Lessons from the Field: Sales at the Bottom of the Pyramid By Heidi Krauel and Joel Montgomery‚ 2009 Acumen Fund Fellows April 2010 Summary Enterprises serving bottom of the pyramid (BoP) markets have tremendous opportunity to create commercial and social impact‚ but are often illequipped to do so. A particular question that needs to be studied is: how can we sell more effectively to BoP consumers? In this piece‚ Acumen Fund Fellows Heidi Krauel and Joel Montgomery draw on their field experiences
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NIKE Inc. principle business activities are the design‚ development‚ and worldwide marketing of high quality footwear‚ apparel‚ equipment‚ and accessory products. They sell their products through NIKE owned retail stores and internet sales‚ and through a mix of independent distributors and licensees worldwide. Virtually all products are manufactured by independent contractor‚ with all footwear and apparel manufactured outside the US‚ while equipment products are mostly manufactured within the
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| Topic | |Page Number | |1.0 Origin of the Report |1 | |2.0 Introduction |3 | |3.0 Nike’s brand image and sources of brand equity |8 | |4
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Executive Summary Overview Nike is the market leader in athletic shoes in the United States. The Oregon based company has always utilized offshore facilities in low-income countries to produce at minimal costs followed by importation into predominantly the US for sales. Nike is quick to divest from emerging markets as costs rise and has recently signed short term production contracts with a long term strategy of production in China. Unlike Nike’s previous global endeavors‚ the political and cultural
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The Market at the Bottom of the Pyramid urn on your television and you will see calls for money to help :he world’s 4 billion poor-people who live on far less than $2 a day. In ict‚ the cry is so constant and the need so chronic that the tendency for nany people is to tune out these images as well as the message. Even :hose who do hear and heed the cry are limited in what they can :ccomplish. For more than 50 years‚ the Vorld Bank‚ donor nations‚ tarious aid agencies‚ narional governments‚ and
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Howard V. Perlmutter (1985)‚ "Strategic Planning for a Global Business‚" Columbia Journal of World Business‚ 20 (2)‚ 3-10. DeTienne‚ Kristen and Lee Lewis (2005)‚ "The Pragmatic and Ethical Barriers to Corporate Social Responsibility Disclosure: The Nike Case‚" Journal of Business Ethics‚ 60 (4)‚ 359-376. Devlin‚ Godfrey and Mark Bleackley (1988)‚ "Strategic Alliances--Guidelines for Success‚" Long Range Planning‚ 21 (5)‚ 18-23. Dussauge‚ Pierre and Bernard Garrette (1999)‚ Cooperative Strategy: Competing
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cause much rubble in the new companies operations. However‚ future political challenges cannot be ruled out. Nike being number one sportswear in the USA‚ its profits‚ turnovers‚ marketing sponsor ships and advertising surmount all other sports wear companies. This company is not only positioned as a market leader but also leaders in the industry labor practices initiatives. Although Nike had suffered bad publicity over the last decade‚ for various reasons‚ it is best placed in the political climate
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OPPORTUNITIES AT THE “BOTTOM OF THE PYRAMID” In economics‚ the “Bottom of the Pyramid” refers to the largest‚ poorest socio-economic group and do not have access to the benefits of modern‚ organised and efficient industrial systems. In global terms‚ this is the 4 billion people who live on less than US$2 per day. The “Bottom of the Pyramid” phrase is used in particular by people developing new models of doing business that deliberately target that demographic‚ often using new technology.
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company is Nike‚ one of the largest supplier of sportswear which include shoes and apparel. Implementation of CRM programme is a essential for every successful company. Customer Relationship Management is the core business strategy that integrates internal processes and functions and external networks‚ to create and deliver value to targeted customer at a profit. It is based on high quality customer-related data and enabled by information technology. (Buttle‚ 2009) The main reason for Nike to implement
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Nike Globalization By:Randell Smith Nike is well known around the whole world. They are the largest seller of athletic apparel and athletic footwear. The Nike logo‚ that is a swoosh‚ is one of the most recognizable business logos on earth. The logo is more than just a symbol. Nike is a prime example of the way a company is supposed to approach the sports market. Nike is everywhere related to sports including‚ retailing‚ sports management and sports promotion. Nike is advertised on TV commercials
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