1.

Mở rộng chung
 Is Nike a multinational company or a transnational company
Nike is generally considered a multinational company (MNC). A multinational company
operates in multiple countries, managing production or delivering services in more than one
country.
In contrast, a transnational company (TNC) typically emphasizes more decentralized
operations, allowing local branches to operate more independently and often adapting
products and strategies more significantly to local markets. While Nike does adapt its
marketing strategies to different regions, it retains significant centralized control over its core
operations, aligning more closely with the definition of an MNC.
 What is Nike used now?
Nike is now primarily used as a brand and marketing company, rather than a manufacturer of
its own products
marketing, and design-focused company that outsources all of its manufacturing to other
firms, while maintaining tight control over its brand image and advertising through its in-
house agency model.

 What is nike's current marketing strategy?

Nike's marketing strategy focuses on several key elements:
+ Storytelling and Emotional Branding:
 Nike's campaigns often focus on the stories and journeys of athletes and the
inspiration behind their products, rather than just showcasing the products
themselves. This creates an emotional connection with consumers.
 Nike's marketing emphasizes themes of determination, resilience, and personal
achievement to align with their "Just Do It" brand message.
+ Leveraging Celebrities and Influencers
 Nike partners with high-profile athletes, celebrities, and social media influencers to
endorse their products and promote the brand.
 These partnerships help Nike reach a wide audience and build brand credibility.
+ Digital and Social Media Marketing
 Nike has embraced digital marketing channels like e-commerce, social media, and
online advertising to engage consumers.
 They use visually-striking imagery and videos to showcase their products and brand
messaging online.
+ Segmentation and Targeting
 Nike segments its target audience by demographics, psychographics, behaviors, and
geography to tailor its marketing approach.
 They focus on targeting sports enthusiasts, active individuals, and those who aspire to
an athletic lifestyle.
+ Pricing and Distribution Strategies
 Nike uses a premium pricing strategy for its high-end products, while also offering more
affordable options through mass retailers.
 They distribute their premium products through select authorized retailers, while the lower-
priced items are sold more broadly.
 How has nike's marketing strategy evolved over the years?
 Shift from Selling Products to Embodying Athletic Values: In the early days, Nike's
marketing was focused on simply selling its products, particularly the iconic Air
Jordans. However, the company later made a strategic shift to position itself as a
brand that embodies desirable athletic traits like "love of sport, discipline, ambition,
practice, and all other desirable traits of athleticism. This allowed Nike to market
itself as aiding customers in their self-expression as part of its marketing approach.
 Emphasis on Branding and Advertising: Nike has heavily invested in advertising,
spending nearly $2.5 billion annually to build its brand recognition and image. The
iconic "Just Do It" campaign was a key part of this branding strategy, helping to
cement Nike's reputation as a megabrand.
 Leveraging Partnerships and Endorsements: Nike has successfully leveraged
partnerships and endorsements, particularly with high-profile athletes like Michael
Jordan, to further strengthen its brand and connect with its target audience
 Diversification Beyond Footwear: While Nike started as a footwear company, it has
since expanded its marketing efforts to a wide range of sports equipment, apparel,
and other products, leveraging its strong brand recognition to diversify its offerings
 Embracing Sustainability and Innovation: More recently, Nike has incorporated
sustainability and innovation into its marketing strategy, highlighting initiatives like
the Nike Free line of environmentally-friendly shoes and the Sustainable Business &
Innovation Lab. This aligns with evolving consumer preferences and helps position
Nike as a forward-thinking, responsible brand.
 Maintaining Close Ties with Advertising Agency: Nike's close relationship with its
in-house advertising agency, Wieden & Kennedy, has been a key part of its marketing
strategy, allowing for a deep understanding of the brand and more effective
advertising campaigns

 What nike's strategy in the future?

