NIKE Culture NIKE CULTURE The sign of the swoosh Course: Administration I Professor: Ivan Rivarola Ganoza Members: • • • • Olazabal Díaz, Juan José Cod: 4200610139 Leyton Vidarte, Rodrigo Alonso Cod: 420 0610013MallaCastro,PercyJesusCod:4200610295SalazarPaim,SetFrancisCod:4200610024 Lima, 2008 1 NIKE Culture INTRODUCTION Nike is a company that produces footwear, apparel, equipment and accessories for the market of sport and athletics, with the mission to provide inspiration and innovation to every athlete in the world. Throughout his career as a driver of t he sport, Nike has successfully developed a philosophy that is accepted in the l ives of many people besides athletes find motivation and support to develop and achieve success, a premise that Nike brings to the world. The company Nike is kn own for being a global company with presence in many nations, mostly in footwear production is manufactured in developing countries, the company manufactures in China, Taiwan, Korea, Mexico and also in the U.S. and Italy, and although this it has caused much criticism and accusations of exploitation of workers, this wa s taken by Nike conservatively and quietly reversed the criticism and is now nam ed one of the 100 Best Companies to Work (Fortune's). But Nike does not neglect other aspects, technological innovation by creating products that seek to optimi ze the performance of consumer products, providing standards of excellence and m otivation that are received by both athletes to achieve their goals. Nike is the largest seller of such products in the world due to the behavior and developmen t of the company in all these markets, which has managed to identify, which seek s to position and impose their standards of quality. 2 NIKE Culture CONTENTS Historical Introduction ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 4 Three Principles of Leader ship ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 5 Advertising Strategy ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 6 Industrial Environment al Analysis ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 17 Nike in Peru ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 19 SWOT Analysis ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. 20 3 NIKE Culture HISTORY
Phil Knight, an American degree in business, traveled to Japan in the late 50s w ith the aim of getting an interview with the signing of Tiger sneakers from Onit suka, one of the big names in Japan. He posed as a representative of a major Ame rican distributor of footwear interested in selling their product. Phil Knight a greed and thus was born the germ of Nike Company: Blue Ribbon Sports. In the mid -60s Knight decides to rename the company, renamed Nike. Nike Vitoria means in G reek. At this time joined Nike Bill Bowerman, who was responsible for the design of the shoe. In 1971, Nike commissioned the design of a logo to the student, Ca roline Davidson born and Swoosh. Caroline received for the design of one of the best known brands $ 35. Fortunately, 12 years after she was invited to a surpris e dinner where she was given a ring with the symbol of the company and a diamond set, plus a percentage of Nike stock. In the eighties Nike, hired an advertisin g agency, Wieden & Kennedy, she starts making commercials. It is in these years when among the young Americans became fashionable wear sneakers and casual cloth es in the street, which Nike has a place and enough hype. In 1985 comes one of t he key moments of Nike when he decides to bet on a promise of basketball, Michae l Jordan. Nike soon realizes that Jordan is a gold mine and begin to design a wh ole line of footwear inspired by Michael Jordan and publicized as the Air Jordan sneakers or Air Flight. During these years, Nike is also launching one of the m ost famous slogans in advertising history, which remains valid today. This is "J ust Do It." Thus, Nike was able to gain a privileged position within the market andhadmanagedtokeepit,evengrow,thankstogoodmarketingandadvertisingstrategies. 4 NIKE Culture THREE PRINCIPLES OF LEADERSHIP Nike Brand First Principle reflects their brand positioning. Maybe it really wel l. We have a passion for the sport and we believe strongly in the power of it to change people's lives.This authenticity is reflected in Nike's corporate value s and the way in which runs the business, the focus was to develop the talent th rough motivation, inspiration, challenge and education. This approach to talent development was similar to Nike's corporate environment. Nike focuses on innovat ion, creativity, and energy that we are now "part of our brand and our organizat ion," said Don W. Blair, vice president of Nike. Cultivate the culture of the re bel and supports those who say what they think and do what they are told they ca n not. Second Principle Brand Nowhere is this more evident than in the building to design Nike footwear in Beaverton, where Nike promotes a collegial atmosphere . "The building is impressive, athletic fields, and is an environment of hard wo rk and hard play," said Blair. "We try to support that through every element of our business." Looking to create the environment that build organizational capac ity to remain competitive. The second principle of leadership is that "Nike is n ot a company, is a movement. Nike uses a collaborative leadership model, not cen tralized