NIKE, INC. GROUP 13: Angelo Calvetti, Erin Page, Amanda Greenfield, Giovanna Prieto

SWOT ANALYSIS

Strengths

Weaknesses

Opportunities

Threats

THE CHANGE

Why Make This Change?

High dependency: 61% of total revenues (IbisWorld, 2016)

Decrease in U.S. shoe sales: Fell 14% in February (Germano, 2017)

Competitive Environment

THE CHANGE

How to Make the Change?

Increase shares of other products in the United States

Increase sales outside of the United States

Drivers of Change:

Consumer Preference

• Consumers purchase what is in style and what is advertised to them.

• It has been surveyed that 83% of 1,707 millennials prefer shopping at discount stores, which hurts Nike’s margin (Donnelly and Scaff 2013).

Income

• A rise or fall in income will affect the types of goods consumers purchase

Market Size

• It is important to know the market size before launching a new product.

KOTTER'S CHANGE MODEL

  1. Create a Sense of Urgency
  2. Build a Guiding Coalition
  3. Form a Strategic Vision and Initiatives
  4. Enlist a Volunteer Army
  5. Enable Action by Removing Barriers
  6. Generating Short Term Wins
  7. Sustained acceleration
  8. Institute Change
CONCLUSION
Created By
Erin Page
Appreciate

Credits:

Created with images by Unsplash - "person jumping shoes" • coolinsights - "The logo in and of itself is just a bunch of vectors. In fact, all logos are just guns with no ammo. It's what Nike did which made the swoosh so great. - Mark Ecko #branding" • Pexels - "countryside field footwear" • Pexels - "countryside field footwear" • glowing alien - "Nike Logo" • hyku - "Nike Store" • Ben Sutherland - "Write The Future"

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