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Nike Inc: Entering the Millennium - Essay Example

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The essay "Nike Inc: Entering the Millennium" investigates the role of Nike Inc as a global market leader through the analyses of its revenue and profitability over the previous 20 years, management strategy towards stakeholders and through a comparison of Nike and Microsoft…
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Nike Inc: Entering the Millennium
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Download file to see previous pages Nike Inc. profits dipped three times between 1978 and 1987, also affected by a drop in market share. However, the profits increased fourfold by 1989, surpassing the major competitor Reebok by the year 1990, at which point its revenues were also, double those of Reebok. Nike’s profit continued to grow exponentially between the years 1990 and 1992 before stagnating for three years after that. In fact, in 1994, Nike’s profits dropped for a fourth time. However, its profits increased again in 1995 as its market share in sports footwear surged at the expense of Reebok’s share. Profits then rose steadily before sliding again in 1998 despite an increase in revenue. In this case, Nike’s profits have been fluctuating and, in fact, have dropped by the end of the period under consideration after stagnating for two years before that.
Looking at these trends, Nike’s revenues have seen a gradual increase in the twenty years between 1978 and 1998 but the profits has seen fluctuations, dropping some six times. Looking into the new millennium, the revenues are expected to continue growing especially in the American market with the continued drop in Reebok’s market share, in the lucrative sport’s footwear market. However, the company’s profits are expected to stagnate as they compete with Fila and a resurgent Adidas for the global market, especially in Asia. How successful a company has been for its stakeholders can be measured using the Return on Investment, also referred to as the Return on Net Worth. ...Download file to see next pagesRead More
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