Recommendation

Growth

Since the Nike company is working thousands of suppliers around the world and focuses on
quality during the manufacturing process to meet the customers' demand and maintain high
standards of quality, the best strategy that Nike Company can use is the backward Integration
which is under of vertical growth. It is selecting and contracting a right suppliers for the quality
product of Nike. It reduced the number of suppliers to have only those onboard who are
committed to quality and sustainability. The suppliers who are willing to go beyond the minimum
standards and can follow the sustainability rules strictly are allowed to be a part of Nike’s supply
chain. Nearly all of the production for Nike is done by the independent contractors. To ensure its
high-quality standards are met at every step of production, Nike maintains continual
communication with its suppliers

Horizontal Growth Strategy can help to expand market and products and gain competitive
advantages, since Nike Company is Facing an intense competition. Nike Company is focusing
on innovation, sustainability, and expanding its global reach. The company invests heavily in
research and development to create new products that meet the needs of consumers and
athletes. Nike recognizes the fact that to sustain its market dominance, it has to continue
delivering innovative products as well as consumer experiences. This will increase a customer
satisfaction that can gain competitive advantages because the Nike can fulfill the customers
needs and wants.