MC LC

I. Tng quan v cng ty Nike: ........................................................................... 2

1. Lch s hnh thnh v pht trin: ................................................................. 2
2. Cc danh mc sn phm v cc lin kt thng hiu ca Nike: ................ 4
3. Tr s v cc nh my ca Nike trn ton cu: .......................................... 4
4. Cc thnh tu t c: ................................................................................ 5
II. Lch s chin lc: .......................................................................................... 6
III. Vin cnh S mnh: ...................................................................................11
1. Vin cnh: ......................................................................................................11
1.1. T tng ct li: ............................................................................................11
1.2. Hnh dung tng lai: ....................................................................................13
2. S mnh: ........................................................................................................14
2.1. nh ngha kinh doanh: ................................................................................15
2.2. H thng gi tr: ............................................................................................16
2.3. Cam kt vi gii hu quan: .........................................................................18
2.4. Nguyn tc o c kinh doanh ..................................................................20

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PHN TCH S MNH, VIN CNH CNG TY NIKE, INC
I. Tng quan v cng ty Nike:
Tn cng ty : Nike, Inc
Thnh lp: 1/1964
Ngi sang lp : Phillip Knight & Bill Bowerman
Sn phm : Giy dp, qun o v dng c th thao
Tr s chnh: Beaverton, Oregon
Phm vi hot ng: Ton cu
Web: http://nikeinc.com/
1. Lch s hnh thnh v pht trin:
1

Khi tr thnh nh phn phi ca giy Tigers ca Nht, nm 1964 Phil Knight
cng vi Bill Bowerman ng sng lp ra Blue Ribbon Sports, c quyn phn phi giy
Tigers ti M. Nm u tin Blue Ribbon Sports bn c 1300 i giy Tigers v t
doanh thu l 8000$.
Nm 1967 nh du mt bc tin mi ca cng ty khi i giy u tin do chnh
cng ty Blue Ribbon Sports thit k v sn xut c trng lng kh nh, bn v c Nylon
pha trn vi tn gi l Tiger cortez. n nm 1969 cng ty bn c 1 triu i giy,
y l mt du mc n tng ca mt cng ty mi thnh lp nh Blue Ribbon Sports.
Nm 1971 nh du s chuyn mnh ca Blue Ribbon Sports khi doanh thu t
ngng 1 triu la. Ci tn Nike ra i t y v Logo ca Nike cng ra i vi tn

