Nike Presentation
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Transcript of Nike Presentation
• The SWOOSH logo is a graphic design created by Caroline Davidson in 1971.• She was paid $35 by for the logo design. • The 1st shoe with the NIKE SWOOSH was introduced in Spring 1972.• NIKE pronounced NI-KEY, is the winged goddess of victory according to Greek mythology.
COMPANY HISTORY
COMPANY HISTORY1962: Philip H Knight founds Blue Ribbon Sports (BRS) to import Japanese running shoes.
1963: BRS takes its first delivery of 200 shoes from Onitsuka Tiger Co.
1964: BRS becomes partnership between Knight $ William Bowerman.
1966: The company’s 1st retail outlet opens.
1968: Company is incorporated; the Bowerman Cortez design become a big seller.
1971: BRS begins manufacturing its own product overseas & the Swoosh trademark and the Nike was introduced.
CASE SUMMARY
DEVELOPING AN EFFECTIVE PUBLIC RELATIONS STRATEGY. This case is about how NIKE been confronted by watchdog group regarding their subcontractor workers issues in Asia. NIKE has responded and took a proactive action to ensure the best practices in Human Resources Management, Environment protection and safety policies.
QUESTION 3
What damage, if any, has been done to Nike? Did Nike react
appropriately? Did it overreact?
QUESTION 4
Many of Nike’s competitors subcontractor production to Asian factories that are similar to the factories used by Nike, why was Nike singled
out by human rights and labour right activist?
QUESTION 5
What responsibility does Nike have to the workers in the factories of its
subcontractors? What wage rates should it require them to pay their workers?
QUESTION 6
According to its corporate Web site (www.nikebiz.com) Nike seems to be more forthright in delineating what it believes to be more corporate responsibility issuing, for
example, an annual Nike responsibility report? Is Nike now doing enough for its contract workers?
Q1: AnswerCONDUCTING PRESS CONFERENCES & ISSUING PRESS RELEASE OUTLINING THE STEPS THAT NIKE HAD TAKEN TO ENSURE COMPLIANCE WITH ITS CODE OF CONDUCT.
ESTABLISHING & POSTING PROGRESS ON IMPROVING LABOUR CONDITIONS ON THE CORPORATE WEB SITE.
RESPONDING TO EACH INQUIRY FROM THE MEDIA OR WATCHDOG GROUP & TRYING TO OPENLY CPMMUNICATE WITH THEM.
Q1: AnswerCONDUCTING PRESS CONFERENCES & ISSUING PRESS RELEASE OUTLINING THE STEPS THAT NIKE HAD TAKEN TO ENSURE COMPLIANCE WITH ITS CODE OF CONDUCT.
ESTABLISHING & POSTING PROGRESS ON IMPROVING LABOUR CONDITIONS ON THE CORPORATE WEB SITE.
RESPONDING TO EACH INQUIRY FROM THE MEDIA OR WATCHDOG GROUP & TRYING TO OPENLY CPMMUNICATE WITH THEM.
Q1: AnswerCONDUCTING PRESS CONFERENCES & ISSUING PRESS RELEASE OUTLINING THE STEPS THAT NIKE HAD TAKEN TO ENSURE COMPLIANCE WITH ITS CODE OF CONDUCT.
ESTABLISHING & POSTING PROGRESS ON IMPROVING LABOUR CONDITIONS ON THE CORPORATE WEB SITE.
RESPONDING TO EACH INQUIRY FROM THE MEDIA OR WATCHDOG GROUP & TRYING TO OPENLY CPMMUNICATE WITH THEM.
Q1: AnswerCONDUCTING PRESS CONFERENCES & ISSUING PRESS RELEASE OUTLINING THE STEPS THAT NIKE HAD TAKEN TO ENSURE COMPLIANCE WITH ITS CODE OF CONDUCT.
ESTABLISHING & POSTING PROGRESS ON IMPROVING LABOUR CONDITIONS ON THE CORPORATE WEB SITE.
RESPONDING TO EACH INQUIRY FROM THE MEDIA OR WATCHDOG GROUP & TRYING TO OPENLY CPMMUNICATE WITH THEM.
Q1: Answer NIKE SHOULD TAKING ACCOUNT OF BUSINESS IMPACTS & THE DESIRES OF STAKEHOLDERS, TO PROVIDE AN OPEN & PROGRESS INCORPORATING RESPONSIBLE PRACTICE INTO OPERATIONS.
TO MONITOR THE IMPLEMENTATION THE CODES OF CONDUCT & TO FOCUS ON THE ROOT OF THE PROBLEMS.
RESPONDING TO EACH INQUIRY FROM THE MEDIA OR WATCHDOG GROUP & TRYING TO OPENLY CPMMUNICATE WITH THEM.
Q1: Answer NIKE SHOULD TAKING ACCOUNT OF BUSINESS IMPACTS & THE DESIRES OF STAKEHOLDERS, TO PROVIDE AN OPEN & PROGRESS INCORPORATING RESPONSIBLE PRACTICE INTO OPERATIONS.