+ Innovation and Sustainability:
 Nike may focus on further innovation in product design and technology to meet the
growing demand for sustainable and eco-friendly products in the market
+ Digital Transformation:
 Given the increasing importance of digital marketing, Nike is likely to further
enhance its digital presence and engagement with consumers through e-commerce,
social media, and online advertising.
+ Customer-Centric Approach:
 Nike may continue to prioritize customer value by creating customized products and
experiences that resonate with their target audience.
+ Adapting to Market Trends:
 Nike will likely stay agile and responsive to changing market trends, consumer
preferences, and fashion shifts to maintain its competitive edge.
+Brand Image and Storytelling:
 Nike's future strategy may involve strengthening its brand image through compelling
storytelling and emotional branding to connect with consumers on a deeper level.
+ Community Engagement:
  Nike could further invest in community impact initiatives and inclusive programs to
align with social responsibility and community building efforts.
+ Continuous Improvement:
 To stay ahead in the highly competitive market, Nike may focus on continuous
improvement, analyzing customer feedback, and refining its marketing strategies to
adapt to changing consumer behaviors.
Overall, Nike is likely to continue leveraging its strong brand image, innovation, digital
marketing, and customer-centric approach to drive future growth and maintain its position as
a leader in the sports industry

 what are nike's future plans for expanding their product line
Nike's future plans for expanding their product line include a focus on innovation,
sustainability, and strategic growth. One key aspect of their strategy is to introduce new
products that cater to diverse consumer needs while aligning with their commitment to
sustainability. Additionally, Nike aims to streamline operations, enhance efficiencies, and
invest in automation and technology to drive growth and profitability. By simplifying the
product portfolio, increasing automation, and leveraging scale, Nike plans to generate
significant cost savings and reinvest a portion of these savings to foster innovation and
profitability. This strategic approach underscores Nike's goal to balance growth with
efficiency, adapt to market shifts, and prioritize customer-centric innovation to strengthen
their brand narrative and create compelling marketplace experience.

2. Mở rộng với câu 1

 What are the benefits of in-house advertising agencies
 Close Collaboration: In-house agencies allow for close collaboration between the
company and the agency, fostering a deep understanding of the brand, its values,
and its marketing needs.
 Focused Expertise: In-house agencies can focus solely on the company's work,
leading to a better understanding of its goals and strategies, resulting in more
tailored and effective advertising campaigns.
 Cost Efficiency: By having an in-house agency, companies can potentially reduce
costs associated with outsourcing advertising services, leading to more cost-
effective marketing strategies.
 Control Over Brand Image: With an in-house agency, companies have greater
control over their brand image and messaging, ensuring consistency and
alignment with their overall marketing objectives.
 Quick Decision-Making: In-house agencies can facilitate faster decision-making
processes, allowing for more agile responses to market changes and
opportunities.
 what are the disadvantages of in-house advertising agencies:
 Lack of Objectivity: Being embedded within the company, in-house agencies may
struggle to provide truly objective and unbiased perspectives, as they are closely aligned
with the company's internal goals and priorities.
  Limited Expertise: While in-house agencies can develop deep expertise in the company's
brand and products, they may lack the broader industry knowledge and creative diversity
that an external agency can bring.
 Reduced Flexibility: Keeping the advertising function in-house can make it more difficult
for the company to adapt to changing market conditions or quickly scale up or down
advertising efforts as needed.
 Potential Conflicts of Interest: The close relationship between the in-house agency and
the company's executives could lead to conflicts of interest or a lack of independent
oversight over the advertising process.
 Difficulty Attracting Top Talent: Top creative talent in the advertising industry may be
less inclined to work for an in-house agency, preferring the more dynamic environment of
an independent agency.