1
http://manufacturingmap.nikeinc.com/#
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SWOOSH , sau ny l mt trong nhng Logo n tng nht. Li nhun ca Nike
tng gp i sut 10 nm lin tip v cui thp k 70, u thp k 80 c xem l giai
on thnh cng rc r ca Nike.
n nm 1980 Nike l cng ty s 1 v giy in kinh M vi th phn trn 50%
vi doanh s lc by gi l 270 triu $, vi 2700 nhn vin.
Nm 1987 Nike b Reebok vt mt trn th trng giy in kinh ca M, khi h
nm n 30% th phn v Nike ch nm c 18%.
Nm 1988, Nike a ra chin dch xy dng thng hiu mang tn: Just do it
tung ra 20 triu la cho qung co trong mt thng nhm thc y ngi dn M tham
gia th thao nhiu hn.
Nm 1990 Nike chnh thc tr li v th s 1 trong ngnh sn xut giy th thao
sau nhiu n lc khng ngng ngh.
Nm 1992 Nike thnh lp ph Nike trn i l North Michigan ti Chicago, mt
sng kin c o nht ca Nike.Trong mt mt khu t rng 70.000 feet mt ta nh
ngnh ngang ng tr, chia ra lm 18 gian hng trng by tt c cc dng sn phm ca
NIKE. Nhng nm v sau th ph Nike tr thnh a im du lch thu ht nhiu khch du
lch nht ti Chicago vi 1 triu khch tham quan v thu c 25 triu l trong nm
1996. Ni y cung cp cho khch hng mt kinh nghim c o: sng trong khng
gian Nike, nghe m thanh Nike, nhn thy Nike mi ni.
Nm 1996 Nike l cng ty u tin tham gia cc quan h vi i tc may cng
nghip .
Nm 2001 Nike l mt trong nhng cng ty u tin cng b trch nhim doanh
nghip. Chp hnh ng cc quy nh ca t chc Global Reporting Intitative, tp trung
vo mi trng, lut lao ng, cc vn cng cng, ngi lao ng v cc bn hu
quan.
Nm 2009 Nike theo ui chin lc i mi kinh doanh bn vng cn gi l
chin dch CR.
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Nm 2014 Nike cng b chin lc thay i lnh o. Khi ch tch ca thng
hiu Nike l Charlie Denson tuyn b ngh hu.
n nay Nike vn thc hin chin dch tip th ton cu vi cng thc truyn thng l
qung co ln, vn ng vin ln, sn phm ln. Nike tip tc m rng th trng theo
cch mi, bao gm tng trng mnh m Trung Quc v ti tr cc lin on bng
quc gia.
2. Cc danh mc sn phm v cc lin kt thng hiu ca Nike:
a. Danh mc sn phm:
NIKE+
NIKE ATHLETIC TRAINING
NIKE BASKETBALL
NIKE FOOTBALL
NIKE GOLF
NIKE RUNNING
NIKE SB
NIKE SPORTWEAR
NIKE TENNIS
NIKE WOMENS
b. Lin kt thng hiu:
CONVERSE
HURLEY
JORDAN BRAND
3. Tr s v cc nh my ca Nike trn ton cu:
Tr s chnh ta lc ti BEAVERTON, OREGON, M.
Tr s Chu u ta lc HILVERSUM, H LAN.
Tr s Chu , Thi Bnh Dng ta lc ti THNG HI, TRUNG QUC.
Tr s nm Nht Bn ta lc ti SHINAGAWA, TOKYO.
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Nike l cng ty u tin cng b h thng cc nh my sn xut trn ton th gii. 719
Nh my sn xut ca Nike nm 44 quc gia vi 990.325 lao ng.
4. Cc thnh tu t c:
Nm 2006, 2007, 2008 c tp ch FORTUNE bnh chn l mt trong 100 cng
ty tt nht lm vic.
Nm 2007 c phiu ca Nike nm trong danh sch nhng c phiu bn vng nht
th gii.
Nm 2008 Nike ng u ngnh cng nghip trong trch nhim x hi, ti chnh
lnh mnh v u t di hn.
Nm 2009 Nike thuc top 100 cng ty bn vng nht th gii da vo cc tiu ch
nh gi nh: qun l ri ro, mi trng, trch nhim x hi, c hi v mi quan h vi
cc cng ty trong ngnh.
Nm 2010 Nike ng v tr th 25 trong 350 cng ty hng u M v h s i
mi.
Nm 2010 Nike c nh gi s 1 cho im xanh v s 2 cho im danh ting
trong ngnh cng nghip hng tiu dng bi t chc xp hng GREEN RANKINGS.
Nm 2011 Nike ng v tr th 10 trong danh sch 100 cng ty tt nht do tp ch
trch nhim doanh nghip bnh chn.
Nm 2011 Nike vn l ng u trong vic gii quyt vn pht trin bn vng
v bin i kh hu do t chc CLIMATE COUNTS.
Nm 2012 su nm lin tip Nike ginh v tr s 1 trong lnh vc kinh doanh vt
dng th thao.
Nm 2013 Nike ng u trong danh sch nhng cng ty sng to nht th gii.
Nm 2013 Nike ln u tin nhn gii CRRA trao tng v vic i mi bo co trong
trch nhim bo co ton cu.

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II. Lch s chin lc:
2

Trong sut cc giai on hnh thnh v pht trin ca cng ty th cc chin lc ca Nike
c s chuyn i lin tc qua cc giai on t c mc tiu ca cng ty. Nike bt
u hot ng vo nm 1964 khi Philip Knights bn nhng i giy u tin ti M.
Khng lu sau , Nike lun khng nh l cng ty s mt trong lnh vc kinh doanh
dng th thao.
Giai on nm 1964 n nm 1970: Lin doanh.
Ngy u thnh lp, ri ro v chi ph l hai vn m bt k mt cng ty no mi thnh
lp cng phi cn nhc khi thm nhp vo mt lnh vc no , vi Nike l vic thm
nhp vo lnh vc sn xut, tip th giy th thao. Trong bi cnh cng ty lin
doanh vi mt cng ty giy c xut x t Nht c tn gi l Tigers thm nhp th
trng. iu ny gip Nike gii quyt c vn v vic gim chi ph v ri ro, nhng
Nike cng phi chia s li nhun khi Nike c doanh thu. Nike cng phi chia s s kim
sot vi i tc lin doanh iu ny dn n ri ro mt kim sot khi xy ra xung t cao
, c th tht bi trong lin doanh v vic cc b quyt v sn phm ri vo tay i tc
dn n h c th tr thnh i th cnh tranh trc tip trong tng lai.
Nm 1966 ca hng bn l u tin ca cng ty c thnh lp ti SANTAFICA
CALIFORNIA.
Nm 1967 cng ty sn xut c sn phm u tin vi tn gi giy Tigers Cortex ti
nh my sn xut ti BEAVERTON v m rng hot ng sn xut ra pha ng nc
M, m vn phng phn phi ti WELLESLEY, MASSACHUSETTS.

