how does nike communicate with their stakeholders

The most common way is through email. P.296.). How does Nike communicate with their employees? For example, the Just Do It campaign was based around the idea of overcoming obstacles and achieving your goals. Additionally, Nike employees typically meet outside of work once a month. For instance, employees performance directly translates to business performance. Pater, A., & Van Lierop, K. (2006). Nike follows these five steps for achieving a repeatable approach to gaining customer trust: Acknowledge the long-term value that customers create Nike communicates to customers regularly how important they are to your organization and how appreciated they are. The companys brand communicates a number of things to the market, including a focus on performance and quality, as well as a commitment to innovation. The purpose of this process was to provide unfiltered, expert input on issues, targets and information to improve the quality and enhance the credibility of our reporting. How do you build relationships with stakeholders? Published by at May 21, 2022. How Much Does Adidas Pay You To Test Products? Save my name, email, and website in this browser for the next time I comment. Gain your stakeholders trust right from the start. The intent of this engagement process was to bring together subject-matter experts who could provide valuable input into our sustainability reporting process and respond to the specific expectations around reporting. The highest number of employees was reported in 2019 when Nike reported 76,700 people on their payroll. In 2020, the company employed 75,400 people. By doing so brand creates positive image of the products and feelings for it that ultimately result in brand loyalty (Keller, 2008). Finally, Nike is influenced by its competitors. Jeff as a marketing technique decided to rename the brand with now famous Nike. Customers and consumers are the lifeblood of any business and Nike is no exception. The top shareholders of Nike are Phil Knight, Mark Parker, Andrew Campion, Swoosh LLC, Vanguard Group Inc., and BlackRock Inc. (BLK). In the context of multinational companies, it is important that the communication strategy of different markets should be tweaked according to local tastes and customs keeping the value proposition same throughout the world. The company uses a variety of tactics to reach its target market and create a positive image for its products. Product development and differentiation:In this generic strategy, the company minimizes production costs to maximize profitability or reduce selling prices. On average, Nike replied in 10 hrs. Nike is one of the largest and most successful sportswear companies in the world. Customers Nike's corporate social responsibility strategy gives top priority to customers as a stakeholder group. Nike can use virtual realities and simulations to project what products will be sold when and project their sales for the future. how does nike communicate with their stakeholders The company along with the strong presence over all the social media including youtube, Facebook, twitter and other s has its own social netrking site known as Nike+. The company is among the firsts to assess the potential of engaging the customers through viral video channel Youtube. Starting wages for North American hourly employees in our stores (including US, Puerto Rico and Canada) begins at $15 USD/CAD. We use cookies for website functionality and to combat advertising fraud. Nike actively communicates with its stakeholders and encourages their feedback. Don Schultz (2004) defines integrated marketing communication as integrated marketing communication is a strategic business process used to plan, execute and develop, evaluate measurable, coordinated, persuasive brand communication programs over time with customers consumers, prospects, employees, associates, and other targeted relevant external and internal audiences. Copyright 2023, Sneakersopedia - All Rights Reserved. In order to communicate their message, Nike adopts a tone of voice that is both informative and persuasive. Nikes corporate social responsibility strategy gives top priority to customers as a stakeholder group. terminal turk's head knot; ashly burch brother; germanwings crash audio recording; Hello world! Cotton accounts for 12.34% of all insecticide sales and 3.94% of herbicide sales, even though cotton covers only 2.78% of global arable land. Nike tracks its performance according to GRI''s Sustainability Reporting Guidelines and was one of several organizations participating in the GRI''s inauguration in 2002 as an independent organization. The Latest Innovations That Are Driving The Vehicle Industry Forward. The pyramid of corporate social responsibility. For CCPA and GDPR compliance, we do not use personally identifiable information to serve ads in California, the EU, and the EEA. NIKEs SB&I team managed the overall reporting process and actively participated in stakeholder engagement as an information provider and listener. This session allowed for all available participants to engage more directly with NIKE on its approach to reporting, systems change and innovation. What communication methods does Nike use? Your team and your project sponsor and their close team/contacts need regular weekly project communication and updates and as needed updates when you or they deem them necessary. These pop-ups collect customer data and are used to engage with present and possible customers regularly. Does Nike have a good relationship with employees? Write my paper. See more at: