Comprehensive Strategic Management Report for Nike Inc. Analysis

This strategic management report analyzes Nike Inc.'s current business operations and proposes a future strategic plan. It includes an examination of Nike's mission, vision, and objectives, followed by external (PESTLE analysis, industry scenario) and internal (SWOT analysis, strategic capabilities, business canvas model) analyses. The report then explores strategic choices using the Ansoff Matrix, Porter’s generic strategies, and functional strategic analysis. Finally, it discusses the implementation of the chosen strategies to help Nike maintain its competitive advantage and defend its core business. The analysis covers competitive advantages, industry scenarios, and internal capabilities using VRIO analysis to provide a comprehensive strategic overview.

RUNNING HEAD: STRATEGIC MANAGEMENT
STRATEGIC MANAGEMENT
Name of the Student:
Name of the University:
Author’s Note:

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Executive Summary:
To develop a future strategic plan for Nike, the Board of Directors of Nike has approached a
strategic consultant. The strategic consultant has the responsibility to develop a strategic plan
for this sports accessories business organisation by analysing the business operation of Nike.
To do that the strategic consultant has to analyse the mission and objectives of the company,
external and internal analysis of the company, strategic choice and implementation of the
strategy. For the external analysis part, PESTLE analysis and industry scenario will be
discussed. For the internal analysis part, SWOT analysis, strategic capabilities, and business
canvas model will be discussed. For the strategic choice part, Ansoff model, Porter’s generic
model, and functional strategic analysis will be done. In the end, the implementation of the
strategic choice will be discussed. This strategic change will help the company to defend its
core business in future. To accomplish a competitive advantage, these modifications are
needed.

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Table of Contents
Task 1: Vision, mission and objectives:.....................................................................................3
Vision:....................................................................................................................................3
Mission:..................................................................................................................................3
Objectives:..............................................................................................................................4
Task 2: External analysis:..........................................................................................................4
PESTLE analysis:...................................................................................................................4
Competitive advantage among its direct competitor:.............................................................7
Industry scenario:...................................................................................................................8
Task 3: Internal analysis:...........................................................................................................9
SWOT analysis:.....................................................................................................................9
Analysis of mission statement and vision statement:...........................................................11
Strategic capabilities:...........................................................................................................11
Business canvass model:......................................................................................................13
Task 4: Strategic choice:..........................................................................................................14
Ansoff Matrix:......................................................................................................................14
Porter’s generic strategy:......................................................................................................16
Functional strategy analysis:................................................................................................18
Task 5: Implementation:..........................................................................................................20
References:...............................................................................................................................22

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Task 1: Vision, mission and objectives:
Nike. Inc, the American international corporation headquartered near Beaverton,
Oregon, in the Portland metropolitan area, is the manufacturer of footwear, sports
accessories. In 1964, this business organisation was established by Phil Knight and Bill
Bowerman. Board of Directors of Nike Inc has requested a strategy consultant for the future
strategic direction of this business organisation. The strategic consultant has the responsibility
to analyse the business operation, the business strategy of this organisation to set an effective
strategic plan for Nike Inc.
Vision:
The vision of this business organisation is “To bring inspiration and innovation to
every athlete in the world”. There are the key elements of this vision statement of this
company which are ‘Inspiration’, ‘Innovation’, and ‘to every athlete’. The management team
of this organisation uses its marketing to create and encourage demand. To increase the
demand for Nike’s product, this organisation spend billions of dollars. As an innovative
business organisation, Nike Inc prioritises the innovation procedure. Through innovation, this
company increase its sale. The third key element of the vision statement is the athlete.
According to this organisation if a person has a body then that person is an athlete. The
demand generation strategy of this company follows the vision of Nike Inc.
Mission:
The mission statement of this organisation is to “do everything possible to expand
human potential” (Nike News 2019). By analysing the mission statement of this organisation
it can be said that there are certain key elements of this mission statement, which will be
discussed here. The aim of this company is to influence the customer’s psychology. The
customer should have a feeling that wearing products of Nike can be ideal for them. To

