`Unit 5: International Business
Assignment 2
Introduction
In this report I will evaluate the success of the strategies and resources used by Nike in order to
develop international trade.
Nike, Inc. is an American multinational corporation which is the world's largest supplier and
manufacturer of athletic shoes, apparel and other sports equipment. Nike currently operates in
170 different countries.
Global Marketing Strategies
Innovation
This is initially the key to the growth strategy of Nike. The urge to become better has helped
them to innovate which has helped them succeed in handling their corporate responsibility
which has helped the company operate internationally. They closely examine risk management
by working to improve social, environmental and labor impacts of their business models. For
Nike to internationally expand, they had to also focus on sustainability.
New Business Model
Nike had to think about the future, for instance the company started to reuse and recycle their
materials. The approach Nike implemented for their new business model was to manufacture
products from reclaimed materials from the different manufacturing processes and at the end of
the life of the product. This gives the company a good CSR image and shows they care about
the environment which boosts their likeness to boost awareness and operate internationally.
Adapting and Answering to the Demands of the Market
The approach Nike took in order to adapt to the demands of the Market was to be innovative in
their products and marketing which started in 1979 as we can see now, they are one of the
biggest brands in the world. Nike constantly found ways to improve their running trainers. For
example, Nike made new air cushioning technology to their running shoes. This helped
increase the company’s revenues, a huge factor Nike considered were making trainers for
athletes and as we can see they have successfully done this as many popular athletes from
around the world use Nike products and this was a huge factor to helping them enter global
markets.
The Air Max was introduced in 1987 for Nike to regain their market share, this consists of air-
filled bags that act as shock absorbers. They created the trainers by inserting different bag
sizes. The consumers can choose the right pair of shoes based on their height and the pressure
then exert on the shoes. Nike produced 40 different models under the Air Max series. The main
reason Nike are successful is due to their dedication to market for the athletes needs in each
sport. Nike were able to manipulate their products to suit the needs of technology advancing
and each sport developing to help the athletes perform better using their products. Through
innovation they were able to suit the needs of these people and become global with many huge
, athletes and sponsors under them. In 1988, “Just Do It” campaign was launched is still
successful today. Nike has made their clothes to suit the many countries they operate in. For
instance, in some countries they widely publish breathable, summer clothing whereas in
predominately colder countries and in winter season Nike widely distributes winter wear such as
puffer jackets. Another thing Nike does well to adapt to all countries is to suit produce clothing
for all sports. For instance, the most popular sport in the Uk is Football therefore, Football wear
and Boots and strongly distributed in the UK. Nike collaborates with many Footballers and team.
In the USA basketball and American football is the most popular therefore Nike produces
products specifically.
Street Fashion
Nike expanded their market for the younger generation and those with active lifestyles. Nike
adapted to the trends in street fashion and using innovation and trendy apparel the company
produced tracksuits, baseball caps, shell suits, compression shorts, socks, sweatpants, leggings
and sneakers which are very successful today.
Digital Items
As technology was rapidly advancing in most countries the brand had to rapidly keep up with
the trends and advances in addition by successfully expanding globally you may need to
expand your product portfolio so you can suit as many consumers as possible. In 2006 Nike
published the new gadget for the Nike + iPod Sports Kit. The tool enables the athlete to
measure their speed and distance during a walk or a run. This collaboration played a huge part
in the success of Nike becoming global. Since Apple the biggest technology company in the
world. Nike continued to produce technology products.
Social Media Presence
Nike successfully users digital marketing as a global marketing strategy which is very
successfully. Nike utilizes all social media to reach out to millions and gain more consumers.
Such as Facebook, Twitter and Instagram.
Strategic Partnerships and Sponsorships
A main method Nike uses to globally expand are strategic sponsorships and partnerships. Nike
collabs with huge stars and brands such as
· Michael Jordan
· Kobe Bryant
· Tiger Woods
· Neymar
· Cristiano Ronaldo
· Ronaldinho
Nike has sponsored all the uniforms of the NFL teams, several association football clubs in
Africa, Asia, the Middle East, Europe, Oceania, North America and South America. It is also a
Assignment 2
Introduction
In this report I will evaluate the success of the strategies and resources used by Nike in order to
develop international trade.
