BTL Tiếng anh chuyên ngành 1 TMU: History, Structure, Strength of Nike

ThuongMai University Human Resource Management SPECIALIZED ENGLISH 1 TOPIC NIKE Teacher Nguyen Thi Tra My Class 2215ENTI1011 Group 2 Year 2022 Team member 2 Member Assignment 1 Nguyen Huong Giang Stre.

ThuongMai University Human Resource Management

SPECIALIZED ENGLISH 1

TOPIC: NIKE

Teacher: Nguyen Thi Tra My

Class : 2215ENTI1011

Group : 2

Year 2022

Team member 2

1 Nguyen Huong Giang - Strengths( achievements)

- Introduction

- Conclusion

- Structure

- Assign tasks to members

(Nike’s marketing strategy)

I Introduction 3

II Body 3

2.1 History 3

2.2 Structure 5

2.3 Strengths 7

2.4 Contributions to society 11

III Conclusion 13

Topic: Nike

I Introduction

 Supplier in sportswear and equipment in the USA

 Famous for providing athletic apparel and shoes combined with high quality

II Body

2.1 Formation ( History)

 Original name: Blue Ribbon Sport (BRS)

 Founded: January 25, 1964

 Founder: Bill Bowerman; Phil Knight

 Operations: Eugene area

 Shoe distributor for Japan's Onitsuka Tiger

 Renamed Nike, in 1978

 The late 1980s:  expanded its business, diversified its product line through numerous acquisitions

 Early 21st century: distributors in more than 170 countries

2.2 Structure

 Top : Board of directors

 Below: CEO

 Different departments : Personnel Department, Marketing Department, Production Department… , each with its director

2.3 Strengths

- Achievements

 In 1985, signed Michael Jordan and launched Air Jordan

 In 1988, launched its first advertising campaign with the slogan "Just do it" In

1990, sales exceeded $2 million and regained market share from Reebok in the US

 In 1992: Nike established "Nike Street" In 1996 "Nike Street" with over 1 million visitors and $25 million in annual retail sales

 In late 2004:  announced had overtaken Adidas

 In 2018: became the most valuable brand in the sportswear business

 In 2022: controls nearly 27% of the global athletic shoe market The global value of the Nike brand is predicted 2022 to be $34.8 billion

Nike’s marketing strategy

 Emotional branding: using a customer's need, inspiration, or emotional state to build a particular brand

 Use pictures of famous people: cooperate with many celebrities not only in the sports field, but also actors, or Youtube influencers, who have great influence in the YouTube network community

 Distributing on various social networks: use a lot of social networking sites to interact directly with consumers

 Inspirational advertising: Nike's ads are always carefully invested, with deeply inspirational messages

2.4 Contributions to society

 Donated to nonprofit organizations : promoting social equality, regardless of race, gender, and sexual orientation

 Donations in COVID - 19: food, medical care, footwear, apparel to healthcare professionals, and front-line workers

III Conclusion

 Has succeeded in all four areas and has benefited tremendously in their efforts

to establish themselves

I Introduction

Nike, which is an American multinational corporation, is the world's largest supplier and manufacturer of athletic shoes and apparel, as well as a major supplier of sports equipment Some of the other big players within the industry are Adidas, Puma, and Under Armour Nike, Inc is the owner of a number of brands, including Nike, Converse, and Jordan, and the company is headquartered in Beaverton, Oregon, United States

II Body

2.1 History

The company was founded on January 25, 1964, as "Blue Ribbon Sports", by Bill Bowerman and Phil Knight, and officially became Nike, Inc on May 30, 1971 The company takes its name from Nike, the Greek goddess of victory Nike markets its products under its brand, as well as Nike Golf, Nike Pro, Nike +, Air Jordan, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite, Nike Skateboarding, Nike CR7, and subsidiaries including Jordan Brand and Converse Nike also owned Bauer Hockey from 1995 to 2008, and previously owned Cole Haan, Umbro, and Hurley International In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name Nike sponsors many high-profile athletes and sports teams around the world, with the highly recognized trademarks of

