MGT302A/BIZ303 Strategic Management: Nike's Business Environment

This presentation transcript provides an overview of Nike's strategic management, focusing on its business environment and market growth strategy. It begins with an introduction from the CEO, outlining the company's vision and mission, and how the market growth strategy aligns with these. The presentation evaluates Nike's internal and external environments using SWOT analysis, highlighting strengths like a strong R&D team and brand, weaknesses such as over-reliance on footwear, opportunities for market leadership, and threats from competition. Key strategies and initiatives, including new product introductions and marketing campaigns using celebrities and online platforms, are described. Implementation challenges, such as competitor actions, and measures of strategic success, like increased market share and revenues, are also discussed. The presentation concludes with a call to action for employees and an announcement of salary increases and performance packages. References are included to support the analysis.

BUSINESS ENVIRONMNENT AND STRATEGIC MANAGEMENT 1
BUSINESS ENVIRONMENT AND STRATEGIC MANAGEMENT
Name of student
Name of institution
Name of instructor
Date

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Strategic infographic
VISION
To remain the most
authentic, connected,
and distinctive brand.
MISSION
To inspire each person to become
an athlete
NIKE'S HISTORY
Nike is a financial
superpower with a wide
global market for shoes
and clothes. The
company enjoys a
strong brand across the
globe
INTERNAL AND EXTERNAL
ANALYSIS
SWOT ANALYSIS
Strength - a strong research and
development team, strong market brand
Weakness- overeliance on the production
and sale of footwear.
Opportunity- Nike has the opportunity of
becoming the market leader.
Threat- faces stiff competition from other
players in the industry
IMPLEMENTATION
CHALLENGE
The competitor actions that
hinder the success of the
strategy. For example,
missing out on ideal
celebrities.
MEASURE OF STRATEGIC
SUCCESS
The increase in revenues earned and
market share

BUSINESS ENVIRONMNENT AND STRATEGIC MANAGEMENT 3
Introduction
I thank you all for attending the strategic meeting after calling you under such notice.
Welcome to the meeting where we will discuss the company’s strategy moving forward. I stand
here as the chief executive officer of the company, a position I have held for the past three years.
Over the past six months, the company developed a cross-functional team that was involved in
formulating strategies for the company. The team focused on developing plans and procedures
that will assist in beating the competition and increasing the sales revenue in the next ten years.
The actions involved in the strategic development competition
The development of the strategy included activities such as market data collection,
brainstorming, analysis and critical thinking (Olsen, 2018). The procedure involved a series of
meetings and traveling to visit the Nike markets in various countries. The company has come up
with a market growth strategy that focusses on beating the competition and developing a wider
market share.
The strategy alignment to the vision
The market growth strategy aligns with the company’s vision of being the most authentic,
connected and distinctive brand (Nike, 2018). The market growth strategy will ensure the
availability of products in the market for customers to buy and satisfy demand. The company
intends to create new high-quality and stylish designs that the competitors cannot match.
Therefore, Nike will stay ahead of the competition by being distinctive and authentic in the
products developed (Boag, 2018).

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The strategy alignment to the mission
On the other hand, the market growth strategy aligns with Nike’s mission of wanting to
bring inspiration and innovation to every athlete in the world (Nike, 2018). The company
believes that each person is an athlete specially. Therefore, the market growth strategy will
develop sports equipment that fit the special needs of the customers (Perks, 2017). The unique
products will inspire customers to engage in sports or other fitness activities.
The summary of the historic performance
Nike Company has faced success in the market over the years by beating the competition
in the market and producing unique and stylish shoes (Nike, 2018). The company has become a
global financial superpower through revenues earned from global markets. Furthermore, the
company has engaged in strong marketing actions such as signing celebrities to do commercials
that have resulted in high profit (Gleeson, 2018).
The evaluation of the internal and external environment
The company uses the SWOT model to analyze the internal and external environments.
The SWOT model identifies the strengths, weaknesses, opportunities and the threats faced by the
company (Pasteur, 2018).
Nike has various strengths in the market that gives the opportunity to beat the
competition and fulfill the strategic plans. The company has an advanced research and
development department that has been able to develop unique products that satisfy different
markets (Boag, 2018). The shoes designed at Nike stand out in the market since competitors lack
the knowledge and resources to imitate. Therefore, the customers get satisfaction from the
products, which means that the company can increase the market share with the unique products.

