NIKE: Just Does IT A Look At How to Combat Some of the Problems Facing the Multi- National Corporation

Background Shoe and Apparel company Shoe and Apparel company $16.3 Billion in revenue in 2007 $16.3 Billion in revenue in ,000 workers in 45 countries 28,000 workers in 45 countries 500 manufacturing locations 500 manufacturing locations Headquarters in Beaverton, Oregon Headquarters in Beaverton, Oregon

Company History Founded in 1965 as Blue Ribbon Sports at the University of Oregon Founded in 1965 as Blue Ribbon Sports at the University of Oregon The Nike Waffle The Nike Waffle 1971-the Swoosh 1971-the Swoosh 1972-Nike the Greek goddess of victory 1972-Nike the Greek goddess of victory 1979-A big year 1979-A big year 1982-Advertising 1982-Advertising 1988-Just Do It 1988-Just Do It

Problems Tarnished image from sweat shop scandal Tarnished image from sweat shop scandal Doesnt appear to be socially conscience Doesnt appear to be socially conscience Doesnt appear to be environmentally conscience Doesnt appear to be environmentally conscience

The Truth Are socially conscience Are socially conscience --Donated 37 million to charity in Currently doing a charity campaign with Eminem-auctioning off limited sneakers for charity Are Environmentally conscience Are Environmentally conscience --Carbon neutral by rd in recent environmental scorecard

Goals Improve companys overall image Improve companys overall image Further the idea that they are socially conscience Further the idea that they are socially conscience Further the idea that they are environmentally conscience Further the idea that they are environmentally conscience

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 efforts through media and advertising 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 efforts through media and advertising To show Nike is environmentally mindedto start up shoe recycling centers, to publicize efforts to through media and advertising To show Nike is environmentally mindedto start up shoe recycling centers, to publicize efforts to through media and advertising

Audience The Long-time customer The Long-time customer The Customer who boycotted because of labor issues The Customer who boycotted because of labor issues The Environmentally minded customer The Environmentally minded customer The Nike workersThe Nike Family The Nike workersThe Nike Family The consumer with no opinion on the matters at hand The consumer with no opinion on the matters at hand

Strategies and Tactics Give a measurable increase to the charity budget Give a measurable increase to the charity budget Develop programs to promote social conscience Inner-city hoops renovation, Nike cares Develop programs to promote social conscience Inner-city hoops renovation, Nike cares Construct recycle pick up stations for old shoe and shoeboxes Construct recycle pick up stations for old shoe and shoeboxes Create stricter guidelines to enforce fair labor practicestour manufacturing plants to find faults Create stricter guidelines to enforce fair labor practicestour manufacturing plants to find faults Use press agentry to its fullest Use press agentry to its fullest

January-February Initial plans for programs brought before the board Initial plans for programs brought before the board Begin scouting cities for recycle center and for more charities to give to Begin scouting cities for recycle center and for more charities to give to Stress importance of fair labor practices to board Stress importance of fair labor practices to board

March-April Recruit Nike Cares Athletes Recruit Nike Cares Athletes Scout locations for inner-city Hoops renovation Scout locations for inner-city Hoops renovation Begin set up recycle centers Begin set up recycle centers Use advertisements promoting recycling Use advertisements promoting recycling Fair Labor Committee meets and develops strict guidelines for evaluating factories Fair Labor Committee meets and develops strict guidelines for evaluating factories

May-June Begin Hoops Renovations in cities Begin Hoops Renovations in cities Have meeting of Nike Cares Athletes to discuss ideals being stressed Have meeting of Nike Cares Athletes to discuss ideals being stressed Open Recycle pick-up center Open Recycle pick-up center Begin giving money to charities Begin giving money to charities Touring of plants begins Touring of plants begins

July-August Continue Hoops programs and recylce pick- up Continue Hoops programs and recylce pick- up Begin the touring of Nike Cares Begin the touring of Nike Cares Gmive more money to charity Gmive more money to charity Continue tours Continue tours Release first line of recycled shoes Release first line of recycled shoes

September-October Continue all programs Continue all programs Evaluate the results from fair labor tours Evaluate the results from fair labor tours

November-December Evaluate success of programs Evaluate success of programs Give the most money so far to charity for Christmas Give the most money so far to charity for Christmas Fire any heads of plants not exercising fair labor Fire any heads of plants not exercising fair labor Report results to press and post on web siite Report results to press and post on web siite Increase number of recycle pickup stations Increase number of recycle pickup stations Continue programs if succesful Continue programs if succesful

Expenses Programs-developing, running, hidden costs Programs-developing, running, hidden costs Advertisement Advertisement Travel Travel Construction Construction Increased charity budget Increased charity budget Grand Total- $97 million Grand Total- $97 million

Evaluation Surveys Surveys Focus Groups Focus Groups Study media Study media Study Study