TO MONITOR THE IMPLEMENTATION THE CODES OF CONDUCT & TO FOCUS ON THE ROOT OF THE PROBLEMS.
RESPONDING TO EACH INQUIRY FROM THE MEDIA OR WATCHDOG GROUP & TRYING TO OPENLY CPMMUNICATE WITH THEM.
Q1: Answer NIKE SHOULD TAKING ACCOUNT OF BUSINESS IMPACTS & THE DESIRES OF STAKEHOLDERS, TO PROVIDE AN OPEN & PROGRESS INCORPORATING RESPONSIBLE PRACTICE INTO OPERATIONS.
TO MONITOR THE IMPLEMENTATION THE CODES OF CONDUCT & TO FOCUS ON THE ROOT OF THE PROBLEMS.
RESPONDING TO EACH INQUIRY FROM THE MEDIA OR WATCHDOG GROUP & TRYING TO OPENLY CPMMUNICATE WITH THEM.
Q2: Answer NIKE IGNORE THE PROBLEMS & DENYING THEIR RESPONSIBLITY TOWARD TEHIR CONTRACTOR MANUFACTURING.
NIKE UNABLE TO BALANCE BETWEEN BUSINESS OBJECTIVE AND LABOUR PRACTICES ISSUES.
THE WATCHDOG GROUP ARE NOT CONVINCE WITH IMPLEMENTATION OF THEIR CODE OF CONDUCT AND HUMAN RESOURCES MANAGEMENT ISSUES.
Q2: Answer NIKE IGNORE THE PROBLEMS & DENYING THEIR RESPONSIBLITY TOWARD TEHIR CONTRACTOR MANUFACTURING.
NIKE UNABLE TO BALANCE BETWEEN BUSINESS OBJECTIVE AND LABOUR PRACTICES ISSUES.
THE WATCHDOG GROUP ARE NOT CONVINCE WITH IMPLEMENTATION OF THEIR CODE OF CONDUCT AND HUMAN RESOURCES MANAGEMENT ISSUES.
Q2: Answer NIKE IGNORE THE PROBLEMS & DENYING THEIR RESPONSIBLITY TOWARD TEHIR CONTRACTOR MANUFACTURING.
NIKE UNABLE TO BALANCE BETWEEN BUSINESS OBJECTIVE AND LABOUR PRACTICES ISSUES.
THE WATCHDOG GROUP ARE NOT CONVINCE WITH IMPLEMENTATION OF THEIR CODE OF CONDUCT AND HUMAN RESOURCES MANAGEMENT ISSUES.
Q2: Answer NIKE IGNORE THE PROBLEMS & DENYING THEIR RESPONSIBLITY TOWARD TEHIR CONTRACTOR MANUFACTURING.
NIKE UNABLE TO BALANCE BETWEEN BUSINESS OBJECTIVE AND LABOUR PRACTICES ISSUES.
THE WATCHDOG GROUP ARE NOT CONVINCE WITH IMPLEMENTATION OF THEIR CODE OF CONDUCT AND HUMAN RESOURCES MANAGEMENT ISSUES.
QUESTION 3
What damage, if any, has been done to Nike? Did Nike react
appropriately? Did it overreact?
Nike initial response was to ignore the problem and
suggested that any problems were the responsibility of
Nike’s subcontractor
Q3(a): What damage, if any, has been done To Nike?
The above action has lead to the following damages:
Q3: Answer
Nike Image Shattered
More “Negative News About Nike’s LaborPractices” Emerged
Series of “Anti-Nike” Demonstration, Tarnishing Nike’s Image
Nike Logo and Tagline are Associated With Bad Labor and Ethic Practice
Out of Court Settlement Confirms Nike’s Bad Labor Practice
Nike’s Management Reputation
The above action has lead to the following damages:
Q3: Answer
More “Negative News About Nike’s LaborPractices” Emerged
Series of “Anti-Nike” Demonstration, Tarnishing Nike’s Image
Nike Logo and Tagline are Associated With Bad Labor and Ethic Practice
Out of Court Settlement Confirms Nike’s Bad Labor Practice
Nike’s Management Reputation
Nike action is seen as a irresponsible and inhumane
Instead of rushing to mitigate the crisis of workers exploitation, Nike choose toe deny the existence of the crisis
Nike Image Shattered
The above action has lead to the following damages:
Q3: Answer
Nike Image Shattered
Series of “Anti-Nike” Demonstration, Tarnishing Nike’s Image
Nike Logo and Tagline are Associated With Bad Labor and Ethic Practice
Out of Court Settlement Confirms Nike’s Bad Labor Practice
Nike’s Management Reputation
More “Negative News About Nike’s Labor Practices” Emerged
Activists took advantage to embarrassed Nike even more
The above action has lead to the following damages:
Q3: Answer
Nike Image Shattered
More “Negative News About Nike’s LaborPractices” Emerged
Nike Logo and Tagline are Associated With Bad Labor and Ethic Practice
Out of Court Settlement Confirms Nike’s Bad Labor Practice
Nike’s Management Reputation
Series of “Anti-Nike” Demonstration, Tarnishing Nike’s Image
Many campaigns boycotting Nike’s products were organized especially throughout US/ Europe
This may “directly/ indirectly” affected Nike’s customers’ purchase decision as Nike experience reduction in Net Profit
The above action has lead to the following damages:
Q3: Answer
Nike Image Shattered
More “Negative News About Nike’s LaborPractices” Emerged
Series of “Anti-Nike” Demonstration, Tarnishing Nike’s Image
Out of Court Settlement Confirms Nike’s Bad Labor Practice
Nike’s Management Reputation
Nike Logo and Tagline are Associated With Bad Labor and Ethic Practice
Nike “swoosh” logo and tagline are becoming the symbols of “bad labor and ethic” practices
The above action has lead to the following damages:
Q3: Answer
Nike Image Shattered
More “Negative News About Nike’s LaborPractices” Emerged
Series of “Anti-Nike” Demonstration, Tarnishing Nike’s Image
Nike Logo and Tagline are Associated With Bad Labor and Ethic Practice
Out of Court Settlement Confirms Nike’s Bad Labor PracticeNike’s Management Reputation
Nike reached an agreement to settle the lawsuit out of court ( Kasky vs. Nike) by agreeing to pay US1.5 million to the Fair Labor Association
The action indirectly shows that Nike is “guilty” and “responsible” for the work conditions and employees wellbeing of its subcontractor.
