Bài giảng Nghiên cứu doanh nghiệp Nike trong Phân tích chuỗi cung ứng | Trường Đại học Kinh Tế Quốc Dân

Sportswear Industries NIKE Supply Chain Management NIKE PRODUCT J G U R N O E U 2 P 0 2 24 GROUP 2
1 . N g u y ễ n N g u y ệ t A n h - 1 1 2 3 0 7 3 3
2 . V ũ P h ư ơ n g A n h - 1 1 2 3 0 7 3 6
3 . V ũ K h á n h L i n h - 1 1 2 3 0 7 6 0
4 . N g u y ễ n T h ị T h u P h ư ơ n g - 1 1 2 3 0 7 7 0
SPORTSWEAR INDUSTRIES TABLE OF CONTENT
I . C o m p a n y O v e r v i e w
I I . N i k e ’ s B u s i n e s s S t r a t e g y
I I I . E s t a b l i s h i n g S C M
A t t r i b u t e R e q u i r e m e n t s
I V . N i k e S u p p l y C h a i n
SPORTSWEAR INDUSTRIES - O I.COMPANY R OVERVIEW
F o u n d e d : 1 9 6 4 a s B l u e R i b b o n S p o r t s T
b y P h i l K n i g h t & B i l l B o w e r m a n
R e n a m e d : N i k e , I n c . i n 1 9 7 1
H e a d q u a r t e r s : B e a v e r t o n , O r e g o n , U S A
C o r p o r a t e M o d e l : C e n t r a l i z e d c o r e f u n c t i o n s IN
( d e s i g n , R & D , b r a n d m a r k e t i n g ) i n t h e U S ;
g l o b a l i z e d p r o d u c t i o n & d i s t r i b u t i o n n e t w o r k
SPORTSWEAR INDUSTRIES
SPORTSWEAR INDUSTRIES 100+ $46.3B Countries of In total revenue operation worldwide (FY2025) #1 ~14% Worldwide in athletic Global market share, footwear & apparel supply largest in the industry
PRESENCE & POSITION
SPORTSWEAR INDUSTRIES IMPORTANCE OF FOOTWEAR
F i n a n c i a l B a c k b o n e
~ 6 6 % o f t o t a l r e v e n u e ( F Y 2 0 2 5 ) N i k e ’ s
l a r g e s t a n d m o s t p r o f i t a b l e p r o d u c t c a t e g o r y
I n n o v a t i o n H u b
T h e f o c a l p o i n t f o r a l l R & D a n d c o r e t e c h n o l o g i e s
C u l t u r a l P o w e r
E m b o d i e s N i k e ’ s g l o b a l i d e n t i t y & e m o t i o n a l c o n n e c t i o n
E g : A i r J o r d a n ( s i n c e 1 9 8 4 ) → f r o m s p o r t s
g e a r t o c u l t u r a l i c o n
SPORTSWEAR INDUSTRIES IMPORTANCE OF FOOTWEAR
Footwear is not only a source of revenue but also the center of
innovation and brand building for NIKE II. NIKE'S BUSINESS STRATEGY
SPORTSWEAR INDUSTRIES Corporate Strategy Functional Strategy Product Strategy
SPORTSWEAR INDUSTRIES 1.CORPORATE STRATEGY 1.1 Core Competency Focus & Global Production Model 1.2 Innovation Leadership
1.1. CORE COMPETENCY FOCUS & GLOBAL PRODUCTION MODEL
SPORTSWEAR INDUSTRIES
Focus on design, R&D, and global marketing
100% outsourced production → Vietnam
(51%), Indonesia (28%), China (17%)
Low risk & CAPEX, high cost efficiency and flexibility
Knowledge-based model built on brand and innovation
1.2. INNOVATION LEADERSHIP
SPORTSWEAR INDUSTRIES
Continuous investment in product & digital innovation
Technologies: Flyknit, ZoomX, Air units
Use of AI & data analytics → Nike Fit, Nike By You
Drives product differentiation, brand
loyalty, and premium pricing
SPORTSWEAR INDUSTRIES 2. FUNCTIONAL STRATEGY DIFFERENTIATION
O b j e c t i v e : M a r k e t l e a d e r s h i p t h r o u g h S u p e r i o r V a l u e
( T e c h n o l o g y / B r a n d ) , a v o i d i n g p r i c e c o m p e t i t i o n
T h e c o m b i n a t i o n o f r a p i d i n n o v a t i o n a n d s t r o n g
b r a n d i n g c r e a t e s h i g h l y v o l a t i l e d e m a n d . T h i s
s t r a t e g i c e n v i r o n m e n t m a n d a t e s t h a t t h e S u p p l y
C h a i n b e a n i n t r i n s i c a l l y R e s p o n s i v e S y s t e m 3. PRODUCT STRATEGY
SPORTSWEAR INDUSTRIES P r i c i n g :
P r e m i u m P r i c i n g ( G r o s s M a r g i n ~ 4 4 . 7 % ) .
