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Case Examination Nikes Dispute Business Essay

Originally founded by Phil Knight and Expenses Bowerman, Nike is now the market innovator in the manufacturing of sportswear and equipment and enjoys possessing more than 47% of the marketplace share across the globe. Nike's quest is to bring ideas and development to every athlete (Nike Inc. , 2012). Relating to them, you are an athlete if you own a body.

The company has over 700 outlets about the world and has offices located in 45 countries beyond your United States. Most of its factories are positioned in Southeast Asia including China, Indonesia, Taiwan, India, Vietnam, Thailand, Philippines, Pakistan, and Malaysia.

It enjoys possessing the effectiveness of being the market leader and access to cheap materials and labor. In addition, it has to pay lower tariffs and tasks; and using its presence in numerous countries, its suppliers have lower bargaining ability. However, it is continually under danger from the swap goods that are swiftly gaining surface (Sookiew, 2012).

Introduction to the Case

This case targets the working conditions encountered by the employees who work in the factories under deal with Nike. The case unveils that the subcontractors weren't paying wages with their workers as per international standards. All of the factories and developing units were divided into four main divisions: chemical, production, stitching and assemblage section. The production goals were so high that to be able to meet the goals, the staff had to work over time, and that too without incentives. The workers were habitually abused verbally and physically by their supervisors. Many individuals were prone to be the patients of kidney disease, liver cancer, heart problems, infertility and many pores and skin related diseases in future credited to pitiable working environment.

The case talks about the measures carried out to resolve the issue. Few universites and colleges joined hands to establish Workers Rights Consortium (WRC); aimed at checking out the malpractices of companies with special relation to employee rights. University or college of Oregon (UO) decided to be a part of the marketing campaign - a move that was not recognized by Phil Knight. He made a decision to call off all the donations that he had promised UO and released to reject all future donations too. He didn't agree to the terms and conditions that were organized by WRC and desired to reduce their influence. This case talks about the influences, effects and probable strategies to combat the situation.

Main Individuals and their Interests

There are numerous participants and players in cases like this and many of these have their certain influence on the case in different ways. The four main participants are Nike, customers, suppliers, substitutes and competitors in the market.


Perhaps the main player in the case is Nike itself. It is not only the market innovator, but leads the marketplace with almost 50 % of the market talk about and leaves the rest to be divided amongst the other rivals on the market.

In this specific case, Nike keeps the power to modify the situation by adopting an alternative strategy. Being the market leader, it might also influence other companies and change the perspective to the whole scenario. Also, its main ability is based on its decision to whether or not to pay the employees well.

According to the Porter's Five Pushes Model, Nike keeps the energy to discount with the suppliers and also, enjoy customer devotion. However, scheduled to bad promotion, the risk of rivals has increased for Nike.

Nike is highly considering the financial implications of the case. It would influence the entire cost structure, source chain malfunction and the ultimate costs strategy of Nike. This may also have an effect on the marketing strategy in future; if Nike decides to address the issue through the marketing tools and get in touch with the public immediately.


The most significant role in virtually any market is performed by the customers. They are the ultimate market and thus anything that the companies do, is targeted at convincing the purchasers to buy their products. Especially in the modern age, ready and access immediately to information has empowered the buyer even more. The prospective market of Nike generally, and its purchasers in specific, are no exemption. Rather, they have got many choices as there are close and quality rivals competing on the market.

The buying behaviour of consumers change continually and they do not have a tendency to stay long with an organization if they do not get any change or satisfaction. Though they look for creativity, but generally clients want to buy products at lower costs. There are times and situations where potential buyers do not have the pressure of brand commitment; masses have a tendency to go for products which offer lower prices. In this specific case, the clients hold main importance because on one side they prefer low costs sportswear and gear, while on the other in addition they worried about the working conditions of the staff who manufacture the merchandise they use. There exists a complex balance between the two dilemmas. However, as Nike targets the high income group, they are more worried about the moral and sociable issues. However, in any case, the end effect would be on the buyers if Nike determines to alter its strategy.

This is why Nike must keep all above issues at heart while framing the coverage; for a marginally more weight age group for just about any one concern could lead to a severe reduction in the demand for Nike's products.

Suppliers/ Companies:

Another major group of participants will be the contractors who provide you with the products to Nike. Nike has 565 agreement factories and they have a network covering about 45 countries in every continents of world. As the truth indicates, there is absolutely no factory or manufacturing facility that is straight run by Nike. Therefore, it is highly dependent on its companies for the development.

The contractors get access to cheap and quick organic material; they can thus reserve the to exploit Nike at will. Additionally, they are the basic reason behind Nike's access to cheap labor. Therefore, they certainly hold a mainly strategic importance in the case.

Moreover, they have a strong financial involvement in the company too. They are really indirectly afflicted by the demand levels, in regards to the production products and the relative prices of the systems. Any downfall for Nike would mean a doom for the contractors too. Hence, they look for an improvement in Nike's market position in order to get a chance to make a deal an increased price for every single unit supplied by them.

