Nike Corporate Strategy
sophisticated as Nike is, including Adidas, Puma, Fila, but also Umbro, Ralph Lauren and lululemon (Bisht, 2015). Companies that have not succeeded in this industry are mainly ones that were unable to scale, but also firms like Reebok that are relatively successful but found themselves to be acquisition targets. There are several critical success factors in the industry, including trend-setting design, excellent supply chain and distribution management and marketing expertise. Consumers are typically drawn by design and marketing, while the back end ensures that products are made, make it to market, and costs are contained. The political/legal forces in the industry are minimal, but… Continue Reading...