D i s t r i b u t i o n :
C h a n n e l R e b a l a n c i n g S t r a t e g y
( W h o l e s a l e i n c r e a s e d 5 6 % →
5 8 % ; D 2 C d e c r e a s e d 4 4 % → 4 2 % )
S u s t a i n a b i l i t y :
C l o s e d - L o o p M o d e l → D e m a n d s
e f i c i e n t R e v e r s e L o g i s t i c s
SPORTSWEAR INDUSTRIES III.ESTABLISHING SCM ATTRIBUTE REQUIREMENTS GROUP 2 1.UPSTREAM CONTROL REQUIREMENT
R e q u i r e m e n t : C a p a b i l i t y f o r r e m o t e
m a n a g e m e n t o f Q u a l i t y a n d E t h i c a l
L a b o r s t a n d a r d s
S C M A c t i o n : I m p l e m e n t S t a t e g i c
S u p p l i e r E v a l u a t i o n P r o g r a m s ( T i e r
1 & T i e r 2 ) t o m i t i g a t e
C o n c e n t r a t i o n R i s k s .
SPORTSWEAR INDUSTRIES 2. RESPONSIVENESS REQUIREMENT
R e q u i r e m e n t : S C m u s t b e A g i l e a n d
s u p p o r t t e c h n o l o g i c a l s u p e r i o r i t y .
S C M A c t i o n : E n a b l e r a p i d
T e c h n o l o g y T r a n s f e r f r o m R & D
( R a p i d P r o t o t y p i n g ) a n d u t i l i z e
A g i l e m o d e l s l i k e E x p r e s s L a n e t o
r e d u c e T i m e - t o - M a r k e t .
SPORTSWEAR INDUSTRIES 3.DOWNSTREAM
OPTIMIZATION REQUIREMENT
R e q u i r e m e n t : M u s t o p e r a t e a
u n i f i e d , O m n i c h a n n e l d i s t r i b u t i o n s y s t e m
S C M A c t i o n : E s t a b l i s h U r b a n
D i s t r i b u t i o n C e n t e r s ( U r b a n D C s ) f o r
s u p e r i o r L a s t - M i l e D e l i v e r y S p e e d
a n d b u i l t r o b u s t R e v e r s e L o g i s t i c s
s y s t e m s f o r t h e C l o s e d - L o o p M o d e l
SPORTSWEAR INDUSTRIES
SPORTSWEAR INDUSTRIES IV. SUPPLY CHAIN MANAGEMENT OF NIKE GROUP 2 1.NIKE SUPPLY CHAIN STRUCTURE Supplier Wholesales Supplier Tier 1 Tier 2 DISTRIBUTION CUSTOMERS R&D SOURCING MANUFACTURING D2C Marketing Customer Service UPSTREAM DOWNSTREAM LOGISTICS
2.1.DESIGN AND RESEARCH
& DEVELOPMENT (R&D) P h i l o s o p h y :
" A t h l e t e - c e n t r i c , " l e v e r a g i n g d e e p i n s i g h t s
i n t o t h e i r n e e d s t o d r i v e i n n o v a t i o n . T e a m :
C o n s i s t s o f m u l t i - d i s c i p l i n a r y i n - h o u s e
e x p e r t s ( b i o m e c h a n i c s , c h e m i s t r y ,
e n g i n e e r i n g ) a n d a n e x t e r n a l n e t w o r k o f
a d v i s o r s i n c l u d i n g a t h l e t e s , c o a c h e s , a n d *IF YOU
m e d i c a l p r o f e s s i o n a l s . HAVE A BODY, YOU ARE AN ATHLETE.