ThuongMai University Human Resource Management SPECIALIZED ENGLISH 1 TOPIC NIKE Teacher Nguyen Thi Tra My Class 2215ENTI1011 Group 2 Year 2022 Team member 2 Member Assignment 1 Nguyen Huong Giang Stre.
ThuongMai University Human Resource Management SPECIALIZED ENGLISH TOPIC: NIKE Teacher: Nguyen Thi Tra My Class : 2215ENTI1011 Group : Year 2022 Team member Member Assignment Nguyen Huong Giang - Strengths( achievements) Dinh Phuong Ha - Powerpoint - Introduction - Conclusion Doan Nguyet Hang - History Truong Thi Hang - Word - Structure - Assign tasks to members Nguyen Thi Thu Hang - Strengths (Nike’s marketing strategy) Luu Thanh Hien - Contributions to society Content I Introduction II Body .3 2.1 History 2.2 Structure 2.3 Strengths 2.4 Contributions to society .11 III Conclusion 13 Topic: Nike I Introduction Supplier in sportswear and equipment in the USA Famous for providing athletic apparel and shoes combined with high quality II Body 2.1 Formation ( History) Original name: Blue Ribbon Sport (BRS) Founded: January 25, 1964 Founder: Bill Bowerman; Phil Knight Operations: Eugene area Shoe distributor for Japan's Onitsuka Tiger Renamed Nike, in 1978 The late 1980s: expanded its business, diversified its product line through numerous acquisitions Early 21st century: distributors in more than 170 countries 2.2 Structure Top : Board of directors Below: CEO Different departments : Personnel Department, Marketing Department, Production Department… , each with its director 2.3 Strengths - Achievements In 1985, signed Michael Jordan and launched Air Jordan In 1988, launched its first advertising campaign with the slogan "Just it" In 1990, sales exceeded $2 million and regained market share from Reebok in the US In 1992: Nike established "Nike Street" In 1996 "Nike Street" with over million visitors and $25 million in annual retail sales In late 2004: announced had overtaken Adidas In 2018: became the most valuable brand in the sportswear business Page of 14 In 2022: controls nearly 27% of the global athletic shoe market The global value of the Nike brand is predicted 2022 to be $34.8 billion Nike’s marketing strategy Emotional branding: using a customer's need, inspiration, or emotional state to build a particular brand Use pictures of famous people: cooperate with many celebrities not only in the sports field, but also actors, or Youtube influencers, who have great influence in the YouTube network community Distributing on various social networks: use a lot of social networking sites to interact directly with consumers Inspirational advertising: Nike's ads are always carefully invested, with deeply inspirational messages 2.4 Contributions to society Donated to nonprofit organizations : promoting social equality, regardless of race, gender, and sexual orientation Donations in COVID - 19: food, medical care, footwear, apparel to healthcare professionals, and front-line workers III Conclusion Has succeeded in all four areas and has benefited tremendously in their efforts to establish themselves Page of 14 Nike I Introduction Nike, which is an American multinational corporation, is the world's largest supplier and manufacturer of athletic shoes and apparel, as well as a major supplier of sports equipment Some of the other big players within the industry are Adidas, Puma, and Under Armour Nike, Inc is the owner of a number of brands, including Nike, Converse, and Jordan, and the company is headquartered in Beaverton, Oregon, United States II Body 2.1 History The company was founded on January 25, 1964, as "Blue Ribbon Sports", by Bill Bowerman and Phil Knight, and officially became Nike, Inc on May 30, 1971 The company takes its name from Nike, the Greek goddess of victory Nike markets its products under its brand, as well as Nike Golf, Nike Pro, Nike +, Air Jordan, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite, Nike Skateboarding, Nike CR7, and subsidiaries including Jordan Brand and Converse Nike also owned Bauer Hockey from 1995 to 2008, and previously owned Cole Haan, Umbro, and Hurley International In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name Nike sponsors many high-profile athletes and sports teams around the world, with the highly recognized trademarks of "Just Do It" and the Swoosh logo Nike, originally known as Blue Ribbon Sports (BRS), was founded by University of Oregon track athlete Phil Knight and his coach, Bill Bowerman, on January 25, 1964 The company initially operated in Eugene, Oregon as a distributor for Japanese shoe maker Onitsuka Tiger, making most sales at track meets out of Knight's automobile According to Otis Davis, a University of Oregon student-athlete coached by Bowerman and Olympic gold medalist at the 1960 Summer Olympics, his coach made the first pair of Nike shoes for him, contradicting a claim that they were made for Phil Page of 14 Knight According to Davis, "I told Tom Brokaw that I was the first I don't care what all the billionaires say Bill Bowerman made the first pair of shoes for me People don't believe me I didn't like the way they felt on my feet There was no support and they were too tight But I saw Bowerman made them from the waffle iron, and they were mine" In its first year in business, BRS sold 1,300 pairs of Japanese running shoes grossing $8,000 By 1965, sales had reached $20,000 In 1966, BRS opened its first retail store at 3107 Pico Boulevard in Santa Monica, California In 1967, due to increasing sales, BRS expanded retail and distribution operations on the East Coast, in Wellesley, Massachusetts By 1971, the relationship between BRS and Onitsuka Tiger came to an end BRS prepared to launch its line of footwear, which was rebranded as Nike and would bear the Swoosh newly designed by Carolyn Davidson The Swoosh was first used by Nike