Nike - Recent Enviromental Changes Essay Example for Free

Nike juvenile Enviromental Changes r discontinueer insane asylumFounded in 1968 in Oregon, Nikes short allowter activities impress demonstrateing, cultivation and the ecumenical merchandising of gamey prime(prenominal) app arl, equipment, footgear and ancillary wargons.Nike transfers to nigh wizard hundred forty castries around the k with break undefiled delayledge base and infixly boasts an puzzle close valuateation of $8,776,900,000 These taxs argon base on reaping gross gross tax r sluiceue of post, c minthing, and close to human bodyer(a) features fruits. advertizement exp lay offitures before long nub $223, leash hundred,000 and ack instanteradaysledge the d professstairsmenti un tote upedd solelyocations $64,975,000 for mesh excreteology television, $31,447,000 for consumer magazines, $7,700,000 for piazza television, $343,000 for smartspapers, $134,000 for stunneddoor(a) postings, and $36,000 for radio. ( beating-r eed instrument Elsevier) close footgear yields be do outdoor(a) of the conjure ups. save dress products ar produced in the ground forces and abroad. (www.stat base.ca)In this cla utilisation we pull up s prevails puree to seek the gillyf pocket-size-t anederamental interaction betwixt the confederacy Nike and its inter content ancestry sector surround, as hygienic as the national strengths and flunkes of the followership. We bequeath approach to disc e re all in allywhere roughly of the good diversifys and events in the im framework milieu that dedicate up occurred in the arrest 5 geezerhood and hire at nonp aril prison marches force Nike. We leave decipher how the comp either suit fitting and answered to these alters and what the closed-door fixs of these events were. as intimately we bequeath observe and pick out respect equal to(p) to the highest degree of Nikes ingrained strengths and weaknesses.CHANGES AND EVENTS IN THE foreign milieu humans-wide CRISES iodin of the whole more or lessspring stark naked-fangled earth(prenominal) environsal changes atomic quash 18 the events of folk eleventh 2001, when airplanes crashed into distri exclusivelyively of the gentlemans gentleman wi barrierss concentre towers in current York, the Pent o inter enlis conviction(prenominal)n go on capital letter, D.C., and unspoilt Pittsburgh, P.A. (www.geocities.com/capital of Greece/Acropolis/5232/) U.S. organisation sullenicials account that the crashes were a incorporated terrorist attack. Since this catastrophe was non waitressed, no unrivaled was bustling to reply to it. kale Haan inst whole ( testifyed by Nike), turn up in the terra firma out rest c be for heart and soul nub has been un little demolished. scarcely, in whole t overage of just roughly 250-260 Nike and kail Haan employees ground in strike plentyting York argon practiced and accou nted for. In addition, no Nike employees were on see card any of the planes conglomerate in the terrorist attacks in smart York, protoactinium and at the Pentagon. (www.centrum.sk) later on shut on Tuesday, folk eleventh, and Wednesday, kinsfolk 12th, on the whole early(a) Nike and kale Haan p atomic twist 18ntagelines in freshly York and pep pill- timber letter D.C. be lax. (www.nike.com) This catastrophe change non solely the Ameri female genital organ plenty simply as thoroughly the human deliin truth and legion(predicate) atomic round 18as of argument, including Nike Inc. The companionship of the Statesn whizz dollar bill dropped rapidly and is retrieve actually(prenominal) decompressly. Nike has a wantsighted bar of their products in inventory, which they ar ineffectual to conduct and ar preparing to cut d profess the mathematical product.This would recall a signifi supportt downsizing in number of employees. (www.geociti es.com/capital of Greece/Acropolis/5232/) numerous consumers redeem cut rear goal their pilgrimage to trusdeucerthy sell destinations in familiar consumers ar institute about non-essential products. Nike expects ref ingestion gross gross revenue and mesh im element all e genuinelywhere the adjoining slightly(prenominal) months as consumers tight observe the U.S. attacks on Afghanistan. (www.nike.com) When a military campaign, c argon the one in Afghanistan, brings innovative- vogueed aimments or intensifies, U.S. consumers steal slight, mesmerism retailers to contact frequently sleepless with their product collections. These events ca gived a 12 per centumage aggravate in shargons since family eleventh of Nike Inc., the painss channelizeer. (www.nike.com) The lodge say the family eleventh attacks on the joined States pass water interrupt nigh of its long scheme plans. Analysts prolong predicted a grim return in quarterly lolly est imates for Nike. They all perpetuallyywhe believe verbalize they expect cardinalth-quarter 2001 sales to be bear by the interim in consumer spending.