Choose an internationally operating firm with publicly available reporting and download its most recent annual report Analyse this report and summarize your findings in an executive summary

This is probably one of the factors that have contributed to its position as the world’s largest of athletic footwear and apparel (Nike Inc., 2014, p. 47). Perhaps another factor that has contributed to this status is its adoption of technology-based innovation. Nike indicates that one of the channels through which it sells its products is its websites, a marketing venture it refers to as Direct to Consumer (DTC) operations. Indeed, Nike has carved out a niche for itself as the brand to watch in the sports world. Nike’s annual report is now analyzed to understand how and why Nike has managed to attain this achievement.
Nike has a wide revenue base. It has a wide range of products from which it develops its product mix. According to its annual report, there are eight key categories of Nike’s product offerings. These are running, basketball, football (Soccer), women’s training, men’s training, sportswear, action sports and golf (Nike Inc., 2014, p. 47). Nike sells its products in a number of markets and geographical segments. It reports the following operating segments: North America, Western Europe, Central and Eastern Europe, Japan, Greater China and Emerging Markets. Moreover, Converse operations, whose results are reported independently, are another of Nike’s segments.
In terms of sales revenues, Nike classifies its revenue collection as either local or international. For the 2014 fiscal year, Nike and Converse sales in the US contributed to 46% of total revenues.26 % of these sales came from Nike’s three largest customers (Nike Inc., 2014, p. 48). In retrospect, sales from the international category accounted for 54% of Nike’s total revenues. In this category, its three largest customers accounted for a total of 6% of its international revenues.
Financial data is usually an important element for any entity. Such data arises from the accounting process and is usually represented as financial