BUS FPX 3022 Assessment 1 Implementation of DTC at Nike
Phillip March 1, 2024 No Comments

BUS FPX 3022 Assessment 1 Implementation of DTC at Nike

BUS FPX 3022 Assessment 1 Implementation of DTC at Nike


Capella university

BUS-FPX3022 Fundamentals of Supply Chain Management

Prof. Name


Implementation of DTC at Nike

The Significance of Supply Chain Management

The supply chain is often likened to the bloodstream of an organization, representing the intricate network of interactions between various entities aimed at supporting the operational and strategic objectives of the organization (Chopra, 2018). Comprising suppliers, manufacturers, distributors, logisticians, warehouses, and retailers, the supply chain orchestrates the flow of goods and services to meet consumer demand (Chopra, 2018). Supply chain management encompasses a spectrum of processes and activities geared towards coordinating resources, ensuring efficiency, and enhancing customer satisfaction through effective decision-making (Oracle, 2022).

Direct-to-Consumer (DTC) Distribution

A notable facet of supply chain management is distribution, which involves delivering products and services directly to consumers (Chopra, 2018). A rising trend in distribution strategies is the direct-to-consumer (DTC) approach, which bypasses intermediaries and establishes a direct link between businesses and customers (Marr, 2022). This method, embraced by companies like Nike, offers advantages such as cost reduction, increased sales, and enhanced customer engagement (George-Parkin, 2019).

DTC Advantages and Disadvantages: The Case of Nike

Nike’s adoption of the DTC strategy, termed Consumer Direct Offense, underscores its commitment to innovation and customer-centricity (Rivas, 2020). While DTC expands market reach and fosters brand authenticity, it also poses challenges such as logistical complexities and reduced opportunities for product comparison (Pesavento, 2019).

DTC and Customer Satisfaction

Successful DTC channels, like Nike’s, contribute to seamless shopping experiences and improved customer satisfaction (Rivas, 2020). By leveraging omnichannel approaches and harnessing customer data, companies can tailor their offerings to meet consumer needs and preferences (Hufford, 2019).

Recommendations for Improvement of DTC Strategies

To enhance DTC strategies, companies like Nike can invest in expanding digital channels and leveraging data analytics for deeper consumer insights (Arora et al., 2020). Aligning distribution objectives with brand equity and focusing on customer responsiveness are also pivotal (Chopra, 2018).

DTC Recommendation for Adidas

Adidas can emulate Nike’s DTC success by leveraging its existing eCommerce infrastructure and prioritizing omnichannel distribution (James, 2021). Additionally, ensuring efficient fulfillment processes is crucial for sustaining customer satisfaction (Deck Commerce, 2022).


Distribution plays a pivotal role in connecting manufacturers with consumers and driving business profitability. Nike’s DTC strategy exemplifies the potential benefits and challenges associated with this approach, offering valuable insights for competitors like Adidas. By prioritizing customer satisfaction and strategic alignment, companies can leverage DTC distribution to achieve sustainable growth in today’s competitive landscape.


Arora, A., Khan, H., S. & Tufft, C. (2020, Nov 30). DTC e-commerce: How consumer brands can get it right. McKinsey & Company. https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/dtc-e-commerce-how-consumer-brands-can-get-it-right

Chopra, S. (2018). Supply Chain Management: Strategy, Planning, and Operation (7th Edition). Pearson Education (US). https://capella.vitalsource.com/books/9780134732459

Deck Commerce. (2022, May 10). DTC Brands Need Superb Relationships With Customers to Succeed. Global Newswire. https://www.globenewswire.com/en/news-release/2022/05/10/2440085/0/en/DTC-Brands-Need-Superb-Relationships-With-Customers-to-Succeed.html

BUS FPX 3022 Assessment 1 Implementation of DTC at Nike

George-Parkin, H. (2019). How Nike’s direct-to-consumer plan is crushing the competition. FN75. https://footwearnews.com/2019/business/opinion-analysis/nike-dtc-competition-adidas-under-armour-digital-sales-1202845517/

Hufford, J. (2019). Why brands are going direct-to-consumers (DTC) and winning. nChannel. https://www.nchannel.com/blog/direct-to-consumer-dtc/

James, L. (2021, Apr 29). Direct to consumer e-commerce: Great for buyers and brands alike. The Future of Customer Engagement and Experience. https://www.the-future-of-commerce.com/2021/04/29/benefits-of-direct-to-consumer/

Marr, B. (2022, Apr 11). Why Every Brand Should Be Going Direct-To-Consumer (DTC). Forbes. https://www.forbes.com/sites/bernardmarr/2022/04/11/why-every-brand-should-be-going-direct-to-consumer-dtc/?sh=7ae533e5769f

BUS FPX 3022 Assessment 1 Implementation of DTC at Nike

Oberoi, M. (2020, Jul 25). Analyzing Nike’s distribution channels and retail strategy. Market Realist. https://marketrealist.com/2019/10/analyzing-nikes-distribution-channels-and-retail-strategy/

Oracle. (2022). What is SCM (Supply Chain Management)? Supply Chain Management—Overview. https://www.oracle.com/scm/what-is-supply-chain-management/

Pesavento, M. T. (2019). The Impact of Direct to Consumer Shipping Laws on the Size Distribution of Wineries. Doctoral Dissertation, Miami University. https://etd.ohiolink.edu/apexprod/rws_etd/send_file/send?accession=miami1564415779784843&disposition=inline Rivas, T. (2020). Why Nike is doubling down on its digital strategy. Barron’s. https://www.barrons.com/articles/why-nike-is-doubling-down-on-its-digital-strategy-51595430019

BUS FPX 3022 Assessment 1 Implementation of DTC at Nike