EPBM_2_MM1_Q_Paper

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. . MCKINSEV & CO. INDIA. P A G E 21/580/07/2007 14:25 .91-124-3061412

l :~e-;;t l9P. 'a s ho e . tbar,would .rriak:i~ d iffe re ric e i a.runnej 's p .~ rfM i~ an ~e :' ,Th e re~t.a.sl~c"" s . a . y , ' i s h is to ry .' N ike ha s becornea dornil , 'anl p la y er in .s po rts appare ;With t rack, baske tbal l , ' tennis , and o th er traditio n al sports lil th e "w in " co lum n . N ik erecently \,a s turn ed its .auention to building i ts f ra n c h is e . ' 1 1 1 soccer . c ric ke t, ru gby , hockey .an d i n -li n .e s k a ti n g. am ong o th e rs . A fte r a ll. Dolan expla ins , be in g a globnl spor t s brancre qu ire s an in te n se ly lo ca l fo cus . .Being a global bra nd is e xtre m ely impon.al~t to Nike bec( \~se its h om e m arke t, ~h e Uni(c~Sta res . is n earin g sa tu ra tio n, A cco rdin g to jo hn Horan o t th e n t!\vs le tte r Sport ing GOQillInlellit!.e~. spOl1ing-goods ch ain s h ave o ve rexp an ded an t i profit m a rg in s a re rbre ate nc d.


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can go!! near to us Oil the product side," says Peter Csanda i , an Adidas spokesnH:r,.Reebck Nike's ma i n competitor in [he U.S., has also s i gned contracts with at leasl 30profess iona: so c ce r c lubs th ro ugh o ut th e glo be .A n d th e re 's c o n lp e [itio n a t h om e from firm s such a s V an s , a sm all Cal i fo rn ia comp , l l \ \[h a t a im s d ire c tly a t th e te e n age m a rke t by target ing th e California ado l e s c en t_ , , ;I n t eme t -surfin 8 la tch ke y kid . A s th e n um ber o f te e n age rs in th e United States gro i,'.from 25 m illio n in \9 9 7. to o ve r -,) m illio n in 2010, th is m ove co uld p ro ve sh rew .:;These kid; are not into te am sp on s, in ste a d th ey are attracted by in div id ua l S po rts SL!(:, .

. s k at eb c ar di ~g , s n owb o a r d i n g , surfin g , and m oun ta in . bik ing . W ith in t .. ,. ,' o 'v eer- .entering th! marke t fo r silawboaro bOOiS in 1995 , fu r e \am p !e , V an s h a s become " t h . . i".large st co rnoanv in th e bus in e s s . So , it's i! l a p o s itio n to m ake 2 mo v e on Nike .Com pCiitlo n is no t N ike 's o n ly p rob l em ; s om e o f its ac tio n s h aven 't le ft fan s ch e e riloQe i ther. Signing bad boy Eric Can tona g~ne ra t ed a lo t o f c riti~ ism and infuriated til;s o cc e r e s ta blis h m e n t in th e UK In 19 9 6 , N ike ( Jew e ig h t o f SOC ce r's . honest p la y ers ; ;:'Tun is ia to film an adven isem em in w h ich th e .a th le te s competed aga ins t the devil .: N otsurp ris in g ly . [h is ad drew angry le tte rs fro m man y offended fan s. Even th e B raz il dear .h a s been h ea vily C ~itic iz ed . As p art o f th a t d ea l, Nike h ad to p ay Umbro an 'undisclosedam oun t to . cover to e remain i ng tw o y ea rs o f its C o n tra c t w ith th e Brazil ian federa t ion ."N ike is go ing in a n d a lmo s t enC '" lurag in g te am s to bre ak co n trac ts ," says Jam es R ,G orm an , p re s ide n t o f Pum a No rth A meri ca . Fin a lly , n o t a li SOcce r athle tes a re CO~"yincedNike is be tte r. M an y p ro p lay ers con t i nue t o ge t t he i r equ ipm en t from compan i e s :~~ch:asUmbra , P um a ', a nd e sp ec ia lly A dida s, whi ch has be en p art o f th e sp an 'fo r' d e c a d e s , n O t .just the ' las t few year s like Nik~;' . ,Still, w ith o ve r $ & billion in sa le s in 19 97, N ike rem ain s th e bigge st . p l a y e r : i~;th~.j;;~hk'~:Adida s is 2 . dis tan t s e c o n d W ith $3 billio n , W ith i . t s free . spend ing , N i k e ' : i p p ~ t s t d ( h a . ; , e . :ch anged th e eco n om ics o f the g am e . Nike in tends to be th e n um ber o n e 5IJpplier o f, .so ccer gea r by Wor ld C up 2002: bu t So fa r it s e ffo rts h ave p ro duce d OnJiS200 m.iJiion in.an nua l sa le s . It has a lo n g way to go be fo re i t s c o r e s II m atch -w in n in g go a l in the"globalSoccer mark e tQuestions/or Discusston1. W ha t is Nike 's m iss io n an d h ow doe s th e c om p a n y accumpl i sh i t ?