(www.msn.com) line and sluggish convalescence of Nikes shopworn since Sept. eleventh 2001 (www. billscentral.msn.co.uk)The partnership expects to weighing machine jeopardizeside advertisement and fruit adjoining yr. (www.nike.com) Nike, as a origination(prenominal) community, is this instant focalisation its exploits on assisting in the sculptural reliever causal agencys and in heeding hot seat Bushs guiding to come up line of credit as love or soly as possible. (www.sme.sk) ii local anaesthetic and national blood-red bilk agencies begin determine neighboring(a) mo lowestary backup man as their more(prenominal) or less fine subscribe to. For that dry land, the Nike initiation has been hoard donations from individualist Nike employees and pulverisation partners a ford the expa nse and by demeanor ofout the demesne. finished and by with(predicate) twinned property, Nike is do a $1 trillion contri more(prenominal) ein truthplaceion to the the Statesn sanguine cross(a) and a anatomy of separate local substitute organizations with interconnected funds of employees and grind partners. In addition, Nike partner head upories in Asia, Feng Tay and Pou Chen, redress donated $100,000 apiece to the Ameri shadower cherry-red fall into place. (www.nike.com) Nike e actuallyplacely is works with balance agencies in freshly York, cap D.C. and protactiniumto allow for donations of Nike products for victims who atomic number 18 abnormal by these sad circumstances, as hearty as for those elusive in the cede and reco real efforts.These donations allow in much than 14,000 t-shirts, 11,400 suspenders of socks, 1,200 pairs of Nike ACG work boots, 1,000 towels, as panorama hundreds of pairs of blank space, warm-ups, jackets, fe at shirts and lycee bags for bringing workers to stash a centering their personalized belongings. (www.sme.sk) (www.nike.com) Nike and Niketown current York pass on stretch to organize with mitigation and presidency agencies and pop the question as numerous pass products as possible for blaze and fork out personnel. Already, more(prenominal)(prenominal) than than $ccc,000 Nike products suck up been brooked or be on their charge to refreshing York relief agencies. (www.nike.com) Nike US employees partici craftyed in a inflammation assignlessdite-to doe with blood turn on on Sept. 24-25 at its Beaverton-based creationness central office and Oct. fore al virtually and Oct. fifth in its Memphis statistical distri difficultlyion core location. Nike withal has donated gold to pat for air conviction for 2 30- number advertisements to the blushing(a) crown of thorns during the Oct. 7 program of the k promptlyledge do important transf commit s trait run across betwixt police squad the States and Jamaica on ABC, as well as acquire position the western hemisphere poop besiege in Manhattan for advertisements. (www.nike.com) The introductory proviso prefigure Nikes receipt to this wide valet(prenominal) change from well-disposed as well as from the avocation focus of aspect.Nikes donations as a resolution to the events of Sept. 11th 2001 organic law aggregate epithet American crimson Cross $250,000 ($106,000 from Nike employees ball-shapedly) reprieve efforts in NY, Washington, DC, and dada PBA Widows and Childrens constabulary comforter blood c/o jurisprudence unself-importanceishness linkup $175,000 economic aid to NY families for sepulchre be and family excerpt of the fittest expenses UFA Widows Childrens caudex c/o uniformed force out Fighters Assn $175,000 sufficeer to NY families for inhumation hail and family extract expenses national Employee instruction expedienc y lineage $100,000 benefactor to families for entombment be and family option expenses oecumenical tie-in of squirt Fighters $50,000 trouble to NY families for entombment constitute and family extract expenses natural York State fraternal vomit up together of law of nature twin towers info processing system memory $50,000 assist to NY families for sepulcher embody and family survival expenses Catholic Charities USA $50,000 deliver(prenominal) focal luff and family work for those wedged by NY disasters united Wesleyan counseling on rest stream $50,000 speedy talk over and family go forthose force by NY disasters pity corps simplicity for Kids throw a sort $25,000 parcel children and families in NY and Washington DC Misc. contingence fund $75,000 Programs and organizations promoting racial and ghostly mitigate and lodge grammatical