This section is a summary of the information from the pages that follow. Prepare it last, after the business plan has been written. It should not exceed two pages. Headings to use in the Executive Summary:

A. Vision/Mission Statement

Nike’s mission is to bring inspiration and innovation to every athlete* in the world.

*If you have a body, you are an athlete.

Company Description

NIKE, Inc. (Nike) has grown to be the world's largest marketer of athletic footwear, holding a global market share of approximately 37 percent. Our principal business activity is the design, development, and worldwide marketing of high-quality footwear, apparel, equipment, and accessory products. NIKE is the largest seller of athletic footwear and athletic apparel in the world. (https://csimarket.com/stocks/NKE-Business-Description.html accessed 7/4/19)

Market Assessment

This plan focuses on consumers with foot issues. These people wish to wear stylish name-brand sneakers like most others. This is an opportunity for those consumers, young and old, as there is no discrimination to healthy and non-healthy feet.

Strategic Implementation

Nike has emerged as the world's largest manufacturer and supplier of athletic apparel. In 2018, its global revenue reached $36.4 billion. The company has over 73,000 employees and 1,182 retail stores worldwide. Like other popular brands, Nike produces shoes and other goods in factories located overseas in order to keep the costs low. However, the number of products manufactured in China and other Asian countries is rapidly decreasing in an attempt to prevent unfair labor practices. https://bizfluent.com/how-does-4987751-how-nike-shoes-produced.html [accessed 18 Jun. 2019]

Expected Outcomes

Nike expects to be the first company to successfully introduce a new machine that will diagnose feet ailments among consumers. Once this product is created anyone with feet ailments will be pain-free as this machine will create a form-fitting machine and give the consumer an updated sneaker style they choose.