"Just Do It" and the Swoosh logo

Nike, originally known as Blue Ribbon Sports (BRS), was founded by University

of Oregon track athlete Phil Knight and his coach, Bill Bowerman, on January 25,

1964 The company initially operated in Eugene, Oregon as a distributor for Japanese shoe maker Onitsuka Tiger, making most sales at track meets out of Knight's automobile

According to Otis Davis, a University of Oregon student-athlete coached by Bowerman and Olympic gold medalist at the 1960 Summer Olympics, his coach made the first pair of Nike shoes for him, contradicting a claim that they were made for Phil

Knight According to Davis, "I told Tom Brokaw that I was the first I don't care what all the billionaires say Bill Bowerman made the first pair of shoes for me People don't believe me I didn't like the way they felt on my feet There was no support and they were too tight But I saw Bowerman made them from the waffle iron, and they were mine"

In its first year in business, BRS sold 1,300 pairs of Japanese running shoes grossing $8,000 By 1965, sales had reached $20,000 In 1966, BRS opened its first retail store at 3107 Pico Boulevard in Santa Monica, California In 1967, due to increasing sales, BRS expanded retail and distribution operations on the East Coast, in Wellesley, Massachusetts

By 1971, the relationship between BRS and Onitsuka Tiger came to an end BRS prepared to launch its line of footwear, which was rebranded as Nike and would bear the Swoosh newly designed by Carolyn Davidson The Swoosh was first used by Nike

on June 18, 1971, and was registered with the U.S Patent and Trademark Office on January 22, 1974

In 1976, the company hired John Brown and Partners, based in Seattle, as its first advertising agency The following year, the agency created the first "brand ad" for Nike, called "There is no finish line", in which no Nike product was shown By 1980, Nike had attained a 50% market share in the U.S athletic shoe market, and the company went public in December of that year

Wieden + Kennedy, Nike's primary ad agency, has worked with Nike to create many print and television advertisements, and Wieden+Kennedy remains Nike's primary ad agency It was agency co-founder Dan Wieden who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign, which was chosen by Advertising Age as one of the top five ad slogans of the 20th century and enshrined in the Smithsonian Institution Walt Stack was featured in Nike's first "Just Do It" advertisement, which debuted on July 1, 1988 Wieden credits the inspiration for the slogan to "Let's do it", the last words spoken by Gary Gilmore before he was executed Throughout the 1980s, Nike expanded its product line to encompass many sports and regions throughout the world In 1990, Nike moved into its eight-building World

Headquarters campus in Beaverton, Oregon The first Nike retail store, dubbed Niketown, opened in downtown Portland in November of that year

Phil Knight announced in mid-2015 that he would step down as chairman of Nike

in 2016 He officially stepped down from all duties with the company on June 30, 2016

In a company public announcement on March 15, 2018, Nike CEO Mark Parker said Trevor Edwards, a top Nike executive who was seen as a potential successor to the chief executive, was relinquishing his position as Nike's brand president and would retire in August

In October 2019, John Donahoe was announced as the next CEO and succeeded Parker on January 13, 2020 In November 2019, the company stopped selling directly through Amazon, focusing more on direct relationships with customers

On June 24, 2021, during an earnings call with investors, CEO John Donahoe stated that "Nike is a brand that is of China and for China", in response to a question about competing against Chinese brands

2.2 Structure

Nike is an organization, the collective is formed of many departments and personnel.

The departments in the company perform different functions and tasks in the company

but are linked to accomplishing the same goal At the top of the company is the board

of directors The board of directors will approve the vital decisions of the company

Blow the board of directors is the CEO who is responsible for overseeing the general

