The Macro & Micro elements of Nike

Focusing on Nike as our brand we assigned each other an element of macro and micro factors to research.

Macro-environment of Nike

 

P- US policies enabled Nike to modernise their products and lower interest rates. With the stable currency conditions it helped strengthen the foundation of the business. <Ukessays.com> access 02/10/2013.
China passed 2 new laws in 2007 to improve workers rights. <Nikeresearch.blogspot.co.uk> access 01/10/2013

E- China's sales have increased 25-30% per year, thus Nike have revamped its shipping & distribution centres so China can receive deliveries faster & and more proficiently. Their total revenue rose 7.7% to $6.97 billion & global orders has rose 10%. 

<https://sites.google.com/a/email.vccs.edu/bus100jmccalla/home/how-economics-affects-nike-1> access 03/10/2013
<http://articles.economictimes.indiatimes.com/2013-09-27/news/42464043_1_nike-shares-futures-orders-gross-margin> access 03/10/2013

S- The Nike foundation enables women from Ethiopia, Nigeria and Rwanda improve their quality of living and provide a structure to family planning.
http://nikeinc.com/pages/the-nike-foundation access 03/10/2013

 

T- The "New Digital revolution" has enabled Nike to provide a website and an application for smartphones enabling customers to access features and purchase products online in a comfortable environment. Thus allows Nike to move forward, create products, and provide a more efficient service.
"Innovation" was used to create the "Nike Fueld band", this technological novelty provides a better service to Nikes customers.
<Www.Nike.com> access 02/10.2013

 

E- Nikes environmental impact is based on their extraction of natural resources from the environment. Leather is one of Nikes key resources because of its strength and flexibility. Other natural resources that the company extract for use in their products are fibre, wool, nylon, polyester, and rubber. They had success in reducing Co2 emissions in its footwear factories by 6% despite 20% increase in production.
<http://www.nikeresponsibility.com/report/content/chapter/materials> access 01/10/2013
<Nikeinc.com/pages/responsibility> access 01/10/2013

Microenvironment of Nike

Suppliers- Nike views its supply chain as a way to ensure social responsibility by obtaining sustainable product purchases and focusing decisions on the lives of workers in their factories that bring their product to life. Nike looks at the first phase of the production process and see an important role in bringing about positive and systematic change within their supply chain and industry.
<Nikeinc.com/pages/manufacturing> access 27/09/2013.
           

Public- Higher education facilities; particularly globalisation groups and anti-sweatshop groups (an example being United Students Against Sweatshops) took campaigns against Nike <http://nikeresearch.blogspot.co.uk/2013/03/macro-and-micro-factors.html> access 27/09/2013
<http://peopleandplanet.org/navid10432> access 26/09/2013        
A variety of opinions based on Nikes products: “the last two pairs of Nike trainers that I bought have fallen apart in the first two weeks” and “I just got these new shoes and they are the most comfortable shoes I have worn” thus showing a distinction in opinion <http://reviews.nike.com/9191/510643/nike-free-run-3-womens-running-shoe-reviews/reviews.htm> access 26/09/2013
 

Collaborations- Apple and Nike have worked together to sell the Nike Ipod sports kit. <http://www.apple.com/uk/pr/library/2006/05/23Nike-and-Apple-Team-Up-to-Launch-Nike-iPod.html> access 25/09/2013
           Nike teamed up with Liberty to provide a new style to some of their biggest sellers i.e. the “Air Max” <http://www.teenvogue.com/fashion/spring-trends/2012-04/nike-liberty-london-collaboration/?slide=1> access 24/09/2013