on June 18, 1971, and was registered with the U.S Patent and Trademark Office on January 22, 1974 In 1976, the company hired John Brown and Partners, based in Seattle, as its first advertising agency The following year, the agency created the first "brand ad" for Nike, called "There is no finish line", in which no Nike product was shown By 1980, Nike had attained a 50% market share in the U.S athletic shoe market, and the company went public in December of that year Wieden + Kennedy, Nike's primary ad agency, has worked with Nike to create many print and television advertisements, and Wieden+Kennedy remains Nike's primary ad agency It was agency co-founder Dan Wieden who coined the nowfamous slogan "Just Do It" for a 1988 Nike ad campaign, which was chosen by Advertising Age as one of the top five ad slogans of the 20th century and enshrined in the Smithsonian Institution Walt Stack was featured in Nike's first "Just Do It" advertisement, which debuted on July 1, 1988 Wieden credits the inspiration for the slogan to "Let's it", the last words spoken by Gary Gilmore before he was executed Throughout the 1980s, Nike expanded its product line to encompass many sports and regions throughout the world In 1990, Nike moved into its eight-building World Page of 14 Headquarters campus in Beaverton, Oregon The first Nike retail store, dubbed Niketown, opened in downtown Portland in November of that year Phil Knight announced in mid-2015 that he would step down as chairman of Nike in 2016 He officially stepped down from all duties with the company on June 30, 2016 In a company public announcement on March 15, 2018, Nike CEO Mark Parker said Trevor Edwards, a top Nike executive who was seen as a potential successor to the chief executive, was relinquishing his position as Nike's brand president and would retire in August In October 2019, John Donahoe was announced as the next CEO and succeeded Parker on January 13, 2020 In November 2019, the company stopped selling directly through Amazon, focusing more on direct relationships with customers On June 24, 2021, during an earnings call with investors, CEO John Donahoe stated that "Nike is a brand that is of China and for China", in response to a question about competing against Chinese brands 2.2 Structure Page of 14 Huma De IT D M De The Advisory Board Design CEO The Board Of Directors Pu De Sales Pr De Ac de Orthe Nike is an organization, the collective is formed of many departments and personnel The departments in the company perform different functions and tasks in the company but are linked to accomplishing the same goal At the top of the company is the board of directors The board of directors will approve the vital decisions of the company Blow the board of directors is the CEO who is responsible for overseeing the general functions of the company At the same time, the CEO is also responsible for management and communication for the business departments The Advisory Board advises and assists the Board of Directors and CEO on production and business management Nike's company is divided into various departments such as the Human Resources Department, the Marketing Department, and the Production Department each with its manager In the era of technology 4.0, the role of the Marketing department is enhanced By applying mass communication tools on the Page of 14 Internet, Marketing helps Nike understand the market, weak markets, and consumer needs When it comes to departments in a company, surely every business has an HR department They are the ones who perform the parks related to human resource management, recruitment, training of new employees, handling termination procedures, and dismissal of old employees The IT Department is responsible for looking after the company's computers and protecting information The Design Department provides design service and creation services The Purchasing Department buys paper, equipment, machinery, and supplies The sales department is the department found in all companies The production department plays the role of implementing the product from design, production steps, and quality control to ensure standards before it is released to the market for consumption In addition to direct production, this department also takes care of maintenance and repair work, and product warranty In addition, it also provides the sales department with the necessary information and functions of the product for connecting with customers This is the bridge between the company and the customer The accounting department is an important part of the organizational structure of companies and businesses The function of the accounting department in the business is very important: it is the bridge between the business and the tax department and ensures the company's cash flow In addition to the most essential and popular departments in the company, Nike is one of the big companies, so it has a professional apparatus consisting of other departments: Research and Development Department, Engineering - Technology Department, The department will develop separate strategies and objectives to meet the overall objectives of the business Departmental managers will have to be responsible for reporting to the Corporation’s CEO and providing development plans to the CEO for approval and budget allocation for these plans Nike is a great effective company, delegates responsibility from top to bottom, and delivers clear goals 2.3 Strengths - Achievements When Nike introduced the Air Jordan - Jordan design in 1987, a sports shoe named after the illustrious basketball great, that is when Nike's success truly took off Similar to the Michael Jordan fan wave at the time, the Air Jordan shoes set off a Nike wave Page of 14 across the US market, and in the first year, Air