Why Nike is Successful in Sport Area among International Students in Essay

Why Nike is Successful in Sport Area among International Students in the UK - Essay Example According to the paper the power of the branding   is evident in the level of success that has been attained. In the United States, Nike sells a minimum of 20% of all athletic shoes sold. In addition, there are 18,000 retail stores worldwide located in over 140 nations. In the U.K., Nike holds 13.1% of all athletic shoe sales, with the most competition coming from Adidas at 12.3%. With such a strong position in the market and a powerful brand that has a deep and meaningful mythology within the consumer philosophical framework, the brand in unlikely to lose momentum in the near future without a catastrophic external impact on its image. It is the intent of this study to give a preliminary look at the way in which the brand holds popularity for international students in a U.K. university environment. While it clearly holds popularity with U.K. students, it can be observed that the brand has a specific popularity with international students as well. The draw to the Nike brand is unique in that it is a single, iconic brand that seems to universally attract consumers. In this study the impact that the brand has on the international student consumer will be examined through a quantitative study and discussed through the findings of that study.  Nike shoes were originally designed by Phil Knight and his original sales were sold out of the back of a green Plymouth Valiant, which is now a legendary automobile.  Knight started making and selling athletic shoes in 1964.  

Analysis of Organizational Change Term Paper Example | Topics and Well Written Essays - 2000 words

Analysis of Organizational Change - Term Paper Example Change is, therefore, often considered as a reaction to external threats in volatile environments or as a proactive attempt to grab wider opportunities (Thompson, 1993, p. 697).   Theoretical aspects of Change and Change Management According to the management perspectives, change is a process. For a business that proposes to introduce and implement a change, it is an opportunity as well as a challenge, because the management may have to face varieties of obstacles like resistance to change but the outcome will be more or less profitable to the company. Change is a powerful tool and strategy that can be used as a managerial technique to achieve organizational goals in more effective ways. Change management is a systematic process that encompasses and incorporates different managerial functions such as planning, direction, coordination, supervising, organizing and controlling. As Palmer, Dunford and Akin, (2009, p. 24) argued, change doesn’t occur as an automatic process, but rather it involves strategic activities, people, process, techniques and many other managerial functions too. Strategic change has been defined as an informed and participative process that results in newer ways of doing business that leading the organization to its main goal, ultimate success (Jacobs, 1997, p. 22). Strategic change is a managerial process in which the present state of strategic approach gets altered to another state in order to make the organization able to compete with rivals and their differentiated functions. This would enable the organization to obtains greater adaptability and viability in the organizational environments. Strategic change may be of different kinds such as down-sizing, reengineering, outsourcing, redesigning and realigning the product, product differentiation, product development etc. As Dobson et al (2004, p. 122) denoted, an organization can be said to be excellent if it is able to change through continuous innovating, gearing quick actions a nd conducting regular experimentations. Change management is simply the process of helping a person, group or organization change. As it is a management process, it comprises various managerial functions like planning the change, coordinating among the change activities, directing, supervising and controlling them as well. Change management is an ongoing process of aligning an organization with its marketplace and doing it more responsively and with greater effectiveness than how competitors do (Rothwell, Sullivan and McLean, 2005, p. 17). The change management process thus includes a set of concepts, principles, techniques, strategies, and tools that are applied  to human aspects in order to execute change within the organizational setting.   Change management has also been viewed as a multi-disciplinary activity that the people or team responsible for executing the change are expected of possessing certain skills, supports, experiences, and knowledge.