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Case
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Reference no. P-1199-E
Published by: IESE Business School
Originally published in: 2022
Version: 15/3/22
Revision date: 10-Nov-2022

Abstract

In spite of being successful in supply chain operations through wholesale and physical retail channels, NIKE wants to redesign the logistics network strategy to achieve the expected digital revenue growth. A new program called 'NIKE Digital First Supply Chain' aims to fulfil and deliver to NIKE online direct customers with products in two days across Europe. Carlos Bermejo, Senior Director of Strategic Programs at NIKE is about to develop a new decentralized logistics network plan with a first pilot in Madrid. Open questions are to be solved regarding omnichannel fulfillment, inventory management, returns, service levels, operational costs and sustainability impact.

Time period

The events covered by this case took place in 2021.

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Abstract

In spite of being successful in supply chain operations through wholesale and physical retail channels, NIKE wants to redesign the logistics network strategy to achieve the expected digital revenue growth. A new program called 'NIKE Digital First Supply Chain' aims to fulfil and deliver to NIKE online direct customers with products in two days across Europe. Carlos Bermejo, Senior Director of Strategic Programs at NIKE is about to develop a new decentralized logistics network plan with a first pilot in Madrid. Open questions are to be solved regarding omnichannel fulfillment, inventory management, returns, service levels, operational costs and sustainability impact.

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Time period

The events covered by this case took place in 2021.

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