In 2009, Nike looked to reorganize into six geographies, including: “North America, Western Europe, Eastern/Central Europe, Greater China, Japan and emerging markets” (Cheng, 2009). Previously it focused on four markets: U.S., Asia Pacific, Americas and Europe, and Middle East and Africa (Cheng, 2009). In 2009, China had taken over Japan as Nike’s second-largest market, who along with Eastern Europe, generates more than half of Nike’s sales outside of the U.S. (Cheng, 2009). Nike has positioned…
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