战略管理英文论文.docVIP

NIKE 一、The company introduces in 1962, University of Oregon graduates William J Bill Bowerman and Philip.H.Knight established named together Blue Ribbon Sports company, main business sporting goods. in 1972, the Blue Ribbon Sports company changed the name as Nike Corporation, henceforth started to create belongs to own legend. The headquarters located at American Oregon Beaverton Nike Corporation are the whole world famous sporting goods manufacturer. This company produces the sporting goods are comprehensive: Clothing, footwear, movement equipment and so on. 2002 fiscal years, companys business income have amounted to 4,980,000,000 US dollars which sets a record, compares 2001 fiscal years to grow 2%. Nike Corporation is verifying its founder Bill Bowe 二、Strategic Environment （一）、The External Environment 1、The Broad Environment （1）society environment The economic globalization also brought the cultural dissemination, the Western developed country article flowed in the developing country, representative who Nike took the European and American movement brand, received the massive developing country people to pursue holds. As a result of the social productive forces development, the human quality enhances unceasingly, the culture and education levels promotion caused peoples thinking mode also to have the very big change, more and more females were also willing to choose the movement class clothing to take the daily clothing. But the global population structure has had the remarkable change in the last few years, aging of populations phenomenon is getting more and more serious, but Nikes main expense crowd was still young people, therefore Nike faces the market is falling into the contraction the situation. China undertakes the 29th Olympic Games, arouses the people movement to be warm; After its US global second big markets China, is the Nike Corporation biggest development power. （2）economical environment Under economic globalizations background, each professi