celebrates the team's success. " "Leadership is the situation." Make a disciplined leadership The third principle is centered around the junction of th e mark with functional excellence and operating discipline. "This is one of our challenges as we move forward." His goal is to make Nike a corporation of 20 bil lion dollars, and this will require even have a more disciplined approach in our work. It is important to keep your eyes on the long term, creating lasting valu e. "The long-term vision is applied in the work of Nike in Asia. With beginnings in 1996, ethical issues emerged about Nike's practices regarding child labor, f air wages, the environment and the safety of its workers in Asia In response, Ni ke developed and began implementing a Code of Conduct , which involves working w ith the Government and NGOs to make a difference. There is still room for improv ement. We must do better, we are not complacent and continue to work to raise st andards of work. "
5 NIKE Culture ADVERTISING STRATEGY • The Swoosh is the sign for Nike, this is so deeply imprinted in the public consc iousness that Nike does not need to include your name in the advertisements, the annual report in 1997, Nike announced it precisely: "The company is made known only by its sign: the swoosh. " Nike and its advertising agency stink & Kennedy stand today, as leaders in what is known as the cultural economy of images. The swoosh has become a form of currency of social and cultural change. • ADVERTISING Nike and its ad agency have taken over your advertising and reputati on that is distinctive, their advertisements have been publicly admired as it se ems to speak in a language of honesty and authenticity. By implementing sentence s in their advertisements that make people feel they can do things that professi onal athletes do, "just do it" or "if you have a body you can be an athlete," ar e examples of motivation for people, making an image of Nike to achieve its obje ctives, which are not only sports but everyday life. This company is called, by the very company officials, a marketing and design firm in 1993 and spending abo ut $ 250 million in marketing, advertising and branding in 1997 this amount was raised to $ 978 million This represents 10% of their annual income, while only 3 % is used for capital expenditures. • Nike NIKE WORLD ah NIKETOWN creating increased its advertising, which is a store that specializes in selling only Nike goods, facilities have extensive technolo gy and also much visual effects that make this store a great attraction to the p oint that in some places where these stores have been known tourist destinations , shops have NKETOWN acrylic tubes that carry the product from warehouses to the hands of customers, and climbing wall and basketball courts for the customer 6 NIKE Culture can prove the items you are buying Nike undoubtedly spend much money on advertis ing and product quality. • "Labor exploitation? Nike is now accused of exploitation and child labor in deve loping countries where it has factories subcontracted to produce their products. Is it possible that we associate with the Nike swoosh and meanings of strength and freedom to tackle challengesreally involved in this sordid injustice of whi ch he is charged? The answer is "yes" these accusations jumped after the exposur e of photographs of children in Pakistan are making Nike soccer balls to 6 cents an hour, it did precipitate an avalanche of moral disapproval against Nike, the se attacks are led by Press for Change and Global Exchange, in addition to the a ccusations against Nike were growing and that there were cases which held that 4 5 workers shared little more than $ 1.60 for each pair of slippers, a Nike spoke sman said the minimum wage every day in Indonesia was $ 2.35 . To try to counter act this achievement Nike hired Andrew Young, an important civil rights leader a nd former United Nations worker before, to visit the various factories and make a report about these, overall the report gave to these factories notes decent al
so noticed that the managers of Korea and Taiwan were linguistically and cultura lly distant from the workers and also that the conduct was widespread Nike few m anagers know it. This Nike had to break relations with four factories that did n otpaythelegalminimumwageorwereviolatingotherprinciplesoftheNikecode. • NIKE CONSTRUCTION AND CELEBRITIES DE A DEMOCRACY DE "The language of individuality is the top in the language of heroes." Nike built his maraca on such idolatry. Swoosh Nike Value or power depends on their athl etes, athletes who are after cultural heroes. Moreover Nike seeks to build a lan guage that articulates (carrying) our desire to fellowship and sociability. The ambivalence of idolatry: Advertising wide ambivalent cultural relationship (oppo site in both directions) between identity and idolatry. 