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A review of the corporation’s current positioning reveals numerous strengths, challenges, factors, and areas for improvement. On the other hand, New Balance is also an American multinational sports apparel and foot-wear company for children, women, and men. The corporation boasts a wide product portfolio and several lucrative global markets, including Australia, Canada, United Kingdom, United States, Hong Kong, Greece, and France. The conglomerate markets its products via physical stores located worldwide and through internet platforms. A careful review of New Balance indicates that its wide product portfolio and robust geographical presence are some of its major strengths. Studies illustrate potent opportunities such as in developing a global online retail market and increasing its share of the worldwide sports equipment industry (Brodeur and Assche, 2021, p. 12). Furthermore, New Balance can continue to develop products and apparel for other sports currently untapped or inadequately explored.Nike and New Balance have developed long-term business deals with manufacturing suppliers that are intent on maintaining the company’s commitment to developing high-quality products. The companies also aim to create sustainable products with a focus on responsible sourcing aimed at health and safety, gender equity, environmental responsibility, wellbeing, and worker engagement. They also seek to boost career opportunities to all its strategic suppliers and increase mobility for any female employees in its facility in the next five years. They also aim to ensure that every strategic supplier is creating a healthy and safe workplace for its employees. These individuals should also improve and measure the employees’ engagement when developing the products. The organisations’ facilities should also promote worker rights, focusing on meeting Nike’s health, foundation, environmental, and labour standards towards the communities they work.One of the major areas that adversely affected Nike’s global performance and perception involved their failure to invest in African American populations that played significant roles in its daily operations. Other cited failures included poor working conditions and inadequate pay that often led to lawsuits and poor local community reception (Brodeur and Assche, 2021, p. 12). In many instances, there arise challenges regarding the technology used in the designing and manufacturing. Consumer demands and insufficient employee training also poses impediments to environmental conservation efforts.Nevertheless, its private ownership is a challenge in various aspects, even as cyber-security risks, foreign exchange uncertainties, and rising labour costs in the United States are some notable threats. Despite the challenges, studies illustrate potent opportunities such as in developing a global online retail market and increasing its share of the worldwide sports equipment industry (Brodeur and Assche, 2021, p. 12). Furthermore, New Balance can continue to develop products and apparel for other sports currently untapped or inadequately explored.Recommendation – An analysis of Nike reveals numerous opportunities for growth and recommendations that could further enhance its standing in the global arena. Despite the company possessing various strengths necessary to buttress its worldwide dominance in apparel, foot-wear, and equipment market, it must address concerns touching on imitation and patent protection, labour practices, and competition. Hence, Nike should review its strategies in these areas. There is a need to work with government agencies to solve patent protection challenges better.Footwear is in Nike’s DNA. However, Nike can further explore other apparel categories given the prevailing trends in consumer purchasing preferences. Thus, instead of only emphasising performance and sport-wear, the organisation can also look into other products for non-workout occasions to diversify its product portfolio further (NIKE Inc, 2021, p. 1). Nike’s fastest growing category at the end of 2020 was the Jordan Brand. The company can realise more revenue by scaling up their production of the design for women, which would see prices soar farther. One of the main challenges for such multinational entities is unfair labour practices involving child and forced labour, which taint reputations abroad and locally. Nike can take a stand against such by advocating for reforms and even altering how they outsource for labour abroad.There is much potential for growth in the area of women’s apparel and sportswear. Surveys indicate that Nike has very little market share of the US’ women’s apparel market even though women’s business continues to grow tremendously. Over the last four years, women’s wholesale revenues grew consistently higher than men. Thus, Nike can go an extra mile to increase its market share of women’s products through more aggressive marketing and redesigning of products to suit the niche (MarketLine, 2021, p. 6). Also, the COVID-19 pandemic shifted many buyers and sellers to online platforms. Thus, Nike can purposefully utilise online marketing as a means of acquiring a larger market share for women’s items globally.COVID-19 presided over several innovations for various multinational companies. For example, some branches of New Balance moved in speedily to retool their operations and develop the much-needed facemasks. Many other New Balance plants and companies like Nike can also venture into such operations that meet the pressing needs of humankind by being more flexible in their operations (Bonior, 2020, p. 1). New Balance continues to rake in vast amounts of revenue by manufacturing PPEs for essential employees and medical workers in its Lawrence, Mass, and Maine locations. However, there is still room for improvement and retooling of operations for more growth.Nike and New Balance propose to alleviate any form of waste diverted from its landfills in its supply chain. Their aim is to recycle at least 80% of the material into shoe products as well as other goods produced by friendly companies. The companies also intend to reduce its fresh water use by at least 15%, using the least amount possible in textile finishing and dyeing. Nike and New Balance’ supply chains are set to improve and exhibit tenets of a carbon-neutral entity within the decade based on their recent decisions. A more aggressive online presence and internet advertising can take New Balance’s business a notch higher. There is a growing online retail market that reaches consumers worldwide, meaning the company should emphasise more on its e-commerce operations for growth. Retail e-commerce continues to grow at a neck-break speed as consumers shop from the comfort of their homes in any part of the world. Hence, ignoring their online presence would be detrimental for New Balance. The company has a solid reputation in the US, which it can leverage for global growth.There is also room for further diversification of sports gear. The organisation stands to benefit from the expanding foot-wear market that emanates from the growing popularity of casual footwear and sports foot-wear markets. Moreover, corporate social responsibility drives, such as enhancing the health-consciousness of communities, can enhance its perception among local communities globally, thus driving sales.

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