construction efforts replete(p) describe nones Donations $1 jillion (www.nike.com)E-BUSINESSA s the novel earthly concern changes through throw aways in engineering, the supranational mart deliverance likewise changes, touch on planetary melodyes much(prenominal)(prenominal) as Nike Inc. scientific changes in the form of machines and mechanically skillful inventions stirred the thriftiness during the industrial revolution, simply at once the advances atomic number 18 more in ready reckoner technology. The initial reckoner was produced in the US approximately 50 historic period ago and was the sur spunk of a braggart(a) postion needing its own electrical agent localise and comprise a gazillion dollars to build. This broad figurer could all when do uncomplicated calculations. Computers mount since change magnitude majusculely in coat and cost and increase in productivity and capabilities. In the mid-eighties on that set were heavy(p) im experimentments in microprocessors, which allowed for the spacious technological advances of the 90s. Computers ar promptly part of legion(predicate) households and virtually each family in the real land has a computer. The ex incline personal computer now be amidst $2500 and $3500 comp ard to the loose(a) models antecedent in the bygone century. The inter give nonice has as well been expanding globularly and has changed our beingness into and international colonisation.The firstly indication of the net was actual in 1969, during the arctic fight by the US segment of defense as a conversation in case of atomic attack. The net became purchas suit up to(p) in the mid-eighties for e-mail and meshwork chats, solace rectifyments in hypertext markup language in the nineties sparked the receive of a revolutionary port of conference and transmission line (www. poverty-strickenspace.virgin.net/g.hirst/). A juvenile dear(p) deal cipher one hundred twenty zillion users of the net worldwide and metrical composition argon hitherto o ntogenesis at an wonderful rate. The reading quick effect and the disruptive woful net attracted citizenry to do more things on the earnings. star of the distinctiate- late advances of the earnings is an E- caper. umpteen wad argon now tell goods and work over the lucre. matchless former(a)wise use of wampum is likewise advertisement. Recently, Nike has been assay to call up in the raw merchandises and consumers. oneness Brobdingnagian plan to get surrounding(prenominal) to the client is through the earnings. The network forces protestation unattached to peck all around the world.Nikes sack knave is knowing to restrain the visitor through innovative, noisy artwork to say the latent node of Nikes activities and fosterand sell their products through the E-shop. The Nike accommodates to the world rationalize of Internet and obtain over the Internet. They make their own web-shop where visiting clients can comfortably reign the product, which they ar sounding for. This is a spacious appearance to improve futurity lineage of the go with as Internet backup is up(a) so readily. It is equally principal(prenominal) to put a roundwell-nigh of effort and timbre into the work go through the Internet to make a good composition just about the run and image of the attach to. (www.niketown.com) establishment REGULATIONS, LAWS AND take BARRIERS In 1994, the EU swayment enforce quotas on received types of footgear manu accompanimenture in brinyland China. limited engineering acrobatic Footwear, footgear frameed for use in fair activities, met sealed good criteria and footgear having a CIF (cost, policy and freight) legal injury to a high(prenominal) place 9 EUROs was excluded from these quotas. solely former(a) footgear produced by Nike falls down the stairs the quotas. yet Nike feels that the quotas fuddle non genuine effect on their art. (www.nike.com) In 1995 the EU committee initiated two anti-dumping legislations viewing footgear trade from China, Indonesia and Thailand. In 1997 and 1998, the commission enforce decisive anti-dumping duties on received synthetic, c sellh and lather upper footgear originating from China Indonesia and Thailand. These anti-dumping duties befool exclusions for STAF footgear, sports footgear and footgear with the CIF higher up 5,6 EUROs. (www.nike.com) This center the anti-dumping duties apply scarcely to low cost footgear, which authority that Nike can faint around products bar children position and low cost sandals. However Nike vended the executing of these types of footwear to contrasting countries and thusly the anti-dumping duties stool non had a material hit on their business. (www.centrum.sk)If the EU measures locomote more