2
http://www.fundinguniverse.com/company-histories/nike-inc-history/

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Tp trung ngun lc, cng ngh, ti chnh v cc nng lc cnh tranh ca mnh c th
cnh tranh vi cc i th trong ngnh. Vic gn cht vi mt loi sn phm duy nht
gip Nike lc trnh sai lm khi ngun lc, ti chnh cn hn hp. i vi Nike lc
ny iu quan trng ca chin lc l tp trung vo mt lnh vc to ra c gi tr,
to ra li th cnh tranh so vi nhng ng ln trong ngnh ca mnh lc by gi.
Giai on nh du s chuyn i ca cng ty t nh cung cp sn phm giy sang
nh sn xut v tip th giy.
Giai on nm 1971 n nm 1983: Tng cng s hin din trn th gii.
Khi cng ty quyt nh gia nhp th trng ton cu. Cng ty chuyn qua chin lc hi
nhp dc.ng thi,cng ty tham gia sn xut u vo ng thi m nhim chnh hot
ng phn phi ca cc sn phm ca mnh iu ny m bo vic tng gi tr ca sn
phm. S thnh cng ca chin lc mang n v th s mt ca cng ty trong ngnh sn
xut giy th thao. ng thi to ra mt ro cn cho cc i th cnh tranh mi, tng
cng c gi tr.
Nm 1971 Nike c ti tr ti chnh t mt cng ty Nht, Nissho Iwai. Lc ny
Nike c th sn xut dng sn phm ca mnh tai nc ngoi thng qua cc nh thu c
lp ri t nhp khu vo M.
Nm 1972 Nike khng cn hp tc vi i tc c, Onitsuka Tiger v bt ng
trong vic phn phi v qung b sn phm ti Olympic ti Hoa K. Ln u tin, mc
tiu ca Nike l gn tn thng hiu ca mnh vi cc vn ng vin ni ting thng qua
hng lot cc chin dch tip th.
Nm 1973 hot ng kinh doanh ca Nike c m rng ra Canada, th trng
nc ngoi u tin ca cng ty v n nm 1974 cng ty c mt ti c.
Nm 1974 nh my sn xut u tin ca Nike ti M Exeter, New Hampshire.
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Nm 1977 cng ty m thm mt nh my khu Maine v cc nh my sn xut
ti i Loan v Hn Quc. c bit giai on ny vic kinh doanh quc c cng ty
ch trng nht l Chu .
Nm 1978 cng ty c nh phn phi ti Nam M v Chu u. Cng ty m rng
dng sn phm ca mnh, l dng sn phm giy th thao cho tr em, n nm 1979
cng ty bt u a ra th trng dng qun o th thao.
Thng 12 nm 1980 Nike ln u tin c mt trn sn chng khon vi 2 triu c
phiu, sau tip tc m rng th trng ca mnh Chu u. Ti M, mt trung tm
phn phi rng ln c hnh thnh Greenland, New Hamshire, ngoi ra cng ty
mua li mt nh my sn xut ln ti Exeter, New Hamshire phc v vic th nghim
v cung cp cho kh nng sn xut trong nc nhiu hn.
Nm 1981 nh my u tin Trung Quc i vo hot ng, trc c tnh c
khong bn phn nm b phn ca nhng i giy c sn xut ti i Loan v Hn
Quc.
Trong nm 1981 cnh tranh vi cc i th nh Adidas, Puma ti th trng
Chu u. Nike m mt nh my Icerland nhm phn phi giy ca mnh m trnh
c vic phi tr thu cao. Cng lc , Nike mua li mt s nh phn phi Anh v
o tng cng vic kim sot khu tip th v phn phi sn phm. Ti Nht, Nike
lin minh vi Nissho Iwai , cng ty thng mi ln th 6 ti Nht thnh lp tp on
Nike_Nht Bn.
Cng ty i t mt doanh nghip thuc s hu t nhn tr thnh mt t chc
doanh nghip ton cu, hin i tch hp gia sn xut, tip th v R&D.
Giai on nm 1984 n nm 1989: M rng th trng ra ton cu v tip th
tch cc.
Trong giai on t nm 1984 n nm 1989 doanh s bn hng lin tc st gim ko theo
li nhu ca Nike b nh hng trm trng. Vi trnh trng ny buc Nike phi c nhng
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s thay i gip Nike vt qua giai on trt dc khi Nike pht trin qu nhanh v cha
tht s bn vng.
Nm 1984 Nike chuyn t chin lc tip th truyn thng sang u t h tr cho
cc s kin th thao ln nh Olympic, Worldcup, th vn hi v ti tr cho cc vn
ng vin ni ting, u t nhiu vo qung co trn cc phng tin i chng.
Bn cnh , cng ty ct gim s lng giy tn kho, gim s lng cc dng sn