The above action has lead to the following damages:
Q3: Answer
Nike Image Shattered
More “Negative News About Nike’s LaborPractices” Emerged
Series of “Anti-Nike” Demonstration, Tarnishing Nike’s Image
Nike Logo and Tagline are Associated With Bad Labor and Ethic Practice
Out of Court Settlement Confirms Nike’s Bad Labor PracticeNike’s Management
Reputation
Nike Management failed to live up to the expected standards of an ethical corporate citizen as per what Nike projecting its image in its advertisement
The team answer is No, Nike fail to react appropriately.
Q3(b) Did Nike react appropriately? (c) Did it overreact?
The team finds Nike is actually “under-react”.
QUESTION 4
Many of Nike’s competitors subcontractor production to Asian factories that are similar to the factories used by Nike, why was Nike singled
out by human rights and labour right activist?
Majorities of the human rights and activists are US-based .
Nike is associated as a US brand/ product.
Q4: Answer
Nike is associated with “luxury” products.
Nike is also seen as the leader among its competitors
Majorities of the human rights and activists are US-based .
Nike is associated as a US brand/ product.
Q4: Answer
Nike is associated with “luxury” products.
Nike is also seen as the leader among its competitors
Majorities of the human rights and activists are US-based .
Nike is associated as a US brand/ product.
Q4: Answer
Nike is associated with “luxury” products.
Nike is also seen as the leader among its competitors
Majorities of the human rights and activists are US-based .
Nike is associated as a US brand/ product.
Q4: Answer
Nike is associated with “luxury” products.
Nike is also seen as the leader among its competitors
Majorities of the human rights and activists are US-based .
Nike is associated as a US brand/ product.
Q4: Answer
Nike is associated with “luxury” products.
Nike is also seen as the leader among its competitors
QUESTION 5
What responsibility does Nike have to the workers in the factories of its
subcontractors? What wage rates should it require them to pay their workers?
Q5: Answer
NIKE GREATEST RESPONSIBILITY AS A GLOBAL COMPANY IS TO PLAY A
ROLE IN BRINGING ABOUT POSITIVE SYSTEMATIC CHANGE FOR
WORKERS WITHIN THEIR OWN SUPPLY CHAIN, AND IN THE
INDUSTRY.
Q5(b): AnswerNIKE
RESPONSIBILITYForce Labour
Child Labour
Compensation
Benefits
Hours of work/ overtime
Child Labour
Q5(b): AnswerNIKE
RESPONSIBILITYForce Labour
Child Labour
Compensation
Benefits
Hours of work/ overtime
Child Labour
Q5(b): AnswerNIKE
RESPONSIBILITYForce Labour
Child Labour
Compensation
Benefits
Hours of work/ overtime
Child Labour
Q5(b): AnswerNIKE
RESPONSIBILITYForce Labour
Child Labour
Compensation
Benefits
Hours of work/ overtime
Child Labour
Q5(b): AnswerNIKE
RESPONSIBILITYForce Labour
Child Labour
Compensation
Benefits
Hours of work/ overtime
Child Labour
Q5(b): AnswerNIKE
RESPONSIBILITYForce Labour
Child Labour
Compensation
Benefits
Hours of work/ overtime
Child Labour
Q5(b): AnswerNIKE
RESPONSIBILITYForce Labour
Child Labour
Compensation
Benefits
Hours of work/ overtime
Child Labour
QUESTION 6
According to its corporate Web site (www.nikebiz.com) Nike seems to be more forthright in delineating what it believes to be more corporate responsibility issuing, for
example, an annual Nike responsibility report? Is Nike now doing enough for its contract workers?