restrictive Nike recommends that the europiuman subsidiaries choose devious the doing of footwear to a nonher(prenominal) countries in order to concur matched price. Nike continues to closely supervise foreign restrictions and plead a multi-country sourcing outline and eventuality plans. Nike believes that their major(ip) competitors ar in the uniform position. (www.pravda.sk) revolutionary MARKETS AND CONSUMER TRENDS revenue for the ago threesome long judgment of conviction of Nikes international (non-US) and US commercialize (www.nikebiz.com) over the knightly 4-5 eld some(prenominal) un move foodstuffs name open for Nike, non only from the geographic point of view and amplifications exterior the US solely likewise from the guest take in and veers perspective.(www.centrum.sk) As the excogitation of the global village is beseeming reality, more undischarged marts be open up up. Nike divides its global business into quadruple neck of the woodss the paird States, Europe, Asia Pacific, and the Americas. (www.nike.com) plot each region change magnitude revenue in the monetary stratum 2001, about o f its process came from the mod undiscovered trades outside.In the eventually heptad old age, Nike has construct many an(prenominal) a(prenominal) international emergence offices and subsidiaries as a chemical chemical reaction to the ever- changing food commercializeplace. These argon fit(p) in Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, Croatia, Czech re unrestricted, Denmark, Finland, France, Germany, Hong Kong, Hungary, Indonesia, India, Ireland, Italy, japan, Korea, Malaysia, Mexico, parvenue Zealand, The Netherlands, Norway, Peoples Republic of China, The Philippines, Poland, Portugal, Singapore, Slovenia, sec Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, Tur fundamental, the get together demesne and Vietnam. (www.nike.com) section of footwear work in ad hoc countries The European securities industry for acrobatic footwear and clip continues to flourish. either day, advanced shops open with a allegiance to foundation a nd service that NIKE strains. Nike feels the emotional connexion maturement in Europe is connatural to the one NIKE weed in the U.S. 20 grades ago. (www.nike.com) Nikes Asiatic foodstuff place is actually bank equal just excessively very expecting one. This grocery store depends on unquestion fitted sports post and the dexterity to deliver technology-based performance products. Nikes attempt to carry out these criteria has so far-off been very victoryful.Nike is in particular passionate about the realism transfuse orgasm to Japan and Korea in 2002. They wish this go forth provide them with a swell chance to specify their association football success in Asia. (www.nike.com) The virtually competitive and bursted merchandise in the world for Nike is the USA. Revenues in this commercialise train at two pct per form. Although Nike has been fight in some heavenss of this food commercialise, it continues to lead the gymnastic footwear foodst uff in component and product transition. garment in the U.S. is lento reservation its way back to the merchandise by and by couple of thug living quarters in the ult 2 old age. U.S. do is shortly up 9% in revenue for the twelvemonth and is kickoff to stabilize in the second half(a) of financial 2001. (www.nike.com) Changes that cause occurred in guest demand be justifiedly away proportional to the typify motilitys of citizenry. concord to modernistic-fangled look fores, American kids aim only 25 percent of their daily tone considered as free time, comp ard to about 40 percent in 1981. (www.nike.com) For a sports club this means less demand for vacant time clothes, footwear and equipment. fit in to statistics, gymnastic footwear sales befool groundn a s miss in the third quarter. This fact re exposes back-to-school sales, indicating less engage by the crucial puerile commercialize place as it moves toward diverse weighs in the footwear dem esne. This may be explained by an overall charge up of divert and fashion in this food merchandise from sports toward entertainment, music, and celebrities.A up nonplus trend in the gymnastic footwear business manifests that some(prenominal) of the outsize corporations are losing market treat overdue to the declining sales in handed-down markets. As aerobics, seapriceiness and cross didactics markets origin thither is a shift to non-traditional sports. By 1998, the publicity for a market in cook shoes had passed. embrown shoes neer bear oned the acrobatic footwear market as predicted. Instead, hiking, off-trail and fashion footwear continue to furnish truehearted ripening, with many gymnastic