Nike’s Consolidated Form and Commodities

Mar 27
08:37

2012

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Nowadays consumers are demanding qualities and values without caring about where the product is manufactured, so all global commodities should be oriented by worldwide consumers' needs.

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The issue that how to locate Nike Company itself was talked over repeatedly by Nike company's insiders at the beginning of 1990. Whether to act as a transnational corporation and offer a consolidated form and commodities or to turn into a worldwide consumption company and prudently devise diverse forms and commodities on the basis of diversified bias of different regions.The questions that thought deeply by Nike Company's managers were on the basis of the theory that worldwide customers all have a "homogeneous" desire to consume,Nike’s Consolidated Form and Commodities Articles and this pretty disputable theory was proposed by Harvard University's Theodore Levitt at the beginning of 1980s. In Levitt's opinion, a normal market cognized jointly by consumers must be developed into the form of commodity standardization. Nevertheless a certain criteria and the identical game rules are built for all marketing activities, and Coke Cola is the best example to illustrate Levitt's opinion of homogeneity.Knight believes any places that haven't been assimilated by Nike, could be realized what role Nike plays in the world if only the meaning behind the brand is truly understood. If we intend to succeed in worldwide market, a suit of values have to be implemented definitely and transmit it around the world. When it comes to the matter of world marketing essence, Kenichi, a Japanese management expert has a far-reaching influence to Phil Knight and in Knight's opinion, he is a authentic talent.In the early 1990s, Phil Knight was deeply inspired through reading Kenichi's book, "The Borderless World". Kenichi pointed out consumers could walk into globalization naturally in places with a national income of 26000 dollars and consumers of these places will demand quality and value without caring about the product is made in which place. Consequently, the cosmopolitan products will be guided by international customers' requirements. This means that while economic globalization is being promoted by multi-national companies, the headquarters management pattern has been gradually given up so the localized and market-oriented policies have been carried out. Kenichi particularly stressed that enterprises should restudy innovative art and he thinks this praiseworthy art has been washed away because modern business civilization is copied, bought and sold overmuch.From the viewpoint of operating globalization, Nike Corporation's principle commodities' sales markets are concentrated on the mainstream markets of Europe and America and this signifies that the virtual impact of asset-light strategy in Asian market is far less than that in the mainstream markets. There is no doubt that in all emerging markets, China is undoubtedly the most potential market, that's why multinational companies are competing for Chinese market in their future strategic planning. Normal 0 7.8 Å 0 2 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:nh<; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} Information on Nike Free Run 2 can be found at the Nike Free Run website. Details on facts about Nike shoes may be found at the official store.