Nike Competitive Advantage

* 1. MGMT65000 Strategic Management spring 2011 evidence 1 By Divya Mishra School of Management Purdue University Calumet Submitted to Dr. Arifin Angriawan1Page * 2. partnership profile & backgroundNIKE, Inc. is engaged in the purpose, development and worldwide marketing of footgear,apparel, equipment and appurtenance harvest-festivals. . It sells its overlaps to around 18,000 retail accountsin the join States and finished a mix of self-importance-governing distributors, licensees and subsidiaries innearly 200 countries. NIKE is the largest seller of athletic footwear and athletic apparel in the world. The party creates designs for men, women and children.The top selling product categoryincludes running, basketball, childrens, cross-training and womens shoes. It also designs shoesfor outdoor activities uniform tennis, golf, soccer, baseball, football, bicycling, volleyball, wrestling,cheerleading, aquatic activities, hiking and other athletic and recreational uses. Index membership empyrean Industry EmployeesS&P 500 Consumer Cyclical Footwear 23,300ProductsNIKE sells sports attire and accessories pertinent to for each one sport mentioned above as well as othersports-inspired modus vivendi apparel, corresponding bags, socks, sport balls, eyewear, protective equipment,basic sport equipment, etc.In addition to NIKEs footwear, apparel, and accessories businesses, the Company sells productsunder other steel names in particular markets. NIKE wholly- holds five footwear and apparelcompanies that specialize in different sports Cole Haan, Converse Inc. , Hurley InternationalLLC, Umbro Ltd. , and NIKE Golf. These subsidiaries combined unneurotic account for 13% oftotal revenues, $2. 5 billion, in fiscal 2009. Manufacturing Footwear & ApparelAll of NIKEs footwear is manufactured outside the join States in the factories of China,Vietnam, Indonesia, and Thailand and account for 98 percent of total NIKE brand footwear in2009.The main raw materials apply i n NIKE footwear are rubber, plastic compounds, and foamcushioning materials, nylon, leather, guttervas, and polyurethane films used for cushioningcomponents. NIKE brand apparel is also manufactured almost entirely outside of the United States, in 34different countries. The main materials used in NIKE apparel are subjective and synthetic fabricsand threads, plastic and metal hardware, and water and heat resistant fabrics. selling and AdvertisingNIKE places a significant weight on marketing the company and its products.NIKE aggressivelybonds the contracts with super successful and influential athletes, coaches, teams, and leagueslike Michael Jordan, Serena Williams, and Tiger Woods to popularize its footwear, apparel andsports accessories. In order to sustain its dominance in the industry and stay hawkish stay, NIKE activelyresponds to trends and changes in consumer preferences by adjusting the mix of existing productofferings, developing new products, styles and categories, and influencing sports and fitnesspreferences through aggressive marketing.Its primary areas of marketing remain Net TV andmagazines. 2Page * 3. CompetitorsThe rivalry in the sports wear industry is very high. NIKE competes with numerous athletic andleisure shoe companies worldwide. It faces fierce competition in product offerings, technologies,marketing spendings, pricing, cost of production, and customer services. The maincompetitors are Adidas, Reebok, Timberland, Woodland, and Puma.SWOT Analysis for NIKE Strengths Weaknesses Brand recognition Overseas manufacturing high school product quality dependency Effective marketing Decreasing United States strategy market share Capacity of innovation High product price Strong distribution chain compared to Adidas Strong R&D Currency exposure Strong customer Medium retail comportment relationship/satisfaction SWOT Analysis Opportunities Threats Expansion into emerging cruel industry competition markets Revenue relies on Increased demand i n product consumers discretionary innovation income Growing segment of women Economic rescission athletes Fluctuation in the currency Increase in the number of sports events like Olympic, FIFA3Page * 4.NIKE Innovations NIKE with Apple The NIKE+ package consists of a pair of specially knowing NIKE+ running shoes, an iPod nano, and a NIKE + iPod sport kit. The kit consists of a sensor that fits into a built-in pocket beneath the insole of the left shoe and a receiver that fits into the iPod nano dock connector. As a person runs, iPod tells the distance, pace, and calories burned via character feedback that adjusts music volume as it plays. (Google image) Design your avow shoes NIKE allows customers to design their own shoes from a catalogue of predefined designs. nodes can choose their own colors and mascots to create shoes which define their personality.It provides Touch screen technology in store allowing customers to design shoes of choice. (Google image) Nike self lacing aut omated shoes NIKE is also coming up with the new automatic self lacing sneakers. The automatic lacing system provides a set of straps that can be automatically opened and closed to switch between a loosened and tightened position. 4Page * 5. Critical data of Nike Annual state$ Millions 2010Net Income 1,906. 7Current Liability 3,364. 2Total Assets 14419. 3Tax Rate 24. 2%Interest Rate 6. 35% long-run Debt 445. 8Return on Equity 19. 54%Total Equity 9753. 7Weighted Average cost of swell 8. 9%Capital Employed 11055. 1Interest Expense 6. EBIT 2516. 9NOPAT 1907. 81Return On Capital Employed 20. 7%Economic Value Added 1267. 25Cash Flow From Operations* 3164. 2Capital expenditure* 335. 1Free Cash Flow 2045. 31Five family Nike stock performance vs. S&P500* (Fiscal year 2006-2010) 2% Nike S&P500 90%5Page * 6. 2010Nike revenue exploitation 2006-2010 Nike Revenue 25000 20000 Revenue 15000 10000 5000 0 2006 2007 2008 2009 2010 YearNike revenue generation by product 2010 Revenue Generation by Product 6% 34% Footwear 60% Apparel Equipment6Page * 7. 1. Please use phase 2. 3 page 53 (Grants textbook, 7th edition) as your boilers suit guide to draw a balanced identity card for the firm.Please draw a balanced scorecard for the firm that you choose. Identify all iv perspectives, each perspectives objectives and their relationships. See example in the appendix. Feel supererogatory to modify it. On the other pages please elaborate on the four perspectives and their elements. For the financial performance perspective, at least you need to discuss ROCE, EVA, and FCF. reason what the numbers mean to you as a manager (e. g. easily, bad, or sluggish and why). Why do firms need to prepare a balanced scorecard? (20 points) Balance Scorecard for NIKE 2010FINANCIAL GOODNEUTRAL ROCE 17. 8% Neutral EVA 1267. 25 millions Good FCF 2045. 1 millions Good ROE 19. 54% Good good Margin 10. 03% Good NIKE growth 7% vs. industry growth Good 4. 5% Bad High advertising cost Good part COGS% than competitorsCUSTOMER GOOD-NEUTRAL Customer Satisfaction Good Customer Loyalty Good Customer retention ratio Good Market Share Good agonistic Price Bad Number of Customers Good Good Design own shoes optionINTERNAL GOOD Marketing Innovative Products Good Celebrity phiz Good Diversity of online product Good R&D compound researches Good Product technology Good High quality product design Good Good supplier relation Good IT for stock-take control Good7Page