Introduction In order for an organization to progress in operations, it has to adapt and identify with changes. A strategic management process is an operation aimed at making organizations adapt to changes. In the modern business environment, there are constant changes and successful organizations manage these changes effectively by continuously adapting to bureaucracies, systems, cultures and strategies so as to prosper and to survive the forces of competition. Globalization has transformed the global operations of businesses and altered the flow of information, financial and industrial activities. Nike is the world’s number one business firm in designing, marketing and distributing of athletic foot wear. The company also designs other sports related apparel and accessories. The company’s flagship brand is Nike and Nike golf. Nike is a multinational company with its headquarters in the United States of America with production and operation branches in many other countries. General Environment The present general environment has turned out to shape the way Americans live, consume and work. The current environmental trends have created a different consumer and hence creating the need to have different products and services as well as strategies. In the event where the environment is in a state of fluctuation, the resources and the capabilities of a firm may be unstable. The economic, technological, environmental, social and demographic forces have a lot of impact on all the products, customers and markets. Various businesses and organizations are challenged by the factors that emanate from environmental, social, demographic and technological aspects. This is analyzed below: Economic Forces : The key economic forces are increase in interest rate, funds required for capital expansion, and declining value of the dollar. The decline in the value of the dollar has enhanced Nike’s competitiveness in the world. In the recent past, the dollar has fallen against the Yen and the Euro and this has led to a decrease in the price of Nike goods by pushing up the import prices. The low value of the dollar has raised the prices and the profitability of Nike products. Being a United States Company, Nike benefits a lot from the weak dollar because foreign rivals are forced to raise the prices of their commodities hence killing their discounts; in such economic phenomenon Nike benefits from this weak dollar due to the big sales overseas. Technological Forces : The internet allows footwear companies to pursue direct sales. Sales by use of the internet have been growing in double digits and keep on increasing due to the increase in the use of technology. Specific Environment The company designs, markets and sells its products in the following categories: equipment, apparel and foot wear. The company’s products are primarily for athletes though a small percentage wears them for leisure. The main customers of the company products are the youth and the young adults. This is because the company competes in athletic foot wear, sporting equipment and apparel. The company is heavily skewed towards the market consisting of people aged from 12 to 24 years. The main reason for this is that the yo