Introduction
Mission
Nike’s mission is “to bring inspiration and innovation to every athlete in the world” (Our Mission, 2023, para 1). At the same time, the company notes that by using the word “athlete” in its mission statement, it appeals to all people. In addition, strive to contribute in every possible way to the development of sports and the potential of people through innovation and progress (Our Mission, 2023). Therefore, Nike’s mission is to create innovative sports products that provide all people with the opportunity to participate in sports.
Vision
Nike envisions a future where everyone has an equal opportunity to play and enjoy sports. The company aims to be the leading sports brand that motivates and inspires athletes (Our Mission, 2023). In addition, Nike is positioned as a modern company that promotes inclusivity and offers innovative technologies and high-quality products, contributing to a positive experience for all athletes. Nike claims they are “keep athletes at the center of everything” they do (Our Mission, 2023, para. 5). Thanks to this customer focus, the company manages to create a unique product that meets the needs of the audience.
Values
Nike’s value system is quite extensive and varied. However, several core values can be distinguished in this system. They include innovation, diversity, inclusion, sustainability, and teamwork. The company is committed to developing “a culture of inclusivity and an environment of empowerment and respect” (About Nike, 2023, para. 4). This approach contributes to the provision of a favorable working environment, work community, and effective teamwork. In addition, Nike uses advanced technology and innovation to improve the workflow and provide a unique product for customers. Another of Nike’s core values is sustainability and the promotion of community development and environmental protection.
Structure
The company has a branch structure led by President and CEO, John Donahoe (Welcome to Nike, Inc, 2023). The organizational structure of Nike is based on the formation of divisions on a regional basis (Liu, 2021). In addition, the Executive Vice President is assigned to each area of the company’s activity. The company consists of several departments, including innovation, finance, human resources, communications, geographies, consumer, product, and brand (Welcome to Nike, Inc, 2023). Decisions within each of the departments are understood by middle-level managers or department heads, and the big strategic decisions are made by the CEO.
Culture
The Nike culture is based on love of sports, creativity, and belief in the power of teamwork. It encourages a dynamic and inclusive environment where employees can take risks and push the boundaries of innovation. Nike promotes a culture of diversity and inclusion, providing equal opportunity and respecting individual perspectives to achieve collective success. In addition, the company promotes an innovation culture that implies “creating new goods or technologies but it is not just new, it is new and better” (Ye, 2023, p. 2456). The company is constantly developing and improving, which is necessary for the stability of the business in a dynamic market environment.
Analysis
Nike Inc. accurately aligns its actions, mission, vision, values, structure, and culture. The company’s commitment to inspiring athletes worldwide and bringing innovation is evident in its ongoing efforts to develop groundbreaking sports products and technologies. Nike’s mission to empower people is aligned with its commitment to improving the athlete experience and empowering them to reach their full potential in sports. The company constantly develops new product lines and uses various marketing strategies that appeal to different population groups (Ye, 2023). Thanks to this, Nike can motivate and involve more people in sports, which aligns with its mission.
In addition, as part of its vision, Nike is successfully positioning itself as a leading sports brand that offers cutting-edge products and promotes inclusion. The company’s focus on technological advances and commitment to delivering unparalleled performance is consistent with its vision of a future where everyone can access and enjoy the transformative power of sport (Liu, 2021). Nike’s focus on innovation helps athletes achieve new heights and contributes to the overall growth of the sports industry.
Moreover, Nike sets and adheres to core values in customer relations, marketing campaigns, and the organization of the work environment. The company constantly emphasizes the importance of being ethical and adhering to business ethics (About Nike, 2023). Nike’s commitment to diversity is evident in initiatives that promote inclusion, such as multi-athlete partnerships and campaigns that promote individuality (Ye, 2023). In addition, Nike’s sustainability efforts also demonstrate its commitment to minimizing environmental impact and promoting sustainable practices.
However, the company has significant potential to expand activities toward sustainable development. Foremost, it is concerned with raising production standards to improve energy efficiency and the environmental friendliness of the business. Such changes will be able to attract new customers, for whom environmental sustainability is an essential factor when choosing a manufacturing company. It, in turn, could help to improve the alignment of the company’s activities with its mission by expanding the audience.
Another area for potential improvement is social responsibility. The company claims to dedicate a minimum of 1.5% of total revenue to improving living conditions and community development (About Nike, 2023). It has a positive impact on the perception of the company among its target audience.
However, to live up to the established core values, Nike also needs to improve its internal community. It includes improving working conditions, creating a favorable environment that promotes employees’ personal and professional development, and creating equal career opportunities for all. It also means maintaining a respectful, inclusive environment where everyone’s cultural differences are valued (Ye, 2023). Thanks to this approach, the company can work effectively to realize its vision.
Nike’s organizational structure effectively supports its mission and vision. The functional structure allows the creation of targeted divisions based on product lines and regions, enabling effective management and coordination (Liu, 2021). This structure ensures that each division can prioritize its specific area of expertise while contributing to the company’s overall goals. By organizing the company, Nike can effectively develop and market various products tailored to sports activities and global markets.
Nike’s culture reflects its mission, vision, and values. The company creates a dynamic and inclusive environment that encourages employees to be bold, take risks, and push the boundaries of innovation. Nike’s focus on teamwork promotes collaboration across departments and teams, contributing to collective success. The company’s culture of diversity and inclusiveness is evidenced by its diverse workforce and the representation of athletes from diverse backgrounds in its marketing campaigns (Ye, 2023). Such a culture helps to increase the motivation and productivity of employees so that the company can work within its mission and vision.
Conclusion
In conclusion, Nike Inc.’s actions are highly aligned with its mission, vision, values, structure, and culture. The company’s focus on innovation, empowerment, inclusion, sustainability, and teamwork pervades its operations and defines its brand. However, there is still room for improvement in environmental sustainability, social responsibility, and labor relations. By improving on these aspects, Nike can strengthen its position and continue to be a leading force in the sports industry while positively impacting society and the environment.
References
About Nike. (2023). Indeed. Web.
Liu, X. (2021). NIKE’s general company analysis based on it 2020 annual report. Advances in Economics, Business and Management Research, 166, 799-803. Web.
Our Mission. (2023). Nike Inc. Web.
Welcome to Nike, Inc. (2023). Nike Inc. Web.
Ye, Z. (2023). Nike’s culture and organizational strategy. BCP Business & Management, 38, 2455-2461. Web.