248x Filetype PPTX File size 0.61 MB Source: kimboal.ba.ttu.edu
STRATEGIC MANAGEMENT IN ACTION: PROCESS • Corporate Strategies • Decided in the beginning • Developed over time • Overall vision • Mission(s) • Corporate and Competitive Strategies • Competitive advantages discovered thru implementation • Use SWOT Analysis • Exploit possible competitive advantages • Counteract possible threats STRATEGIC MANAGEMENT IN ACTION: PROCESS - NIKE • Nike • Business Model – To market high-end consumer products manufactured in cost-efficient supply chains • Adjust business model to embrace responsibility practices • 1998 - Established a corporate responsibility department • Criticized for work conditions • “Industry Leader”; competitors had the same conditions NIKE SWOT ANALYSIS Strengths Weaknesses • Extremely competitive • Revenue heavily dependent on footwear sales • Doesn’t own factories • Dependent on retailer sector (highly price • Strong R&D • Global brand image sensitive) Opportunities Threats • Product development • Main strategy has been replicated by competitors • International marketing • Consumers are looking more at price than brand • Nike has become a fashion image FUNCTIONAL STRATEGIES – THE PRODUCT • Product – a good or service • Shoes • Athletic wear • Nike+ • NikeID • Three Stages of the Product • Design • Product Operations • Marketing PRODUCT DESIGN AND DEVELOPMENT STRATEGIES • Timing • New Movers • Followers • Who • R&D • Cross Functional Teams • How • Process • Type of Research
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