 How do in-house advertising agencies affect a company's

culture?
 Closer Alignment with Brand and Values: The close integration of the ad agency
within the company allows for a deeper understanding and embodiment of the
brand's identity, values, and marketing objectives.
 This can foster a stronger sense of brand cohesion and purpose across the
organization.
 Increased Collaboration and Communication: The proximity of the in-house
agency to other departments and executives facilitates more frequent and open
communication.
 This can break down silos and promote a more collaborative, cross-functional
culture.
 Faster Decision-Making: The ability to make quicker decisions and respond
agilely to market changes, enabled by the in-house structure, can contribute to a
more nimble, adaptable organizational culture.
 Potential Conflicts of Interest: The close relationship between the in-house
agency and the company's leadership could lead to a lack of objectivity or
independent oversight, potentially creating tensions or conflicts within the cultur
 Challenges Attracting Diverse Talent: The perception of an in-house agency as
less dynamic or creatively stimulating compared to an independent agency may
make it more difficult to attract top talent from diverse backgrounds, which could
impact the overall cultural diversity of the organization.

 What are the key factors to consider when setting up an in-

house advertising agency?
Clear Definition of Roles and Responsibilities: It is crucial to define the roles and
responsibilities of the in-house agency within the company, ensuring that everyone
understands their part in the advertising process.

3. Mở rộng với câu 2:


 What are some examples of mechanistic design in business?
 Centralized Decision-Making: In a mechanistic design, decision-making
authority is concentrated at the top of the organization. Nike's approach to
keeping its core competencies in-house while outsourcing non-executive
responsibilities reflects a centralized decision-making structure where strategic
decisions are made centrally to maintain control and efficiency.
 Specialized Roles and Clear Job Descriptions: Mechanistic designs often involve
specialized roles and clear job descriptions. Nike's focus on its core
competencies, such as design and marketing, while outsourcing manufacturing,
exemplifies a clear division of labor and specialization within the organization.
 Formalized Communication Channels: Mechanistic designs typically have
formalized communication channels. Nike's close relationship with its in-house
ad agency, Wieden & Kennedy, demonstrates a structured communication
process that allows for close collaboration and alignment between the agency and
the company.

 What are the potential drawbacks of using mechanistic

design in business?
 Lack of Flexibility: Mechanistic designs can be rigid and inflexible, making it
challenging for organizations to adapt quickly to changing market conditions or
emerging trends. This lack of flexibility may hinder innovation and
responsiveness to customer needs.
 Limited Employee Empowerment: The centralized decision-making and strict
hierarchy of mechanistic designs can limit employee empowerment and
autonomy, potentially leading to reduced motivation and creativity among staff.
This may impact employee morale and engagement.
 Slow Decision-Making: The hierarchical structure of mechanistic designs can
result in slow decision-making processes, as approvals may need to pass through
multiple levels of management before being implemented. This can hinder agility
and responsiveness in a fast-paced business environment.
 Risk of Bureaucracy: Mechanistic designs can sometimes lead to bureaucratic
tendencies, with excessive rules, procedures, and formalities that may impede
efficiency and innovation within the organization. This * bureaucratic nature can
stifle initiative and hinder progress.

 What are the key characteristics of mechanistic

organizational design?
 Specialization:
Mechanistic organizations emphasize job specialization, resulting in highly specialized
roles and tasks for employees. This specialization helps in achieving efficiency and
productivity but can limit creativity and autonomy among employees
 Clear Communication:
 With a well-defined hierarchy in place, mechanistic organizations promote clear
communication between management and staff members. This structured communication
flow ensures that everyone knows their responsibilities and who to approach for
questions or concerns.