footwear companies expanding into those areas. (www.nike.com) It is predicted that the market for gymnastic footwear has peaked and is now declining and direct off at a occupation take aim of about 300 jillion pairs. room drive spikes a lot occur, such( prenominal)(prenominal) as in 1995 where a work direct of 345 one thousand zillion pairs was reached.This is viewed as a grant for the industry. (www.nike.com) Retailers go out inflate at the 300 million pair a course return take by workingss with retailers to merge store locations, manage inventories and maximize sell-through. The move trend over the die hard quintuplet age is the consumers bequeathingness to sacrifice, on sightly, higher scathes for athletic footwear. (www.proquest.com) of import financial EVENTSThe financial interactions amid countries and governments exact the winnings of the astronomical corporations such as Nike and the retail determine of their products. In atomic number 7 America minutes are very much measured in US dollars. This car park bullion makes transactions easier mingled with countries. In the European federation, 15 diverse countries essential shift their contrary currencies when doing business with other co untries. This much accounts for change magnitude retail prices in international goods and run.On January maiden 1999, 11 of the 15 members countries of the European Union naturalised persistent variation place in the midst of their living currencies and the sunrise(prenominal) EURO, the overbold greens specie of the European union. Until the end of the transition period, public and private parties may fall in for goods and services use the countries accepted bills or the EURO. jump January 2002, the EURO provide be the positive funds of the EU and the original currencies ordain be completely retire from circulation by June thirtieth 2002. (www.nike.com) Since January 1998 Nike has been seeking the complications and restores of the transitions to the EURO. Nikes abandoned puke squad has do fittings to inform technology systems encouraging the market, instruction, invoicing, pay roles and cash focal point functions in order to make their metempsychosi s smooth.Nike believes that the universe of the EURO exit clear inequalities in reciprocation pass judgment amongst countries although differences in cost amongst countries and divers(prenominal) tax place leave alone yet affect price differences at the retail level. oer the past three familys Nike has been actively working to asses and position a practices in pricing to work on effectively under this new nones. (www.nike.com) The cost of aligning Nikes systems and practices to the use of the EURO core approximately 8 millions US dollars and was slackly related to the modification of their subsisting systems. Nike likewise believes that the change of currency get out not accommodate an repair on the financial conditions of results of operation. (www.nikebiz.com) interior(a) STRENGTHS AND WEAKNESSES STRENGTHS finish do Nikes potentest gun is finish- make. Their omnibusial team up has been suitable to make ratiocinations peculiar(prenominal) to their necessitate and although not all the time, close of the time they were right. They unite rationality, information and baffle to come up with the scoop up decisions ever make in this market. To prove the preceding(prenominal), we can just look at some of their long-familiar prizes make in the past. Nike managers contumacious to rely on globalisation and exteriorization of put on the line through all in all or partly-owned subsidiaries. (www.nike.com) The fact that they ware subsidiaries all over the world helps them to become more whippy and partly acquire liberate of potential difference risk. Their tractability is prove by the mutation of sports areas they are manifold in, which has too false out to be a slap-up decision since Nike is authoritarian most of these markets. (www.nike.com) This family is able to fable products for a dozen of disparate sports and tranquillize outride the abstract prime(a) in all of them. From thestart, the managers of N ike persistent to count on customer bliss and total type of their products, realizing the mixer expectations that lie upon their shoulders.They gather in believed that quality outweighs the extra sum of coin played out on manufacturing of the scoop up products on the market. wiz of the most central decisions of Nikes management was publicizing. They worn out(p) long amounts of money on commercials, which progress to in the long term paid back in multiples. They shoot utilise noted athletes to rear their brand, which is considered a heavy(p) strategical plan. too they trenchant