| Opportunities |
- S2, 4 –O2: Through partnerships with Apple to increase use of online channel, at the same times, innovation technology can promote sales.
- S5 – O1: Through the contracts with some most recognized athletes or sponsoring campaigns to expand its market share.
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- W3- O2: NIKE could increase sales and maintain prices via offering discounts or gifts online, at the same times boost e-commerce selling.
- W1, W3 – O1, O3: NIKE could use recycled materials to lower price. Besides, creating more fashionable wear to expand its sales and cater to different demographic groups.
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| Threats |
- S2-T1: NIKE can use innovation and hi-tech to make high-quality products at low price, and involve some interesting functions.
- S1- T1: NIKE could spend more money and effort improving working conditions and monitoring its ethical behaviours.
- S1- T2: Due to the high quality of its products and strong customer’s loyalty, NIKE could resist the hit from lower prices.
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- W2- T1: Because NIKE’s long history of labour issues, try to deal with the poor working condition and turn its image would be an ideal strategy to increase competitive position.
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