BUSINESS ENVIRONMNENT AND STRATEGIC MANAGEMENT 5
On the other hand, Nike is a strong brand in the market. Therefore, with the brand
strength, we can expand the market share and sell more units. Additionally, with the strong
brand, the company will incur fewer expenses while engaging in marketing activities aimed at
introducing new products to the market (Smet, 2018). Therefore, the company has a great
opportunity to fulfill the set market growth strategy.
Furthermore, the company has the opportunity to become the market leader in the
production of sports shoes and clothes. The opportunity could become a reality due to the
resources and market share enjoyed by the company. The market growth strategy will lead to
market leadership due to the upcoming new products and more aggressive marketing campaigns
(Smet, 2018).
The company has the weakness of overlying on footwear sales to earn revenues (Nike,
2018). The reliance poses a threat of possible loss-making in the case of failure in the footwear
department. The company should focus on developing other sources of finances to act as an
alternative that will stop relying heavily on footwear sales.
However, the company faces the threat of stiff competition from other producers of
athletic shoes and clothes. The competitors have the resources to compete and take over the
market leaving our company with a small section (Siu, 2018). Therefore, the market growth
strategy requires proper follow up to ensure success since failure could lead to reduced sales and
revenue.
Description of key strategies and initiatives
The company has chosen the market growth strategy to ensure an increase in the market
share and brand strength (Nike, 2018). The strategy aims at beating the increased competition in
the market posed by other big players in the sports wear industry. The market growth will focus

BUSINESS ENVIRONMNENT AND STRATEGIC MANAGEMENT 6
on activities such as the introduction of new products in the market to satisfy a wider range of
customers (Suzanne de Treville, 2018). The research and development department will continue
engaging in deep research to identify the changes in tastes and trends and develop products that
satisfy the changes.
Furthermore, the company will engage in marketing campaigns that will increase product
awareness in new regions to increase the market share. The company intends to grow into the
global market and ensure that each person knows the Nike products. The market campaigns will
use various means such as online, television, posters and celebrity advertising (Juneja, 2018).
The company feels that celebrity advertising and the use of online platforms present the best
opportunity to reach a wider market share and increase brand loyalty. Therefore, the company
has signed contracts with various celebrities to commercials and also advertise products in social
media platforms such as Facebook, Instagram and Twitter (Perks, 2017).
Implementation challenge
Nike faces various challenges in the implementation of the strategy. The failure to
develop solutions to the challenges could lead to failure in achieving the strategy. One of the
challenges includes competitor actions in the market that hinder the achievement of the strategic
goals (Boag, 2018). For example, one of the major competitors has already engaged in a similar
market growth strategy. The company has signed most of the celebrities that we had intended to
use in our celebrity advertisements. Therefore, the company faces a challenge of identifying new
celebrities for the campaign.
The measure of strategic success
Nike will measure the success of the strategy through data collection to identify the
increase in market share and revenues. The success indicators show the market’s response to the

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growth strategy (Juneja, 2018). The monitoring team will check whether the company has earned
more revenue compared to the other years. Additionally, the team will compare the revenue data
to income earned by other similar players in the industry.
On the other hand, the company will check the changes in market share for the products.
The market share will involve identifying the new markets for products and the global reach of
the company (Olsen, 2018). The increase in market share and a wider global reach will indicate
the successful implementation of the strategy.
Conclusion
Thank you all for attending and being attentive for that period. I look forward to each one
of you working their best to make sure that our company rises up above the rest in the market to
become a customer favourite. Let us all work together for success and to satisfy our esteemed
customers across the globe. The company has also decided to increase the salaries from next
month and will also introduce a performance package after the finalization of a few remaining
details.

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References
Boag, P. (2018). Customer Journey Mapping: Everything You Need to Know. Retrieved May 14,
2018, from https:www.sailthru.com
Gleeson, A. (2018). Examples of Well-Known Business Models. Retrieved May 14, 2018, from
articles.bplans.co.uk
Juneja, (2018). Management Study Guide. Retrieved from Management Study Guide Website:
https://www.managementstudyguide.com
(2018). Retrieved from https://www.nike.com/xf/en_gb/?ref=https%253A%252F
%252Fwww.google.com%252F
Olsen, E. (2018). Strategic Implementation. Retrieved from On Strategy Website:
https://www.onstrategyhq.com
Pasteur, L. (2018). Personal SWOT Analysis. Retrieved from Mind Tools:
https://www.mindtools.com
Perks, R. (2017). Quality Control Systems and Customer Satisfaction. Retrieved April 21, 2018,
from Uk Essays: acdemic.mintel.com
Siu, E. (2018). 30 Brands With the Best Digital Marketing Campaigns. Retrieved May 14, 2018,
from www.singlegrain.com
Smet, A. D. (2018). The Agile Manager. McKinsey Quarterly China. Retrieved from
http://www.mckinsey.com/insights/china

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Suzanne de Treville, T. B. (2018). Journal of Operations Management. Elsevier, 61(1). Retrieved
from http://www.elsevier.com/wps/find/journaldescription.cws_home/523929/
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