• Research Paper on:
    Nike’s External Environment

    Number of Pages: 5

     

    Summary of the research paper:

    A 5 page paper providing a STEP (PEST) and SWOT analyses for Nike as of the end of 2004. Nike appears indeed to have “grown up,” as one source states. Having overtaken Adidas for Europe’s soccer market and opening an average of 1.5 stores each day in China, Nike is experiencing immense success at the moment. It has learned some hard lessons in recent years in terms of how consumers can affect revenues when they feel strongly about an issue, and it is likely to use that knowledge to its advantage in the future. Bibliography lists 5 sources.

    Name of Research Paper File: CC6_KSmktgNikeExtEnv.rtf

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    Unformatted Sample Text from the Research Paper:
    the use of sweatshop labor at Nike, Gap and others, Nike has been forced to give attention to consumers and activists demands that the company behave with a much greater  measure of corporate responsibility than it had exhibited prior to that time. Though Nike suffered much negative publicity and small losses through consumer boycotts of its products, it has  come to be a significant force in "doing the right thing" in terms of its corporate behavior. As a result, its external environment has improved immensely over that which  existed less than five years ago. Further, the expectations of China becoming a huge market for all kinds of Western products have migrated  to the outer fringes of becoming reality. Nike is hugely popular in what still is expected to be the worlds largest market. STEP Analysis Social  Holmes and Bernstein (2004) announce that Nike is no longer the "brat" of sports marketing as it was in years past, that it has grown up and  matured to the point of actually becoming business-like in its approach to its business. Ironically, it owes this growth in large part to public condemnation of the employment practices  of its offshore contract manufacturers, located primarily in Asia. The irony lies in the fact that Nike long has been viewed as an "anti-establishment" brand (Holmes and Bernstein, 2004),  but with fully 34 percent of Europes football market (Nike commanded 34% of the football-related footwear market in the past 12 months, 2004), now has become "the establishment" itself.  Following activists public protests of Nikes labor practices in conjunction with the Olympic Games in Sydney, Australia, the British Broadcasting Company (BBC) produced and 

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