International marketing communication Assignment

International marketing communication - Assignment subjectThis penning aims at using Nike case analysis to explore the promises and perils of globalisation in the modern society. The paper is responding to the questions related to the subject of discussion, and a conclusion is given as a summation of the promise and perils of globalization.Founded in 1964, Nike (initially Blue Ribbon Sports) has grown to be a global renowned manufacturer of sports gears and its vested interest in sports fashion has earned a global market as the world leader in design, diffusion and marketing of athletic footwear (Frisch, 2009). Nike company outsourced its shoe production in lower- cost regions as a strategy of underselling its competitors and break into the competitive market. It developed strong working alliances with other shoe manufacturers in the region, and this do it have a competitive market plow (Mahon, 2009 Kobayashi, 2012). For instance in Japan, it had a working relationship with Ni ppon Rubber and Nihon-Koyo but due to the tight labor market and a shift in the dollar sign/yen exchange rate, Nike broke off and outsourced other alternatives targeting lower-cost producers. This networking with other lead producers and suppliers enabled Nike to open up manufacturing plants in various parts of the world as well as have a market overlap of its products (Frisch, 2009).The production cost of a hosting country determined Nikes future. When the cost of production increased, Nike Company locomote into lower-cost countries where it will break into the footwear market with high tech models of athletic shoe. As such globalization has enabled Nike to expand the market for its products throughout the world (Frankiewicz & Churchill, 2011). Through linking with other lead suppliers, Nike broaden its market share by establishing manufacturing plants across the world and placing its employees in these newly established