Nike Crm

Better Essays
Evaluation of Nike’s CRM programme
Nike’s Rationale for implementing CRM programme In nowadays business world, Customer Relationship Management (CRM) is an essential for a business strategy for every company. Our chosen company is Nike, one of the largest supplier of sportswear which include shoes and apparel. Implementation of CRM programme is a essential for every successful company. Customer Relationship Management is the core business strategy that integrates internal processes and functions and external networks, to create and deliver value to targeted customer at a profit. It is based on high quality customer-related data and enabled by information technology. (Buttle, 2009) The main reason for Nike to implement CRM programme is to understand more about customer’s preferences and requirements. Through CRM programme implemented by Nike such as Nike Friends a one of a kind loyalty program by Nike. Nike will be able to build a relationship between them and their customers. Through understanding their needs and preferences, Nike will be able to analyse what their customer want, thus getting a bird eye view on the market situation of the sportswear industry. The most important aspect of CRM is being aware of customer needs and reacting to them effectively.
Besides that, implementation of CRM programme will help Nike to be more successful in attracting new customer, , responding to new leads in market and closing deals more quickly. By improving the responsiveness to their customers, Nike will be able to gain loyalty from their customers and decrease the customer churn. CRM programme also can help Nike to reduce the cost for replacing the churned customers because the cost to acquire new customers is higher than maintaining existing customers. Through CRM programmes, Nike is able to understand their customers’ needs, therefore improving their customer retention.
Moreover, CRM programme can help Nike to improve customer retention. By reducing customer



Bibliography: Buttle, F. (2009). Customer Relationship Management: Concepts and Technologies (2nd ed.). Burlington MA, USA: Butterworth-Heinemann. Works Cited Buttle, F. (2009). Customer Relationship Management: Concepts and Technologies (2nd ed.). Burlington MA, USA: Butterworth-Heinemann.

You May Also Find These Documents Helpful

  • Good Essays

    Crm in Nike & Adidas

    • 960 Words
    • 4 Pages

    4. Analyse critically how Customer Relationship Management (CRM) system can play an important role to increase profits for each of the organization. CRM (Customer Relationship Management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. For example, an enterprise might build a database about its customers that described relationships in sufficient detail so that management…

    • 960 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Nike s CRM

    • 840 Words
    • 3 Pages

    10/24/2014 Nike’s CRM Nike manufactures shoes also athletic clothing such as shorts, shirts, jackets and under armors; wristbands, bag packs, jerseys and socks are also sold by Nike (Rao, 2012). The Nike slogan, Just Do It, have placed it’s brand in the mind of consumers, through the recognition of it’s products and promotional tools used worldwide (Rao, 2012). Customer Relationship Management (CRM) is focusing on meaningful, long term relationships and…

    • 840 Words
    • 3 Pages
    Good Essays
  • Good Essays

    CRM

    • 3603 Words
    • 34 Pages

    partnering with selective customers to create superior value for the company and the customer. Importance of CRM • • • • Growing de-intermediation process Growth of the services economy Emergence of TQM/ JIT/ MRP/ ERP Advent of digital technology/ complex products/ solution selling • Hyper competition • Changing customer expectation • Globalisation – global account management CRM Process CRM Formation • Purpose – Improve marketing effectiveness – Improve marketing efficiency • Programs – Continuity…

    • 3603 Words
    • 34 Pages
    Good Essays
  • Good Essays

    CRM

    • 626 Words
    • 2 Pages

    The author here cites this case as a support to influence the importance of customer relationship management's study in the present market scenario. Due to the facts of big bucks investment in this field while implementing CRM the case shows that it is becoming a rather de-motivating strategy for the companies to invest huge amounts of money in things that doesn't seem successful, analyzing the past records. Customer relationship management is an approach to managing a company's interactions with…

    • 626 Words
    • 2 Pages
    Good Essays
  • Better Essays

    Nike

    • 1629 Words
    • 7 Pages

    NIKE Executive Summary Nike Inc. founded in 1962 by Bill Bowerman and Phil Knight was first named Blue Ribbon sports. Their goal was to distribute high quality Japanese athletic shoes to American consumers in an attempt to compete with Germany’s domination of the athletic wear at that time (Adidas and Puma). Nike manufactures and distributes athletic shoes at every marketable price point to the global market. More than 40% of sales come from athletic apparel and sports equipment…

    • 1629 Words
    • 7 Pages
    Better Essays
  • Powerful Essays

    Nike

    • 2450 Words
    • 10 Pages

    Introduction …..……………………………………………………….. Page 3 Nike history ….………………………………………………………... Page 3-4 Marketing ….…………………………………………………………. Page 4-6 Nike factories ………………………………………………………….. Page 6 Nike financial results ………………………………………………….. Page 7 SWOT analysis …………………………………………………………. Page 8 Conclusion ……………………………………………………………… Page 9 Bibliography…………………………………………………………….. Page 10 Nike – Just do it Today Nike is a multinational corporation and also the leading…

    • 2450 Words
    • 10 Pages
    Powerful Essays
  • Good Essays

    CRM processes

    • 1817 Words
    • 9 Pages

    April 2011 Abstrac t —Cus tomer re lationship management (CRM) has the potential for achieving succe ss and growth for organizations in the nowadays environment of extensive competition and rapid technological developmen t. CRM enables organizations to know their customers better and to build sustainable relationships with them. However, CRM is considered as buzzword and it is not understood well. The main components of CRM are people, technology, and processes. This paper provides…

    • 1817 Words
    • 9 Pages
    Good Essays
  • Better Essays

    Nike

    • 961 Words
    • 4 Pages

    Nike. The Positioning statement of Nike is “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport”. In today’s competitive environment, Nike, one of the global leaders in sporting goods industry, has established a strong position for enhancing athletic life style. It’s the number one sports manufacturer in the world design by Nolan Breitbarth in the 1970s with Phil knight founder of Nike Inc. It is the leading sporting goods Company in the United States and…

    • 961 Words
    • 4 Pages
    Better Essays
  • Satisfactory Essays

    nike

    • 707 Words
    • 3 Pages

    Phillip Knight who was founding Nike wanted to own the running shoes which had both cheap and quality of the Japanese. By 1964, he and his friend William Bowerman spent $ 500 to enter Tiger company’s shoes in Japan to the U.S and began to develop some ideas for their own product. 1. Technology “Nike Air” Nike Air cushioning is appeared in the most form of Nike shoes. We shared a number of different types of Nike Air. - AIR - Air cushion provides a comfortable stride. Nike Air is almost always encapsulated…

    • 707 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Crm Wp

    • 4622 Words
    • 19 Pages

    AO 02006 BRO CRM 11-03-2002 12:54 Pagina 1 CUSTOMER RELATIONSHIP MANAGEMENT WHITE PAPER AO 02006 BRO CRM 11-03-2002 12:55 Pagina 2 Customer Relationship Management Executive summary Customer Relationship Management (CRM) is a business philosophy which provides a vision for the way your company wants to deal with your customers. To deliver that vision, you need a CRM strategy which gives shape to your sales, marketing, customer service and data analysis activities…

    • 4622 Words
    • 19 Pages
    Powerful Essays