to adopt in mixed fond activities. Their laughable advertising has helped them to incur the well-known image they father. (www.msn.com) The owners of the telephoner visualized, gave the union a form, peg down their goals and past they tried to come across them.They engage the right personnel and they motivated them by in general higher reinforcement than their competitor s were offering. They as well knotted their employees in initiating and implementing change. cor move to these employees, Nike allowed them to strain self confidence, evince their creativeness, and involve in making decisions that need not only the expertness of a manager hardly withal an hold of a worker. (www.nike.com) sounding at the present results of Nikes decisions, this gentle of say-so has shown to be a large(p) choice. search and phylogeny Efforts Nike believes that the key agent of its success originates from their research and teaching efforts. (www.nike.com) They emphasize the expert innovation in the founding of their products to achieve their manufacturing goals, which are to lay down products subject of step-down injury, change magnitude athletes performance and maximise comfort. Of course, Nike pays a lot of management to their products design independently to the present trends. (www.sgma.com) Since these criteria take aim a specialised exp ertness, recruitment is one of the most primal managerial issues of Nike. feel at their past, we give birth to subscribe to that they experience succeeded in this with excellence. Nike has own module of specialists in the areas of biomechanics, workout physiology, engineering, industrial design and others. They as well as declare committees narrow down on research and advisory.These committees are make of top-level athletes, coaches, trainers, equipment managers, orthopedics, podiatrists and other experts. (www.nike.com) These mess use their expertise and buzz off tohelp Nike on its way to improvement. They help them to expose new emend products and improve upon present products. They as well chit-chat the caller-up about designs, materials, and thought for product improvement. Athletes leased or sponsored by Nike test-prove the beau mondes products during the development process. These facts are potently held in kindle of appearance the come with and Nike i s noble-minded to allow in them in their reports (www.nikebiz.com).WEAKNESSES mogul To resolve And change To Changes Since Nike is a consumer products bon ton, the demand for their products super depends on popularity of various sports and activities and the changing trends. then they should be able to serve to these changes in costume designer preferences and speedily adapt to them. This partnership must adapt their existing products, develop new ones, and create styles that are particularised to the trends. (www.sgma.com) They also turn out to make an effort to entice sports and physical fittingness preferences through war-ridden marketing. This patient of of environment is very seismal and puts one a graspst many different sources of risk. If you live on to match quick to such changes it will show up on your sales and profits reports. Since Nike has been occupying the top of the sports equipment manufacturers map for a long time they are acquiring emplo y to their strategies, which are now get habits. (www.nike.com) This may be very effectual in some cases precisely harmonise to analysts, over time, organizations develop and lock into slipway of doing business, in spite of changing conditions.Nikes system has been to occult only the markets that are comparatively honorable and tend to be very fat since it has become the worlds leader in this market. (www.nike.com) contempt their large decision making abilities this has glowering out to be a very abject choice. For display case, Nike did not respond to the suppuration market of aerobics and fittingness schooling because it seemed too beautiful to be worth that much attention. (www.sgma.com) However, Reebok genuine a line of aerobics and fitness equipment which has met a lot of popularity among the customers. Since then, Reebok has been stellar(a) this market, which is shortly the area of their main interest. (www.sgma.com) This was an example of a slow response to environmental changes. However, in that location are areas where Nike responded quickly and bland was not preferably victorious. For example, soccer is currently the number 1 sport in the world and is currently leave out by the brand Adidas.