NIKE BY Kushal
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Transcript of NIKE BY Kushal
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NIKE: Just Does IT
A Look At How to Combat Some ofthe Problems Facing the Multi-
National Corporation
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Background
Shoe and Apparel company
$16.3 Billion in revenue in 2007
28,000 workers in 45 countries 500 manufacturing locations
Headquarters in Beaverton, Oregon
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Company History
Founded in 1965 as Blue Ribbon Sports atthe University of Oregon
The Nike Waffle
1971-the Swoosh
1972-Nike the Greek goddess of victory
1979-A big year
1982-Advertising
1988-Just Do It
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Problems
Tarnished image from sweat shop scandal
Doesnt appear to be socially conscience
Doesnt appear to be environmentallyconscience
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The Truth
Are socially conscience
--Donated 37 million to charity in 2004
--Currently doing a charity campaign withEminem-auctioning off limited sneakers forcharity
Are Environmentally conscience
--Carbon neutral by 2011
--3rd in recent environmental scorecard
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Goals
Improve companys overall image
Further the idea that they are socially
conscience Further the idea that they are
environmentally conscience
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Objectives
To show that Nike is a socially minded
organizationto start new charities, to increase
number of dollars poured iinto charities by 15%,to
improve employee relations, to publicize effortsthrough media and advertising
To show Nike is environmentally mindedto start
up shoe recycling centers, to publicize efforts to
through media and advertising
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Audience
The Long-time customer
The Customer who boycotted because of
labor issues The Environmentally minded customer
The Nike workersThe Nike Family
The consumer with no opinion on thematters at hand
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Strategies and Tactics
Give a measurable increase to the charity budget
Develop programs to promote social conscience
Inner-city hoops renovation, Nike cares
Construct recycle pick up stations for old shoe and
shoeboxes
Create stricter guidelines to enforce fair labor
practicestour manufacturing plants to find faults Use press agentry to its fullest
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January-February
Initial plans for programs brought before the
board
Begin scouting cities for recycle center andfor more charities to give to
Stress importance of fair labor practices to
board
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March-April
Recruit Nike Cares Athletes
Scout locations for inner-city Hoops
renovation Begin set up recycle centers
Use advertisements promoting recycling
Fair Labor Committee meets and developsstrict guidelines for evaluating factories
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May-June
Begin Hoops Renovations in cities
Have meeting of Nike Cares Athletes to
discuss ideals being stressed Open Recycle pick-up center
Begin giving money to charities
Touring of plants begins
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July-August
Continue Hoops programs and recylce pick-
up
Begin the touring of Nike Cares Gmive more money to charity
Continue tours
Release first line of recycled shoes
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September-October
Continue all programs
Evaluate the results from fair labor tours
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November-December
Evaluate success of programs
Give the most money so far to charity forChristmas
Fire any heads of plants not exercising fairlabor
Report results to press and post on web siite
Increase number of recycle pickup stations Continue programs if succesful
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Expenses
Programs-developing, running, hidden costs
Advertisement
Travel Construction
Increased charity budget
Grand Total- $97 million
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Evaluation
Surveys
Focus Groups
Study media Study