7 NIKE Culture In contemporary American society, the star athlete is a role sobreidealizado, cu lture for children and adolescents. "I want to be like Mike" becoming urgent c onformist (psychological problems). In the philosophy of the spoken Nike is simp ly spoken - you have to hold power. Nike, in large part to Jordan became a globa l figure, an avatar of quiet integrity and an example of confidence and boyish c harm. Nike T will make a joke at the expense of Jordan's position as a corporati on which enjoys its relationship with its athletes and their fans. (Re) creating modest celebrity: the heir to Air Jordan Nike's new emerging star, Anfernee "Pe nny" Hardaway, seems to be the legitimate heir of Jordan (1995 - Air Penny) Hard away Nike presented a worker as an athlete, respected for his ability, but above all, to be humble before the world. A matter that Nike will be interested in ce lebrities beyond racial and ethnic boundaries. Hardaway's representation, as wel l as Jordan, Nike cheer allows not only the American public to a wide global aud ience but also multiracial. Jordan offers to parts of the black community, a sym bol of training and dignity. The multiple personalities of Nike Jordan led to th e top of the sports shoe industry, as well as the overall sports industry Nike ( Jordan representations increased the value of the name and icon of Nike). What sets Nike Reebok, Converse and Fila is the way in which their athletes represen ting Nike, where Nike is an athlete in their ads, there is a feeling that we are getting the authentic (respecting space.) They are presented as individuals who are part of Nike's community and not just vendors in the group of athletes from Nike. Each athlete Nike means a particular personality trait. Taken together, t heir performances mean authenticity. All I could consider as a process of creati ng a multitude of ways to achieve the Nike swoosh. Nike not only has multiple pe rsonalities but also have a coherent activity, Nike athletes and celebrities hav e styles that provide different entry points to the group totem Nike. 8 NIKE Culture
Nike ads have an elaborate hermeneutical puzzle, it challenges the viewer on mul tiple levels (item cultural identity of the athlete - to build significant); the ambiguity generates space to interpret and promote the participation and invest ment by the viewer. The community of sport and play: The spirit of sport restruc turing the social space, forging joy in the most unlikely places, the latter, of course, brings not a continuum of players, but a continuity of spectators attra cted to the staging the work of guerrilla theater of the Nike (eg controlling th e street children).Nike takes this example as a parable to represent his philos ophy. "Sport is instantly transformed into a community street" Celebrating the g ame: The game is the format of sociability, as well as in yards, parks, stadiums and TV, the game not only empowers the individual but also represents a space w here the community still exists. In our society there are two recognized threats to the game: the marketing and the desire to show, or more specifically, money and media. Nike sporting activity raises deeply spiritualized: the means to find yourself and belong to a community with others (love of the game). With the las t dart thrown at himself, laughs Nike itself, thus included in the community of athletes from Nike. As part of the Nike community: "If you were a fan you would love to be part of this community. Make an effort to understand the jokes, makes you get close to listen. " In this way the listener is included in the mini com munity sports (more so if it's basketball), the ad calls us to be part of the co mmunity - making chatter, joking and engaging in verbal play him the experience of shared community. Like you and I: The Nike swoosh has come to represent the a thlete in all of us. Nike places the sport in a non-exclusive space where they c an flourish achievement, satisfaction and sociability (individual achievement, s ignificant). With the slogan "Just do it" and its representations, Nike has prom otedincreasedparticipationinsportaswellasincreasedself-esteemandconfidence. 9 NIKE Culture Transcendence in the human community: Nike not only markets but seeks sources of production (cheaper labor). Nike requires the viewer to not capitulate to the i njustices of circumstance and difference (poor, black, woman or being confined t o a wheelchair). Accordingly, this announcement is not registered as product but as the celebration of Nike's true meaning of sport engraved on the faces and bo dies - meaning of intensity and determination, admiration and pleasure (Nike cel ebrates successful participation above). The Nike advertising calls us to be par t of the universal community of athletes. The Nike community is for anyone who d emonstrates a determination sports. It is the athlete that Nike so well identifi ed, but the sporting spirit, represents the hope tied the game ("Just do it"). N ike's celebration of his achievement is ideological. To the extent that one rema ins in the game, life is meaningless. One participates in the human community de fined by the feature that makes us human, the ability to transcend. • Reflective Building irreverence irreverent and the value of the sign: Nike has a style of advertising that advocates the ironic wink, humor, irreverence and eve n cynicism. This chapter explores the Nike makes conscious use of his own irreve rence to build, both to itself and its spectators and media worship and awake su bjects. In addition to the inspiration and motivation own culture Nike ironic se lf-reflexive consciousness about the role that advertising represented in everyd ay life. Nike: your success when you seize and communicate coherent set of value s: irreverence, individualism, narcissism, self improvement, gender equality, ra cial equality, health and competitiveness, ie "we do not take ourselves or our a dvertising too seriously. " The effort failed to make the move, watered with the fashion sense of humor (Sprite and Starter). In this type of Nike ads, the ob vious exaggeration and self parody merge, creating a sense of irreverent humor ( Nike does not disguise the show, but presents it as a deliberate parody.) Nike's
