Nike Incorporation, is one of the biggest companies specialized in equipment,

athletic footwear, apparel, and accessories for sports and fitness in the world. (NIKE,
Inc. 2016). It is appreciated not just for the vision but even for design, development, and
worldwide marketing and selling.

According to Dave Hall (2008), for Swot analysis is requiring critical skills to
observe from the internal and external environment all the strengths, weaknesses,
opportunities and threats which could be helpful for the optimization of the company.
The Company has to take notice of their advantage to overpass the gaps and remain
one of the top designers, developers, and sellers on the sports wearing market. Hence
while the dependence to the independent manufacturer appears to be a setback to
expansion, the continuous focus on research and innovation could maintain and
improve the existing networks and all the selling channels.

Strong brands portfolio made the company be one of the tops in the market seller
positions. The perseverance for continuous development, research, diversity in the
selling department and the strong portfolio seem to make the company be one of the
tops in the market seller positions. (NIKE, Inc. 2016) According to the Xxlmag, even
though is the 20th anniversary of the brand, the company presents a new shape of the
shoe, offering one of the most luxurious variants of Air Max. (Xxlmag, 2017) The
maximization of the comfort by the continuous innovations made increase athletic
performance of the customers.

Analyzing another point of view, even if is seeing as a weakness the

collaboration with the others countries which regarding the manufacturing, the company
seems to respect its beliefs as regarding ethical values. (Solecollector, 2017) As the
report is showing, because the company is using the independent manufacturers, is
counted as a weak point. The company has decided to work with the manufacturing
agreements with independent factories from many countries as China, Brazil, India, and
Mexico production. The decision result, shows the report, could affect the quality
because of the little control of it. The repercussions of non-quality control could be
observed in delays or disruptions of activity, high costs, which could have an effect even
customer retention and brand loyalty. (NIKE, Inc. 2016)

Nike appears to be one of the opinion-makers regarding a company's profitability

following inventory analysis. (Cnbc, 2017). As a point of reference in a Mondial
economic analysis, the opportunities could be observed if it followed the statement that
Adrian Palmer emphasize with the following topic in practice: "Is the glass-half-full or
half-empty?" (Palmer, A., 2014:461) Even thou the information from the analyzed

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source does not seem to be efficient for the company, the magnitude of the implication
could have a good impact on the population.

Despite the growing market Amazon has, however, Nike seems to not to have
any fear as declaring that on the Amazon it will be piloted a small range and also that
the next period the focus will be to reorganize the structure in order to increase the
direct selling. (Marketwatch, 2017)

In the contemporary trade market appears to be very important to have a good

strategy and follow the principles and the values that overpass the test of the time and
give recognition, as Nike did for over 50 years.

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 Referencing:

Cnbc (2017) Nike, Nvidia and other failing stocks could be signaling market shift
everyone is trying to forecast. Available at:

https://www.cnbc.com/2017/08/18/nike-nvidia-and-other-failing-stocks-could-be-
signaling-market-shift.html

(Accessed: 19/08/2017)

Hall, D. et al., (2008), Business Studies, Fourth Edition, Essex, (612)

Marketwatch (2017) Foot Locker shares plunge 28% as brands like Nike and Adidas go
direct-to-consumer. Available at:

http://www.marketwatch.com/story/foot-locker-shares-plunge-26-as-brands-like-nike-
and-adidas-go-direct-to-consumer-2017-08-18

(Accessed: 19/08/2017)

NIKE (2009) Inc. MarketLine Company Profile. Available at:

http://web.b.ebscohost.com/ehost/results?vid=3&sid=529637ea-8a28-4f1c-ba62-
6759bf01254e%40sessionmgr101&bquery=JN+%22NIKE%2c+Inc.+MarketLine+Comp
any+Profile%22+AND+DT+20160309&bdata=JmRiPWJ1aCZ0eXBlPTEmc2l0ZT1laG9z
dC1saXZl

(Accessed: 19/08/2017)

Palmer, A. (2014) Principles of Services Marketing. (7th edition), Berkshire: McGraw-Hill

Education

Solecollector (2017) Nike CEO Denounces Racism in Company-Wide Email After

Charlottesville Rally. Available at:

https://solecollector.com/news/2017/08/nike-ceo-statement-white-supremacist-rally-
charlottesville-mark-parker-barcelona

(Accessed: 19/08/2017)

Xxlmag (2017) Nike Introduces the Air Max 97 LX Swarovski - XXL. Available at:

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http://www.xxlmag.com/lifestyle/2017/08/nike-introduces-air-max-97-lx-
swarovski/?trackback=tsmclip

(Accessed: 19/08/2017)