NIKE Case Study Example | Topics and Well Written Essays - 1500 words

NIKE - Case Study Examplethe familys, Nike has not lone(prenominal) augmented its technological expertise as strong as marketing know-how to develop into the worlds biggest footwear and apparel business, but has also outperformed potential players like Adidas and Reebok (Keller, 2008, p.125). Being a colossal mint it towers above every competitor in its sector with such a stupendous effect that disregardless of the sport, it is likely that Nike along with its swoosh logo will be there (Frisch, 2008, p.5). Taking into consideration Nikes astounding track record, this report will aim at shedding light on conglomerate branding issues associated with it.Nikes headquarters, dictated in Portland, provides a snippet view of the companys tight brand image. The World Campus of the sports and apparel powerhouse that sprawls over an area of 75 acres does not restrain a nameplate on its entrance. The occupants of the site can be identified by the red swoosh Nikes globally renowned logo which also appears on all the physical entities within the premises (Stonehouse, Campbell, Hamill & Purdie, 2004, p.440). However, Nikes outstanding stature may be justified by the fact that out of a bullocky sense of loyalty to this company, some of the employees have tattooed a swoosh on their bodies. It goes without saying that Nike has a strapping brand image which is bolstered further due to the companys reputation for innovation as good as unmatched quality. Constant product development, which takes place at Nike because Knight considers that the industry has 7 year brand cycles, makes the company outstanding (Stonehouse et al., 2004, p.441).The figure appended above illustrates the value chain of Nike in terms of its work and supply chain. While the research and development (R&D) functions of the organisation are centralised, most of its production facilities are located in Europe and Asia. However, during late 1990s, dubious employment practices coupled with low wages as well as