The Manufacturing Process Of Nike Shoes Marketing Essay


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The Manufacturing Process Of Nike Shoes Marketing Essay

This choice can concern the working of the business or else its strategy. In this case, we are interested in Nike Inc. therefore we will examine some functional aspects of Planning and Control of Nike production.

Nike, Inc. is the market's leading dealer of athletic shoes and clothing and a leading manufacturer of activities equipments; it's located in Oregon, United States. It was founded by William J. "Bill" Bower man and Philip H. Knight in 1964 as Blue Ribbon Sports activities and later in 1978 it officially became Nike Inc. Nike has global occurrence and sells Shoes, Apparels, Sports tools and Accessories. Nike Inc. products can be purchased under the next brands: Nike, Nike Golf, Nike Pro, Nike +, Air Jordon, Nike Skateboarding and subsidiaries includes Cole Haan, Hurley international, Umbro and Converse. Nike currently sells shoes, shorts, jerseys etc. for Athletics, football, cricket, ice hockey, football and lacrosse.

Manufacturing Procedure for Nike Shoes:

Nike follows vertically included model for the make of its boots. The process takes place in two stages. In the primary stage, the various inputs for the production procedure for Nike shoes such as organic and natural silk cotton, recycled polyester, leather, environmentally preferred plastic, PVC and phthalates are extracted and sourced from various places that are close to factories.

The second level involves the transformation process in which the extracted recycleables are delivered to factories for making. The transformation procedure for Nike boot is listed below,

The Machine tramples and slices the shoe styles exactly like cookie cutters.

The mid-portion of the footwear and inside your hands on the footwear is developed with the aid of cutting machine which is attached to the lower area of the shoe.

Mid-sole and the low part of the sneaker is attached with the top insole and again heated in a clear plastic mold.

The end result of the Processing process would be the done goods, recyclable wastes and non recyclable throw away. Nike retreats all reusable misuse from the production process and uses it within the next production cycle.

The company is headquartered in Beaverton, Oregon, US. Nike never has a practice of processing its products but it outsources the manufacturing process to the suppliers, who are called the "contractors". The products are made in 600 deal factories with a labor force greater than 800, 000 employees around the globe in 46 countries. Bulk of the total creation is displayed by the Asian developing countries like China, Indonesia and Vietnam. The primary product lines of Nike include sneakers, clothing and equipment.

The planning procedure for any company begins generally by building objectives. The objective of Nike is "To create inspiration and advancement to every sportsman on the globe". The next step is to determine an activity that helps in obtaining the objective of the organization. Nike's main aim targets providing quality sportswear and gadgets to people around different part of the world. To be able to achieve this they have to effectively co-ordinate and control the processing and marketing process.

The Principal Periods In Functions Planning And Control:

a) Tasks Involved In Planning And Control Of Nike's Developing Process:

The various stages in the operations planning and control such as Demand estimation or measurement, Aggregate capacity planning, Expert operations agenda, Rough-cut capacity planning, short-term re-scheduling and prioritizing and control regarding Nike encompasses various tasks such as,

Planning the capability requirements and supply to meet the market demand

Planning the appearance of materials on right amount of time in right volumes for sneaker production

Ensuring appropriate usage of capital, accessories and facilities

Maintaining needed quantities of inventories, work happening and completed goods in every the contracted locations

Scheduling the production activities to ensure that the procedure is proceeding relative to the program.

Tracking material, employees, customers' requests, machines and other resources in every the factories.

Communicating with customers and suppliers on specific issues and long-term connections.

Meeting customer requirements in dynamic unpredictable environment.

Providing information to other functions like the marketing on the physical and final implications of processing activities.

b) Planning And Control Activities In Nike:

The four major activities of the look and control - arranging, launching, sequencing, monitoring and control are accomplished in Nike by the implementation of an effective Supply string management system and an Enterprise Reference Planning (ERP) system.

The manufacturing planning and control systems of Nike is concerned with all areas of processing of shoes including managing materials, scheduling machines and machines, coordinating with the contracted factories and key customers. The developing planning and control system and the production process of Nike were created in such a way to meet up with the demands of the market and in accordance with the entire strategy of the company. The planning and control system of Nike provides it a substantial competitive advantage using its ability to find out, transfer, revise and organize requirements through its global resource chain system which is very competitive in aspect. Nike's supply chain has a consistent and mature open public policy thereby making it efficient available and the industry.

The supply string covers a variety of functions ranging from the recycleables procurement to the manufacturing to the delivery to the consumers via retail. Emphasis is manufactured on cost-effective, safe and sound delivery of goods via an efficient travel system throughout the resource chain. The resource chain operates in that manner that individuals doesn't need to take part at each step of just how of the development. To do this, Nike has partnered with various physiques like national government authorities, industry associations and NGOs.

