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MKT 228 Nike Case Analysis Guidelines and Rubric

Overview Reference Case Study 2.1: “Nike Shifts With Its Environment” in the text. Answer the three questions as listed. Write out the questions with your full responses for full credit. Make sure to include the role technology plays within each of your answers.

1. From what you can tell by reading the case, in addition to other information you know about Nike, how has each element of the company’s microenvironment contributed to its development of the new stores and their innovative features?

2. What is the influence of the various components of the macroenvironment on the company’s present situation? 3. Concerning current social attitudes and values, do you believe Nike is on the right track in its approach? Why or why not? What additional suggestions

would you offer the company? Format: This case analysis should follow these formatting guidelines: 1–2 pages, double spacing, 12-point Times New Roman font, 1-inch margins, and a minimum of 2 sources.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Microenvironment Meets “Proficient” criteria and uses clear and relevant examples

Analyzes the microenvironment and provides clear examples of how this environment contributed to the development of new stores and innovative features

Analyzes the microenvironment but does not provide clear examples of how this environment contributed to the development of new stores and innovative features

Does not include microenvironment

25

Macroenvironment Meets “Proficient” criteria and uses clear and relevant examples

Analyzes the macroenvironment and proposes its influence on the company’s present situation

Analyzes the macronvironment, but does not sufficiently propose its influence on the company’s present situation

Does not include macroenvironment

25

Social Attitudes and Values

Meets “Proficient” criteria and compares the social attitudes and values to other companies in the market

Evaluates the current social attitudes and values of the company, using clear and specific examples

Evaluates the current social attitudes and values of the company, but does not use examples

Does not include social attitudes and values

25

Suggestions Meets “Proficient” criteria and provides unique suggestions

Proposes specific suggestions on how Nike could improve social attitudes and values

Proposes suggestions on how Nike could improve social attitudes and values, but is not specific

Does not include suggestions

15

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

10

Total 100%