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Nike
NIKE INC.
INTERNATIONAL MANAGEMENT
CHIARA RÖHL

INHALT
• • • • • • • 1. DATEN/FAKTEN NIKE INC. 2. INTERNATIONALISIERUNGSPROFIL 3. EPRG EINORDNUNG 4. STRATEGISCHEN GESCHÄFTSEINHEITEN 5. PROZESS INTERNATIONALISIERUNG 6. PLANUNGEN/ VORSCHLÄGE 7. BEWERTUNG DURCH MEDIEN

1. DATEN/FAKTEN NIKE INC.
SPORTARTIKEL INDUSTRIE

GRÜNDER PHIL KNIGHT, BILL BOWERMANN
ONITSUKA TIGER/ ASICS 1957„BLUE RIBBON“ BEAVERTON/ OREGON $20,9 MRD UMSATZ ; 34.400 MA IN 2011 CEO MARK PARKER

2. INTERNATIONALISIERUNGSPROFIL
8578 6696 5897 4810 3892 3698 2736 1742 813 993 1031 1380 882 766 620 2060 1997 2199

UMSÄTZE IN MIO UDS

2009 2010 2011

Noth America

Western Europe

Central & Eastern Europe

Greater China

Japan

Emerging Market

2. INTERNATIONALISIERUNGSPROFIL

ANZAHL MITARBEITER
1425 4386 16419 8020 EUROPA UND AFRIKA ASIA PACIFIC AMERICA USA

Employees and employees of NIKE, Inc. affiliates, QUELLE NIKE INC BIZ

3. EINORDNUNG IN EPRG MODELL
ETHNOZENTRISCH NIKEs STRATEGIEN WERDEN VON USA AUS VORGEGEBEN UND IM ZIELLAND AUF DEN MARKT ANGEPASST. (ATHLETEN/ MARKETINGKAMPAGNEN EINHEITLICH, COLOR CODE/ MODELLE WERDEN NACH NACHFRAGE AM MARKT REGULIERT.) POLYZENTRISCH DIE KERNMARKE BILDET NIKE. TOCHTERGESELLSCHAFTEN SIND EIGENSTÄNDIGE MARKEN, DIE NICHT MIT NIKE DIREKT IN ZUSAMMENHANG GESTELLT WERDEN. CONVERSE INC. (LIFESTYLE), HURLEY INTERNATIONAL (SURF), COLE HAAN (SCHUHHERSTELLER), UMBRO (FUSSBALLSPEZIALIST) REGIOZENTRISCH CEO`s SIND FÜR DIE EINZELNDEN WELTREGIONEN ZUSTÄNDIG. DIE PRODUKTE WERDEN AN DIE KÄUFERMÄRKTE ANGEPASST . GEOZENTRISCH DIE UNTERNEHMENSSTRATEGIE WIRD IN DIE INDIVIDUELLE UNTERSCHIEDE DER LÄNDERMÄRKTE INTEGRIERT. PERSONAL WIRD WELTWEIT LEISTUNGSBEZOGEN EINGESETZT

4. SEG UND BRANCHE
SPORTARTIKELINDUSTRIE

Footwear

Apparel

Equipment

5. PROZESS INTERNATIONALISIERUNG
_ZEITLICHER VERLAUF _GEOGRAFISCHER VERLAUF _BEDEUTUNG KULTUR _STRATEGIEN _ORGANISATION _ERFOLGE

_ZEITLICHER VERLAUF
1963 ERSTE LIEFERUNG VON 200
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