Nikes competitive strategy seems to maintain competitive due to their low cost structure. They have an extremely low cost to create ratio compared to how much they are actually selling all of their products for. Additionally, they sell their products to such a large target audience. You see their clothes in Walmart but you also see them collaborating with Gucci. They operate in an industry that they created themselves. They want to empower athletes and have created this idea that anyone who steps into Nike gear is an athlete. In terms of compensation the spectrum is all over the place. I know many people that work in Nike retail, have good benefits, get paid a reasonable amount, but they complain about the high demand of work needing to be done. I also know more experienced Nike workers that have more flexible schedules, very high demand, but they are getting compensated without a doubt very well. I think their competitive strategy of low cost almost contradicts what to me they stand for. They are very outspoken about justice, equality, and giving back. However, they were recently exposed for exploiting workers from under developed countries. Nike serves at the forefront of all things athletic wear. With this comes pros and cons. You have a larger product market that you can discover because basically what they say is considered fashionable. But with this comes two things, the first thing is they have to find the balance of keeping products both within peoples budget while also making people believe it is very high quality. Finally, since they were exposed for exploiting their employees the cost to make their products rose due to the labor market which caused prices of product to increase as well.