advertising consists of a unity of opposites: tension between irreverence and i nspiration, from celebrities and superstars 10 NIKE Culture who despise humble themselves, and the athlete that every person carries within him. Nike ads Nike look and laugh at the fact that she participate in the show, and when it is political, Nike makes a significant void in smoke, figuratively s peaking (irreverence of Nike). The absence of the commodity: The "Just do it" Ni ke is absent (not required) to divest from the usual way from the sale of self c ommercialized, these ads give the impression that Nike shares and supports the l ove sport expressed in the voices of those who actually play and practice.Nike is different because it is authentic in comparison to its rival - Reebok., Hence , it seems highly plausible that Reebok can compete and win against the "Just do it", which aims to achieve an objective wing. Irreverence media - referential: The media center in a deviant character, where the deviation was acting as a sym bol, a way to differentiate yourself from others. Nike was based on Hopper to me an what I call "shocking intensity." The rattle of Nike's own media irreverence (to maintain the value of the sign) usually contain a mix of pop culture and spo rts and then enter the Nike swoosh that to the mix a touch of grace (risk-mix to o: pop culture and sports with the intention of creating a strong brew-ej irreve rent.: Santa Claus). Thanks to this ruling is that Nike is successful (for preve ntion and not to go in search of authenticity that brings bad results.) The poli cy of irreverence: Nike bag to light a question of "morality" (not for consumer brands.) Today to get the audience to earn and maintain rates, advertisers must make moral traits. But the mass is able to see the effort that they dare adverti sers to use consciously moral and ethical issues as a tool to secure and expand the moral purposes of trade, then public cynicism will reign. Cynicism in the fa ce: In the hands of Wieden & Kennedy, the "maverick" turned into "irreverence" i n a desire to share knowing winks ironic, then found a way to talk to the audien ce in a way that recognized the face fake television commercialism. In this sens e, the viewer could tell in a metacommunicative. 11 NIKE Culture The key lies in the way ad in which Denis Leary Nike used to be aggressively add ressed to the person who watched TV at that time, challenging her to become a sp ectator. The negative way gives Nike another method to enhance the overall sense of its trading symbol - the swoosh. Irreverence feeds the cynicism Nike ads mor e effective and more enthusiastic they are, are those that are marked by a diffe rent tone of irreverence, which also have a playful tone (playfully spectators a nd athletes-Nikeatletas). In fact, the playful irreverence Nike also has a tone of cynicism in our culture today (awaken our senses more cynical and rebellious) . What reason for Nike to include a political campaign strategist in advertising ? What is this statement? The answer is that the object that is being advertised as an abstract entity is Nike, or to be more precise, it's the swoosh symbol ne xt to the slogan: "Just do it." We could call it thinking it does not yield to s light reflection, it is just for fun around Nike. But how do we translate this t ype of irreverent laughter in cynicism? The audience can laugh at those scenes, while recognizing what they seem to want to be cynical. In this way, Nike is bui lding a populist rhetoric that places him at the same level as the viewer, it si tuates the viewer and against the powers that may exist. • P.L.A.Y. CAMPAIGN Participate in the lives of American youth, the campaign empha sized the social alienation of poverty and its possible transcendence through sp
orts. Without sport, the bands seem to be the only alternative left if you belon g to a group, but they do not provide a motivation that comes to be felt what is the hope. Sport is presented as something that provides meaning, hope and purpo se to poor youth, socializing and making them responsible citizens. Nike launche d its campaign in March 1994 and has had starring Michael Jordan, Jackie JoynerKersee, Charles Barkley and Tiger Woods. The campaign was launched during the NC AA basketball tournament with Michael Jordan as narrator. 