NIKE: Just Does IT

A Look At How to Combat Some of

the Problems Facing the Multi-
National Corporation
Background
Shoe and Apparel company
$16.3 Billion in revenue in 2007
28,000 workers in 45 countries
500 manufacturing locations
Headquarters in Beaverton, Oregon
Company History
Founded in 1965 as Blue Ribbon Sports at
the University of Oregon
The Nike Waffle
1971-the Swoosh
1972-Nike the Greek goddess of victory
1979-A big year
1982-Advertising
1988-Just Do It
Problems
Tarnished image from sweat shop scandal
Doesnt appear to be socially conscience
Doesnt appear to be environmentally
conscience
The Truth
Are socially conscience
--Donated 37 million to charity in 2004
--Currently doing a charity campaign with
Eminem-auctioning off limited sneakers for
charity
Are Environmentally conscience
--Carbon neutral by 2011
--3
rd
in recent environmental scorecard
Goals
Improve companys overall image
Further the idea that they are socially
conscience
Further the idea that they are
environmentally conscience
Objectives
To show that Nike is a socially minded
organizationto start new charities, to increase
number of dollars poured iinto charities by 15%,to
improve employee relations, to publicize efforts
through media and advertising
To show Nike is environmentally mindedto start
up shoe recycling centers, to publicize efforts to
through media and advertising
Audience
The Long-time customer
The Customer who boycotted because of
labor issues
The Environmentally minded customer
The Nike workersThe Nike Family
The consumer with no opinion on the
matters at hand
Strategies and Tactics
Give a measurable increase to the charity budget
Develop programs to promote social conscience
Inner-city hoops renovation, Nike cares
Construct recycle pick up stations for old shoe and
shoeboxes
Create stricter guidelines to enforce fair labor
practicestour manufacturing plants to find faults
Use press agentry to its fullest
January-February
Initial plans for programs brought before the
board
Begin scouting cities for recycle center and
for more charities to give to
Stress importance of fair labor practices to
board
March-April
Recruit Nike Cares Athletes
Scout locations for inner-city Hoops
renovation
Begin set up recycle centers
Use advertisements promoting recycling
Fair Labor Committee meets and develops
strict guidelines for evaluating factories
May-June
Begin Hoops Renovations in cities
Have meeting of Nike Cares Athletes to
discuss ideals being stressed
Open Recycle pick-up center
Begin giving money to charities
Touring of plants begins

July-August
Continue Hoops programs and recylce pick-
up
Begin the touring of Nike Cares
Gmive more money to charity
Continue tours
Release first line of recycled shoes
September-October
Continue all programs
Evaluate the results from fair labor tours
November-December
Evaluate success of programs
Give the most money so far to charity for
Christmas
Fire any heads of plants not exercising fair
labor
Report results to press and post on web siite
Increase number of recycle pickup stations
Continue programs if succesful
Expenses
Programs-developing, running, hidden costs
Advertisement
Travel
Construction
Increased charity budget

Grand Total- $97 million
Evaluation
Surveys
Focus Groups
Study media
Study