The foundation of Nike’s global sports apparel dominance lies in the company’s c

Question

 The foundation of Nike’s global sports apparel dominance lies in the company’s continual ability to out compete rivals by aligning its superior design, innovation, and marketing capabilities with outsourced manufacturing.     Such a strategy necessitates a complex marriage of innovative product designs with fresh marketing techniques and a global chain of suppliers and manufacturers. Read about a recent strategic management changes      made by Nike at the following URL http://news.nike.com/news/nike-inc-announces-management-changes-in-retail-and-women-s-business  

    a)   How well do these changes reflect the company’s focus on innovative design and marketing strategies? 

Explanation / Answer

Ans. The company has appointed the new roles to their senior exectuvies.Nike veteran Heidi O’Neill assumes the newly created role of VP, GM of Nike Stores, responsible for all aspects of Nike’s retail presence worldwide, including oversight of Nike-branded partner stores. While, Amy Montagne has been appointed VP, GM of NIKE Women’s. Montagne will be responsible for expanding NIKE’s brand position with women and continuing to drive the current momentum within NIKE’s Women’s business.

This is to be done to make marketing more effective and efficient. Generally it is best to elevate the senior roles to someone who has a very good experience in that area or must have the specialized knowledge in that area. By elevating these roles, Nike has shown that they are trying to increase their market share.

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