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Essay / Research Paper Abstract
A 5 page paper that offers an analysis of this company. The paper begins with a short historical overview of Nike, selected financial data and market share, then moves on to discuss employee relations, including allegations of sweatshop conditions in Third World countries. The paper concludes with a brief discussion of Nike's advertising strategies. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: MM12_PGnke303.rtf
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Unformatted sample text from the term paper:
and Bowerman was the track coach at the University of Oregon when they decided to form a new company that would import high quality running shoes to the U.S. (Cohen,
1998).They named the company Nike, the Greek Goddess of Victory 1995 (Cohen, 1998). Knight thought a lot about what he wanted this new company to be and particularly what the
culture should be. He wanted his employees to demonstrate the kind of corporate loyalty he had seen in Japan. Knight knew that the success of his company was tied to
Asia. Early in the companys history, Knight and a group of ex-athletes he had hired as top aides spent a lot of time flying back and forth from Oregon to
Japan. They also looked for cheap labor from Japan to Korea to Taiwan (Labich and Carvell, 1995). The driving force behind the new company was Knights own ability to attract
popular sports heroes to become part of the marketing campaign and then to build new products and marketing campaigns around these heroes. Knight operated on the premise that there were
always five guys in high school who set all the social standards. Everyone else followed these five cool guys, thus, if he could get his shoes on the most dominate
runners in the field, the pack may follow (Labich and Carvell, 1995). The company sells shoes for a wide assortment of sports including volleyball, wrestling. cheerleading, baseball, and golf (Hoovers,
2002). They also sell Cole Haan casual shoes and dress in addition to its own line of athletic equipment and apparel (Hoovers, 2002). The company also operates NIKETOWN
shoe and sportswear stores and it is opening JORDAN in-store outlets in a variety of urban markets (Hoovers, 2002). Products are sold in about 140 countries in addition to
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