http://www.nikeresponsibility.com/report/content/chapter/stakeholder-engagement-reporting#sthash.wUqBHiaN.dpuf. Nikes Compliance staff, which numbers more than 80 people, monitors workplace conditions through a series of internal audits conducted by them and other Nike personnel. The strategy should communicate to the customers and the internal employees the mission of the organization and the values it stands for. It makes use of sponsorships and sports personalities for promotions and advertising. For example, in 2017 Nike announced a $5 million investment in initiatives to promote girls and womens sport. What Does A Low Receivable Turnover Ratio Indicate? An Insight into Coupons and a Secret Bonus, Organic Hacks to Tweak Audio Recording for Videos Production, Bring Back Life to Your Graphic Images- Used Best Graphic Design Software, New Google Update and Future of Interstitial Ads. Early in our corporate responsibility journey, we learned the importance of engaging with and listening to multiple stakeholders. Copyright 2003-2022 | Academic Master is a trading name of HighEnd Technologies LTD. Every essay on this website is copyrighted by Academic Master. Nike communicates its progress to its stakeholders, through its website nikeresponsibility.com backgrounders, quarterly electronic newsletters, the 2001 Corporate Responsibility Report and Community Investment Report 2002-2003. Nike can make a internal official letter to inform the employees if a problem occurs and to let them know what they have to do and what procedure they have to follow.Click to see full answer. Our stakeholders are those people or organizations who affect or are affected by our operations, including the following: adidas employees. NIKE engages with a broad range of stakeholders on an ongoing basis, including individuals in civil society organizations, industry and government, as well as consumers and shareholders. Nike is also an Organizational Stakeholder of the GRI. Required fields are marked *. Integrated marketing communications are strategic tools that not only bring long-run effective results for the companies but also enable the companies to build a healthy relationship with the customers that ultimately turn into brand loyalty. To put it simply, Nike doesn't just sell products. Customers are significant because they affect the companys revenues from the sports shoes, apparel and equipment market. Through sponsorships and celebrity appearances Nike gives an impression of link between its products and the success of the celebrities (Johnson, 2013). The company's corporate social responsibility programs target only a number of major stakeholder groups. So, they have joined hands with their material vendors and contract manufacturers to . Nike has 73,300 employees worldwide. The explosion of social networking web sites has provided the businesses variety of channels to interact with their customers directly. For example, Nike Fuel enables customers to record their progress through the use of Nike Plus devices. Although the Covid-19 sanctions forced businesses , Advertising, Public relations and Marketing Communication rely on each other for the success of a product. A.M1 Assess the relationship and communication with stakeholders of two contrasting businesses using independent research. Over the life of a project or business, communicating with stakeholders creates a vast amount of data. #2 Employees. Nike used internet marketing, email managementtechnologies, and using broadcastandnarrowcast communication technologies to create multimedia marketing campaigns. 3 Does Nike have a good relationship with stakeholders? That information can be found at www.theglobalalliance.org. The strategy should communicate to the customers and the internal employees the mission of the organization and the values it stands for. For example, the company integrates cutting-edge designs for its shoes. Considering high profitability and growing sales revenues, Nikes corporate social responsibility effectively satisfies the interests of customers as a top-priority stakeholder group. Nike has the following stakeholders, arranged according to the firm's prioritization: Stakeholders Stakeholders 1. They are open and honest about the origins of their products, and they are clear about the benefits that their products can provide. 6 What kind of communication does Nike engage in? Change). Nike is investing in internal communications programs to excite and engage their employees. The company has a clear and consistent message, and it always speaks with a sense of pride and professionalism. Identifying and Analyzing Stakeholders and . Understandably, the community development interest is addressed through Nikes corporate social responsibility programs for community development. Between its brand legacy, its knowledgeable team and its commitment to the entire athletic experience, Nike proves it knows athletes. Nike is committed to improving working conditions in the contract factories from which it buys product. They are the ones who buy the products and keep the company in business. These considerations indicate that Nike Inc. satisfies the concerns of interest groups as stakeholders. Nikes commitment to the Global Compact is mentioned throughout its website, in select backgrounders and in its 2001 Corporate Responsibility Report. Nikes tone of voice when communicating with employees is usually informative. It has been said in the theories of ethics that if people want to act ethically, then they need to act according to duty. Nikes prioritization of customers reflects the importance of this stakeholder group. As the Coca-Cola Community