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generate demand this organisation has to innovate new products for the customers.
Sustainability is a crucial part of the mission statement of Nike Inc.
Objectives:
The objective of this organisation is to make a profit for its shareholders. To achieve
the objective, the management team of this organisation has taken several small aims and
steps. The goal of this organisation is to enhance partnerships. The opportunity to work with
its stakeholder in the apparel industry must be prioritised. To accomplish its goal and
objectives, this organisation produce superior products, maintain the integrity of the
international brand and empower the innovation procedure for nee design. These profit-
oriented goals of this company will be balanced by its social and sustainable responsibilities.
Task 2: External analysis:
PESTLE analysis:
PESTLE analysis, which a framework used by the management team of a business
organisation, examine the macro-environmental factors of a business organisation. These
factors can create an impact on the business organisation. In this part, a PESTLE analysis will
be done to evaluate the macro-environmental factors of Nike. This analysis will identify the
political factors, economic factors, social factors, technical factors, legal factors and
environmental factors of this organisation.
Political factors  The stable political scenario is
beneficial for a global business
organisation like Nike.
 Expansion of free trade policy can be
an opportunity for this company.

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 As a leading global business
organisation, Nike is successful to get
support from the government of the
host country.
Economic factors  The economic stability of developed
market like the USA can be beneficial
for this organisation.
 Developing markets are growing
rapidly.
 An economic slowdown can create an
adverse impact on this organisation.
Social factors  The positive attitude of the customers
towards leisure.
 The concept of product safety is
prioritised by the customer.
 The concept of health consciousness
is rapidly growing in the customer. So
it can be said that this psychological
change is an opportunity for Nike.
Technical factors  The management team of this
organisation is interested to increase
R&D investment.
 The management team of this
organisation has successful to use
social media for its marketing.

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 With the help of technologies, this
organisation is successful to increase
its targeting, production and revenue
(Angeles 2014).
Legal factors  This organisation is improving the
employment law in the developing
counties.
 For doing business internationally,
this organisation has been following
regional consumer law, health and
safety regulation.
Environmental factors Mass production factories of this
company are creating a negative
impact on the environment. That is the
reason this organisation is interested
to follow environmental law.
 To enhance its brand reputation, this
organisation is interested to make a
sustainable business operation.
Competitive advantage among its direct competitor:
Nike is a leading business organisation in footwear and sportswear brand in this
world. Competitor of this business organisation is Adidas, Puma, and Asics. In this part, the
competitive analysis of Nike will be done through which the position of Nike will be

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analysed with its competitors. Global revenue, pricing policy and key success factors of Nike
and its competitors will be discussed here.
Nike Adidas Puma Asics
Global
revenue
31.35 billion
Euros (Statista
2019).
21.92 billion Euros
(Statista 2019).
4.65 billion Euros
(Statista 2019).
3.O7 billion Euros
(Statista 2019).
Pricing
policy
Value-based
pricing.
Competitive
pricing.
Premium pricing
strategy.
Product mix pricing
strategy.
Key
success
factors
 Unique
design.
 Product
quality.
 Innovative
marketing.
 The
innovation
of product
and
procedure.
 International
presence.
 Product
quality.
 Exclusive
product
range.
 Brand
equity.
 Customer
base.
 Global
distribution.
 Brand
reputation.
 High
product
innovation
(Childs and
Jin 2018).
 International
supply
chain.
 Brand
reputation.
 Quality of
the product.
 Products of
this company
are
manufactured
to sustain a
high level of
training.
Industry scenario:
Industry scenarios of Nike will be analysed in this part. The scenario faced by this
business organisation within its exist6ing market domain will be analysed through Michael
Porter’s five forces model. To analyse the competition intensity, attractiveness and

