Choose an organization (brand), foreign or domestic, that managed a crisis, issue, risk or scandal in history：Nike Identify ONE key public of said organization: Middle class white-collar
The Case has already been chosen
Please see the resources I provide and find more if needed
https://www.bbc.com/news/world-asia-china-56519411
https://www.cnn.com/videos/business/2021/04/02/chi…
Case Study Analysis:
Instructions: You will report to the class on a public relations case that occurred in history. Choose an American (or foreign-based) company/organization/brand that managed a crisis, issue, risk or scandal using a public relations strategy.
Written Deliverable
A 2-3-page synopsis of 1) the case with background and supportive research and 2) a discussion of the strategy and tactics used by the company. (Worth 50 points) assessed on the following criteria
Background analysis
Discussion of research
Discussion of strategy and tactics
APA In-text Paranthetical Citations
Reference Page (minimum of 3 sources)
A 1-page personal evaluation of the campaign (Worth 20 points)
What did you learn?
Based on your estimation, was the campaign successful? Why or why not?
Requirements: 3-4 page
Case Study Analysis Handout
Your Name:________________________
Choose an organization (brand), foreign or domestic, that managed a crisis, issue, risk or scandal in history：Nike
Identify ONE key public of said organization:
Middle class white-collar
Identify the benefit statement of said organization:
Professional sports brands with fashion sense. Quick product updates. People can often find their favorite styles
Identifying the situation.
What was the central issue of the situation facing the org (brand)?
Nike’s boycott of Xinjiang cotton has met resistance from Chinese markets
What TWO sources did you find for the factual evidence needed to analyze this case study?
What Is Going On With China, Cotton and All of These Clothing Brands? — New York Times
Nike, H&M face China fury over Xinjiang cotton ‘concerns’ — BBC News
Analyzing the situation.
What is the background of the situation?
What were the 5w’s and h of the situation?
What：Nike’s boycott of Xinjiang cotton has met resistance from Chinese markets
Where：China
When：March, 2021
Who：Nike (and many other clothing brands)
Why：H&M issued a statement under the pretext of so-called “forced labor”, rejecting the use of cotton from Xinjiang as raw materials, and proposed the slogan of “boycotting Xinjiang cotton and textile factories”.
How：Nike’s official statement states that they not only refuse to use Xinjiang cotton themselves, but also require their cooperating suppliers to conduct self inspections and prohibit the use of Xinjiang cotton.
Was this the first time the organization dealt with this situation?
Yes, this is the first time the organization dealt with such a serious situation. There were some similar situation before, but none have been so serious
What was the cause of this situation?
The cause of the matter is that some foreign brands and retailers have issued statements about not using Xinjiang cotton. Xinjiang is one of the largest cotton producing areas in China. In recent years, some foreign media have criticized the human rights situation in Xinjiang.
They claim issues such as racial discrimination, forced labor, and human rights violations have occurred in Xinjiang. These accusations have not been fully confirmed, leading to trade and economic sanctions against Xinjiang.
Was there any dispute that this was indeed the cause?
There are some dispute, but 99% of these dispute are foreign medias without knowing the whole background information.
What is the history of this situation?
H&M issued a statement under the pretext of so-called “forced labor”, rejecting the use of cotton from Xinjiang as raw materials, and proposed the slogan of “boycotting Xinjiang cotton and textile factories”. Followed by Nike’s official statement states that they not only refuse to use Xinjiang cotton themselves, but also require their cooperating suppliers to conduct self inspections and prohibit the use of Xinjiang cotton.
Does this situation involve the brand’s relationship with another group? If yes, what group?
Yes , it involves many brands such as: HM, Adidas, Uniqlo, Zara,vans, supreme and etc.
What is the significance or important of the situation?
How much did the situation impact the organization’s mission?
Nike’s mission is “to bring inspiration and innovation to every athlete in the world.” This situation totally contrary to Nike’s mission where it shows pedantic but not innovation.
How serious a response was warranted in this situation?
Very serious, public grievance raise to a national level. The Chinese government has comment on this matter. Require Nike’s official announcement and apologize
What was the duration of this situation: limited/short term or ongoing/long term? How long?
Long term. Since 2021 and still on-going.
Who or what was affected by this situation? (eg. Key publics, profits?)
Many Chinese stop buying Nike and those brands listed above. Nike’s profit had a huge decline since then and not yet get back.
What trends were associated with this situation? (e.g. nation-related like a recession, industry-related like a change in technology?)
In China, the trend of supporting domestic products raised. People start to focus on local brand. It can be tell clearly by live streaming sales data and also more and more domestic brands emerging
What did you learn about this situation from a literature review of scholarly, professional and/or news publications?
As a commercial brand, do not platform on geopolitical issues. When have business in other countries, one should focus on the development of the enterprise itself, respect the local market, and the political, cultural, and economic system within that country, rather than becoming a political tool against the market.
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