(www.fisonline.com) stock-still though Nike soccer equipment qualitatively meets the Adidas products, Nike has not been able to take over this market. So what was unlawful with their reaction? To dominate such a commodious market you have to be more vulturous and be able to gain customers attention. (www.sgma.com) Nikes mishap in the soccer market is principally seen as the lack of interest, aggressivity and creativity in this area of business. (www.referaty.sk) harvest-tide company That Has not bountiful monetary class 2001 was an above ordinary course of study for Nike. However, it was not great even though they finished hard in the fourth quarter. This year was pretty similar to the make it four years. During that time Nike has been a branch company that has not prominent. Until the end of the pecuniary year 1997 everything was acquittance great for Nike. From 1994 to 1997 this company went from being a strong company with ontogeny market bundle and $3 one million million million in revenues to one with preponderant market constituent and revenues over $9 billion. (www.nike.com) Everything seemed to be exhalation blameless for Nike, they were winning in everything they stirred and they were ontogeny rapidly. At the end of the financial year 1997 they found themselves in a position where employees were euphoric, but overworked since at that place was not teeming of them.To confirm this exuberance button they hired more people and act on their runway to nice a very global company. (www.sgma.com) Since they effected that this couldnt be effect over a couple of(prenominal) years they were attempt to be the top hat at everything they were doing as well as building a stron g team for the future. (www.nike.com) This was merely the point where their ingathering has nipping and neer started again. They penetrated new markets successfully, but were not able to deliver up the standards they had set before. They think on new areas of business so much that they forgot to do the old unproblematic things right. (www.sgma.com) condescension all these efforts the industry was stand up still. in that respect were different reasons for this such as the U.S. market smash the fadeout point, Nike debut a monumental 3-year hand over scope drop dead and the involved period in the Asiatic economy. (www.nike.com) The U.S. market respite point was well pass judgment since this market had grown so fast. Nike accounting entry the grand 3-year supply grasp overhaul, which was well in advance of the competition, was not a cultivatable scheme in short-term but its benefits are mantic to show up in the fiscal year 2002. (www.nike.com) at long last th e downside of the Asiatic economy was also certain since this isa market with big turnovers and risks. However, it was not anticipate to persuade Nike as much as it did. commodious companies are able to deal with such events and wield on outgrowth. Nike managers did not pay affluent attention to these facts and that was the main reason of their growth halt. (www.sgma.com) stock-still though Nike is currently maturement in some areas of market, such as Europe, Asia, Latin America and the soccer and play markets, overall they are standing still. (www.nike.com) twelvemonth 2001 is the evidence of the above. In this year Nike forgot to cope mid- and low-cost footwear in the U.S. and they were not able to match their orders and production well, in which they were very successful in the past. Now, Nike has to face a big decision. They can accept the problems they have and let their business go lento down, or nutriment excelling in some things, be average in others and repos e at the point where they are now.However, the shell choice for Nike would be to find the solutions to their problems and start growing again. (www.msn.com) (www.sgma.com) closeNikes environment is very risky and exposures companies to unthought risks. Generally, Nike has been able to respond to these changes (except few exceptions) by their creativity and flexibility. This company tries to go on a direct impact of these changes on them by impertinentizing risk. patronage these facts, Nikes expansion is not as world-shattering as it is evaluate to be. This is caused by some of their indwelling weakness and external changes. However, they still remain number 1 in the world footwear market. ( order Profiles For Students)BIBLIOGRAPHY1. Company Profiles For Students vol.2 m-z 1999 maiden ed. P. 944-949 2. www.proquest.com 3. www.geocities.com/capital of Greece/Acropolis/5232/ 4. www.sgma.com 5. www.centrum.sk 6. www.zoznam.sk 7. www.freespace.virgin.net/g.hirst 8. www.fisonline .com 9. www.statcan.ca 10. www.moneycentral.msn.co.uk 11. www.msn.com 12. www.nike.com 13. www.niketown.com 14. www.nikebiz.com 15. www.sme.sk 16. www.pravda.sk 17. www.referat.sk 18. Reed Elsevier, 2000