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UNIVERSITY OF MUMBAI

A PROJECT REPORT ON
Business Environmental Audit Critically Assess
The Strategic Direction Of The Nike Brand
A PROJECT REPORT SUBMITTED IN PARTIAL
FULFILLMENT OF THE REQUIREMENT FOR
BACHELOR OFMANAGEMENT STUDIES (BMS)

SUBMITTED BY:
BHAGYESH DATTARAM TERSE
BACHELOR OF MANAGEMENT STUDIES
SEMESTER-V
2015-2016

UNDER THE GUIDANCE OF:


PROF: SHAILU SINGH

SANPADA COLLEGE OF COMMERCE & TECHNOLOGY


PLOT NO: 3, 4 & 5, SECTOR-2, SANPADA (EAST)

NAVI MUMBAI-400705

UNIVERSITY OF MUMBAI

A PROJECT REPORT ON
Business Environmental Audit Critically Assess
The Strategic Direction Of The Nike Brand
A PROJECT REPORT SUBMITTED IN PARTIAL
FULFILLMENT OF THE REQUIREMENT FOR
BACHELOR OF MANAGEMENT STUDIES (BMS)

SUBMITTED BY:
BHAGYESH DATTARAM TERSE
BACHELOR OF MANAGEMENT STUDIES
SEMESTER-V
2015-2016

UNDER THE GUIDANCE OF:


PROF:SHAILU SINGH

SANPADA COLLEGE OF COMMERCE & TECHNOLOGY

PLOT NO: 3, 4 & 5, SECTOR-2, SANPADA (EAST)


NAVI MUMBAI-400705.

DECLARATION

I, BHAGYES DATTARAM TERSE, STUDENT OF SANPADA


COLLEGE OF COMMERCE & TECHNOLOGY STUDIES
BACHELOR OF MANAGEMENT STUDIESFIFTH SEMESTER;
HEREBY DECLARE THAT I HAVE COMPLETED THIS PROJECT
REPORTON BUSINESS ENVIROMENTAL AUDIT CRITICALLY
ASSESS THE STRATEGIC DIRECTION OF THE NIKE BRAND
DURING

THE

ACADEMIC

YEAR

2015-2016.

THE

INFORMATION SUBMITTED IS TRUE AND ORIGINAL TO THE


BEST OF MY KNOWLEDGE.

NAME: BHAGYESH D.
TERSE.

DATE:

ACKNOWLEDGEMENT
At the outset, I am thankful to my institute Oriental
Education Society, and the authorities, for providing
me an opportunity to undertake my Bachelors Degree in
management studies (BMS), and also for sponsoring me
to undertake project. I am thankful to the management
for giving me an opportunity to undertake my project
BUSINESS

ENVIRONMENTAL

AUDIT

CRITICALLY

ASSESS THE STRATEGIC DIRECTION OF THE NIKE


BRAND under the guidance of Prof. SHAILU SINGH as
my mentor.
I would like to thank our Faculty guide, Prof.
MustakDeraiya (Professor, Oriental Education Society),
for providing valuable suggestions and guidance during
the project. His perspective has encouraged me to
incorporate a different dimension to the project

I am grateful to my colleagues for being a wonderful


support a through at the same time I am thankful to all
my friends of Oriental Education Society, for being with
me at different junctures of need.
I also acknowledge great sense of gratitude to all
those who have enriched and improved my thinking,
through their conversations, thoughts, experience and
guided me to complete this report.

BHAGYESH DATTARAM TERSE.

TABLE OF CONTENTS

Chapte
r

Content
Title Page
Declaration
Acknowledgement
List of Tables

Executive Summary

Introduction

Nike
3.1

History

3.2
3.3

The Market

3.4

Trouble Ahead for Nike?

3.5

Nike Advertising

3.6

Brands of Choice

Industry Analysis

3.7 Nikes other Brands


3.8 Targeting New Markets
3.9 Financial Performance
4

External Market Drivers

4.
1
4.
2
4.
3
4.
4
4.5

Political Drivers
Economic Drivers
Socio-Cultural Drivers
Technological Drivers

Environmental Drivers

4.6 Legal Drivers


4.7

Charity Work

Competitive Environment
5.1 Porters Five Forces

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