Nike

Marketing Program

By:

Advertising Management – MM522

March 2004

Format

I. Exec Summary

2. Table of Contents

3. Company History

IV. Marcoenvironment

a. Demographic

b. Economical

c. Sociable

d. Personal

e. Scientific

f. Environmental

V. Competitive Advantage

a. Industry Environment

b. Operating Environment

MIRE. Four P's of Marketing

a. Product

n. Place

c. Promotion

deb. Price

VII. Core Competencies

a. Talents

b. Weak points

c. Possibilities

d. Hazards

VIII. Organization Life Pattern

IX. Promoting Goals

X. Approaches and Setup

XI. A conclusion and Tips

Executive Brief summary

Nike is a worldwide powerhouse in the athletic shoe and apparel sector. Nike's brief, but yet successful mission statement is characteristic of this sort of success. Nike paints a picture of their organization for the earth to see all their, " motivation and innovation", as well as their very own " determination to serve everyone in the world". Through a continuous work by Nike to remain with the apex of technology and innovation, they are the market leader by a significant margin. Due to Nike's quest for selling an extensive spectrum of products, they possess a formidable competitive advantage. Nike exhibits significant strength in market share, brand image and recognition, and also research and development. By using intuition and analysis I possess concluded that options exist to get Nike to improve market share. Specifically, I recommend lateral integration, global expansion, Western concentration, and segmented marketing to target several generational demographical opportunities. The focus will rest using different methods of segmentation to develop the targeted marketplaces and maximize market share.

Table of Contents

Exec Summary………………………………………………………………………. several Company History…………………………………………………………………………. 5 Macoenvironment…………………………………………………………………………7 Competitive Advantage…………………………………………………………………. 11 Industry Environment……………………………………………………………………12 Operating Environment………………………………………………………………….. 16 Four P's of Marketing……………………………………………………………………16 Core Competencies………………………………………………………………………20 SWOT Analysis…………………………………………………………………………. 20 Organization Life Cycle……………………………………………………………………... 25 Marketing Goals………………. …………………………………………………………27 Strategies and Implementation…………………………………………………………... twenty-seven Conclusion………………………………………………………………………………. thirty-two References……………………………………………………………………………….. 33

Business History

The Nike athletic machine commenced as a little distributing clothing located in the trunk of Phil Knight's car. Via these alternatively inauspicious start, Knight's creation grew to become the shoe and athletic business that would come to determine many aspects of popular tradition. Nike emanated from two sources, the first staying Bill Bowerman's quest for lighter, more durable sporting shoes to get his University of Or runners. And the second getting, Knight's search for a way to make a living without needing to give up his love of athletics. Bowerman coached observe at the School of Or where Phil cannella Knight leaped in 1959. Bowerman's desire for more expensive running shoes plainly influenced Dark night in his search for a marketing strategy. Between them, the seedling of the most important sporting organization grew. While getting his MBA at Stanford in the early on '60s, Dark night took a class whose semester-long project was to devise your own business, including a advertising plan. Synthesizing Bowerman's attention to quality running sneakers and the strong opinion that high-quality/low price products could possibly be produced in Japan and delivered to the U. S. for distribution, Dark night found his market niche. He just failed to know how powerfulk this job would turn out to be. After making his MASTER OF BUSINESS ADMINISTATION in 1963, Phil Dark night began a global tour that included an end in Japan. Seemingly over a whim, Dark night scheduled a job interview with a Japan running shoe maker named Onituska Tiger. He presented him self as the representative of a north american...

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