After Nike’s success in the US is inarguable, its intent to focus on the international markets. The company wants to generate more than half of its revenue from overseas. In my opinion, Nike’s strategies and tactics are to seek on the opportunity to do the marketing on its radical, rebellious and anti-establishment images to the international markets and to benefit from its use of overseas factories to outsource manufacturing processes. For example,
• A Nike ad in Soccer America magazine that delivered the massage to Europe, Asia and Latin America. Part of its message mentioned to their local investors to better invest in some deodorant.
• A TV commercial featured a Manchester United player explaining how spitting at a fan and insulting a coach won him a Nike contract.
• A Nike advertising campaign at the Atlanta Olympic Games with the slogan “You don’t win silver, you lose gold.”
• A Nike’s factories in Vietnam, China and Indonesian.
For those marketing efforts, Nike does successful to promote itself with its not-quite-nice images and also generate some criticism that I think they are irresponsible as we can see from their ad that they does not create any positive effects to the society. For its use of overseas factories, it is great opportunity to expand the production base to the lower cost of labor, but it is totally irresponsible and unethical when labor practice does not meet the standard.
In my point of view, the most unethical Nike’s decision is not to take the responsibility to ensure at least minimum and humane standards that it should offer to its work force. For example, in Vietnam, Nike paid its workers less than the cost of three meals of rice and vegetables and tofu. It treated workers no better than in sweatshops with only two drinks of water and one bathroom break in an eight hour shift. Also Nike let its contractors in developing countries to use child labor under sub-standard conditions. On the other hand, the least unethical Nike’s decision is to have a TV commercial featured a Manchester United player explaining how spitting at a fan and insulting a coach won him a Nike contract.
The reason that I reach these judgments, for the most unethical decision, Nike lacks of social responsibilities in term of both legal and ethical responsibilities. Although, there were some people agree with sweatshops because it was better than the firm leaves the workers, it was the best of the workers’ only bad options or it was a path from poverty to greater wealth, but if at least Nike improved their workers working standards, it would help to better increase their quality of lives.
Nike has been under a great deal of pressure to correct the misdoings that have been done regarding production facilities in the East. As Nike is responsible for these plants, their reputation has been tainted with increasing public debate about ethical matters. While Nike still promotes itself as one of the industry leaders in corporate social responsibility, workers in Asia are still forced to work excessively long hours in substandard environments and are not paid enough to meet the basic needs for themselves or their families. They are faced to a life of poverty and are unfortunate subjects to harassment and violent threats if they make any attempt to form unions or tell journalists about labour abuses in their factories. Phil Knight’s speech regarding Nike’s steps to improving human rights in Asian countries was a step in the right direction for Nike, but it would have been much more effective had Nike fully followed through with these initiatives.
Sunday, June 19th 2016 will be a date that will lay in the hearts of Cleveland sports fans for the rest of their lives. On this day, the Cleveland Cavaliers finished the nearly impossible task of coming back from being down three games to one in the NBA Finals in order to give the city of Cleveland its first professional sports championship in fifty-two years. The team was led by LeBron James, Kyrie Irving, and company; together, they made history. After the championship many emotional advertisements came out about the city of Cleveland, but there is one that stands out the most. Nike, who endorse LeBron James and Kyrie Irving, released an emotional advertisement called “Worth the Wait,” targeting those who have been with Cleveland since the
Nike’s sweatshop manufacturing practices which can be seen through media have shown people that this company goes under the good guys images, these images which are displayed in their commercials show people that their employees are treated well and their happy in their working environment.
Nike has always been a company that's been questioned ethically. People have heard about the stories of the sweatshops in Southeast Asia exploiting adolescent employees for unreasonably small amounts of money. This had blemished Nike’s reputation several years ago, but since then, it has strived to become a truly respectable company. Located on Nike's website you can find Phil Knight's credo about ethics. It is as follows:
In the case of Nike it is my opinion that it is not wrong to try to leverage its American rebel image to build brand awareness. For that, there are three main reasons. One, differentiating from its competitors. Second, to build one image and third, the effort to gain the interest of the youth.
Nike failed to address corporate social responsibility early on because in the 1990’s corporate responsibility was not that important to corporations yet. Nike failed to communicate with top management. The move to manufacture their products to Vietnam, China and Indonesia provided cheap labor. The manufacturing plants in ...
Many global companies like Nike, Inc. are seen as role models both in the market place as well as in society in large. That is why they are expected to act responsibly in their dealings with humanity and the natural world. Nike benefits from the global sourcing opportunities, therefore areas such as production and logistics have been outsourced to partner companies in low-wage countries like China, Vietnam, Indonesia and Thailand. As a result the company is limited nowadays to its core competencies of Design and Marketing.
