Analysis of Enterprise Operation Under the Impact of COVID-19 Epidemic: A Case Study of Nike Inc.

The outbreak of Coronavirus Disease 2019 (COVID-19) brought a significant negative impact on the global economic and social development, where many enterprises are generally facing operational difficulties. Among all the corporations, Nike Inc.’s practice in the face of major public safety accidents has practical significance and enlightenment for the business management of enterprises and countries. Based on the combination of quantitative and qualitative research methods, this paper discusses the short-term negative impacts of major public health emergencies on Nike Inc. According to the ratio analysis, Nike Inc.’s performance in profitability is pretty well. Regarding to the SWOT analysis, it turns out that Nike Inc. has low manufacturing cost and advantages in marketing and sales. However, it still needs to pay attention to single core competitiveness and high price. This article provides feasible reference ideas for multinational enterprises and countries to deal with major public security incidents. On this basis, these results are useful for enterprises to eliminate the negative impact of the epidemic on their operations. Besides, it will be helpful for countries to protect their economic achievements and create a better business environment in the face of crisis.