PaNTHeR

bESt fRIEndS

READING

NIKE'S
GODDESS

I understood that NIKE was a masculine company that was controlled by the founders, then some people inside the company began with ideas about inspiration toward women.

The designers dangered problems because was very difficult to communicate with women, since the designers were "male", after NIKE's footwear weren't coordinated with the shoes, however the clothes was better in fashion.

Finally, Jackie Thomas, NIKE's US brand mkt director for women, changed the idea for women feel comfortable with the brand. The changes minds inside the company mean the success for NIKE GODDESS.

THE NIKE STRATEGY

SWOT

STRENGTHS

• Leader in sports marketing


• Pitched the design to retailers as stores within stores


• The apparel group was better as keeping up within fashion trends

WEAKNESSES

• Began as concept for a women-only store


• The footwear designers worked for a big period


• The products were design for men and the women's products looked male

OPPORTUNITIES

• Redefine and re-energise their entire brand


• Double its sales to women by the end of the decade


• The stores have comforting feel of a woman's own home

THREATS

• The clothes weren't co-ordinated with the shoes


• Competition: Air Jordan and Skechers


• The changes could be negatives, mainly for women, because the designers didn't know how communicate with female customers

VOCABULARY

STRATEGY


THE BIG PICTURE

HUMAN RESOURCES: The department in a company taht deals with recruitment, training and helping employees.

STRATEGY: A plan for achieving a goal; the best way for a company to develop in the future.

THREAT: A potential danger to the interest of a company.

LAUNCH: To make a new product available for sale for the first time.

DEVELOPMENT: The growth or improvement of a business, industry or economy.

TECHNOLOGY: Knowledge dealing with scientific or industrial methods and the use of these methods in industry.

FEAR AND MANAGEMENT

READ THE TEXT AGAIN. ARE THESE STATEMENTS TRUE OR FALSE?



A photographer witnessed the manager kicking David Beckham.
FALSE


The manager lost his temper because the team lost the match.
TRUE


Management tactics are easier to identify in business than in sport. FALSE


Patterson encouraged his employees to make themselves indispensable. FALSE


When business is good, fear is used less a management tactic.
TRUE


Fear may help some people to reach their targets.
TRUE


Both company employees and artists share the same fear of failure. TRUE