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Nike's Dispute with the University of Oregon



Table of Contents

Executive Summary………………………….…………………………………..…..….03

History of Nike Inc………………………..……………………………………….…….03

Profile of the CEO………………………………………………………………………04

Profile of the Competitor…………………………………………………….……...….05

S.W.O.T. Analysis…………………………………………………………………..…..05

Introduction to the Case………………………………………………..………….…..08

Analysis of Mission Statement…………………………………………….…………...08

Nike's stakeholders…………………………………………………………………….09

Environmental Analysis……………………………………………………………….10

Nike, Subcontractors and Government Responsibilities……………………………11

Media Strategy…………………………………………………………………………11

Recommendations……………………………………………………………………...11

References…………………………………………………………………………..….14

Executive Summary:
Nike Inc. was founded in 1962 by Bill Bowerman and Phil Knight as a partnership under the name, Blue Ribbon Sports. Their modest goal then was to distribute low-cost, high-quality Japanese athletic shoes to American consumers in an attempt to break Germany's domination of the domestic industry. Today in 2007, Nike Inc. not only manufactures and distributes athletic shoes at every marketable price point to a global market, but over 40% of their sales come from athletic apparel, sports equipment, and subsidiary ventures. Nike maintains traditional and non-traditional distribution channels in more than 100 countries targeting its primary market regions: United States, Europe, Asia Pacific, and the Americas (not including the United States). Nike utilizes over 20,000 retailers, Nike factory stores, Nike stores, Nike Towns, Cole Haan stores, and internet-based Web sites to sell our sports and leisure products. Nike dominates sales in the athletic footwear industry with a 33% global market share. Nike Inc. has been able to attain this premier position through "quality production, innovative products, and aggressive marketing.

History of Nike Inc.:
Bill Bowerman and Phil...