Management Planning
MGT/330
January 28, 2013

Management Planning
History
One of the world’s leading innovators in athletic products is Nike, Inc. It is popular for its athletic footwear, equipment, accessories and apparel. Nike’s mission: “To bring inspiration and innovation to every athlete* in the world” (Nike, Inc., 2011). Two visionary men, by the names of Bill Bowerman (Nike’s co-founder) and Philip H. Knight (Chairman of the Board of Directors), set out to revolutionize athletic footwear which later redefined the industry. Bowerman and Knight were first a partnership under the name, Blue Ribbon Sport. The goal of Nike, Inc. was to distribute Japanese quality shoes at a low-cost to America. As of 2000, over 40% of Nike’s sales come from athletic apparel, sports equipment, and subsidiary ventures. It dominates the athletic footwear industry in the global market share by 33%. It has over 20,000 retailers that includes Nike factory stores, Nike stores, NikeTowns, Cole Haan stores, as well as its internet-based Web sites (Enderle, Hirsch, Micka, Saving, Shah, & Szerwinski, 2000) .
Planning Functions
Considering the mass size of Nike’s organization, maintaining traditional and non-traditional distribution channels are controlled by its planning functions. Management directors and independent directors (Enderle, Hirsch, Saving, Shah, & Szerwinski, 2000). In this study, it analyzes the influence of legal issues, ethical climate, and corporate social philanthropic responsibilities. It also includes three factors that influence the company’s strategic, tactical, operational, and contingency planning.
Nike’s planning functions consist of its plan for growth. It seeks to deliver growth that is sustainable, profitable, capital efficient, and brand enhancing. The company’s goals are set to focus on all areas of the business—financial, social, and