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profitability of the sportswear industry or market can be analysed through Porter’s five forces
model. By applying this model, the strategy consultant can analyse the market scenario. It
will help this organisation to take precaution for the negative factors.
Competitive rivalry This organisation has to manage intense competition
from several business organisations like Adidas, Puma,
and Asics. Competitors of this organisation are
investing heavily to enhance the brand reputation, and
market share (Fritscher and Pigneur 2009).
Bargaining power of suppliers As a global business organisation, the bargaining power
of supplier for Nike is low. The management team of
this company plays a dominant role to manage its
suppliers (Angeles 2014). The suppliers of this
organisation must have a high level of bargaining
power.
Bargaining power of buyers The bargaining power of the buyer of Nike is high
because of its low-product switching cost. Customers
can buy low-priced products from their competitors.
The profitability of Nike can be affected by this
situation.
The threat of new entrants Threats of new entrants are high for Nike. Though it is
difficult for the local and small business organisation to
compete with Nike yet the profitability of Nike can be
affected by this situation.
Threat of substitutes The threat of substitutes for Nike is low. Sports shoes,

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accessories, and apparel do not have a substitute.
Substitute product of Nike cannot serve the purpose
appropriately. So it can be said that threat of substitutes
for Nike is low.
So after analysing the external environment of Nike, the competitive advantage of this
organisation and industry scenario of this company is can be said that the management team
of this organisation is successful to implement its strategic plan (SHTAL et al. 2018). In
comparison with its competitors, this organisation holds the leading position in this industry.
Task 3: Internal analysis:
SWOT analysis:
The extent to which the company s facing strategic drift will be discussed through the
SWOT analysis. This analysis will identify the strengths, weaknesses, opportunities, and
threats of Nike (PANDEY 2017). It will help the strategy consultant to recognize new
opportunities be analysing the business environment of Nike.
Strengths  Strong brand awareness
 Large customer base.
 The goal of sustainable business
operation.
 Iconic relationship
 Low manufacturing cost.
 In-house professionals.
 Superior marketing capabilities.
Weaknesses  Poor labour situations in foreign

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countries.
 Pending debt.
 Dependency on the US market.
 Sexual harassment issue.
 Lawsuits.
Opportunities  Increasing the emerging market.
 Innovation and variation in
products.
 Efficient integration system (Gürel
and Tat 2017).
Threats  Intense competition.
 The pressure of the marketing
budget.
 Risk due to the economic recession.
 Risks due to unstable foreign
exchange.
Analysis of mission statement and vision statement:
In this part, the mission statement and vision statement of Nike will be analysed.
Whether the mission statement and vision statement of this organisation are aligned to the
demand of market place or not will be discussed. The mission statement of this organisation
is to “do everything possible to expand human potential”. The vision statement of this
company is “To bring inspiration and innovation to every athlete in the world”. Nike is the
manufacturer of sports shoe, sportswear, and sports accessories. As a leading business
organisation, Nike has the responsibility to fulfil the demand of the market. Customer of

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sports shoe, sportswear and sports accessories want an innovative and good quality product.
This organisation innovates its products. After analysing the vision statement of this
organisation it can be said that the management team of Nike prioritises three key factors
which are an inspiration, innovation and every athlete to fulfil the market demand. So it can
be said that the vision statement of Nike is aligned with the market demand. The mission
statement of this organisation prioritises human being. The management team of Nike is
focused to support human potential. The mission statement and vision statement of Nike is
aligned with the demand of the market.
Strategic capabilities:
Strategic capabilities of Nike will be analysed by using VRIO analysis. Several
business organisations conduct the VRIO analysis, a strategic management tool, to make an
effective decision. Resources of a company can be evaluated by this analysis.
Resources
and
capabilities
Valuable Rare Costly to
imitate:
Organisatio
n capable of
exploiting?
Competitive/
performance
Implications
Brand
image
Yes Yes Yes Yes Sustained /
Above
normal
Product
innovation
Yes Yes Yes Yes Sustained /
Above
normal
Fit
technology
Yes No No Yes Sustained /
Normal
Supply
chain
Yes No No Yes Sustained /

