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Essay / Research Paper Abstract
This 3-page paper examines Nike's international expansion efforts. Bibliography lists 2 sources.
Page Count:
3 pages (~225 words per page)
File: D0_MTnikeexpa.rtf
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Unformatted sample text from the term paper:
labor in wretched conditions. The sports apparel manufacturer learned some hard lessons from that situation and, as a result, has found itself better equipped to expand internationally. Understanding the cultural
mores of its various markets is likely to help Nike manage its expansion plans to other nations quite well. Nikes major international
strategy plan is to rest its laurels on its Nike brand, which it anticipated would bring in 75 percent of its growth (Beckett, 2007). Its hoped that, through this strategy,
it could boost its $15 billion revenues made in 2006 to $23 billion by 2011 (Beckett, 2007). Another aspect if the
expansion is to keep the wholesale model the same, with the retail partners anticipated to generate more than 80 percent of sales by 2011 (Beckett, 2007). The company also plans
to open about 100 new and full-price Nike stores worldwide in the next three years (Beckett, 2007). But how will Nike compete
on an international platform? The apparel company has some hot competition breathing down its neck, in the form of Reebock, Adidas and others. But Nike also has Michael Jordan, the
former Chicago Bulls basketball player who continues to be a formidable draw. With its slogan of "Just Do It," Nike wants to take over the bulk of brand share both
in the U.S. and overseas when it comes to sales, revenue and market share. But to do this, the companys strategic choices
will differ, depending on country. The truth is, global brands like Nike are more than simply brands -- theyre symbols, for better or worse (Holt et al, 2004). Global brands
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