Mission, Vision and Core values
Nike’s mission statement is “To bring inspiration and innovation to every athlete* in the world.” The asterisk directs us to a statement made by Bill Bowerman, who was cofounder of Nike and was the field coach at University of Oregon. He says “If you have a body, you are an athlete.” Nike doesn’t have any official vision statement.
Nike has not declared any official core values. However, we can find the link of it in what Nike wants “to deliver growth in the right way.” Nike wants its growth to be sustainable, profitable, capital-efficient, and brand-enhancing. We can say that this is as something of a core values.
Nike’s growth had harmed its brand. It did not act the ways it was supposed to be. The growth was not sustainable (if we consider fairness to be part of sustainability). Nike was getting a very bad name because of its use of sweatshops. Since the mid-to-late 1990s, Nike has taken actions that were aimed at making their growth more sustainable and brand-enhancing. It helped to create the Fair Labor Association. It started to do audits of all of its factories world-wide. It became more transparent, publishing
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Due to high number of products it has to be efficient in its operation. They need to make sure that manufacturing is in sync with the demand. Efficient operation process would remove errors and save up a lot on energy and cost for the company. Outbound logistic is also important part of Nike’s value chain. It is important to make sure that transportation and delivery of the final products is efficient. Nike plans their freight routes to make good use of all the space available on planes and ships. The system designed saves lots of cost and makes it