASK 2
Fan engagement
Fan Engagement refers to the development scheme of long-term kinship and connection
direction among the sports organisation and fan teams, where establishment and organisation
serve and ease person manifestation and in team credence, by applying the technologies of
modern and some offline both, with the aim and target of making societal worth for fans or
customers, that can be changed and moved. The fan engagement is much important because It's
decisive that society control and maintain to fulfil construction , structure and to control and
manage the extreme involvement and engagement, to assure that fans will proceed to help the
group and participate consequence. More so, fan participation take out about much earnings
from marketing(Schyvinck, and Willem, 2016). living cycle is a word that show and define the
various steps a consumers are goes through when the customers are acquiring and analysing,
purchasing, applying, and leftover honest and loyal to a specific goods and services product or
service. The goal of Nike company is to transform individuals into the gainful consumers.
Transition value or cost are not the bust metrical concern that might be sounding at, though. it is
due to the consumers that a company transformed might be complete by being poor-quality of
consumers that just purchase the companies goods and services only for one time. For attracting
and maintaining the the living cycle of fan engagement of Nike has been dashed down into
different stages and these stages are described below.
Reach: In this stage, an company Nike business have to be in merchandising in places where the
correct individuals will look at the complacent and become more conscious about the company .
This is much needed to have the correct prosody in spot so that they can look and admire which
of the merchandising attempt paid off the much(Meeprom, and Dansiri, 2020). However, most
of the individuals will not move and transform to paid consumers during this step. In this stage, a
company trying to grab more effective consumers and fan attention and then start working on
creating and maintaining better and effective connection with the customers or with the
individuals(Zdroik, and Babiak, 2017).

Acquisition: In this stage when the Nike have the attention of of the most effective consumers ,
so then company will transfer into this stage. The objective and target of acquisition stage is
much clear that a company are sending individuals to their application in expectancy of moving
them into a endorser or consumers. This is much crucial to analysis that almost individuals will
see and enter into the application or website with a particular requirements and tendency in
their head. The company required to assist them understand that their creation and invention
support them to meet with their needs and desires. The company must have a procedure in that
place that will help them to guide the customer and transforming to the resolution that will assist
the customers(Porter, and Vamplew, 2020).
Conversion: In this point or phase where the company track moves into a gainful and profitable
consumers. The very finest manner to move the company leads into the more profitable
consumers is to concentrating on the given values and making the best connection instead of
generally trading the goods. The company consumers must have values the customer and create
that environment so that a customer can feel more comfortable ,if these will happen then the
company trade become more and their profitability increase much.
Retention: In this phase or level The Nike company required to proceed to make and manage
the connections with their consumers. That means managing a good relationships in few
manner and proceed to take worth to that customers, so after that a consumers will notice
everything thing and the products and services will attract more towards them and make them
so eager to purchase a goods and service.
Loyalty: The supreme objective of the consumer living cycle is to move their customer into a
loyal client who are continuously purchase from the company and advise to everyone about the
company merchandise or service . Because obviously, not entire consumer will ambit to this
phase but the company must have get much with all repetition. If the company aren’t leads to
this location then the company can look rearward to look where they are decreasing abbreviated
in these stages of lifecycle.
The different engagement platforms :
Consumer involvement is a organisational communication relation among a
clients,customers and in company by several different mediums of correspondence. This
relationship might be a response, action or communication, entire experience of the customers
that takes spot without using internet or with using internet. Consumer involvement platforms

equip the company with what they required to effectively interact with their customers and to
identify their actions , behaviours and to check the marketing campaigns(Ratten, 2018). These
types of characteristic or properties support them to determine and identify the clients
requirements and needed spots so that the company Nike provide and give their customer to
proper assistance. A consumers engagement program or platform a software program that assist
the company Nike to prosecute with their consumers by each required points , they can
perchance have with their company. There are five stages consumers involvement or
engagement that are mentioned below:
Discover: The bargain reputation is much essential at the stage of investigation and transmission
like email and societal are much effectual and potential. This is the period for bargain to formed
a broad nett with time unit electronic mail programme, and to get and start following customer
actions.
Shop: This is very much better period for traders to utilise buyer perception scheme to amended
understanding who are probably prompt to purchase. There are so many different kinds of
method and proficiency that traders can purchase at this level like transmit customer particular
interaction, point out not sold leads and apply multi motility movement to acquire the product
kind , that a customer more probably made interest to purchase it.
Buy: The company must be interact with beliefs during this phase or level and inform them
about their new products establish, the company offers some discounts or new scheme according
to the customer preferences and desires.
Own: The company take the period to enhance and perform a well direct follow up reaching
program that involve communication.
Advocate: Consumers are key to the prosperity of any deal. Successful seller acknowledge that
consumer involvement does not finish once a sale has been started. Seller required to continue
involve the consumers to make them satisfied and loyal(Ratten, 2020).
CONCLUSION
From the above mentioned context it has been summarised that sports business management is
very important for the business to attract most customers and to develop their business. This
report also describe about the organisational structure that is followed by the company and by
their competitors. Because every company have different types of structure. This also show

about the culture of the company that followed by the company to create much friendly and
better environment for the company. This also shows about the customer engagement programs
that are followed by the company to make the customer loyal and happy. So this report explain
many stages of customer life cycle and about customer engagement platforms.

REFRENCES
Books and Journal
Abeza, G., O’Reilly, N. and Seguin, B., 2019. Social media in relationship marketing: The
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Gatouillat, C., Griffet, J. and Travert, M., 2020. Navigating the circles of social life:
understanding pathways to sport drop-out among French teenagers. Sport, Education
and Society, 25(6), pp.654-666.
Koch, N. ed., 2016. Critical geographies of sport: Space, power and sport in global perspective.
Taylor & Francis.
Kunkel, T. and Biscaia, R., 2020. Sport brands: brand relationships and consumer
behavior. Sport Marketing Quarterly, 29(1), pp.3-17.
Lilja, V. and Isacsson, K., 2017. Sport Sponsorship: Managing the relationship between a
sponsor and a sponsee.
Mallen, C. and Dingle, G., 2020. Sport-environmental sustainability (sport-ES) education.
Meeprom, S. and Dansiri, W., 2020. Understanding motives for attending charity sport events in
Thailand. International Journal of Culture, Tourism and Hospitality Research.
Porter, D. and Vamplew, W. eds., 2020. Sport and Entrepreneurship. Routledge.
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Ratten, V., 2020. Coronavirus disease (COVID-19) and sport entrepreneurship. International
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Schyvinck, C. and Willem, A., 2016. Role and relevance of cause related marketing for
professional sport organizations. In 24th European Association for Sport Management
conference (EASM 2016).
Zdroik, J. and Babiak, K., 2017. Networking with a purpose: men and women’s perception of
career networking in sport NGBs. Sport, Business and Management: An International
Journal.