Table of Contents

1 Introduction to the Company .....................................................................................2

1.1 Vision.......................................................................................................................... 3

1.2 Mission ....................................................................................................................... 3

1.3 Goals........................................................................................................................... 4

1.4 Objectives ................................................................................................................... 4

2 Strategy development ................................................................................................5

2.1 Identification of an existing issue related to management/ marketing/ Human

resources of the selected organization ..................................................................................... 5

2.2 Identification of reasons which cause for the issues to occur ....................................... 5

2.3 Identification of the outcome/result of the identified issues ......................................... 6

2.4 Recommended strategies to overcome the selected issues ............................................ 6

References........................................................................................................................8

Table of Figures

1 Nike Head Office ................................................................................................................... 2

2 Objectives Icon ...................................................................................................................... 4

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1 Introduction to the Company

N
ike, Inc. (commonly known as Nike) is an American multinational corporation that
is engaged in the design, development, manufacturing, and worldwide marketing
and sales of footwear, apparel, equipment, accessories, and services. The company
is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is the world's
largest supplier of athletic shoes and apparel and a major manufacturer of sports equipment,
with revenue in excess of US$37.4 billion in its fiscal year 2020 (ending May 31, 2020). As of
2020, it employed 76,700 people worldwide. In 2020 the brand alone was valued in excess of
$32 billion, making it the most valuable brand among sports businesses. Previously, in 2017,
the Nike brand was valued at $29.6 billion. Nike ranked 89th in the 2018 Fortune 500 list of
the largest United States corporations by total revenue.

The company was founded on January 25, 1964, as "Blue Ribbon Sports", by Bill
Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971. The company
takes its name from Nike, the Greek goddess of victory. Nike markets its products under its
own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Blazers, Air Force 1, Nike
Dunk, Air Max, Foamposite, Nike Skateboarding, Nike CR7, and subsidiaries
including Jordan Brand and Converse. Nike also owned Bauer Hockey from 1995 to 2008, and
previously owned Cole Haan, Umbro, and Hurley International. In addition to manufacturing
sportswear and equipment, the company operates retail stores under the Niketown name. Nike
sponsors many high-profile athletes and sports teams around the world, with the highly
recognized trademarks of "Just Do It" and the Swoosh logo. (Bowerman, 2021)

1 Nike Head Office

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1.1 Vision
Nike’s vision is “To bring inspiration and innovation to every athlete in the world.” While
its mission statement is to “do everything possible to expand human potential. We do that by
creating groundbreaking sport innovations, by making our products more sustainably, by
building a creative and diverse global team and by making a positive impact in communities
where we live and work.”

Therefore, there are three elements to Nike vision and mission:

• Inspiration: as a consumer company Nike has learned how to
leverage marketing to generate and stimulate demand. This is at the core of the
Nike business model. Indeed, Nike spends billions of dollars each year to boost
demand for its products
• Innovation: Nike positions itself as an innovative company that is willing to
innovate its products over and over. This is another critical element
as innovation implies the substitution of the old for the new. Thus it enhances its
sales over time, this is part of Nike flywheel
• To every athlete: Who’s an athlete for the company? According to Nike “if you
have a body, you are an athlete.” This connects to the inspirational element. Most of
Nike slogan follows an inspirational tone, and that is part of its demand generation
strategy.

1.2 Mission
Nike’s mission is to do everything possible to expand human potential. We do that by creating
groundbreaking sport innovations, by making our products more sustainably, by building a
creative and diverse global team and by making a positive impact in communities where we
live and work.