Jordan sales exceeded $100 million This time, despite rivals' efforts to concentrate on fashion footwear, Nike was the sole leader in the US market for running shoes Nike started its first marketing campaign with the tagline "Just it" in 1988, continuing to promote its successes Nike has successfully struck one of the most crucial psychological factors for Americans with this approach: confirming the will to succeed, and the determination to triumph despite all challenges Nike's revenues soared as a result of this advertising campaign's success Nike's sales in 1990 surpassed $2 million, and the company reclaimed market share from Reebok in the US Nike built "Nike Street" (also known as Niketown) on North Michigan Avenue in Chicago in 1992 With over a million visits and $25 million in annual retail sales, "Nike Street" was Chicago's most well-liked tourist destination in 1996 Nike declared in late 2004 that it had surpassed Adidas to grab the top spot in European football sales, the most significant product on the sporting goods market Over 73,100 people worked for Nike throughout the world in 2018 The most valuable brand in the sporting goods industry, Nike, had a brand value of $29.6 billion in 2017 On the 2018 Fortune 500 list of the biggest US companies by total revenue, Nike comes in at number 89 Currently, Nike holds a nearly 27% market share for athletic shoes worldwide The Nike brand is worth $34.8 billion globally - Nike’s marketing strategy Emotional branding It is using a customer's need, inspiration, or emotional state to build a particular brand Emotional branding is most effective when customers feel a strong attachment to the brand, be it a feeling of attachment, love, or a desire to continue accompanying them in the future Page of 14 Nike makes good use of this technique, as their marketing campaigns are not focused on promoting the product, but on giving customers the spirit of the brand Following the motif of the story of heroes conquering powerful enemies, Nike makes this motif more refreshing when focusing on the enemy within each person, such as laziness Nike's ads all convey the message "go forward, keep trying" to customers They often praise hard work and celebrate great victories over laziness in each person Therefore, Nike has been very successful when its advertising affects not only athletes but everyone because the desire to be great is something that everyone has Use pictures of famous people This is a strategy used by many big brands, because customers always believe in the products that their favorite stars are using, or even the statements from the stars about the product With this tactic, Nike has cooperated with many celebrities not only in the sports field, but also actors, or Youtube influencers, who have great influence in the YouTube network community Prominent names like LeBron James, Keira Knightly, Lil Wayne, Robert Pattinson, or Megan Batoon with the vlog "Reacting to Running a Half Marathon, are the faces who have contributed to honoring Nike in the eyes of customers Distributing on various social networks Smooth coordination between different social networks is not a simple strategy We must understand very well how customers operate and use behavior across each channel because they will never be identical Nike has used a lot of social networking sites to interact directly with consumers, but besides that, it has also not forgotten to adjust the way it works to suit each channel Twitter Page of 14 Nike has separate Twitter accounts for each of its sub-brands, and for each channel, Nike focuses on responding to @mentions Nike will respond to product inquiries, merchandise information, and orders individually The consultation and customer care stages are therefore done carefully and thoughtfully Instagram Nike's Instagram is one of the most popular accounts, with a very respectable following of 79.5 million people Using both video and artistic photos, Nike showcased the most popular products on the main account and sub-accounts Nike especially uploads images of product users and beautiful landscapes, taken in the most natural way to make customers feel closer to the brand Facebook Nike has separate Facebook fan pages for each of its product categories Pages specializing in sports products, updated daily with photos and videos, featuring company-sponsored athletes and Nike products Youtube Youtube is also a channel that Nike focuses on and promotes promotional videos or series that create interaction between customers and brands Typically, the series "Margot vs Lily", the series focuses on the daily stories of two sisters, cleverly incorporating images of Nike products such as shoes, training equipment, and technology Nike+ The series also directs viewers to the #BetterforIt website, which offers a wealth of useful content for those interested in improving their fitness journey The series has received more than 80 million views, resulting in a huge increase in downloads of “Nike + Run and Training Club” Inspirational advertising Nike's ads are always carefully invested, with deeply inspirational messages In particular, Nike often collaborates with world-class sports stars, providing an Page 10 of 14 impressive view of their outstanding skills In the field of sports fashion, it can be said that Nike is the brand with the best advertising measures One of Nike's most successful commercials is "Winner stays on" This ad brings up the image of teenage boys suddenly becoming Ronaldo, Neymar Jr., and other soccer superstars as they play on the football field The ad was successful with over 107.8 million views Thus, it can be seen that the coordination of all four marketing strategies mentioned above flexibly and creatively has helped Nike maintain its position in the