Phil Knight started his shoe company by selling shoes from the back of his car. As he became more successful in 1972 he branded the name Nike. In the 1980’s Nike Corporation quickly grew and established itself as a world leader in manufacturing and distributing athletic footwear and sports' attire. The Nike manufacturing model has followed is to outsource its manufacturing to developing nations in the Asia Pacific, Africa, South and Latin Americas; where labor is inexpensive. It quickly became known for its iconic “swoosh” and “Just do it” advertisements and products. Its highly successful advertising campaigns and brand developed its strong market share and consumer base. But, the road has not always been easy for Nike; in the late 1990’s they went through some challenging times when their brand become synonymous with slave wages and child labor abuses. During this period, Nike learned that it paramount that the company understands its stakeholders’ opinions and ensures their values are congruent with their stakeholders. Nike learned that their stakeholders were concerned with more than buying low cost products; their customers were also concerned with ethical and fair treatment of their workers. Because Nike was unwilling to face the ethical treatment of its employees, the company lost its loyal customers and damaged its reputation. Nike has bounced back since the late 1990’s and revived its reputation by focusing on its internal shortfalls and attacking its issues head on. Nike nearly collapsed from its missteps in the late 1990’s. They have learned from their mistakes and taken steps to quickly identify ethical issues before they become a crisis through ethics audits. This paper is based on the case study of Nike: From Sweatsh...
Instead they completely stand up for Chen Yibing’s second place performance and argue their athlete deserves better. By defending their athlete and ultimately their country, the Chinese advertisement is stronger than the United States one because it does more than just try to sell a product. The Olympic Games are the most widely anticipated sporting event in the world. The advertisement from China, uses the people of China’s anger and confusion to push buyers to buy Nike anything to defend Chen’s second-place performance.
They have many restrictions and rules for their contractors and subcontractors, as well as know every end use and end user for all their transactions. Nike wants all their third party affiliates to comply with their rules about how employee acts, including honesty, free from harassment, etc. They do this through their Code of Conduct and corporate social responsibility. Business integrity and honesty is a key standard for Nike retaining business with a third party. The code specifically states, “This code calls for our partners’ management practices to respect the labor and employment rights of all employees, to minimize the impact on the environment, provide a safe and healthy work place, and promote the health and well being of all employees.” Nike is trying to be a leader by striving for their third party contractors to do the same as them and making the world a better place. Social responsibility is important to an ethical company because it impacts society and everyone in the world. If people and corporations weren’t socially responsible for their actions, everyone would be suffering and the world would be a cold, dark place. Nike not only wants to make themselves a better company, but also the world a better place to
With the increasing awareness and publicity of poor working conditions in subcontracted factories in East Asia, Nike has stimulated an uprising of activist and watchdog groups working toward seeing these conditions changed. With Nike in the negative spotlight, various organizations have revolved around generating a negative outlook on Nike’s practices of social irresponsibility. Certain campaigns such as the “National Days of Consciousness” and “International Day of Protest” were organized to educate people on the deplorable working conditions in Nike’s Asian manufacturing plants, and were designed to get more people involved in global employment issues.
In contrast, in previous years Nike was perceived as the “poster child boy for everything bad in manufacturing” (Buchholtz&Carroll, 2012, 2015, pg. 605, para.3). Nike has taken several measures to move towards being a more responsible and well-respected company. After taking the
The developmental stages of a successful campaign help to establish the product in the audience’s mind or consciousness. The stages of the Nike campaign can be described by using the Yale Five-Stage Developmental Model. Yale researchers developed this model while observing the growth of national identity. The first stage of this model is identification. Our text states that “Many products and causes develop a graphic symbol or logotype to create identification in the audience’s mind” (p. 264, Larson). The logo Nike is most famous for is “The Swoosh.” This is the term given to the symbol of winged victory that appears on Nike products. “The design of the swoosh logo was inspired by the wing from the Greek goddess Nike” (p. 3, http://shrike.depaul.edu /~mcoscino/word.html). The Nike logo’s presence can be noted in almost every aspect of the athletic world.
manufacturing products overseas, specifically in Bangladesh. The focal point of the article was how Nike was attempting to achieve the lowest possible manufacturing costs while still maintaining worker safety and producing high-quality products. Both consequences and benefits of manufacturing in foreign companies was discussed in the article. In addition to how manufacturing costs affect the financial outlook of the company, the article addressed how having factories in less-developed countries has an impact on public opinion of Nike.
For my Senior Colloquium, I plan to evaluate and analyze Nike “Just Do It” campaign launched in 1988. The campaign is one of the top two taglines of the 20th century with it being both “universal and intensely personal” (“Nike, Inc.”). Nike mission is to bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete according to Nike. Nike does more than just make gear for athletes; as a company, Nike believes in the power of human potential. This paper will discuss all aspects of Nike's persuasive campaign. Some of the campaign's strategies, goals, and techniques will be discovered and some persuasive theories that can be useful to the Nike advertising campaign will be identified and explained as well. Afterwards think about these theories, the particular arguments of the campaign will be legitimate.