Nike, Inc. is an American multinational corporation which is the world's largest supplier and
manufacturer of athletic shoes, apparel and other sports equipment. Nike currently operates in
170 different countries.
Global Marketing Strategies
Innovation
This is initially the key to the growth strategy of Nike. The urge to become better has helped
them to innovate which has helped them succeed in handling their corporate responsibility
which has helped the company operate internationally. They closely examine risk management
by working to improve social, environmental and labor impacts of their business models. For
Nike to internationally expand, they had to also focus on sustainability.
New Business Model
Nike had to think about the future, for instance the company started to reuse and recycle their
materials. The approach Nike implemented for their new business model was to manufacture
products from reclaimed materials from the different manufacturing processes and at the end of
the life of the product. This gives the company a good CSR image and shows they care about
the environment which boosts their likeness to boost awareness and operate internationally.
Adapting and Answering to the Demands of the Market
The approach Nike took in order to adapt to the demands of the Market was to be innovative in
their products and marketing which started in 1979 as we can see now, they are one of the
biggest brands in the world. Nike constantly found ways to improve their running trainers. For
example, Nike made new air cushioning technology to their running shoes. This helped
increase the company’s revenues, a huge factor Nike considered were making trainers for
athletes and as we can see they have successfully done this as many popular athletes from
around the world use Nike products and this was a huge factor to helping them enter global
markets.
The Air Max was introduced in 1987 for Nike to regain their market share, this consists of air-
filled bags that act as shock absorbers. They created the trainers by inserting different bag
sizes. The consumers can choose the right pair of shoes based on their height and the pressure
then exert on the shoes. Nike produced 40 different models under the Air Max series. The main
reason Nike are successful is due to their dedication to market for the athletes needs in each
sport. Nike were able to manipulate their products to suit the needs of technology advancing
and each sport developing to help the athletes perform better using their products. Through
innovation they were able to suit the needs of these people and become global with many huge
, athletes and sponsors under them. In 1988, “Just Do It” campaign was launched is still
successful today. Nike has made their clothes to suit the many countries they operate in. For
instance, in some countries they widely publish breathable, summer clothing whereas in
predominately colder countries and in winter season Nike widely distributes winter wear such as
puffer jackets. Another thing Nike does well to adapt to all countries is to suit produce clothing
for all sports. For instance, the most popular sport in the Uk is Football therefore, Football wear
and Boots and strongly distributed in the UK. Nike collaborates with many Footballers and team.
In the USA basketball and American football is the most popular therefore Nike produces
products specifically.
Street Fashion
Nike expanded their market for the younger generation and those with active lifestyles. Nike
adapted to the trends in street fashion and using innovation and trendy apparel the company
produced tracksuits, baseball caps, shell suits, compression shorts, socks, sweatpants, leggings
and sneakers which are very successful today.
Digital Items
As technology was rapidly advancing in most countries the brand had to rapidly keep up with
the trends and advances in addition by successfully expanding globally you may need to
expand your product portfolio so you can suit as many consumers as possible. In 2006 Nike
published the new gadget for the Nike + iPod Sports Kit. The tool enables the athlete to
measure their speed and distance during a walk or a run. This collaboration played a huge part
in the success of Nike becoming global. Since Apple the biggest technology company in the
world. Nike continued to produce technology products.
Social Media Presence
Nike successfully users digital marketing as a global marketing strategy which is very
successfully. Nike utilizes all social media to reach out to millions and gain more consumers.
Such as Facebook, Twitter and Instagram.
Strategic Partnerships and Sponsorships
A main method Nike uses to globally expand are strategic sponsorships and partnerships. Nike
collabs with huge stars and brands such as
· Michael Jordan
· Kobe Bryant
· Tiger Woods
· Neymar
· Cristiano Ronaldo
· Ronaldinho
Nike has sponsored all the uniforms of the NFL teams, several association football clubs in
Africa, Asia, the Middle East, Europe, Oceania, North America and South America. It is also a