12 NIKE Culture What if there were no sports? If you did not know to form a team, what would be part? If you could not dream of making a touchdown, What dream? What if you are thinking of doing something? What if you were to put to coach a team? "If we rai se a new basket? What if there were no sports? Would he still be your hero? The campaign P.L.A.Y. underscores the ubiquity of Nike, a name that has become v irtually synonymous with the category that continues to dominate. This position allows Nike to make ads that entertain, preach and do anything but sell a produc t. • PRESENTATION OF THE WOMEN IN THE WORLD OF NIKE Nike speaks to women about the su ccessful achievement of gender-neutral sports identities in a world somewhat mor e free from patriarchal definitions. Nike is interested in women's sports market especially as the number of women participating in activities such as aerobics, fitness, swimming, gymnastics and cycling machines is higher than men and also by the strong loyalty have shown women as clients. Nike is concerned by the fact that, almost unconsciously, parents and teachers shared an ideology which claim ed that it had to protect young girls. What was achieved by this is that self-es teem of girls is low and they lack confidence in themselves. "If they let me play," If you let me play let me play if I find making sport mor e comfortable in my own skin I'll have more confidence in myself if I let them p lay during sports if they let me play let me play if I have 60% less chance of b reast cancer I have less depression if they let me play sports is more likely to leave an abusive man if I let me play if I will be less prone to wanting to get pregnant before I learn I will learn what it means to be strong If you let me p lay Do let me play sports if doing sports. 13 NIKE Culture • There are many roads that leads to heaven Now it smells like a sports environmen t where the stadiums are seen as sanctuaries, holidays lead to major sports, and logos of different teams are tattooed on the bodies of the fanatics. Nike is a company that connects your business to the disclosure of the sports culture, giv ing rise to a new concept of religion as it is a question not of imposing it to enhance an individual's belief, presenting the different ways that moral fit to consumers who receive this philosophy to define the parameters for their own lif estyles. It disdains so anything that relates to religion, Nike talks about issu es related to personal spirituality, offering stories that are tailored to consu mers, such as Nike touches on the issue of AIDS with a sense of respect for diff erence, paying tribute the spiritual strength. Saving me: Never say never alone costs a bit more. The self is through the achievements of sport's speech offers several ways to get to heaven, personal achievement, self-realization, transcend ence and immanence. The spirit and the fight against the decline of the body: In the universe Nike typical phrase that older people are physically falling incon sistent with the will power of individuals who persevere. Nike does not usually
focus on muscular bodies. The decline is a mental state experienced by allowing to happen Blood, sweat and vomit: The cry that launched an athlete to release te nsion caused by the effort, letting the music and images at full speed fast so p ervasive, we obtain directed and inexhaustible energy, a soul that fits perfectl y with Nike's image of itself, the image of a rebellious nonconformity that come s to excellence on their own. The images draw attention because they come out of the ordinary: a corridor on his knees, leaning on a pole vomiting, athletes dyi ng scream and fall. The mean pain intensity concentration determination and then success is a direct result of trying ever harder 14 NIKE Culture Judged by the pain: If you do not lose consciousness at the end means you could have run faster. The greatest sin you can make an athlete is wasting its potenti al. No mercy: Do not hold the gaze connotes weakness, if you blink you do not ha ve the will to win. Winning at all costs: If you have not gone there to win, you 've gone sightseeing. Replacement discipline punishment (not being more humane) but by being more efficient. There are still places that speak directly to the s oul: As the market for men's basketball left to grow in 1993, the sporting goods industry discovered the market for outdoor recreation. Live in your own time an d according to your own choices in the deep heart of nature and perhaps you will experience your true self. • JUST DO IT BUT NOT IN MY PLANET The practice of sport is associated with moralit y (individual discipline and teamwork, to learn that success is associated with hard work and effort. Nike is one of the few contemporary corporate advertising has successfully build a philosophy recognizableNike what differentiates from i ts competitors is that Nike has used its swoosh symbol so that appears to repres ent a philosophy of life. This led to a decade Nike and Reebok have been engaged in a war of signs, which became Nike but I do not mean a loss of Reebok but I e ncourage this to continue the race did not matter whether imitating Nike, or if Shaq (basketball player sponsored by Reebok) hits Penny (doll Nike logo), in the endconcludedthatReebokhasbeenunabletocompetewithNikeinregardtoauthenticity. 15 NIKE Culture Sobreswooshificacion: Nike swoosh build the value of positioning itself as the c ompany that puts the sport to commercialism, and Nike has evolved into a marketi ng giant, because he has been able to solve better than others on the market goo ds industry The question of knowing how to move your items from one market to an other. The swoosh has contributed to the growth of the amazing benefits of Nike, so it is ironic that Nike has become vulnerable because of the swoosh, the swoo shificacion denotes the possibility of occurrence of an imminent devaluation of theswoosh.SonowthegoalisthatNikeswooshspecialconnotations,notubiquity. 16 NIKE Culture ANALYSIS OF INDUSTRIAL ENVIRONMENT The model of the five competitive forces of Michael Porter: •
