EAP 4 ASSIGNMENT COVER SHEET
Name: LÊ THỊ LAN ANH
I.D: B1111914110
Class: EAP4A
Assignment: CASE STUDY
Assignment Question: (write out in full) ANALYSING CASE STUDY OF NIKE CORPORATION
YouTube/ Google Drive link:
.......................................................................................................................................................
Due date: 21/10/2019
Date submitted: 21/10/2019
 I hold a copy of this assignment if the original is lost or damaged.
 I certify that no part of this assignment or product has been copied from any
other student’s work or from any other source except where due
acknowledgement is made in the assignment.
 I affirm that no part of this assignment/product has been written/produced for
me by any other person except where collaboration has been authorised by the
teacher concerned.
 I am aware that this work may be reproduced and submitted to plagiarism
detection software programs for the purpose of detecting possible plagiarism
(which may retain a copy on its database for future plagiarism checking).
Note: An examiner or teacher has the right to NOT mark this assignment if the above
declaration has not been signed.
Student’s Signature: ……..…………………………………………
Date: …..…/…..…/………….
EXTENSION – To be approved BEFORE original submission date
Supporting evidence sighted: Yes / No
Extension approved / Extension not approved
If approved, new submission date ____/____/_____
Teacher’s Signature:___________________
Introduction
This case study concerns the special strategy of Nike corporation, is that “Nike Free”. The
Nike business was an American multinational business established in 1964. Just in 32 years,
Nike become the logo was identified by most people around the world. Although Nike has
grown to be the industry’s largest sports and fitness company, Nike’s experts continually seek
innovate, design and improve products to archive the best effective of consumers. This case
study provides a SWOT analysis of the Nike company’s strategy derived from it.
This case study shows some Nike’s strengths, weaknesses, opportunities and threat:
Strengths


Weaknesses

The largest
The
Opportunities

For more
Threat

lack of
company all over
advertisements
generations
labour
the world in terms
depend upon
to come
worker
of sports and
dialogue in
fitness
Australia
Accounting for
one million

Staffs have a

Seek

not meet
people on six
lack of
innovation,
demand of
continents
knowledge
design based
increase
about Nike’s
on
products
products
“barefoot”


Anticipate the
market
needs of
through
consumer about
internet
the sport shoes

Seek innovate,
design, functions
of the new shoes

Create some of
the world’s most
attentiongrabbing
advertising

Expand
Expand market
through internet
Recommended courses of action
From the Swot analysis, the following recommendations are made:
o Archive profitable and sustainable grow
o Protect and enhance the brand and company
o Generate profit while minimising potential negatives impact on community and nature
o Focus on the needs of athletes and community around the world
o Create a new and better sole for running shoes
o Focus on seeking innovate, design and develop products to improve athletic
performance
o Help strengthen the feet in addition to using more traditional supportive running and
training shoes
o Testing the prototype to value the qualities of the products
o Use tried and true, labour intensive method of driving mobile vans to areas in the USA,
Europe, as well as Australia
o Continually strives to keep itself at the forefront of product innovation and design
Appraisal of recommended courses of action
With an increase of environmental problems occurring with our planet, Nike should develop
profitably and sustainably to protect the environment and minimise the potential negative
impact on community and nature. Because the anticipation about the needs of consumer to
look for an innovation which can use for sport and training, Nike company create a new design
focusing on the demand of athletes allow them to feel like a “barefoot”, which
Help strengthen the feet and more flexible. As there is little competition in this article it is
recommended that Nike will have a breakthrough innovation product.
The advertisement of the Nike was known as the most popular all over the world. Moreover,
the advertisement was derived from a truth about the product, which help Nike corporation
strength their prestigious with consumer. As a result, they created a Reincarnate campaign
which assist athletes to win the battle and become more stronger than in the past.
By emphasising the mission of Nike broad and outward looking, focusing on the needs of
athletes through that to give the needs of community around the world. Moreover, by
researching and developing the new product, Nike created the products which help athletes
stronger and more flexible, leading to protect and enhance the brand and company. This will
result in the increase of turnover and venue as well as attract employees.
Conclusion
By implementing the above strategy, Nike corporation will strengthen its company identify as
well as consumer market. It will perform Nike’s business strategy concentrating on
innovation, design and product. The message of Nike corporation is that creating the shoes
like “barefoot”, which help athletes perfume better and better.