Nike’s Footwear Director for Emerging Markets was challenged with “expanding the playing field” in emerging markets with a range of affordable, durable, and easy-to-produce sports shoes. The goal was to effectively reach the huge untapped segment of “Tier 3” countries, characterized by a population of 1 billion and an average of $2,000 purchasing power parity. By January 2001, the initiative had sold only 404,520 pairs in China. Compared to the booming 1.2 billion population of China, this was disappointing. Now students must determine what the team should do to persuade senior management to support and continue the project.
Expanding the Playing Field: Nike’s World Shoe Project (A)
by: Stuart L. Hart, Ted London
Publication Date: September 9, 2008
Length: 20 pages
Product ID#: 1-428-673
Core Disciplines: Base of the Pyramid, International Business, Marketing/Sales, Strategy & Management, Sustainability
Partner Collection:
Available Documents
Click on any button below to view the available document.
Don't see the document you need?
Don't See the Document You Need?
Make sure you are registered and/or logged in to our site to view product documents. Once registered & approved, faculty, staff, & course aggregators will have access to full inspection copies and teaching notes for any of our materials.
Make sure you are registered and/or logged in to our site to view product documents. Once registered & approved, faculty, staff, & course aggregators will have access to full inspection copies and teaching notes for any of our materials.
$3.95
Need to make copies?
If you need to make copies, you MUST purchase the corresponding number of permissions, and you must own a single copy of the product.
Electronic Downloads are available immediately after purchase. "Quantity" reflects the number of copies you intend to use. Unauthorized distribution of these files is prohibited pursuant to term of use of this website.
Teaching Note
This product has a teaching note available. Available only to Registered Educators. Please login to view it.
Description
Teaching Objectives
After reading and discussing the material, students should:
- Identify the differences in business strategies for developed versus developing world markets and explore the disruptive challenges that can face a company attempting to tap emerging markets;
- Offer students a better understanding of the potential internal constraints and need for new business models when exploring emerging markets in developing countries;
- Investigate the sustainability issues surrounding market entry into the Bottom of the Pyramid.