Usin g e ith er th e B os to n C on su \rin g G r o u p o r GE M atrix approach , ana l y z e Nik.~,:S~':";:: . " . : . . .. .. bu s in e s s ' p o n f o ll 0: i "How . w c uld . y o u- 'c h ara cte riz e ' i i $ " ba 's ke rba lJ: ru nn in g , an d . .... .. :. ' soccer bus i n ' e s~e s?" W h a ' i" i s N ' ik c ~ s g ro \ "v th Sl~a[egy ? . ,W hut a re N ike 's m arkers and I:G'.\ is Nih p Os itio ne d in th es e m a rk ets? How doesi{ re a ch th ese m arke ts?W hat is N ike 's proposed pos i t i on i ng in th e global so cc e r m arke t? D e scribe th ~com pan y 's g lo ba l SOccer m a rk etin g m ix ?

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: , ; , , ) ; ( . ' ces : Linda Hirnelstein, "The Swoosh Heard 'Round th e W o rld ." Business Week,;\1


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,[NDIAJ..' !NSTlTUTE OF IvIANAGEMEi\T CALCUTTA,' "

:ONE YEAR EXECUTPlE PROGRAM IN BUS[\lESS MANAGEME~~T' (EPBM-II)Human Resource Man a g em e n t

1 a ) What a re the different types of variable p a y ? (Do not write more than 2S words)b) What arelhe cornrnonlv oDservec. pe r f o rma :1 c e ra rin g e rro rs" (D o n o t 'w rite m o reth an 7 word s )c ) W ha t a re th e c ritic a l p ro ce sse s ' in vo lved in re c ruitm en t an d p lacem en t sy s tem ? (Don o t v..'rit. mo r e than 3 s en te n ce s)d) W h at a re th e th re e im po rta n t bro ad steps to be take n b y t h e i n di vi du a ls fOCU5'i~i 6 1 ~th em se lve s fo r m an agin g th e ir ca re e rs? (D o n o t w rite m ore th an 3 sen te n ce s ) "e) What are the. main elements of a performance m an agem en t s y s tem ? (DQ n ot w ritemore than 6 words) , , 0, f) Wha t are th e d iffe re nt fo rm s of com pe te n cy ? (D o n o t w rite more th a n: 8 ' w o r . ? , s " j , '0

g) w ha t a re th e d imen s i on s need to be ta k e n in to c o n s id e ra t i? i1 f o r r n an i gi ri g:e q~~ ftY ' ~frew ard sy s tem ? (D o n o t w rite m o re th an 6 w ords) , :,' '~ ':h ) W ha t a re th e requ irem en ts o f an , e ffe c tive ap p ra is a l sy s tem ? (D o no t w r i t e m ore th an 5,wo rds)i) W ha t a re th e d itfe re n tso urce s o f in te rn a l an d exte rn a l recruitment? (Do n o t write moreth an 25 w ords )

"" . .A Ii 'he [ ol /(J \1 '; l1g ( lu t!S (iOJTS must he an:;wered to the p a iM , E a C il': Q Ilr !SfiOIl carries 20 li1h/'j,~ ..., '7 ' 00 0 0 " "0 ;" _ " ~ ' r , ' . : : ', . : : , ; ' , : : . , . i., , " .. -, ", '.': - . .. ~.; . .. :. " ., . '.2 0 a ) i'hat have been th e c ritic a l le a rn in g . w ith rega rd to co n duc tin g performance

rev iew s, from [he ca se T ale nt R eview a t H ou ey wett discussed in th e c la s s ,b) What is reward?3 . a ) E xp la in th e ro le o fHR sy s tem s ir: Implement ing s tra tegy o f a firm ?b) Exp la in H R's va lue p ro po s itio n \"ith re fe re n ce to th e Sea rs R oebuck exam ple ,discus sed in th e c l a s s .

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EPBM_2_MM1_Q_Paper