xiaoting chen_nike

NIKE, Inc.Strategic Communication PlanXiaoting Chen

• NIKE, Inc. NIKE, Inc. has been a public-traded company since 1980 and gained market capital at $104.4 billion

• Based on NIKE, Inc. Fiscal 2016 first quarter results, total revenues increased 5% to $8.4 billion and diluted earnings per share quarterly up by 23% at $1.34.

Executive Team

Philip H. Knight: Chairman of the Board of Directors

Mark Parker:President and CEO

Andy Campion:Executive Vice President Chief Financial Officer

Jeanne P. Jackson: The President, Product & Merchandising,

Executive Team

Hilary Krane Executive Vice President, Chief Administrative Officer & Genera Counsel,

David Ayre:Executive Vice President,Global Human Resources

John Slusher:Executive Vice President,Global Sports Marketing

Trevor Edwards The President of NIKE Brand

Business Model• Outsourcing Manufacturing

Sweatshop Controversy1998

Business Model• Sponsorships & Athlete Relations

Sweatershop Controversy

“Nike product has become synonymous with slave wages, forced overtime, and arbitrary abuse.”

---------Phil Knight, the co-founder of Nike.

SWOT Analysis

Strengths WeaknessOpportunities Threats

• Brand equity, credibility and reputation in worldwide.

• Solid athlete relations by sponsoring and supporting via marketing initiatives.

• Teenagers• Advanced technology and innovation

capacities: Nike+

• Shoes failures will undermine trusts from professional athletes, young athletes and consumers. • Doubts on quality of products due to athletes’ shoes failures in events has been raised while not been expanding at larger scale.• Nike can not control its brand-sponsored athletes and organizations’ behaviors.

• Rio Summer Olympic, Euro Champs• Growing population on young athletes become key customers.• Expanding running communities contribute to increase Nike’s running category sales. • Women’s growing purchasing power and prospective demands on fitness

• Arising competitors, such as Under Armour and Adidas.• Bribery allegations on sponsoring sports organizations or athletes, anti-doping investigations, athletes’ misconducts, performance-enhancing drugs misusages, and other negative associations with the brand.• China’s slowdown in economics and foreign currency headwind will decease revenues.

Issues Management

Alberto Salazar, American Runner, Coach

FIFA Scandal Salazar Investigation Kenyan Runner Eliud KipchogeWon 2015 Berlin MarathonBroke Personal Record

“We Serve the Athletes.”

Athlete* Relations

*If You Have a Body, You Are an Athlete.

Crisis Team = Executive Team

Mark Parker:President and CEO

Philip H. Knight: Chairman of the Board of Directors

Hilary Krane Executive Vice President, Chief Administrative Officer & Genera Counsel

John Slusher:Executive Vice President,Global Sports Marketing

Key Stakeholders

Key Messages• Youth athletes and prospective teenagers deserve to

have true sports without doping and drugs.

• NIKE fights with doping and performance-enhancing drugs and any substances harming integrity of competition.

• NIKE protects interests of athletes and cultivate spirit of sports for next generation.

• NIKE commits to create high-quality and innovative sportswear and gears to boost your potentials.

Tactics• PartnershipUnited States Anti-Doping Agency

• Education Programs: Sponsored professional athletes, young athletes, prospective teenagers in Local Leagues and Clubs.

• Setting up meetings with International Olympics Commission (IOC), NBA, and NFL.

Quantitative:• Sales, revenues and market shares across the

categories, especially the teenager categories. • The traffic of the official website and major social

media platforms.• Data analysis of sentiment of press releases and

tweets on social media platforms.Qualitative:• Monitor and following up headlines, social media

mentions, sentiment of tweets and press, and keywords of the press about the partnership and initiatives.

• Conduct social media audit about the responses.• Conduct surveys ranging from professional athletes

to young athletes to understand their perceptions about the anti-doping programs and gain feedbacks about the customized products.

Measurement

How do you define success?

Any Questions?

Thank You!

NIKE, Inc.Strategic Communication PlanXiaoting Chen