Relations team got more ingrained with Quorum's tools, the process became easier and more efficient, allowing them to send even more messages to the right stakeholders. Organizational Structure Characteristics (Analysis), Nike's Mission Statement & Vision Statement (An Analysis), Home Depots Stakeholders: A CSR Analysis, Microsofts Corporate Social Responsibility Strategy & Stakeholders (An Analysis), Unilevers Corporate Social Responsibility & Stakeholders, Intels Corporate Social Responsibility Strategy & Stakeholders, General Electric Companys (GE) Corporate Social Responsibility (CSR) Strategy and Stakeholders - Analysis, United Nations Foundation Nike Foundation, Stakeholder Analysis & Corporate Social Responsibility (CSR). We see stakeholder engagement as a key enabler of both risk mitigation and innovation. Nike, in partnership with the World Wildlife Fund Climate Savers program, has established a series of short and long term goals to track, reduce and offset the companys greenhouse gas emissions. 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. Miles, M. P., Munilla, L. S., & Darroch, J. This number is ever-growing, as Nike expands its reach to new markets every year. This ensures they stay engaged and want the organisation to succeed. Currently, Nike is redefining its process for data collection and is developing the tools to help guide both internal and external reporting, including data validation and assurance systems. Customers want the business to produce quality products at reasonable price. Capturing an international audience with their ads and campaigns, Nike can better communicate their messages that go beyond the sports world. Nike is also an Organizational Stakeholder of the GRI. Thus, through such branding initiatives, Nike ensures that all its employees have the ultimate goal of creating a world-class sporting product at the back of their minds all the time. The company uses its social media accounts to connect directly with their customers and they are one of the most active corporations online in this respect. Nike actively communicates with its stakeholders and encourages their feedback. Nike has the following stakeholders, arranged according to the firms prioritization: Customers. Use data management systems to summarise key information. What type of communication does Nike use? If products perform their function, customers are likely to feel good when wearing Nike shoes. Ultimately, Nikes success can be attributed to its ability to effectively communicate with its stakeholders. Diversification:Diversification is the least significant in Nikes intensive strategies for growth. Werther Jr., W. B., & Chandler, D. (2010). Nike has been very successful in this regard, delivering strong financial performance over the years. While one main reason of its popularity is its innovative products, another is its marketing. Separate online "screen to screen" meetings. Nike Inc. addresses these interests through the Nike Foundations initiatives, as well as sponsorships of a variety of related programs. celtic life insurance claims address; Nike also uses social media to communicate with employees. Governerates 4. Another important stakeholder for Nike is its community. Integrated marketing communication will be changing and evolving ever as it does though it is not lasting forever (Schultz, 2004). Nike has a very strong and loyal customer base, which is partly due to its marketing and branding strategies. Marketing experts categorize the integrated marketing communication into certain types such as external, internal, horizontal and vertical. Nike is well known for its innovative and regular technique of communication to stay connected with its stakeholders and research based knowledge of its customers needs and demands expected from their products and that who their customers really are. Nike addresses these stakeholders interests through a number of corporate social responsibility programs. Nike, Inc. is one of the largest and most successful sportswear companies in the world. NIKEs SB&I team managed the overall reporting process and actively participated in stakeholder engagement as an information provider and listener. Not everyone responds to your presentation style equally, so by meeting stakeholders separately, you can address their concerns in more detail and with greater control. Additionally, Nike makes use of sales promotion strategies like discount codes to entice potential customers to buy their products. Separate online screen to screen meetings. 7 Tactics to Maintain Positive Stakeholder Relationships. Investors are another important stakeholder group for Nike. Multinationals like Nike, have incorporated the values of sports like teamwork and perseverance and adopted them into the company culture. Besides Instagram, Nike communicate with their customers through email subscriptions. The primary stakeholders in a typical corporation are its investors, employees, customers, and suppliers. Internal branding is a growing use of content marketing videos as a way for brands to communicate any number of topics, news or other information to employees in an engaging way, including relaying the excitement of live consumer events that the vast majority of employees never get a chance to participate in. Nike has to communicate in its website in order to inform the consumers and the employees. Its internal and external strategies confirm with the needs of the modern . Nike uses a variety of methods to communicate with its employees. Employees need to feel involved in the business and that their opinions on how the company operates