4. Mở rộng với câu 3

 what are some ways to maintain control over operations and
resources in a network structure
 Clear Governance Structure: Establish a clear governance structure that defines roles,
responsibilities, decision-making processes, and accountability within the network. This
structure helps maintain control and ensures alignment with organizational goals.
 Effective Communication: Foster open and transparent communication channels among
network members to facilitate information sharing, collaboration, and coordination.
Regular communication helps in monitoring operations and addressing issues promptly.
 Define Clear Roles and Responsibilities: Clearly define the roles and responsibilities of
each member in the network to avoid overlaps, misunderstandings, and inefficiencies.
This clarity ensures that everyone understands their contributions to the network's
success.
 Choose Partners Carefully: Select partners who align with the organization's values,
culture, and long-term objectives. Careful partner selection reduces the risk of
underperformance or non-compliance, enhancing control over operations and resources.
 What are some potential drawbacks of a network structure in
an organization?
 Dependence on Partners: Organizations in a network structure can become
heavily reliant on their partners, making them vulnerable to risks associated with
partners' underperformance or non-compliance.
 Quality Control Challenges: Ensuring consistent quality across different
operations and partners can be challenging due to varying standards and
procedures.
 Lack of Direct Control: Organizations have limited direct control over
outsourced functions, which can lead to challenges if partners' operational
methodologies or practices do not align with the organization's expectations or
standards.
 What are some ways to maintain control over operations and
resources in a network structure?
 Clear Governance Structure: Establish a clear governance structure that defines
roles, responsibilities, decision-making processes, and accountability within the
network. This structure helps maintain control and ensures alignment with
organizational goals.
 Effective Communication: Foster open and transparent communication channels
among network members to facilitate information sharing, collaboration, and
coordination. Regular communication helps in monitoring operations and
addressing issues promptly.
  Define Clear Roles and Responsibilities: Clearly define the roles and
responsibilities of each member in the network to avoid overlaps,
misunderstandings, and inefficiencies. This clarity ensures that everyone
understands their contributions to the network's success.

5. Mở rộng voi câu 4:

 What are some of the most successful marketing campaigns
of Nike in recent years?
 "Just Do It" Campaign:
The iconic "Just Do It" slogan, launched in the 1980s, has become one of the most
recognizable advertising campaigns in the world. This campaign has helped position Nike as
a brand that embodies athletic values and motivates customers to pursue their athletic goals.
 Nike Plus Platform:
The Nike Plus platform, which connects runners through a global online community and
motivates them with music and tracking features, has been a successful marketing innovation
that leverages technology and social networking. This platform has helped Nike expand its
reach and appeal to a wider consumer base.
 Athlete Endorsements and Partnerships:
Nike has successfully leveraged partnerships and endorsements with high-profile athletes,
such as Michael Jordan, to further strengthen its brand and connect with its target audience.
These athlete-driven marketing campaigns have been instrumental in building Nike's
reputation as a leading brand in the sports industry.

 What were the themes of Nike's most successful marketing

campaigns in recent years?
 Embodying Athletic Values: Nike's marketing campaigns focus on embodying desirable
athletic traits like discipline, ambition, practice, and the love of sport. The company
positions itself as a brand that motivates and empowers athletes and sports enthusiasts to
pursue their goals and express themselves through sports.
 Innovation and Technology: Nike's marketing highlights innovation and technology, such
as the Nike Plus platform that connects runners through a global online community and
motivates them with music and tracking features. This emphasis on technology-driven
solutions enhances the overall experience for consumers and fosters a sense of
community among athletes.
 Brand Recognition and Inspiration: Nike's marketing campaigns aim to inspire and
motivate consumers by leveraging its strong brand recognition and iconic imagery like
the Swoosh logo. The company's branding efforts go beyond just selling products to
embodying a love of sport and athleticism, encouraging customers to adopt a mindset of
discipline, ambition, and self-expression.
 How did Nike's marketing campaigns differ from their
competitors?
 Emphasis on Brand Identity and Athletic Values:
 Nike's marketing campaigns focused on positioning the brand as embodying
desirable athletic traits like "discipline, ambition, practice, and all other desirable
traits of athleticism". This was a shift from simply selling products to
representing a lifestyle and set of values.
 In contrast, competitors tended to focus more on product features and benefits in
their marketing efforts.
 Iconic Advertising Campaigns:
 Nike's "Just Do It" campaign became one of the most recognizable advertising
campaigns in the world, helping to cement Nike's reputation as a megabrand.
 Competitors did not have the same level of iconic, long-running advertising
campaigns that became so closely associated with the Nike brand.