Nike in China

Abstract

US-based Nike, Inc., the world’s leading designer, marketer, and distributor of athletic footwear, apparel, equipment, and accessories, has had a presence in China since the 1970s. The low wages and talented manpower in China encouraged Nike to shift some of its production from other countries to China. However, Philip Knight, one of the founders of Nike saw China as a huge market for Nike. The consumer presence of Nike in China started in 1981. In order to encourage and build a sporting culture in the country, Nike sponsored several clubs and sports related events, including professional leagues. It launched professional sporting leagues and was instrumental in building the American ‘streetball’ culture in China...

or or PayPal (13 USD)

Issues

The case is structured to achieve the following teaching objectives:

• Evaluate Nike’s entry and expansion strategies in China
• Understand how China went on to become one of Nike’s most important markets
• Examine Nike’s efforts to popularize sports and related activities in China
• Understand the challenges faced by Nike in China
• Study the problems faced by Nike in China after the 2008 Olympics
• Examine Nike’s ‘Category offense’ strategy and understand how it helped Nike gain lost ground in China.
• Explore the future strategies that Nike needs to adopt in China in the face of the changing macroeconomic situation in the country.

Keywords

Nike, China, International Business, Globalization, multinational firm, market development, entry strategies, business policy, market strategy, product positioning, Chinese economy

Introduction - Next Page>>