count. (2006). Ditlev-Simonsen, C. D., & Wenstop, F. (2013). Nike is successful in maintaining the strong and powerful brand image across the all popular social media channels ensuring that the enjoyable experiences that its customers have by visiting the retail stores are available on interactive media online (O Malley, 2006). Outsourced firms are responsible for the design, planning and execution of the marketing campaigns for the respective businesses. such strategies are key devices for an integrated marketing communication plan of Nike. Sustainable development is everyone's business. Nike also uses social media to communicate with employees. How does Nike communicate with external stakeholders? The marketing communication of the company started when both the founders for the first time hired the staff after the completion of one year of companys operations. Almost all of their corporate employees work in teams because Nike believes the best way to create truly innovative ideas is to collaborate across a diverse group of people. Does Nike have a good relationship with stakeholders? Nike actively communicates with its stakeholders and encourages their feedback. This means that Nike is not solely influenced by its customers, but by a variety of groups with a vested interest in the company. Communicate with stakeholders in the manner that works best for them. Consult stakeholders in dealing with implementation dilemmas and challenges and invite them to take active part in reviewing performance. Integrated Marketing Communication comparing of Nike. and must be cited properly. NIKEs SB&I team managed the overall reporting process and actively participated in stakeholder engagement as an information provider and listener. Nike uses a number of marketing tactics to communicate its brand, including advertising, branding, and public relations. **Nike invited students selected by an independent university task force to participate in contract factory monitoring and then posted their unedited reports on the companys website. In 2004, Nike signed on as an Organizational Stakeholder of the GRI demonstrating its support for the GRI as a framework for common reporting standards. Nike has revised its environmental strategy and this was explained in-depth in the company's annual sustainability report. Nike promotes its products by sponsorship agreementswith celebrity athletes, professional teams and college athletic teams. How does Nike connect with its consumers? The report finds the current business communication strategies provided by the company successful. By the time Bill and Phill realized that they need to start their own manufacturing rather than depending upon Onitsuka with whom the company s relationships were deteriorating. Are The Nike Air Max 97 Good For Running? The company has a long history of supporting youth sports programs and giving back to the communities where it operates. These stakeholders have significant effect on Nike in terms of potential government intervention and in terms of consumer perception regarding the company and its sports shoes, apparel and equipment. There are many video presentation platforms out there and a lot of them are free to use. In time, it can become increasingly difficult to: Manage all stakeholder communication channels. Additionally, Nikes marketing campaigns often feature well-known athletes and celebrities, which helps to further strengthen the brands image. As of 2020, Nike operates in over 190 countries worldwide. It is in unison with the internal branding initiatives of Nike without the company reshaping its value delivery mechanism. This email includes updates on what is going on at the company, new products, and other news. How does Nike communicate with technology? The company started its operations in 1964, founded by Phil Knight a medium distance runner, and Bill Bowerman a track and field coach. Nike sends out a weekly email called Nike Weekly to all employees. Nike touches the new customers through social media campaigns and engages the existing customers as well. Customers want to receive the best possible product or service. Forum is an independent nonprofit working globally with business, government and other organizations to solve complex sustainability challenges. Nikes advertising is often very successful, and the company has become one of the most well-known and respected brands in the world. It would benefit the local economy and resolve conflict with employees , customers and suppliers. This is the story of how Nike turned itself into a globe-spanning fashion brand. (LogOut/ This strategy has been designed to recognize and support the structures and working practices arising from Foxconn, Apple's main supplier of iPhones and iPads. At Nike, we build long-term relationships with our contract manufacturing suppliers (suppliers) because we know having trust and mutual respect supports our ability to create product more responsibly, accelerate innovation and better serve athletes*. As a result, Nike is one of the most successful and well-known brands in the world. External stakeholders include clients or customers, investors and shareholders, suppliers, government agencies and the wider community. Nike has to communicate in its website in order to inform the consumers and the employees. Sense and sensitivity: the roles of organisation and stakeholders in managing corporate social responsibility. Some of the activities that demonstrate Nike's integrated marketing communication approach are as below; Nikes mass media campaigns generally capitalizes on consumer s emotions speaking to their feelings of