nike耐克公司英文介绍ppt

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1、NIKEAPublicRelationsApproachRobertAlbrightJessicaJoyeSuzanneLittleMattMinchewJasonWallerMeganWilsonMissionStatementToleadincorporatecitizenshipthroughproactiveprogramsthatreflectcaringfortheworldfamilyofNike,ourteammates,ourconsumers,andthosewhoprovid

2、eservicesforNikeWhatNikeDoesCreateauthenticathleticfootwear,apparel,equipmentandaccessoriesforsportsandfitnessenthusiastsThroughsubsidiaries,designandsellalineofmen’sandwomen’sdressandcasualshoesandaccessoriesPrincipleProductsBeganwithlongdistancerunn

3、ingshoesin1963Past17years:AirJordanbasketballshoesWiderangeofshoes,apparelandequipment“OurHeroes”MichaelJordanTigerWoodsMichaelJohnsonMiaHammCelebrityendorsementslendcredibilityandnotorietytoproductshttp://www.nikebiz.com/story/hero_1.shtmlFinancialIn

4、dicator“Agrowthcompanythathasnotgrown”Impactofspecificproducts(AirJordan's,teenagemarket)3MonthStockPerformanceBrandandLogosThe“Swoosh”onlycost$35Memorable,simpleinform,workableinallsizes,invokesastrongsignalNikeDominanceAthleticShoeMarketShare,2000ST

5、RENGTHSStrongandmeaningfulresponsetolaborcriticismsHighqualityproductsandgoodoverallreputationPhilKnight’smanagementandleadershipBrandrecognitionandeffectivemarketingWEAKNESSESPoorcommunicationoflaborpracticesInsufficientlineofaffordableshoesUninforme

6、dfactoryworkersNike’sOverallReputationNikeComparedtoCompetitionFairnessofNike’sLaborPracticesQualityofNike’sProductsOPPORTUNITIESIncreasedsalesduetothestrengtheningeconomyMorepositivepublicperceptionofNike’ssocialresponsibilityGrowththroughincreasedp

7、resenceinlow-tomid-pricedshoemarketTHREATSIncreasedawarenessofhumanrightsGrowingcompetitionCompetitorsattractingfemaleconsumersMountingdisapprovalofalleged“corporatization”ofcollegeathleticsRecommendedActionACloserLookAtLaborPracticesAndPotentialSales

8、OBJECTIVE1ToincreasepositivepublicperceptionofNike’slaborpracticesby20%byApril16,2003STRATEGY1-1IncreasecommunicationofpositivestepsNikeistakingconcerninglaborpracticesKeyPublics:MediaConsumers(esp.universitystudents)TACTICSCreatefactsheetsout