人民大2024战略管理（第13版）案例教师手册 david_sm13e_cn_27.docx

Nike.Inc.-2009CaseNotesPreparedby:Dr.MernoushBantonCaseAuthor:RandyHarrisA. CaSeAbStraCtNike,Inc.()isacomprehensivestrategicmanagementcasethatincludesthecompany'sfiscalMay31n2009financialstatements,competitorinformationandmore.Thecasetimesettingistheyear2009.Sufficientinternalandexternaldataareprovidedtoenablestudentstoevaluatecurrentstrategiesandrecommendathree-yearstrategicplanforthecompany.HeadquarteredinBeaverton,Oregon.NikeistradedontheNewYorkStockExchangeundertickersymbolNKE.B. ViSionStatement(Actual)"Bringinspirationandinnovationtoeveryathleteintheworld."C. MiSSiOnStatement(Actual)wTobetheleadingsportsbrandintheworld/MiSSionStatement(Proposed)Asthelargestsellerofathleticfootwearandathleticapparelintheworld(2,3),wecreateproductsforconsumersandathletics(1)whoenjoyhavingqualityproductsthatarehighperformanceandreliablesuchasshoes,apparel,andtechnologicallyadvancedequipment)(4).Ourdedicatedemployees(9)continuouslyworkondevelopingnewproducts,price,andproductidentitythroughmarketingandpromotion(7).Thecompanyaimstoleadinroralecitizenship(8)throughproactiveprogramsthatreflectcaringfortheworldfamilyofNike(6)andbyensuringcontinuousgrowthandprofitabilitytoourinvestorsandstakeholders(5).1. Customer2. ProductsorSerViCeS3. Markels4. Technology5. Concernforsurvival,profitability,growth6. Philosophy7. Self-concept8. Concernforpublicimage9. ConcernforemployeesD.EXternalAUditCPM-CompetitiveProfileMatrixNikeAdidasPumaCriticalSuccessFactorsWeightRatingWeightedScoreRatingWeightedScoreVightdRatingScorePricecompetitiveness0.1030.3020.2010.10GlobalExpansion0.0740.2830.2120.14OrganizationalStructure0.0430.1210.0410.04Technology0.09302710.0920.18ProductSafety0.1520.3030.4540.60Customer1.oyalty0.0940.3630.2720.18MarketShare0.0940.3630.2720.18Advertising0.1240.4830.3620.24ProductQuality0.1230.3620.2410.12ProductImage0.07402830.2120.14FinancialPosition0.0640.2430.1820.12Total1.003.352.522.04Opportunities1. Youngerconsumersarelesspricesensitiveandgenerallyspendmoreoncasualandathleticftwearthanolderconsumers2. MostfootwearcompanieshaveoutsourcedtheirproductionabroadinordertomaintainlowercostandR&Dexpenses3. USfootwearimportstotaled2.36billionpairsin2007,orroughly7.9pairspercapitawhichiswasup0.4percentfrom20064. NorthAmericanFreeTradeAgreement(NAFTA)andtheWorldTradeOrganization(WTO),bothhelpedeliminatequotasandtariffbarriersforforeignfootwearmanufacturerstoshiptheirgoods5. TheInternetallowsfootwearcompaniestopursueadirecttoconsumersaleschannel6. Salesofapparel,accessories,andfootwearontheInternethasbeengrowingatadoubledigitpace,siderablyfasterthanmoretraditionalsalesmodelssuchasretailstores7. Internetsalesofapparel,accessories,andfootwearcouldreach18percentofcategorysalesby20128. CompaniesthataddedaWeb-basedsalesstrategyareabletocustomizefootwearandothermerchandisedirectlytothecustomer'sneedsandtaste,areenabletoachieveconsiderablybetterpricingaswellas"deepening"theemotionalbondnsumershavewiththebrandThreats1. Aftertheageof40,thetypicalconsumerisnotwillingtopaymorethan$35to$40perpairforathleticfootwear2. Competitionisstrongamongathleticfootwearandapparelfromoffbrandmpanies3. FluctuationofforeigncurrencyimpactsthecostofimportinggoodstotheU.S.4. Increaseinunemploymenthasimpactedthehouseholdincomewhichmayresultinspendinglessonbrandname5. Barriertoentryislow6. 1.evelofinventoryisincreasinginmanyretailstoresdueweakeconomyExternalFactorEvaluation(EFE)MatrixKeyExternalFactorsWeightRatingWeightedScoreOpportunities1.Youngerconsumersarelesspricesensitiveandgenerallyspendmoreoncasualandathleticfootwearthanolderconsumers0.0830.242.MostfootwearmpanieshaveoutsourcedtheirproductionabroadinordertomaintainlowercostandR&Dexpenses0.0740.283.USfootwearimportstotaled2.36billionpairsin2007,orroughly7.9pairspercapitawhichiswasup0.4percentfrom20060.0730.214.NorthAmericanFreeTradeAgreement(NAFTA)andtheWorldTradeOrganization(WTO)1bothhelpedeliminatequotasandtariffbarriersforforeignfoovearmanufacturerstoshiptheirgoods0.0640.245.TheInternetallowsfootwearcompaniestopursueadirecttosumersaleschannel0.0740.286.Salesofapparel,accessories,andfootwearontheInternethasbeengrowingatadoubledigitpace,considerablyfasterthanmoretraditionalsalesmodelssuchasretailstores0.0830.247.Internetsalesofapparel,accessories,andfootwearuldreach18percentofcategorysalesby20120.0740.288.CompaniesthataddedaWeb-basedsalesstrategyareabletocustomizefootwearandothermerchandisedirectlytothecustomer'sneedsand0.0630.18taste,areenabletoachieveconsiderablybetterpricingaswellas-deepening"theemotionalbondnsumershavewiththebrandThreats1.Altertheageof40,thetypicalconsumerisnotwillingtopaymorethan$35to$40perpairfor