In this mission we can extract three key elements:

• Human potential: once again Nike has to inspire, and it needs to leverage on consumers’
psychology to be always on top of their mind when making a sport’s purchase. Making
a person believe it can get better by wearing the shoe is part of that strategy

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 • Groundbreaking sports innovations: If you innovate you can come up with new
products and those products will generate more demand
• Sustainability: (new generations follow mission-driven companies) and Nike has made
of sustainability a crucial part of its management

1.3 Goals
“Bring Innovation and Inspiration to every ATHLETE in the world.”
• Superior value of customers
• Absolute dedication to sensing
• Serving and satisfying the needs

1.4 Objectives
Nike’s Corporate Objectives
• Protect and improve Nike’s position as the number one athletic brand through
worldwide.
• Build a strong momentum in growing fitness market.
• Intensify the company’s effort to develop products that women need and want.
• Explore the market for products specifically designed for the requirements of maturing
Americans.
• Direct and manage the company’s international business as it continues to develop.
• Continue the drive for increased margins through proper inventory management and
fewer, better products.

2 Objectives Icon

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2 Strategy development

2.1 Identification of an existing issue related to management/ marketing/

Human resources of the selected organization

Though the Sri Lankan Nike company provides adequate facilities to the employees, they
prefer to continue their career position in foreign countries. (Internal Brain Drain).

Problem
What are the main causes for the employees of Nike Inc. (Sri Lankan Branch) selecting only
the ‘foreign career vacancies’ which are provided by Nike Inc (Global), rather than selecting
the local career opportunities which are provided by Nike Inc. (Sri Lankan Branch)?

The breakdown of the above problem

1. What can be the major issues in the local career vacancies?
2. What are the advanced facilities offered in global career vacancies?
3. What are the factors that pursuing local employees to shift to foreign vacancies?
4. What are the challenges faced by the local employees who works in Nike Inc. (Sri
Lankan Branch) ?

2.2 Identification of reasons which cause for the issues to occur

Pull Factors of Internal Brain Drain
1. Better economic prospects.
2. Higher salary and income.
3. Better level of living and way of life.
4. Better research facilities.
5. Modern educational system and better opportunity fi
6. higher qualifications.
7. Prestige of foreign training.
8. Intellectual freedom.
9. Better working condition and better employment
10. opportunities.
11. Relative political stability.

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 12. Presence of a rich, scientific, and cultural tradition.
13. Attraction of urban Centre.

2.3 Identification of the outcome/result of the identified issues

Push Factors of Internal Brain Drain
1. Under employment.
2. Low wage/salary.
3. Lack of research and other facilities.
4. Lack of freedom.
5. Discrimination in appointment and promotion.
6. Poor working conditions,
7. Desire for a better urban life.
8. Better career expectations.
9. Lack of satisfactory working conditions.

2.4 Recommended strategies to overcome the selected issues

If this trend continues, Sri Lanka will face a problem where the nation’s ‘brains’ aren’t
contributing to the country’s future and there’s a tremendous flow of money going outside. To
discourage international migration and stimulate ‘brain gain’ instead of ‘brain drain’, Sri Lanka
needs to take appropriate measures as follows:

1. Ensuring political stability in Sri Lanka.

2. Introducing policies to enhance economic conditions and stimulating development.
3. Discouraging bribery and corruption by enforcing the law strictly.
4. Focussing on formulating strategies to keep skilled employees within the country by
offering suitable employment opportunities and better facilities, realising that
migration is caused by push and pull factors.
5. Controlling inflation and increasing national productivity
6. Strengthening the existing lawss, rules and regulations to avoid human rights
violations, harassments, and discriminations.
7. Attracting expatriate Sri Lankan professionals by offering them suitable positions and
competitive salaries.
8. Encouraging more multi-national companies to invest in Sri Lanka so as to create
international level job opportunities to Sri Lankans.

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9. Forecasting the future human resource needs of the country and developing the
existing workforce to meet future needs.
10. Encouraging the professionals who have migrated to contribute to Sri Lanka’s
development through different development and social responsibility projects.
(Samarathunga, 2021)

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References

Bowerman, B. (2021, July). Wikipedia. From Nike: https://en.wikipedia.org/wiki/Nike,_Inc.

Samarathunga, R. K. (2021, 11 24). Island.lk. From The Island Online: https://island.lk/the-
brain-drain-disaster-where-are-we-heading/

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-THANK YOU-