phm trn th trng, gim chi ph qun l. Nike ng ca nh my sn xut chnh ca
mnh Exeter, New Hamshire.
Bc i u tin ca Nike trong vic iu chnh chin lc l ti cu trc.
Nm 1985, Nike mua li mt nh my sn xut thit b c t theo ui cc
phong tro th thao. Cui nm 1985 tip tc ng ca 2 nh my sn xut M.
Nm 1986 Nike bn 51% c phn ca Nike_Nht cho i tc Nht. Su thng
sau th Nike sa thi mi phn trm ngi lao ng M thc hin cuc ct gim chi
ph ln cha tng c.
Nm 1986 Nike cng b mt s dng sn phm mi bao gm: trang phc ginh
cho ph n, dng sn phm nh gn nh tt, giy chi golf, giy v dng c chi tennis.
Sau nhng ng thi, Nike tip tc ti c cu v ct gim nhn s u nm 1987.
Mc tiu thch thc ca cng ty l s sng to, ch c s sng to mi to ra s khc bit
cho Nike vi cc i th cnh tranh.
Nm 1988 Nike mua li mt nh sn xut giy dp c tn gi l Cole Haan vi gi
khong 80 triu USD . Nike rt ch trng n vic truyn thng khi chi nng cho cc
khon qung co, chin dch truyn hnh, n cui nm 1989 ngn sch ginh cho qung
co ln n 45 triu USD.
Bc th hai ca Nike l a dng ha ng thi vn tip tc duy tr vic ti cu
trc.
S mnh ca cng ty vch ra trong giai on ny l:
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To bring inspiration and innovation to every athletes in the world.
Dch:
Mang li ngun cm hng v sng to cho tt c cc vn ng vin trn ton th gii
Giai on nm 1990 n nm 2000: S thng tr ca NIKE.
Nm 1990 Nike mua li cng ty sn xut nha c tn goi l Tetra nhm sn
xut ca cc i giy ca mnh. ng thi Nike Town, mt ni trng by tt c cc
sn phm ca Nike c xy dng Porland, Oregon.
Nhng nm u thp nin, Nike nhn thy tim nng pht trin cc th trng
bn ngoi, c bit l Chu u. n nm 1992 cc qung co ca Nike c mt khp mi
ni Chu u. Thng 2 nm 1992 Nike bt u mt chin dch qung co rm r trn
phn khc ph n. Thng 7 nm 1992 ca hng Nike Town th hai c thnh lp
Chicago, Llinois. Mc tiu thch thc lc ny: Nike Chairman Philip Knight announced
massive plans to remake the company with the goal of being 'the best sports and fitness
company in the world. Tm dch: ch tch ca Nike ng Philip Knight cng b k hoch
ln nhm thit lp li mc tiu l tr thnh cng ty tt nht th gii v th dc th
thao.
Nm 1993 Nike tip tc m rng chui ca hng Nike Town ca mnh, m ca
hng Atlanta, Georgia v Costa Mesa, California.
nh du bc m rng th trng mc tiu Chu u v M.
Nm 1993 Nike duy tr chin lc tip th lu di ca mnh bng vic lin doanh
vi Creative Artists Agency Mike Ovitz nhm t chc cc s kin di tn Nike. Nike
mun cnh tranh vi cc g khng l qun l th thao nh Proserv, IMG t to ra
c li th cnh tranh quc t.
Nm 1994 Nike mua li Canstar, nh sn xut hng u v giy trt, thit b khc
cn cu ln nht th gii vi gi 400 triu USD v sau i tn thnh Nike Bauer
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Hockey, tr thnh mt b phn mi ca Nike vi mc ch m rng dng sn phm ca
Nike nh bng th thao, bo h, knh mt v ng h.
Nm 1996 Nike l cng ty u tin tham gia vo quan h hp tc vi cc i tc
may cng nghip AIP( Apparel Industry Partnership).
Nm 1996 Nike v cc i tc xy dng nh my sn xut ti Vit Nam.
Nm 1999 Nike chnh thc bn hng trc tuyn thng qua trang web ca cng ty.
Nike mua li Fogdog, mt trang web thng mi in t chuyn bn cc thit b th thao
Tnh n nm 2000 Nike v cc i tc c nh my sn xut ti hu ht cc chu
lc. Tp trung Chu , Chu M v Chu u.
Mua li, lin doanh v duy tr chin lc tip th mnh m lm nn v th s 1 ca
Nike.
III. Vin cnh S mnh:
1. Vin cnh:
To help Nike, Inc and our cusumers thrive in a sustainable economy where people,
profit and planet are in balance
3