University of Oregon

One of the major players of the case is the University or college of Oregon. Though Nike was afflicted by the progress of WRC, but it was the inclusion of UO into WRC that finally induced the problem.

The University of Oregon was found in the middle between Philip H. Knight as the university's most important financial benefactor on one hand and its own activist pupil and personnel body on the other. Knight experienced previously added more than $50 million to the institution and was considering making his biggest donation yet to refurbish the football stadium.

It was the joining of UO to the WRC that finally helped bring Nike to the forefront and Knight had to announce his position on the situation. Financially, the University was both dependent on its sponsors as well as its students; and it is not astounding because of this to notice that it tried to arrive at a compromise: it could join WRC for one time, provisional on the consortium's conformity to give companies a words in its procedures.

Process of Strategy Making

Henry Mintzberg's Institutions of Thought

Henry Mintzberg, Ahlstrand and Lampel (1998) arranged strategy approaches into ten classes of thought; each experienced its own strategy characteristic toward firm and each suggested a different way to the same thing - strategy making. Two of these schools, particularly, 'environmental' and 'ethnical' schools, will be taken into consideration.

The Cultural school of thought proposed that in any given business, strategy making is the consequence of a strategy that is collective in dynamics and all the employees have to follow it. It can be seen as the organizational strategy as so when it is applied collectively and at various office levels. The cultural approach will get its root base in anthropology where the major Head of Departments are also carefully mixed up in decision making process.

The ethnic thoughts derive from norms, values, involvement of public and society as a whole and they affect your choice making and change the patterns of organization. As a result of this very character, people like "Status Quo" and participants of the decision making process can be resistive and can create hurdles in change and mergers or acquaintances for an organization's thinking about process change. The cultural approach suggests that technique for any given company would be predicated on the culture that the associates of that company create and promote.

On the other palm, environmental approach is more of your reactive approach as compared to other university of thoughts. It identifies strategy development as implications and effects of external factors, exterior from corporation and approach of public. In this particular approach, strategy is seen to be based on external factors and where more weightage is given to outer part and people of the business have limited by do with the procedure of strategy making.

Outer environment has more affect on strategy formulation and decision making with reference to coverage making in the business. Environmental dimensions will be more playful and helpful in framing plan when compared with cultural thoughts. Leadership and organizational culture has an increased level of impact; in fact, a lot more it is with the capacity of influencing, a lot more will be the desired results.

In spite of diverse features, some correspondence between your two universities of thought could be looked at. Both of the colleges are more concerned with particular features in the strategy management process. It encourages more advancement and experimentation within the business. In cultural school, business culture is put at the center to support key value, quality, service, or intellectual production. Furthermore, environmentally friendly changes will guide to changes in business strategy and bring new perceptions and more experiment to the company. However, on the downside, both the schools have vague dimensions and provide fewer realistic signs to how things should be achieved.

Application of Mintzberg's Institutions of Thought on the Case

Mintzberg, Ahlstrand and Lampel (1998) have brought alongside one another all the methods to strategic management they have ascertained, from both practice and theory. They have got arranged them into ten classes of thought, within which the approaches separate up their individual characteristics.

The South Korean factory supervisor and the neighborhood government formal are both striving to increase their benefits; without any respect to the moral, moral and social considerations. The manufacturer manager was expected to offer with the employees in a humane way, supply them with safe working conditions and a good pay rate - which he unfortunately didn't do. Similarly, the government representatives were also expected to look into the affairs of TKV and control the work techniques within the manufacturer premises. They should have taken actions from the violation of labour protection under the law. However, this issue was not considered by the federal government officers for whatsoever reasons. All things considered, the government standard and the factory public are nonetheless focusing on some strategy.

In other words, the director at TKV is exercising electricity that is outside the respectable wielding of economic power in the marketplace (as submit by the positioning school). Clearly, the strategy developed by the administrator of South Korean stock is an activity of conciliation between ability holders inside the company, and/or between your company and its exterior stakeholders.

From the ten institutions of thought proposed by Mintzberg et. al, the 'electricity' school of thought has the characteristics that most directly resemble the tactical moves adopted by the administrator of TKV and the government officials. The strategy is thus focused on gaining support and electricity through negotiation and compromise to meet the specific goals of the business (Mintzberg, 1998). The relationship between strategy of the administrator of TKV and the federal government official is seen as an example of the proposition that organizations are finding it beneficial to collaborate and co-operate with other players, structuring proper alliances, somewhat than looking for ways to damage them with their strategies.

This circumstance also relates to the power approach in its fact of scarcity of resources. This school of thought proposes that the primary dilemma lies in the natural scarcity of available resources; the key reason companies and other stakeholders have to 'battle' the 'electricity game'. Scarcity of resources led the director to pay less to the employees rather than to purchase the work destination to make it better for the staff. Similarly, Nike got to face the dilemma too: investing in the work places means a higher product cost and lower profit percentage.

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