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management normal
In this VRIO analysis chart of Nike, brand image, product innovation, fit technology,
and supply chain management provide sustained competitive advantage (Marshall et al.
2016). The main strength of Nike is its brand image. The brand image of Nike is successful to
create trust of the customer. Product innovation is a strength for this business organisation.
Through product innovation, this business organisation sustain a competitive advantage. Fit
technology is important to factor for a sports shoe and accessories manufacturer business
organisation. Fit technology allows athletes to increase exercise more comfortably (Angeles
2014). Supply chain management is important for a business organisation. To take advantage
of cheap labour cost, Nike has been manufacturing its product in China and Vietnam. To
improve the supply chain network, this organisation is exploiting its supply chain
management. So it can be said that the management team of this organisation has to utilise its
resources appropriately to gain competitive advantage.

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Business canvass model:
Key Partners Key activities Value Proposition Customer
Relationships
Customer Segments
 Manufacturing
constructors
(Dudin et al.
2015).
 Retailers.
 Star athletes.
 Global supply
chain partners
 Sports
celebrities.
 Demand
generatio
n.
 Research
and
develop
ment.
 Producti
on.
 Distribut
ion.
 Branding
 Marketin
g
 Quality
control.
 Basketball
Shoes
 Sports
accessories.
 Running
shoes.
 An exclusive
personalizati
on
perception.
 To develop
the
performance
of the
athletic,
improve
design and
technology
(Antikainen,
and
Valkokari,
2016).
 Brand
loyalty.
 Sustainable
innovation.
 Online
experience.
 Customer
loyalty.
 Fashion.
 Celebrities
(Joyce and
Paquin 2016)
 Global retailer.
 Test
 Massive market.
 Young people.
 Sports fans.
Key Resources Channels
 Brand.
 Patents
and other
IP.
 Manufac
turing
 Supply
chain
 Designer
s.
 Sports
explorati
on lab.
 Licenses
 Distributors
 Retail stores.
 E-commerce
platform
 PR
 Licensees
 Events.
Cost structure Revenue Streams
 Cost of sail.
 Research and development.
 Promotion and advertising (Nayak 2017)
 Selling and administrative.
 Taxes.
 Sponsorships.
 Raw material.
 IT infrastructure.
 Wholesale shoes sold.
 Wholesale sports accessories sold.

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Task 4: Strategic choice:
In this part, the possible strategies of Nike will be discussed which must be followed
by the management team of this organisation to defend its core business. To do that,
corporate-level strategy, business-level strategy and functional strategy of Nike will be
analysed through the Ansoff Matrix, Porter’s generic model and functional level strategy
analysis will be used.
Ansoff Matrix:
Existing product New Product
Existing market Market penetration:
 Maximise its sales in
the existing market.
 The management
team of this company
has to penetrate more
intensely in the
existing market.
Product development:
 The R&D of this
company has to
develop new products
for the existing
market.
New market Market development:
 Present products
must be sold to new
markets.
Diversification:
 In the new market,
new products must be
sold
The Ansoff Product-Market Growth matrix related to Nike will analysis the corporate
level strategy of this company. To accomplish the market growth, the management team has

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to follow this matrix. In the diagram, there are four possible product combinations which
explain the four strategies.
Market penetration:
It can be said that this organisation is already captured its market successfully. So it
can be said the management team of this organisation do not have to focus on the market
penetration in the existing market (Mahdi et al. 2015). To achieve the market growth this
organisation can attract non-users of Nike products. Not only that, the management team of
Nike can use advertising and promotions for attracting the present customers to purchase
more Nike products.
Product development:
As this organisation is doing business in the existing market, the management team of
this organisation has to focus on product development. By investing in R&D the management
team of this organisation can create new products for the existing customer. Besides that, be
creating new products this organisation can increase its market. So it can be said that by
focusing on new product development, Nike can hold its competitive position in the existing
market.
Market development:
As a leading sports accessories business organisation, Nike will not be affected by
market development strategies. As this organisation is successful to expand its global
business. To increase market share, the management team of this company has to attract the
customer of the existing market. To develop the market, this organisation has to develop a
new strategy which can be critical for the success of Nike. So it can be said that the
management team of this company has to focus on the existing market.