Dch:
Gip cho Nike, Inc v khch hang ca chng ti pht trin trong mt nn kinh t bn
vng ni m con ngi, li nhun v mi trng u t c s cn bng
1.1. T tng ct li:
a. Gi tr ct li:
Trong cc chng ng pht trin Nike tp trung vo vic theo ui cc gi tr ct li ca
mnh. iu ny c cp trong hu ht cc bo co trch nhim ca Nike ( Corporate
Responsibility Report). Bo co ny c Nike cng bo nh k 3 nm mt ln, n
hng dn Nike trong o lng v ci thin cc vn kinh t x hi v mi trng

3
http://www.nikebiz.com/crreport/
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nhm m bo rng cc hot ng kinh doanh ca cng ty khng nh hng n i sng
trong di hn
4
. Km theo trong cc bo co l cc bc th t cc CEO hng u ca
Nike, h ni v cc gi tr ct li cng nh cc mc tiu, bi hc m Nike c kt
c trong sut chng ng hnh thnh v pht trin
5
. Ngoi ra nhng gi tr ct li ny
cn c th hin trong 11 nguyn tc ct li m cng ty cng b
6
. Qua qu trnh tm
hiu t nhng t liu trn chng ti khm ph ra cc gi tr ct li m Nike lun c
gng theo ui l: S i mi v tnh trch nhim.
Innovation ( S i mi):
Innovation is found everywhere from the heart of our design, to the way products are
made, to the communities in which we work and live
7

Dch:
S i mi c tm thy bt k ni u t trong nhng thit k ca chng ti cch
thc chng ti to ra sn phm, cng ng ni chng ti sng v lm vic.
Trong sut chng ng pht trin ca mnh, Nike khng ngng ci tin, pht trin cho ra
cc sn phm mi nhm p ng tt nht nhu cu ca khch hng. i vi Nike i mi
l ng c thc y cho s tng trng.
Accountability ( Trch nhim) :
Nike lun c thc cao trong vic em n li ch cho cng ng v gim thiu cc tc
ng xu n vi mi trng, em n mt mi trng sng tt hn v bn vng hn

4
http://www.nikeresponsibility.com/report/uploads/files/Nike_FY07_09_CR_report.pdf
5
http://www.nikebiz.com/crreport/content/about/2-1-0-ceo-letter.php
6
http://corevaluesinstitute.ca/culture/nikes-core-values-or-maxims-as-they-call-it/
7
http://www.nikeresponsibility.com/innovations
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cho con ngi. Nike cam kt bo v mi trng thng qua cc sng kin, hnh ng ci
tin sn phm lin tc bao gm ti ch gim thiu cht thi, s dng nhng nguyn liu
bn vng gim thiu ti a tc ng n mi trng. Bn cnh Nike cn tham gia
vo cc t chc t thin, t chc cc hot ng t thin khp ni trn th gii nhm gp
phn ci thin cuc sng cho con ngi nhng t nc cn gp nhiu kh khn kinh t
v nhn thc.
b. Mc ch ct li:
Mc ch ct li l b phn th hai ca t tng ct li, l l do mt t chc tn
ti. Do vy, mc ch ct li ca Nike cng phn nh cc ng c thc y mi ngi
thc hin cng vic ca t chc. N khng phi l mt s ha hn v tin bc hay mt
kt qu kinh doanh tt.
Mc ch ct li ca Nike l:To experience the emotion of competition, winning and
crushing competitors.
8

Dch: Nike mun tri nghim nhng cm xc cnh tranh, ginh thng li v bp cc
i th.
1.2. Hnh dung tng lai:
thc hin c vin cnh ra v hon thin v pht trin hot ng kinh doanh
Nike a ra mc tiu thch thc mang tnh di hn m t mt cch khi qut nhng g
m h phi c gng t c. Mc tiu ny l ci ch m cng ty mun vn ti, n s
l im tp trung nht qun cc c gng v hnh ng ca cng ty.
Mc tiu ca Nike l: Nike mun tr thnh thng hiu th thao hng u trn th
gii - hin ti v trong tng lai.

