Just do it!How Nike boss Donahoe meets the crisis
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- 25/06/2022
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Nike Inc.123,88 EUR-2,38%Shares in this article anzeigenNike Inc.123,88 EUR -2,38%Hier für 0 handelnAlle anzeigenby Luca Pilmes, Euro on Sunday
The past year and a half have shown how well we can manage turbulence.We will continue to do that, "said John Donahoe. The Nike boss gave himself fears before the quarterly figures. The figures then made it clear what turbulence Donahoe said: The US sports article manufacturer has difficulties in production and delivery, for example due to forced closings of theProduction facilities in Vietnam. The Americans produce around half of their sports shoes there. The closure has been continued for a total of ten weeks due to increasing Corona numbers and officially prescribed Lockdowns.
Donahoe presses another shoe.In the meantime, the goods need twice as long as before the pandemic until it arrives from Asia in the USA.The cause is overloaded supply chains, containers are scarce, the freight costs are also increased."We are not immune to global supply chain problems," CFO Matthew Friend summed it up.
The turnover ultimately remained behind the expectations in the first quarter of the 2021/22 financial year with $ 12.3 billion.Analysts had assumed $ 12.5 billion for the months of June to August.
Since the difficulties are going, the group corrected its annual forecast.Instead of low two -digit sales growth, a medium -sized growth is now being targeted.Börsians reacted scared, the course of the share was clear.
Another concern applies to the important Christmas business.The Vietnamese authorities have already expanded the Lockdown until October 1st and it is expected that production will only slowly resume speed in the coming months.
Sprint online
Donahoe remains dependent on his skills in crisis management.Nike has recently proven that the team in the group headquarters in Beaverton, Oregon, Oregon, can successfully master great difficulties: Despite the pandemic, the company increased the operational profit (EBITDA) in the financial year at the end of May in 2019 from 4.5 to 8, 5 billion dollars.Donahoe had placed on the Internet on the Internet in good time.The online trade continues to boom, most recently the paragraph was 150 percent above the pre -crisis level.The Nike Digital division is the most dynamic with around 40 percent growth in the latest financial year.The US business, which contributes almost 40 percent to total sales, also brings reliable growth.
Innovation brings it
The actual strength of the Primus, however, is its innovative strength, recognizable, for example by the digital strategy: With the Running network Nike+ including its own app, the group continues to learn more about training habits and preferences of customers, which creates a competitive advantage.The next step has already been taken.In spring, Nike acquired the software company Datalogue and self -learning software.In addition to the supply chains, Donahoe also wants to optimize the evaluation of the customer data with the technology.The Nike boss keeps large pieces on the digital customer proximity.Because he wants to cut advertising and products even more personally to customers and ensure a higher pace in product development.
Chance: The numbers initially disappointed.Good management and innovative strength make the share a long -term purchase .____________________
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