hearts of customers for decades 2.4 Contributions to society Nike’s Corporate Social Responsibility and Sustainability program resonates with the company’s core belief that “sports can change the world for the better.” Nike leverages the unifying power of sports to promote its CSR agenda in three key areas: diversity and inclusion, community investment, and environmental sustainability Nike’s Diversity and Inclusion Program Nike’s CSR and corporate governance programs center on providing a healthy and tolerant work environment for all employees To that end, the company invests in promoting a work environment that celebrates diversity and inclusion In 2020, Nike introduced two new CSR programs, their Juneteenth learning initiative, and their Unconscious Bias Awareness training program to promote a greater understanding of racial equality and social change Throughout 2020-21, Nike laid out a five-year plan for creating more diversity in their workforce, which included a target goal of 50% representation of women and 35% representation of racial and ethnic minorities in their corporate workforce by 2025 In conjunction with this initiative, Nike announced an investment of $125 million over the next five years to support businesses committed to “leveling the playing field.” In 2020, Nike allocated $4 million to support diversity and inclusion in communities throughout North America through its Until We All Win program Additionally, eight of Nike’s Employee Networks donated $25,000 a year to nonprofit Page 11 of 14 organizations focusing on promoting social equality, regardless of race, gender, and sexual orientation Nike’s Community Support Program As part of their community outreach program, Nike spent more than $89 million in 2020 to help over 17 million kids around the world get active in sports and exercise Nike also committed to training nearly 100,000 coaches to help communities most in need To encourage more gender inclusivity and equality, Nike invested over $100 million into their Girl Effect program between 2015-2020 to improve the lives of tens of millions of girls in 20 countries throughout Africa and Asia The company also expanded its digital training tools to include the Coaching Girls program which aims to make sports more fun and inclusive for girls through coach education and leadership training Lastly, in collaboration with Converse, Jordan Brand, and Michael Jordan, Nike announced a 10-year $140 million CSR commitment to support social equality for Black Americans, $40 million of which is intended to support organizations and nonprofits addressing systemic inequality COVID-19 Response Nike’s COVID-19 response was widespread, covering the costs of food and apparel for global communities and extra assistance for their employees The efforts included $30 million for food and medical care and a $5.7 million donation of footwear and apparel to healthcare professionals and front-line workers For employees, Nike worked with suppliers to implement proper health and safety protocols at their facilities and provided paid time off and free virtual counseling for those who were experiencing mental and emotional distress due to the pandemic Nike also implemented a two-to-one match for all employee donations made to organizations addressing COVID-19-related relief and support Nike’s Sustainability Program Page 12 of 14 Through the Supplier Climate Action Program, Nike ensures their suppliers and manufacturers are committed to their goal of carbon neutrality by 2025 So far, the company announced that all of their North American facilities, as well as 48% of their global operations, are operating on 100% renewable energy, and 99.9% of manufacturing waste from their tier suppliers has been diverted from landfills Under this new program, there was also a 30% reduction in freshwater used in manufacturing textiles and materials in 2020 To further reduce waste, Nike is introducing more sustainable materials into their product lines and taking advantage of reusable and recyclable products In 2020, sustainable material integration increased from 41% to 59% in their clothing lines So far, over billion plastic bottles have been reprocessed into polyester and other textiles that are used in their products Nike is also piloting alternative packaging solutions that replace corrugated cardboard with reusable shipping totes III Conclusion In today's society, companies are striving for excellence There are not many companies out there that we can say are excellent The ones that we say are excellent have become that way because they have succeeded in four different areas, consumer excellence, product development, good promotional planning, and sponsorship Nike has succeeded in all four areas and has benefited tremendously in its efforts to establish itself as the top sportswear - selling company in the world Page 13 of 14 Member comment sheet Member Commment Self assessment Group assessment Nguyen Huong Giang Complete mission B+ Đinh Phuong Ha Complete mission A Doan Nguyet Hang Complete mission B Truong Thi Hang Complete mission A Nguyen Thi Thu Hang Complete mission B+ Luu Thanh Hien Complete mission B+ Page 14 of 14 ... from Nike, the Greek goddess of victory Nike markets its products under its brand, as well as Nike Golf, Nike Pro, Nike +, Air Jordan, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite, Nike. .. mid-2 015 that he would step down as chairman of Nike in 2 016 He officially stepped down from all duties with the company on June 30, 2 016 In a company public announcement on March 15 , 2 018 , Nike. .. eight of Nike? ??s Employee Networks donated $25,000 a year to nonprofit Page 11 of 14 organizations focusing on promoting social equality, regardless of race, gender, and sexual orientation Nike? ??s