8
http://www.slideshare.net/lancedfjeeergc/nikes-core-values-and-business
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Mc du vn ang gi v tr dn u trong ngnh sn xut cc loi qun o giy dp v
dng c th thao, Nike vn t ra cho mnh mc tiu tip tc duy tr v tr dn u
trong tng lai l mc tiu y tham vng ca Nike, khi m ngnh may mc lun
i hi s sng to v i mi trong sut qu trnh pht trin. t c mc tiu
i hi Nike phi cung cp cc sn phm mang tnh sng to da trn mt nn tng bn
vng hn. Khi m ngi tiu dng trn ton th gii ang to ra th trng mi v yu
cu cc dch v mi i hi cng ty phi tp trung vo vic gn gi vi th trng, to ra
cc gii php k thut mi v sn phm mi cho ngi tiu dng mt cch nhanh chng
hn bao gi ht.
Thch thc ca vic thc hin c mc tiu trn l Nike phi thnh cng trong mt th
gii m cc ngun ti nguyn thin nhin v con ngi b hn ch. Khi m trong tng
lai, cc vn khc nhau, t nhng bin ng ca gi du th gii n vic gim thiu
bin i kh hu v gia tng dn s m bo ngun ti nguyn u c th nh hng
n vic kinh doanh ca Nike.
Nike v ang bc tip trn con ng chinh phc th gii ca mnh. Bng s c
gng, phn u tm ti nhng ci mi, khuyn khch cho s sng to Nike ang ngy
cng tr thnh mt thng hiu sn xut sn phm phc v cho th thao ln nht trn th
gii. Cam kt vt qua th thch, lun thay i bn thn mnh,v mong mun tr thnh
mt ngi bn thn thit i vi nhng ngi yu thch v am m th thao.
2. S mnh:
To bring inspiration and innovation to every athletes in the world.
9

Dch:
Mang li ngun cm hng v sng to cho tt c cc vn ng vin trn ton th gii

9
http://nikeinc.com/pages/about-nike-inc
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y l mt thng ip th hin mang tnh khch l mnh m v lm ngi tiu dng gn
kt vi nhng sn phm th thao ca cng ty. Mc tiu l mang li ngun cm hng v
sng to cho tt c cc vn ng vin trn th gii do mong mun trng tm ca Nike
l cung cp giy th thao v qun o cht lng tt nht phc v cho cc vn ng vin
2.1. nh ngha kinh doanh:
tr li cho cu hi: Hot ng kinh doanh ca cng ty l g? Nike khng nh
hot ng kinh doanh ca mnh l hng n tha mn nhu cu ca khch hng ch
khng ch l hng n sn phm. Tht vy, Nike bao gi cng cc k ch n nhu cu
ca khch hng. C th thy Nike quan tm n th thao v say m vi nhng cng hin,
nhng n lc trong th thao v nhng s tho mn, nim vui sng trong chin thng ca
cc vn ng vin. Do Nike khng ch truyn b sn phm mnh bng cch hng trc
tip n nhng thuc tnh chc nng ca sn phm, m n cn to ra s lin kt cho sn
phm ca mnh vi nhng gi tr ct li ca th thao (s cng hin, n lc,thnh tch v
s tha mn vui sng trong chin thng). Chnh v th phn ng ngi tiu dng Nike
nh l mt hnh nh ca s vn ng, ganh ua, nhng thnh tch v hnh nh chin
thng. Nike lun tn tm trong qu trnh to ra cc sn phm phc v tt nht cho
khch hng khng ch cc vn ng vin m c nhng ngi tiu dng bnh thng nht,
d l nam hay n, gi hay tr.
tr li cho cu hi : Hot ng kinh doanh ca cng ty s l g? Nike khng
nh nhim v ca mnh l mang n ngun cm hng v th thao cho khch hng v
gip khch hng t c tim nng ca h. Tp trung ca Nike l tip tc tm kim s
i mi, thit k v pht trin sn phm nng cao hiu sut v c li v cng ngh
gip cc vn ng vin t c thnh tch tt hn. Qua m rng th phn v th
trng kinh doanh ca mnh, gi vng c v tr hin nay l mt trong nhng nhn hiu
quyn lc nht trn th gii.
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tr li cu hi: Hot ng kinh doanh nn l g? Nike v ang tip tc pht
trin, thit k v tip th v sn phm ca mnh trn ton th gii vi cc mc hng: giy
dp, hng may mc, thit b v cc sn phm ph kin c cht lng cao,mu m a
dng, nng ng khe khon gn lin hnh nh th thao.Vi cu khu hiu C lm
thi( Just do it), Nike khng nh rng: Nike lun lun pht huy lng t tn ca
bn, lm bn p nht khi chnh l mnh.
2.2. H thng gi tr:
Ngoi tuyn b s mnh ca mnh, Nike cn a ra 11 gi tr
10
v cch thc kim sot,
cch thc kinh doanh v nhng c tnh m Nike mun to dng trong t chc:
1. "It is our nature to innovate
Bn cht ca chng ti l i mi: Cng ty nhn thy i mi l mt trong nhng kh
nng ct li ca n.
2. Nike is a company
Nike l mt cng ty: Nike cho rng s bn vng trong t chc cng ty l yu t quan
trng dn n thnh cng.
3. Nike is a brand
Nike l mt thng hiu: Logo swoosh ngay lp tc c cng nhn trn ton th
gii. Nike xem y l biu tng ca s lnh o ton cu ca mnh.Nike ch tham gia
vo nhng th trng m h ngh rng h c th chim u th. Nike pht biu
Nuchng ti khng th dn u, chng ti s khng cn n.

