NIKE Capstone: Short Term Goals of Nike Company

Nike Capstone
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Q1
What are your selected organization’s short and long term goals? Are they published for both internal and external constituent’s viewing?
Short Term Goals of Nike Company
Nike’s vision is to continue controlling the industry. They are determined to continue producing top quality products that they have always provided in the past. Most importantly, they will strive to always their customers’ recurrent changing tastes and preferences. They have set both of their short term and long term goals. Some of their short term goals are as discussed below:
Direct Sales to Consumers to Enhance Growth and Sale
One of the short term goals for Nike Company is to increase their annual growth rate by approximately 9% in comparison to their 2013 revenue which was $25.3 billion. They plan to do this by adopting a strategy known as Direct to Consumers (DTC). The DTC strategy entails selling directly to customers through their various stores throughout the world as well as online sales via their website of In addition to that, the Company is planning to increase its profit margin by penetrating other markets to increase their gross sales to $8 billion by the end of the year 2017. As way of achieving their short term goals Nike Company is planning to build a strong relationship between them and wholesalers (Ward, 2008).
Long term Goal
Nisen (2013) is of the opinion that Nike’s long term goals are the best in the industry as compared to what has been provided by other players in the industry. One of their long term goals is for their brands to remain the strongest globally. Regardless of the strong competition that they are receiving from their closest competitors like Adidas, the company is determined to remain at the top notch (Ward, 2008).
Q2
Discuss your selected organization’s goals compared to those within the industry. Are they partnering with others inside or outside the industry?
Comparison of Nike’s Goals and their Competitors
For the Nike Company to have achieved such tremendous achievements, they had to invest intensively in innovation that makes them one the best in the industry. For instance, they have come up with some of the good designs for athletic footwear, accessories and apparel. One of their main goals is to be the worlds’ best in the industry and that is why they are doing everything possible to achieve this goal. They have invested hugely in marketing department and distributors. They have ensured that they do their best to produce apparel, footwear and athletic equipment that can minimize injury or eliminate it to enable players to improve in their performance in the pitch. They stand for nothing but comfort for consumers while playing or in the tracks (Ramaswamy, 2008).
One of the Nike’s major competitors is Adidas. Adidas’s long term goal is more or like the same goal with Nike. Both the Nike and Adidas companies main goal is to the best globally in the industry. However, Adidas major goal is to come up with a wide a differentiation strategy to make them appear different from their competitors. Due to their desire to appear different from others in the industry, ...