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Diversification:
It can be said that though Nike has the power to follow the diversification strategy yet
it is not required for the company. This organisation is successful to create a brand reputation,
the loyal customer base in the industry of sports accessories. As a leading business
organisation, Nike is successfully managing its business. To follow the diversification as a
strategy, the R&D of Nike has to conduct research, which needs investment. So it can be said
that the management team of this company must focus on the existing products.
After analysing the Ansoff Product-Market Growth matrix of Nike it can be said that
the management team of Nike has to prioritise product development part which will help the
company to fulfil the aim of this company which is to increase market share.
Porter’s generic strategy:
Porter’s generic strategy analyse the way a business organisation can achieve a
competitive advantage across its selected market scope. Porter’s generic strategy consists of
four strategies which are cost leadership, differentiation, cost focus, and differentiation focus
(Thompson, Strickland and Gamble 2015). Porter’s generic strategy will be used to analyse
the possible business level strategies of Nike, which will be beneficial for Nike to defend its
core business.
Cost leadership:
As a leading business organisation of sports accessories industry, this company works
with various top suppliers. The goal of this company is to produce sports accessories at the
lowest cost and distributes to its suppliers in the industry. The strategy, developed by the
management team of Nike, is interested to control the marginal customer accounts, reduction
of input costs, curtail the labour costs, and curtail the distribution costs. It will help this
company to increase its profit. However, there are certain disadvantages of cost leadership

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strategy which must be managed by this company. Following the cost leadership strategy will
decrease customer loyalty, and the brand reputation of a company can be affected
Differentiation:
Differentiation strategy is the second strategy of Porter’s generic strategy. This
strategy will help a business organisation to differentiate the products and services. This
strategy will help a business organisation make a unique product or service which will attract
new customers. The management team of Nike produces unique products by following the
differentiation strategy. For example, it can be said that cutting edge designs for sports shoes
is integrated by Nike to gain competitive advantage. The market share of this company
enhanced by following this strategy.
Cost focus:
Cost focus strategy helps the business organisation to prioritise on the particular
customer, market niche, distribution channel of a specific market (Jenkins and Williamson
2015). By following the cost focus strategy a business organisation can achieve a cost
advantage in the target segment. To target a narrow market, this strategy is used. In the target
market, the company will offer better value for money to the customers. The aim of this
strategy is to maintain the cost and prices of the products of services low in comparison with
other competitive organisation. To reduce the production cost, the management team of Nike
has invested in its R&D. the production cost of Nike is reduced by the use of new technology.
It will help Nike to gain competitive advantage.
Differentiation focus:
Differentiation focus strategy helps a business firm to prioritise a small group of
consumers with separated products. By following this strategy a business organisation can
increase its profit margins. To do that the company has to focus on the innovation and

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uniqueness. To prioritise the differentiation strategy the management team of Nike has done a
lot of investment in its R&D. The responsibility of this department is to innovate new
products and invent new technologies for the production procedure. To achieve a competitive
advantage, this organisation prioritise technological advancement. Implementation of
advanced technology is helping this company to produce sustainable products. To attract
potential customers, the management team of this company has integrated united parcel
service. To manage the intense competition, this organisation has to follow these strategies.
Functional strategy analysis:
In this part, the possible functional level strategy of Nike will be analysed. The
functional level strategy of Nike includes marketing strategy and R&D of Nike. By following
the product innovation and creative marketing strategy this organisation attract potential
customers. The marketing team of this organisation must understand the customer needs to
develop products. The key feature of this organisation is that the management of this
company ensures quality products. To generate brand reputation and customer loyalty this
organisation produces sports accessories with the best quality. The management team of this
organisation monitors and maintain its primary functional activities and secondary functional
activities.
Primary functional activities:
The primary functional activities of Nike include inbound logistics, outbound
logistics, marketing & sales, and services. For inbound logistics, this firm has to maintain low
manufacturing cost, focus on product design, efficient operation management, and develop an
effective supply chain to reduce inventory risk (Kořená and Novotná 2014). For the outbound
logistics, this firm has to control its distribution channel, maintain good relationships with
suppliers, sufficient support to its supply chain, and implement integration. For the marketing