10
http://corevaluesinstitute.ca/culture/nikes-core-values-or-maxims-as-they-call-it/
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4. Simplify and go
n gin ha v tip tc: Sn phm ca Nike c vng i ngn v c cng ngh v
thi trang. Cng ty tin rng vic ra quyt nh nhanh chng v kho lo l cha kha
thnh cng, c bit trong cc chin lc khn cp.
5. The consumer decides
Ngi tiu dng quyt nh: Cng ty nhn thc r s tinh t trong khch hng ca
mnh v coi h nh l bn hu quan ch cht.
6. Be a sponge
Hy l mt ming bt bin: Nhn vin ca Nike c khuyn khch t m v ci m
vi nhng tng mi, bt k ngun gc ca chng.
7. Evolve immediately
Pht trin ngy lp tc: Nike nhn thy chnh h nh l mt ng c vnh vin, thay
i c xem nh mt phn quan trng ca i mi, iu ny c th d dng c tm
thy trong cc sn phm ca Nike cho khch hng. y cng l v d khc cho thy tc
ng tt ca vic s dng chin lc khn cp ca cng ty.
8. Do the right thing
Hy lm vic ng: Cng ty coi chnh mnh nh l mt cng dn ton cu c trch
nhim, Nike khuyn khch nhn vin phi minh bch v trung thc thc y s a
dng v tnh bn vng.
9. Master the fundamentals
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Nm vng cc nguyn tc c bn: Tt c s i mi trn th gii l v ch nu khng
th a vo hot ng, mt yu t gp phn quan trng trong thnh cng ca Nike l vic
ci tin hiu qu hot ng ca n. S tng trng trong li nhun cho thy cng ty
lm c iu ny.
10. We are on the offense always
Chng ti lun lun chng li hnh vi xu: lun i u trong mt mi trng cc
k cnh tranh, Nike ku gi nhn vin hnh ng nh nhng ngi lnh o t c
chin thng.
11. Remember the man. (The late Bill Bowerman, Nike co-founder)
Hy nh Bill Bowerman: ng vn cn c nh mi trong cng ty, cho c s hiu
bit v tinh thn sng to ca mnh.
2.3. Cam kt vi gii hu quan:
2.3.1. i vi khch hng
Vi tiu ch tt c v sc khe v li ch ca khch hng, Nike khng ngng phn u
trong qu trnh hc hi v ci tin sn phm, a vo th trng nhng mt hng ti u,
em ti cho khch hng s nng ng, thoi mi v t tin trong cc hot ng th thao
cng nh trong nhng chuyn i d ngoi trn y nng lng. L thng hiu dn u,
Nike cam kt mang li cho khch hng nhng sn phm tinh t v hon ho nht.
2.3.2. i vi ngi lao ng
Ngi lao ng lun l mi quan tm hng u ca Nike. "Nike khng phi l mt m
hnh ch c duy nht sn phm, ch c duy nht nh qun l, cng khng phi l mt
qung co.Nhn vin l ngi ca Nike."Phil Knight ni.Nike cam kt cung cp mt ni
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lm vic an ton v lnh mnh, nng cao sc khe v hnh phc cho tt c cc nhn vin
l mt trong nhng mc tiu chnh ca h.
Ngi lao ng khng phi lc no cng l quan trng nht ca Nike. Trong nhng nm
1990, Nike b ch trch v iu kin bc lt cc nc c mc lng thp. K t ,
Nike xy dng mt chng trnh ci thin cc vn lao ng. Hin nay, Nike
thc hin chng trnh ny vi mc ch xa b cc vn h gp phi trong qu kh.
Mc d nhng n lc ny khng gii quyt c vn ny mt trm phn trm, iu
l rt tt cho nhng ngi lao ng ca Nike."Qun l vi nhn vin mt cch tn trng
v yu cu h khng ch ng gp sn xut vt cht, m cn tch cc tham gia vo qu
trnh ra quyt nh chin lc trong cng ty. Cc nh qun l x l vn nhn vin
mt cch cng bng v tn trng cc quyn ca h. "
