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NIKE: Just Does IT

A Look At How to Combat Some ofthe Problems Facing the Multi-

National Corporation

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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

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Company History

Founded in 1965 as Blue Ribbon Sports atthe 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

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Problems

Tarnished image from sweat shop scandal

Doesnt appear to be socially conscience

Doesnt appear to be environmentallyconscience

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The Truth

Are socially conscience

--Donated 37 million to charity in 2004

--Currently doing a charity campaign withEminem-auctioning off limited sneakers forcharity

Are Environmentally conscience

--Carbon neutral by 2011

--3rd in recent environmental scorecard

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Goals

Improve companys overall image

Further the idea that they are socially

conscience Further the idea that they are

environmentally conscience

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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 effortsthrough media and advertising

To show Nike is environmentally mindedto start

up shoe recycling centers, to publicize efforts to

through media and advertising

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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 thematters at hand

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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

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January-February

Initial plans for programs brought before the

board

Begin scouting cities for recycle center andfor more charities to give to

Stress importance of fair labor practices to

board

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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 developsstrict guidelines for evaluating factories

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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

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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

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September-October

Continue all programs

Evaluate the results from fair labor tours

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November-December

Evaluate success of programs

Give the most money so far to charity forChristmas

Fire any heads of plants not exercising fairlabor

Report results to press and post on web siite

Increase number of recycle pickup stations Continue programs if succesful

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Expenses

Programs-developing, running, hidden costs

Advertisement

Travel Construction

Increased charity budget

Grand Total- $97 million

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Evaluation

Surveys

Focus Groups

Study media Study