Core Competencies Consumers have perceived Nike as an athletic shoe and apparel company, yet Nike does not make any shoes. Rather, Nike’s core competencies are research and development, marketing, and globalization. All other aspects of its business, such as manufacturing, warehousing, distribution, are handled by other companies that are in partnership with Nike. Research and development Nike prides itself on innovation and being able to provide high quality athletic footwear and apparel. With its ability to design and market athletic footwear and apparel for just about every sport, Nike has become the leader in this market. Being able to leverage its size in the market, Nike can afford to plan for the long-term and place greater emphasis on innovation as opposed the strategy of improving upon existing products and services adopted by smaller competitors. Marketing Globalization SWOT Analysis Strengths Strong capital Core competencies in know-how, production, advertising and design Global recognition Strong brand consciousness Sound finances Strong advertising culture Wide range of products Market leader Management Weaknesses Ethical policy Declining U.S. profits Sponsoring the “wrong people” Bad publicity by poorly paying workers in the Far East Restructuring Opportunities Increased demand for Western products Increased use of e-commerce Increase global presence Demographic changes Product diversification Renew its corporate image Marketing to female consumers Threats Demographic changes Counterfeiting Competition both domestically and internationally Changes in fashion Cyclical fluctuations Sluggish economy Import/Export regulations Nike has had problems with its reputation but after being publicly criticized, but Nike has worked on new initiatives for its employee practices....