2.3.3. i vi c ng
Cng ty lun lng nghe v phn hi li kin ng gp ca c ng thng qua cuc hp
c ng thng nin. C nhng s thay i trong qun l cho ph hp vi nguyn vng
ca c ng v nhng nh u t.
Cng ty ti a ha gi tr cho cc c ng bng cch cung cp gi tr, m rng th trng,
pht trin sn phm v dch v khch hng.
2.3.4. i vi cng ng
Mt s cc bn hu quan bn ngoi quan trng nht ca Nike l mi trng v cng
ng. Mt trong nhng mc tiu ca h l gim thiu tc ng ca cng ty i vi mi
trng. Nike l mt phn ca mt lin minh gi l Climate Savers vi cc tp on hng
u th gii khc nhau h tr hnh ng ton cu v bin i kh hu. Cng ty cam kt
xy dng nhn thc v tc ng ca bin i kh hu v gp ting ni hng u ca mnh
ku gi hnh ng ton cu.
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Nike cng ang c gng thc hin mt tc ng ton cu bng cch s dng th thao
nh mt cng c thay i x hi. "Ct li ca thng hiu Nike l nim am m th
thao v vai tr ca n trong cuc sng." c bit, Nike cho thy th thao nh mt
phng tin thch thc phn bit chng tc, gii quyt xung t, xy dng lnh o v
lm vic theo nhm v nng cao k nng sng cho thanh thiu nin. S dng mt cch
tch cc, th thao tr thnh mt cng c mnh m a thanh nin tham gia y
trong cc vn kinh t v x hi trong cng ng ca h. Nike ang c gng thc
hin mt tc ng ton cu bng cch s dng th thao nh mt cng c thay i x
hi.
2.3.5. i vi i tc
Mc tiu ca Nike ngay t u l xy dng kinh doanh vi cc i tc ca h da trn s
tin tng, lm vic theo nhm, trung thc v tn trng ln nhau. "Nike c mt cam kt
thc hin qun l tn trng quyn ca tt c nhn vin, trong c quyn t do lin kt
v thng lng tp th, cam kt gim thiu tc ng i vi mi trng, cung cp mt
ni lm vic an ton v lnh mnh, v thc y sc khe ca tt c cc nhn vin ".
Nike tin rng s hp tc da trn tnh cng khai, cng tc v tn trng ln nhau l khng
th thiu t c cc mc tiu trn. Nike xem tt c cc bn lin quan nh l thnh
phn quan trng cho s thnh cng v tnh bn vng ca Nike, mt bn lin quan l thnh
vin ca mt nhm c h tr ln nhau, l cn thit cho cc cng ty tip tc tn ti.
2.4. Nguyn tc o c kinh doanh
Lng trung thnh
Mt nn tng ca s tin cy gia Nike v khch hng, nhn vin, cc c ng, v i tc,
chnh l da trn cc mi quan h trung thnh. Nim tin l mt trong nhng nn tng
ca cc hot ng trong t chc ca Nike.
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Tn trng con ngi
Con ngi l trung tm trong vic kinh doanh ca Nike. Chnh nh yu t con ngi ny
lm nn thng hiu cho Nike ngy nay. V vy cng ty lun quan tm n nhn vin
ca mnh v c nhiu chnh sch h tr nhn vin.
Minh bch.
y l mt trong nhng nguyn tc quan trng ca Nike v l mt hng s cho tt c cc
bn lin quan: khch hng, nhn vin, cc c ng v i tc.
S chnh trc trong kinh doanh.
Nike khng chp nhn bt c hot ng no khng phi sinh ra t s chnh trc, trung
thc v cng bng bt c ni no trn th gii, ni m Nike hot ng.







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Bin bn sa cha ln 1
Nhm Nike:
Lu Th Thy 37k2.2
V Nh Php 37k2.2
on Th M Phng 37k7.2
Trnh Cng Quang 37k7.2
L Th Hng Ngc 36k12.2
Ni dung sa cha:
I. Lch s chin lc
II. T tng ct li
1. Mc tiu ct li
III. Hnh dung tng lai
IV. H thng cc gi tr

Xc nhn ca ging vin