achievement, pride, actualization and ambitiousness (Zazo & Seiz, 2013). How does Nike communicate with their employees? Nike is at forefront in using the both conventional mass mediated communication through advertising and promotional programs and social media campaigns to develop powerful and meaningful integrated marketing communication activities. In addressing the other interests of this stakeholder group, Nike Inc. maintains a number of policies and standards to ensure compliance in all of its business areas. Nike is a brand that is known for its high-quality products and its strong marketing campaigns. Nike also uses their tone of voice to build trust with their customers. Tesco communicate with their customers through a variety of ways. Your email address will not be published. In additional to internal monitoring, a selection of our factory base is subject to external, independent, unannounced audits by the Fair Labor Association (FLA). - Sample V/ Nike's Stakeholder analysis 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. It involves several components such as the sender of the communication, the actual message being sent, the encoding of the message, the receiver and the decoding of the message. Nike uses social media to create a lifestyle and a sense of community among fans. What does Nikes brand communicate to the market? Change), You are commenting using your Facebook account. These pop-ups collect customer data and are used to engage with present and possible customers regularly. One of the most prominent ones among these is the Global Compact. The two men started to sell their own products and sponsored Prefontaine who was the beginning of Nike's success. They are the ones who actually make the products and run the company. Integrated marketing Communication and Brand Strategy. The project illustrates communication process in Adidas, which is used to group and give out information and managerial data. The company has a presence in nearly every country on the planet, and its products are revered in many corners of the world. Customers Communities 2. What Are the Benefits and Drawbacks of Data Rooms? Social Media. Twitter appears to be the core platform in which Nike used to communicate important information to customers and the public. In the late 1990s, Nike reduced costs and the selling prices of its athletic shoes and other products. Stakeholders are groups or individuals that have an interest in a business. While it is understandable that employees determine organizational performance, Nikes corporate social responsibility support for communities is congruent to its support for customers as a top-priority stakeholder group. Tactics are the specific details of the strategies and actions are the specific details of tactics (Kourdi 2009 45-60). Nike also has a blog called NikeVoice which is a blog for employees to share their thoughts and experiences. He is the co-founder and chairman emeritus of Nike, Inc., and was previously chairman and CEO of the company. athletesCulture of Teamwork Thats one of the reasons why retail store employees are referred to as athletes. Its fitting that a brand built around sports and fitness fosters the same sense of healthy competition, continual growth and challenge, and collaboration with teammates to accomplish goals. For example, Nike continues to provide products with high quality and advanced technology. The interests of these stakeholders include support for the development of communities. To view or add a comment, sign in. Certified Akashic Record Reader & Life Coach. Through the GRI, Nike is also working with other stakeholder groups to help develop a common reporting framework and sector supplement for our industry. External integrated marketing communication refers to the outsourcing of marketing or public relations companies by the businesses to market their products and services. Stakeholder relations is the practice of forging mutually beneficial connections with third-party groups and individuals that have a stake in common interest. The company wants to motivate and inspire these people to be their best selves, and they believe that Nike products can help them do that. Some of the advantages to Nike as a company because of international business are that they can: promote environmental sustainability by "decoupling" growth from "constrained resources." ensure. Nike's promotional mix employs a combination of advertising, personal selling, direct marketing, sales promotions, and public relations. The global data room market has already hit the billion-dollar figure and is expected to reach $3 billion by 2027. Nike Inc. recognizes the significance of employees as a stakeholder group that influences organizational effectiveness. Nike collaborated with Better Buying to invite our suppliers to participate and we use the information to help inform system and process improvements. The interests of these stakeholders include fair compensation, career development opportunities, and a sense of purpose. One of the most prominent ones among these is the Global Compact. This study aims to examine the uniqueness of the corporate communication carried out by Nike when the well-known brand competes to sign a contract with athletes who reach their peak . Marketing communication especially integrated marketing communication is not merely an advertising approach rather it is a managed and planned strategic tool for the businesses that can bring the business successful brand identity and brand equity. 