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&sales function, the management team of Nike has to maintain its customer base, offers
diversified products for the consumers, investment in marketing and create brand recognition
and brand reputation. For the service part, this business organisation has to improve its
services, and product quality. These functional changes will help this company to defend its
core business.
Secondary functional activities:
The secondary functional services of Nike includes firm infrastructure, technical
improvement, and procurement. Maintaining the firm infrastructure must be prioritised by
Nike. To do that, this organisation has to follow the empowerment of senior management,
effective compliance procedure, appropriate ethical values, effective management,
appropriate corporate strategy, financial discipline with less debt, and proper recruitment for
the most eligible candidates (Brohi et al. 2016). For the technological improvement, a huge
investment must be done by this company which will help Nike to analysis blood work,
metabolic rate analysis and product technical motion analysis of the product. Technical
improvement will help the company to utilise e-commerce platform properly. For the
procurement part, this organisation has to follow the in-time strategy. It will help the
company to complete the shipment procedure after the complete production as soon as
possible. Maintain the appropriate stock will be maintained by the procurement part.
After analysing the corporate-level strategy, business-level strategy and functional
strategy of Nike it can be said that there are several opportunities which must be utilised by
this organisation to increase its market share and market growth. Producing sports accessories
and selling the products is the core business area of Nike. To defend its core business, the
management team of this organisation has to monitor its business and operation performance.

22STRATEGIC MANAGEMENT
This organisation has to manage its business in an intensely competitive market. To achieve a
competitive advantage, the management team has to maintain its efficient business operation.
Task 5: Implementation:
The management team of Nike is successful to maintain its superior performance.
However, to maintain its competitive advantage, the management team of Nike prioritises
competitive positioning and value creation. To implement the strategic changes and
improvisation this organisation has to maintain its advertising procedure, the innovation of
products, brand recognition, brand reputation (Bois 2018). To manage the stiff competition,
the management team of Nike has to implement these modifications.
To defend its core business, Nike has to implement these modifications. By
implementing a strategic management tool, product differentiation, appropriate distribution
channels, product innovation and uniqueness, this company can implement these changes.
Explaining the need for modification to the employee will be beneficial for the company.
Each and every employee, who will be affected by this modification, must be communicated
by the company. In this part, the views, concerns and opinions of the employee will be
shared. The management team of this company has to implement the changes in phases. To
get the desired outcome, most of the business organisation implements changes in bite-sized
chunks. The management team of the company has to monitor and evaluate the modification
procedure. The management team of this company has to report each and every detail of the
modification to the senior executive team of the company. The executive team of Nike must
communicate the justification behind the need for modification. Following steps must be
followed by the senior executive team of Nike.
1. The management team of the firm must define the changes and those changes must be
aligned with the business goal.

23STRATEGIC MANAGEMENT
2. The impact of the changes must be analysed before implication. It will help the
company to take precaution.
3. An appropriate communication system must be developed by the senior executive
team of the business organisation.
4. Effective training for the employee must be provided by the management team of the
company. It will help the company to prepare the employees for the changes and
modification.
5. The senior executive team of Nike has to prepare a support structure for the changes.
In case of any emergency, this support structure will help the company.
6. The change and modification procedure must be measured by the company. It will
help the company to develop a financial plan for the modification.
7. The success or failure of the modification must be analysed by the strategic planning
team.
This report can be concluded in this way that to achieve a competitive edge in an
intensely competitive market, the authority of this company has to implement the
modifications. The product innovation and uniqueness must be prioritised by Nike. The
product of this company is recognised by its uniqueness and its trade name. So it can be said
that by providing unique sports accessories with the best quality this company can
accomplish its business goal.
8.

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