NIKE戰(zhàn)略管理案例

1、 Grand Strategy Matrix RAPID MARKET GROWTH Quadrant II Quadrant I Nike COMPETITIVE POSITION STRONG COMPETITIVE POSITION Quadrant III SLOW MARKET GROWTH 1. Market development 2. Market penetration 3. Product development 4. Forward integration 5. Backward integration 6. Horizontal integration 7. Conce

2、ntric diversification Quadrant IV 16 The Internal-External (IE Matrix The IFE Total Weighted Score Strong 3.0 to 4.0 High 3.0 to 3.99 I Average 2.0 to 2.99 II Weak 1.0 to 1.99 III Medium The EFE Total 2.0 to 2.99 Weighted Score IV V VI Nike Low 1.0 to 1.99 VII VIII IX HOLD AND MAINTAIN 17 QSPM Stra

3、t eic A r g lte nati v es D e vlop a Line of e M o r tely P r de a iced Athletic Sho e s Ke yInte r Fa c trs nal o Streng t s h N e in c me in c a in 1 9 9 9 t o re ses V a dp r o dtu c rie mix Small p rc e tno fpro ft is R&D e i Cre a tivity in T Va d vrtising e Fa s ionab e a e so res h l cc s

4、 i Rec o giz a lb Swo o s logo n e h Va riety f athletic sh oer mo d ls o e Man u fctu rng strate g y a i Bu ilding o fin er n tio n lac o e t a mp titiv ead v ata g e n A d vrtising a g e n c o p e nin intern a n lama r ets e ies ed tio k W e kne s es a R&D c o in c a e sh o e e st re s pric Le

5、 n tg e n eddstribution c h a n ln e e e inal rice of h i i n as cr f p s h es o Fiv e ea rfo c u o fR&D y s Inju res o sp o k eerson i f sp Q u lity ep e n d te o n u plier a d ns p Pote n for n e g a eima g e tial tiv N e in c me ec r a s e 1 9 9 8 t o d e in Significan t ales d lin e s 1 9 9

6、n d s e c in a 8 1999 SU B TOT A L We ight Ex pand into A , sia La A r a a tin me ic , nd the Fo r r me Russian R public s e AS TA S 3.00 0.06 3.00 0.21 -1.00 0.05 3.00 0.21 3.00 0.15 -4.00 0.16 4.00 0.24 2.00 -4.00 4.00 0.12 -0.28 0.28 1.76 AS 0.02 0.07 0.08 0.10 0.05 0.07 0.05 0.08 0.04 0.06 0.06

7、0.07 0.02 0.02 0.05 0.04 0.07 0.07 1.00 2.00 4.00 -2.00 1.00 4.00 -2.00 1.00 4.00 -3.00 3.00 TA S 0.04 0.28 -0.10 0.07 0.20 -0.08 0.06 0.24 -0.21 0.21 1.49 18 QSPM continued D e vlop a Line of e M o r tely P r de a iced Athletic Sho e s Ke yE x r Fa c r s te nal to Oppo runities t Inte r ational cmp

8、 e n o titiv e o p p o s rtunitie Bra n d o n s o s b uers c ci u y Futu r mark e e nratio n Y e t g e G o o U S. e c o my d. no Pe o lp a r livin glo n gr e e e La r e n mb e o p g u r f eople tap e a e a k rnin g y e ars Tw o w ea g n ref a e ar milies Threa t s Co e mp titiv ein d u s try Pe o lp

9、 e x rcis ele s th a n u geste d e e s g O v rsea s p r ction e odu Co e mp titors are se e n aimilar b y o n mers s s c su Ec o nmic c o itions o nd Y o tu mar k ted e n s o e ty p s o ca s al s h o h ma d th r e f u es Vo latile i n n tio n lae c o n o ter a mies SU B TOT A L SU MTOT A A R A TI V E SCOR E L TT C EN SS We ight 0.10 0.04 0.10 0.10 0.02 0.08 0.06 0.10 0.05 0.07 0.10 0.04 0.04 0.10 1.00 AS 2.00 3.00 -3.00 -3.00 -2.00 3.00 2.00 -2.00 TA S 0.20 0.12 -0.30 -0.30 -0.14 0.30 0.08 -0.20 1.64 3.13 Ex pand into A , sia La A r a tin