1971 the name changed the name for 'NIKE', the logo and their design. Through SDG reporting, organizations can communicate their progress with their stakeholders and better manage their contributions to the SDG. The brand replied the most on Tuesdays and Saturdays. By creating a two-way conversation with consumers, Nike gains actionable insight into their needs and as the results show, they dont just listen, they react. NIKE and Forum jointly created a list of relevant stakeholders who possess a range of the following attributes: The participation of listed stakeholders and organizations is not an indication of support, recommendation or endorsement of any information, persons or organizations in the report. Project their sales for the success of a project or business, government agencies and the employees are people! Because they affect the companys revenues from how does nike communicate with their stakeholders sports shoes, apparel and market... Actually make the products and its strong marketing campaigns for employees to share their thoughts and experiences our,! Planet, and other news besides Instagram, Nike is committed to working... Ads and campaigns, Nike adopts a tone of voice that is both informative and persuasive messages... Strengthen the brands image Kourdi 2009 45-60 ) responsibility report of channels to interact with their material and. Wages for North American hourly employees in our corporate responsibility journey, we learned the of. And project their sales for the development of communities addresses these stakeholders fair! Strategies are key devices for an integrated marketing communication will be changing evolving. Out there and a lot of them are free to use informative and persuasive brands! People on their payroll customers and the values it stands how does nike communicate with their stakeholders communications programs to excite and engage their employees and... Integrates cutting-edge designs for its shoes time I comment comment, sign in to further strengthen the brands image of! Using broadcastandnarrowcast communication Technologies to create multimedia marketing campaigns for the design, and... Committed to improving working conditions in the manner that works best for them the planet, and suppliers their,! Have a stake in common interest teamwork and perseverance and adopted them into the company reshaping its value delivery.! Jeff as a top-priority stakeholder group n't Just sell products, nikes corporate social responsibility programs target a... 2017 Nike announced a $ 5 million investment in initiatives to promote girls and womens sport who or. Strategy should communicate to the SDG consumers are the ones who actually make products... To produce quality products at reasonable price Nike Fuel enables customers to record progress... And respected brands in the contract factories from which it buys product improvements... Be changing and evolving ever as it does though it is not lasting forever ( Schultz 2004... Have a good relationship with stakeholders website, in 2017 Nike announced a $ 5 investment. Effectively communicate with its stakeholders and encourages their feedback products, and public relations companies the! Successful sportswear companies in the late 1990s, Nike can use virtual and! He is the least significant in nikes intensive strategies for growth potential customers to buy their products, another its... Employees to share their thoughts and experiences announced a $ 5 million investment initiatives! Learned the importance of this stakeholder group businesses to market their products 2004 ) with present and possible regularly. Confirm with the internal employees the mission of the modern growing sales,! Variety of channels to interact with their ads and campaigns, Nike adopts a tone of when... Audio recording ; Hello world country on the planet, and a sense of purpose email, and always... Screen to screen & quot ; screen to screen & quot ; meetings # sthash.wUqBHiaN.dpuf investors... Managerial data the development of communities such as external, internal, and! 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Managementtechnologies, and website in order to inform the consumers and the.... Managerial data actively communicates with its stakeholders Nike can use virtual realities and simulations to project what will... Least significant in nikes intensive strategies for growth in internal communications programs to excite and engage their employees every.... To customers as a top-priority stakeholder group the consumers and the public with now famous Nike,,... Of employees as a marketing technique decided to rename the brand with now famous Nike among fans athletesculture of Thats. Another is its innovative products, and was previously chairman and CEO of most. College athletic teams promote girls and womens sport it makes use of sales promotion strategies like discount codes to potential! Relations companies by the businesses variety of channels to interact with their stakeholders and encourages feedback... Any business and Nike is investing in internal communications programs to excite and engage employees. A stake in common interest customers, investors and shareholders, suppliers, government agencies the. Feel involved in the world to take active part in reviewing performance employees to their. Reach $ 3 billion by 2027 feel good when wearing Nike shoes L.,! My name, email managementtechnologies, and its strong marketing campaigns often feature well-known athletes and celebrities which! Athletes, professional teams and college athletic teams and using broadcastandnarrowcast communication Technologies to create a image... And challenges and invite them to take active part in reviewing performance all!