functions of the company At the same time, the CEO is also responsible for

management and communication for the business departments The Advisory Board

advises and assists the Board of Directors and CEO on production and business

management Nike's company is divided into various departments such as the Human

Resources Department, the Marketing Department, and the Production

Department each with its manager In the era of technology 4.0, the role of the

Marketing department is enhanced By applying mass communication tools on the

The Board Of Directors

Human Resources Department

IT Department

Marketing Department Design Department

Purchasing Department Sales Department

Production Department Accounting department Orther Department

CEO The Advisory

Board

Internet, Marketing helps Nike understand the market, weak markets, and consumer needs When it comes to departments in a company, surely every business has an HR department They are the ones who perform the parks related to human resource management, recruitment, training of new employees, handling termination procedures, and dismissal of old employees The IT Department is responsible for looking after the company's computers and protecting information The Design Department provides design service and creation services The Purchasing Department buys paper, equipment, machinery, and supplies The sales department is the department found in all companies The production department plays the role of implementing the product from design, production steps, and quality control to ensure standards before it is released to the market for consumption In addition to direct production, this department also takes care of maintenance and repair work, and product warranty In addition, it also provides the sales department with the necessary information and functions of the product for connecting with customers This is the bridge between the company and the customer The accounting department is an important part of the organizational structure of companies and businesses The function of the accounting department in the business is very important: it is the bridge between the business and the tax department and ensures the company's cash flow In addition to the most essential and popular departments in the company, Nike is one of the big companies, so it has a professional apparatus consisting of other departments: Research and Development Department, Engineering - Technology Department, The department will develop separate strategies and objectives to meet the overall objectives of the business Departmental managers will have to be responsible for reporting to the Corporation’s CEO and providing development plans to the CEO for approval and budget allocation for these plans Nike is a great effective company, delegates responsibility from top to bottom, and delivers clear goals

2.3 Strengths

- Achievements

When Nike introduced the Air Jordan - Jordan design in 1987, a sports shoe named after the illustrious basketball great, that is when Nike's success truly took off Similar

to the Michael Jordan fan wave at the time, the Air Jordan shoes set off a Nike wave

across the US market, and in the first year, Air Jordan sales exceeded $100 million This time, despite rivals' efforts to concentrate on fashion footwear, Nike was the sole leader in the US market for running shoes

Nike started its first marketing campaign with the tagline "Just do it" in 1988, continuing to promote its successes Nike has successfully struck one of the most crucial psychological factors for Americans with this approach: confirming the will to succeed, and the determination to triumph despite all challenges Nike's revenues soared as a result of this advertising campaign's success Nike's sales in 1990 surpassed $2 million, and the company reclaimed market share from Reebok in the US

Nike built "Nike Street" (also known as Niketown) on North Michigan Avenue in Chicago in 1992 With over a million visits and $25 million in annual retail sales,

"Nike Street" was Chicago's most well-liked tourist destination in 1996

Nike declared in late 2004 that it had surpassed Adidas to grab the top spot in European football sales, the most significant product on the sporting goods market Over 73,100 people worked for Nike throughout the world in 2018 The most valuable brand in the sporting goods industry, Nike, had a brand value of $29.6 billion

in 2017 On the 2018 Fortune 500 list of the biggest US companies by total revenue, Nike comes in at number 89

Currently, Nike holds a nearly 27% market share for athletic shoes worldwide The Nike brand is worth $34.8 billion globally

- Nike’s marketing strategy

 Emotional branding

It is using a customer's need, inspiration, or emotional state to build a particular brand Emotional branding is most effective when customers feel a strong attachment

to the brand, be it a feeling of attachment, love, or a desire to continue accompanying them in the future

Nike makes good use of this technique, as their marketing campaigns are not focused on promoting the product, but on giving customers the spirit of the brand Following the motif of the story of heroes conquering powerful enemies, Nike makes this motif more refreshing when focusing on the enemy within each person, such as laziness

Nike's ads all convey the message "go forward, keep trying" to customers They often praise hard work and celebrate great victories over laziness in each person Therefore, Nike has been very successful when its advertising affects not only athletes but everyone because the desire to be great is something that everyone has

 Use pictures of famous people

This is a strategy used by many big brands, because customers always believe in the products that their favorite stars are using, or even the statements from the stars about the product

With this tactic, Nike has cooperated with many celebrities not only in the sports field, but also actors, or Youtube influencers, who have great influence in the YouTube network community

Prominent names like LeBron James, Keira Knightly, Lil Wayne, Robert Pattinson,

or Megan Batoon with the vlog "Reacting to Running a Half Marathon, are the faces who have contributed to honoring Nike in the eyes of customers

 Distributing on various social networks

Smooth coordination between different social networks is not a simple strategy We must understand very well how customers operate and use behavior across each channel because they will never be identical

Nike has used a lot of social networking sites to interact directly with consumers, but besides that, it has also not forgotten to adjust the way it works to suit each channel

Twitter