Nike, leading sportswear and equipment manufacturer and supplier, targeted to become one of the best ‘Employer of Choice’ at the turn of the 21st century. It wanted to be recognized as one of the finest places to work. To attain that positive image Nike wanted to improve…
So, in 2005, it actualized that plan by adopting the Diversity Program. This program apart from improving Nike’s ethical image, also positively impacted the business environment of Nike both in its external as well as in its internal environment, opening up a surge of opportunities and at the same time it also giving rise to challenges in certain aspects. So, this paper will analyze Nike’s internal as well as external business environment, focusing on how the current political and economic factors are influencing its decision making particularly regarding its Diversity program, ending with the recommendations on how to further optimize its functioning
Nike Corporation is the world’s leading supplier and or manufacturer of sports equipments, athletic shoes and apparels. It was formed in 1964, and by 1980, it already had more than 50% market share in the United States. Nike has over five hundred factory or office locations in around 45 countries all over the world. Nike’s operations in UK are extensive with stores at many prominent places and manufacturing process is also going on. With such extensive locations, Nike, an American corporation has a sizeable percentage of employees from diverse groups. So, Nike is a very diverse company and focuses a great deal on improving diversity throughout the organisation. “This company operates on six continents, and employs around 23,000 people. Their suppliers, shippers, retailers and service providers employ close to 1 million people. The diversity inherent in such size is helping Nike evolve its role as a global company.” (Clarke et. al, 2005). But, as part of a positive image building exercise, Nike under the leadership of Phil Knight planned to increase that percentage to recognizable and optimum levels. So, in 2005, it actualized that plan by adopting the Diversity Program in its recruitment process. Phil ...
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