Financial Management Nike Has Been Research Paper

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Because of its youth-oriented focus, Nike must constantly innovate, in terms of its products. Examples of such innovation include new shoes like the Nike Free, which are intended to profit off of the new 'barefoot running' craze, shoes that allow for distance to be tracked via GPS, and clothing that allows the users to wear Nike-specific iPods that combine music listening with speed, distance, and workout planning features. Nike's goal is always to have enough money to invest in R&D while still having enough profits to show substantial gain for shareholders. This ensures that it is still viewed as a 'hot' and profitable company in which to invest, according to the financial press.

By fusing its brand image and marketing strategies, Nike has been able to manage its finances effectively. A youth-oriented, direct-to-consumer model is reinforced by its emphasis on Nike-specific stores and online retailing.

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Online retailing allows consumers to 'tailor' the Nike experience to their needs, ensuring that Nike's international expansion goals are met. For example, a net-surfer from Latin America can buy European football gear, even though this might be of little interest to an American teen. Nike creates a different image for every facet of the website, and for every geographical location, enabling it to use advertising dollars effectively and to suit the new Nike generation's demand for a customized experience. Financial management is not simply about having an eye on the bottom line, it means using strategies in a manner that works with the organization's overall goals and image. This is clearly the case for Nike......

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