For example, the company experiences social pressure regarding the use of sweatshops, as well as pressure to improve green technology integration in the business. Many emails and phone calls would have been exchanged – method of delivery depending on the urgency of the message. Nike engages stakeholders informally, for example in our work with coalitions and industry associations such as the Sustainable Apparel Coalition and We Mean Business. For example, Nike continues to provide products with high quality and advanced technology. The most important element in stakeholder communications is identifying the target audience. This assists in gaining excitement of consumer events that most employees to not get to attend. These advertisements also improve consumers’ perception about the company and its products. Our policy towards our stakeholders is clear: we actively engage, we listen, we seek to understand their ideas and concerns and, where it … Considering high profitability and growing sales revenues, Nike’s corporate social responsibility effectively satisfies the interests of customers as a top-priority stakeholder group. Interest Groups. Douglas Houser holds 310,748 shares. In this regard, Nike’s promotional mix involves public relations to address social issues and to promote the brand, so that current and potential customers develop a better perception about the company and its products. Nike’s marketing communications mix uses direct marketing to establish stronger relations with target customers and motivate them to purchase the company’s products. For Nike’s business reputation, it was important to be vigilant with communication to external stakeholders to ensure all external contractors and other stakeholders are satisfied. Corporate Responsibility, Sustainability & Governance Committee, Sustainable Manufacturing and Sourcing Index (SMSI). Parker is the president and CEO of Nike, the Wall Street Journal notes. As athletes are used for marketing reasons, it is important they are informed of the situation as their name or brand became connected with the crisis by association. Teams can also claim incentives to improve scoring, such as using materials that require fewer chemicals or use less energy during manufacturing.

Communities also determine consumers’ buying behaviors. In this business case, the company implements public relations as a way of addressing social issues linked to its business. Organizational Structure Characteristics (Analysis), Nike Inc.

One of the most prominent ones among these is the Global Compact. Thus, Nike’s marketing communications mix uses personal selling to create better customer experience and customer relations, while promoting the company’s products. We sincerely appreciate the time, expertise and extensive input of the stakeholders for this report and our work more broadly. They seem to communicate with customers through this platform, providing relevant and important news updates as well as inspirational posts. Nike’s personal selling efforts typically happen in stores. Ceres is a sustainability nonprofit organization working with investors and companies to tackle the world’s biggest sustainability challenges, including climate change, water scarcity and pollution, and human rights abuses. The most important element in stakeholder communications is identifying the target audience. At Nike, we hold ourselves to the highest standards and we take our local and global responsibilities seriously. Organizational Culture Characteristics: An Analysis, Nike Inc. Five Forces Analysis (Porter’s Model), Nike Inc. Generic Strategy & Intensive Growth Strategies, Nike Inc. SWOT Analysis & Recommendations, Harley-Davidson’s Stakeholders: A CSR Analysis, Nike Inc. We also engage in more formal ways as part of our approach to issues or challenges, for example our work with the World Resources Institute on our approach to assessing our greenhouse gas footprint. The brand image and sales performance of Nike sports shoes, apparel, and equipment are significantly subject to the effects of stakeholders’ interests and corresponding actions. The Corporate Responsibility, Sustainability and Governance (CRS&G) Committee of our Board of Directors is responsible for reviewing Nike’s significant strategies, activities and policies regarding sustainability, contract manufacturer labor practices, community impact and charitable activities, among other duties, and make recommendations to the Board. To make sure our approach was sound, we worked with Ceres to convene an external stakeholder panel and conduct multiple dialogues to guide the development of NIKE’s approach to reporting and communication. Nike is a member of a number of corporate responsibility and sustainability organizations and we are committed to solving critical issues that affect the people in our value chain. As a result, these customers become motivated to purchase and use these products.

Reaching a bronze rating on our SMSI demonstrates full factory compliance with our Code of Conduct and Code Leadership Standards, which are designed to protect the rights of workers and create a safe working environment. The company’s success puts emphasis on the benefits of effective marketing communications. These players had high power and high interest of this issue and communication with these parties is essential as the disaster was a lot more than just reputation damaging, but lives were lost. Nike’s prioritization of customers reflects the importance of this stakeholder group. Our targets cover progress against environmental, social and community topics. While it is understandable that employees determine organizational performance, Nike’s corporate social responsibility support for communities is congruent to its support for customers as a top-priority stakeholder group. Review and provide guidance to management regarding Nike’s work with industry organizations and non-governmental organizations concerning corporate responsibility. See our Privacy Policy page to find out more about cookies or to switch them off. The firm’s marketing communications mix is easily observable in the market, in the form of advertisements and other activities. In developing and maintaining its marketing communications mix, Nike Inc. applies a strategic combination of advertising, personal selling, direct marketing, sales promotions, and public relations. Personal selling contributes to positive customer experience. It can be tough when too late in the project a critical person or group is identified that has not received any of the communication through course of…

Internal Stakeholder Communication Analysis, External Stakeholder Communication Analysis. Nike Inc. addresses these interests through the Nike Foundation, which serves as the company’s primary means of supporting community development initiatives. Here are just a few high-level themes we heard in those conversations. In some cases, sales personnel promote the company through personalized services that help in finding the right Nike product. As partners, suppliers, retailers and contract manufactures have high interest is the events surround Nike and the Bangladesh factory collapse, it is important that they were kept informed by two-way-communication. Sense and sensitivity: the roles of organisation and stakeholders in managing corporate social responsibility.

This means that strategic approaches to promotion are directly linked to the development of the company’s competitive advantages.

A company uses marketing communications to promote its business and products, considering the … According to Archie Carroll, stakeholders are individuals or groups that have a significant stake in what the business does. Nike addresses these interests through corporate social responsibility policies and programs that focus on internal leadership development, talent management through coaching and mentoring, and team building. Nike gained Information from Governments, Unions and Investors such as where Nike stands legally and with investors as naturally Nike lost money as a result of the incident. Nike gained Information from Governments, Unions and Investors such as where Nike stands legally and with investors as naturally Nike lost money as a result of the incident. We use cookies for website functionality and to combat advertising fraud.

The company uses sales promotions to motivate new customers by giving additional benefits, such as the savings they can make by purchasing when discounts or special offers are applied. A systematic review. 5. Employees Key concerns: Job security Safety Nike Inc. stakeholders interests are satisfied through the companys corporate social responsibility (CSR) programs. Based on Nike’s current use of social media, Nike is relatively active on Twitter. The company applies public relations by sponsoring sports events and similar activities, and uses these activities to communicate to target customers regarding what the business does to address relevant social issues. Even though advertising is an effective marketing communications tactic, it is typically costly, especially when involving traditional media like television, radio and print. On our journey to be a brand with purpose that moves the world forward, we have benefitted from constructive counsel from a variety of external stakeholders—civil society organizations, industry, government, investors, consumers and others. Be deliberate and seek out input from all known groups to find the unknown groups. Through celebrity figures in advertising, the company’s marketing communications mix effectively promotes products to customers by motivating them to mimic how these celebrities prefer the Nike brand.