Threat of potential competitors for the entry of new competitors into the market there any barriers to entry, but companies are already competing in this sector are well positioned by others in the market, enjoy prestige and confidence. The entry of a competitor would only detract from a company like Nike a tiny part o f the dominant market share, in short, the market is saturated enough. • Threat of substitute products is a sports brand Nike is not limited to develop i n football, currently has a variety of products in all the sports from volleybal l to basketball and from golf to women's football. That is why it is considered very low threat of substitutes. • Bargaining power of buyers Nike has managed to promote the value of its brand th rough a lengthy process of advertising and quality, and that is why your target audience has created an intrinsic value to Nike sneakers. The demand price is mo stly a threat to Nike, as well as the demand for quality. But it becomes dangero usforapossibleorganizationofbuyerswhochoosetobuyanotherbrandsportswear. • Bargaining power of suppliers Nike works with companies that have bargaining pow er and poor organization, namely in underdeveloped countries where the need for capital inflows forcing locals to accept the terms that Nike has to offer. There is, at present, so some of Conditions Prices and sizes in stock. • Rivalry among competing firms Nike All competitors are very well positioned in t he market, but something that makes a different company with a competitive advan tage over others is that it is the only organization in the world that participa tes in the manufacture of apparel for all popular sports practiced in the world 17 NIKE Culture Six barriers to entry to create a competitive advantage: • Economies of Scale Given their high production volumes, Nike can have very low c osts, allowing it to offer the lowest prices in the market, but it does because I also have the value of the brand. This may go some way to encourage other comp anies to lower volume they could offer more affordable prices. • Product differentiation has positioned the organization and especially strongly differentiated its product through its brand, this makes it invulnerable to copi es. • Both Capital Investment Nike as their main competitors have strong financial res ources enabling them to continuously invest in assets or achieving any publicity aboutglobalreach.Theyhaveabettercompetitivepositionagainstsmallercompetitors.
• Cost disadvantages independent of scale Nike has a strong advantage in that resp ect, because its patent, that is, the swoosh gives high value to the products it sells increasing their profit margins. With that advantage by investing heavily in advertising and new technologies. • Access to distribution channels Any new entrant must convince distributors, most ly Asian,offering their products to work any extra profit they can obtain the c urrent, this means a heavy expenditure for these new businesses. But that could be accomplished as is known the terms in which Nike is working with its distribu tors (very low wages, labor exploitation). • Nike Government Policy As a transnational company should assess the specific cas e of each country, politics in Peru allows competitors to the organization born due to little control over quality and safety requirements of products and envir onmental care. 18 NIKE Culture NIKE IN PERU Nike 10k Race - Social Responsibility The overall concept of the campaign comes from the base of Wieden + Kennedy in the U.S. is "Imagine ending." Last year we were supporting the Golden Hearts initiative and this year will help the Peruvia n Society for Down syndrome, which is responsible for providing resources and ps ychological support to people who have family members with Down Syndrome and has no support or resources necessary. Just a group of these guys competed and Spec ial Olympics and presented them with sports. What Nike has sought to convey at t his time is the time we reach that goal to the finish line, the whole campaign i s focused on that. A what to do when you reach the goal, what is interesting is what each one thinks or imagines to reach the goal, this entails a lot of psycho logical issues, set goals, personal projects. 19 NIKE Culture SWOT ANALYSIS WEAKNESSES 1. Devaluation of the Swoosh 2. Diversity of the market in March. Lab our Exploitation STRENGTHS 1. Positioning 2. Acceptance 3. Advertising THREATS 1. Growth of two rivals. Emergence of new competitors in March. Governme nt Policy 1-3: a possible devaluation of their 1-1: at its strong global brand positioning can be fought with a strong competitor makes you earn your advertising. market easily. 2-3: lack of leadership in some markets can be countered through allianc es with top-ranked local brands. 3-2: with purchases such as Umbro 3-1: Nike pos sible barriers can stop 2-2: acquiring potential rivals, Nike gets stronger and becomes less likely the threat of new brands.
OPPORTUNITIES 1. Emergence of new markets 2. Acquisition of competitors 3. Partn erships with local brands you can search for work with getting input suppliers and local partnerships to a void the existing farm. to enter with your product. 20
