Political During a recession people will buy cheaper
and/or less clothes.
Economic If there is inflation with the euro the clothes will
be more expensive so people will buy less
clothes.
Social If people find out that Nike does child labour a
lot of people won’t buy Nikes clothes anymore.
Technological If the 3D printer develops even more and
clothing can be made by the 3D printer, people
will buy a 3D printer and make their own
clothing at home.
Legal If the law changes in the country or the EU it
can have an effect on the way Nike operates
their business. For example, change in Dutch
tax law for multinational companies.
environmental If it turns out that Nike has one of the most
worst factories regarding the environment
people most likely stop buying things from Nike.
Strengths Weaknesses
1. Nike has got an very good customer 1. Their products are most of the time a
service little too expensive
2. People know the Nike has got good 2. They don’t have all the clothing in the
sport equipment so Nike is one of store that they have in the web shop.
the first brand they think about when 3. They have only got eight stores in the
talking about sport clothing. Netherlands.
3. They work with a lot of known
sporters so their marketing
campaigns are very strong and good
Opportunities Threats
1. Supporting and sponsoring different 4. There is a lot of competition in the
sport evets sports clothing market.
2. Investing in emerging markets like 5. The rise of the taxes from 19% to
China, Russia and India. 21%. So it could be a thread if the
3. Focusing more on sport related taxes are raised again
accessories. 6. People are carful spending money
after the recession.
SMART objective Nr 1 Increase the revenue with 5% before 2017
SMART objective Nr 2 Sell 15% more units within Africa in 2016
and/or less clothes.
Economic If there is inflation with the euro the clothes will
be more expensive so people will buy less
clothes.
Social If people find out that Nike does child labour a
lot of people won’t buy Nikes clothes anymore.
Technological If the 3D printer develops even more and
clothing can be made by the 3D printer, people
will buy a 3D printer and make their own
clothing at home.
Legal If the law changes in the country or the EU it
can have an effect on the way Nike operates
their business. For example, change in Dutch
tax law for multinational companies.
environmental If it turns out that Nike has one of the most
worst factories regarding the environment
people most likely stop buying things from Nike.
Strengths Weaknesses
1. Nike has got an very good customer 1. Their products are most of the time a
service little too expensive
2. People know the Nike has got good 2. They don’t have all the clothing in the
sport equipment so Nike is one of store that they have in the web shop.
the first brand they think about when 3. They have only got eight stores in the
talking about sport clothing. Netherlands.
3. They work with a lot of known
sporters so their marketing
campaigns are very strong and good
Opportunities Threats
1. Supporting and sponsoring different 4. There is a lot of competition in the
sport evets sports clothing market.
2. Investing in emerging markets like 5. The rise of the taxes from 19% to
China, Russia and India. 21%. So it could be a thread if the
3. Focusing more on sport related taxes are raised again
accessories. 6. People are carful spending money
after the recession.
SMART objective Nr 1 Increase the revenue with 5% before 2017
SMART objective Nr 2 Sell 15% more units within Africa in 2016