The first step in the supply chain management of Nike was implementation of i2 software. The expense of this project was above $ 40$ 40 million. The execution of the i2 software was focused on reducing the quantity of raw material and as well as matching the supply chain demand. The benefit Nike looks for from i2 software carries a strategic planning with long-term profitability in mind, improved customer service by effective management of demand, expanding global visibility and coordination, fast reaction to changes, reduced inventory and improvement in on time performance and deliver.

The implementation of i2 software had not been as successful as expected. This was anticipated to factors like lack of experience, third- get together integration, customization, lack of pilot ensure that you training, changing market conditions, insufficient adequate information, insufficient proper integration of the software with the prevailing systems and forecast that are too much out ahead. It has business lead to the implementation of SAP ERP as the info system to get control over its production planning. Various modules of SAP like Financial & Control (FICO), Sales & Circulation (SD), Material Management (MM) and Creation Planning (PP) are executed at Nike. These modules interface fully with Nike's i2 demand-planning and Siebel CRM software. This helped Nike in planning its production relative to resource and demand. The SAP Clothing and boots solution is basic system for source chain management of Nike. The SAP AFS is a total and designed system that deals with particular need of the industry. It helps Nike in attaining full control over its source chain, from the purchase of raw materials till the delivery of the final goods to the customers. This can help Nike achieve its global strategies since it combines the global resources, in house developing, off shore developing, outsourcing and delivery process to lead customers.

The reason behind the necessity of an improved information system for Nike is the fact it was very critical in its role of source chain management (SCM). Networked supply chains craft unblemished paths of communication among associates, suppliers, manufactures, retailers, and customers. This enhances the communication among all the stakeholders and the augmented communication allows building of strong extranets that give real-time information to all or any critical links in the source chain. The resource string management systems of Nike are advanced, and in integrating them effectively, it helps in minimizing waste material and in doing so reduces the machine costs dramatically. The many tasks involved with scheduling, loading and sequencing of the supply chain management system of Nike reduces enough time of executive to production routine and thereby escalates the market show. The supply string management system, with its better forecasting facilities, made the company to alter its target from 'make to stock' coverage to 'make to order' insurance plan. As the inventories are better managed with proper planning and control throughout the machine enabling a faster turnover over the production chain, the inventory having costs and the overall product cost is significantly reduced, enabling maximization of overall income.

According to Roland Wolfram, vice- president, Global operations and technology at Nike Inc, "the implementation of SAP ERP will enable Nike to place into operation kept up to date systems which helps them in streamlining routines and creating higher level of efficiency for both company as well as for the customers". "Also the implementation of SAP ERP will allow Nike to lessen its lead times, improve the performance of the supply chain and present a far more reliable look to their customers".

The successful implementation of SAP FAS benefited Nike by integrating over 350 plants across different part of the world and by making nearly 20% comes back of investment finance. In addition, it helped them in their go-to market strategy by giving better match between your source and inventory. Steady connections with the retail customers are achieved with this and further the visibility and tractability of the inbound logistics are increased. Over 12000 stock keeping units around 25 different countries with 600 and more users are currently beneficiating with SAP FAS execution.

Even though Nike is mostly of the greatest sportswear and clothes manufacture in the world, they still focus on innovation in competing with their competitor. Nike always evaluates the demand of the buyer and continues it as part of their planning process. Nike consistently interacts with its customers through its web site. This enables the company to achieve a amount of customization of its products. As a result of their constant analysis of consumer, In 2007, Nike collaborated with Apple Inc. and sold their products along with Apple's product as pack pack. Nike and Apple plan to continue their romance in order to maximize the Nike's and Apple's experience.

The crucial reason for production plans and control, as with all other making controls, is to optimize the gains of the company. Like that of inventory management and control, this is achieved by keeping the clients satisfied by promptly delivering the merchandise. The main targets of production planning and control are to create routes and schedules to work; which will guarantee the ideal utilisation of materials, workers, and machines and provide the way for ensuring the procedure of the seed relative to these plans. Outsourcing techniques to separate self-employed countries like China, Japan, Thailand and Indonesia is an integral part of Nikes planning and control strategy. Thus a proper placed creation planning and control helps Nike in handling the creation cost and in doing so maximizing revenue.


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Burgess, E. How can Nike make their running shoes? Retrieved on Feb 2, 2010. Available from http://www. ehow. com/how-does_5003359_nike-their-running-shoes. html

Graves, S. C. (1999). Making planning and control. Retrieved on February 2, 2010. Available from http://web. mit. edu/sgraves/www/ProdPlanCh. PDF

Nike's SAP task completes the first stage of its global implementation. World Textile Publications Ltd. Retrieved on February 10, 2010. Available from http://www. inteletex. com/FeatureDetail. asp?PubId=&NewsId=1105

Originally published Nov 04, 2018, updated Feb 20, 2021

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