Distribution strategy is another key component of Nike’s digital marketing strategy. Son siège social est situé à Beaverton dans l’Oregon. Nike Inc. (2016, 02 29). https://www.google.com/finance?q=NYSE%3ANKE&fstype=ii&ei=6w68VomINMOnu And to position a brand competently in a different country needs a great skill to understand all the circumstances. http://matthopkinspsumarketing.blogspot.com/, Deng, T. (2009). Looking for a flexible role? For all of the successes Nike has gained, it has repeatedly accused due to lots of issues for more than a decade. It is very unreasonable to say that one strategy will fit globally because the rules and regulations and circumstances are different in different countries (Moore, 2003). Nike, Inc. is a marketer of sports apparel and athletic shoes. Retrieved from http://www.ask.com/business-finance/nike-s-target-audience- Company Proﬁle! Hanrahan, w. (2002). After these changes though, its best to create the good position in the market and make products according to fashion, Nike products are already well-known brands through the world, with effective advertisements, and word of mouth, since customers tend to share their positive views with their friends and, family. In the next five years to 2020, consumer will becomes more health conscious, which will estimate demand for Athlete, equipment’s. It may include online video training sessions for athletes celebrities and as to increase its, Nike could have merger and acquisition with other companies to expand its business and. GROWTH STRATEGY: http://news.nike.com/news/nike-inc-introduces-2015-global-. C’est certainement le média dans lequel Nike investit le plus. So Nike strive to make innovations in their products, by bring technologies in them, it has new product development strategy which suggest that it, updates or redesigns its products every six month with new modifications and also it incorporates, the comfort, value and performance in its product so that its target market remain satisfied long, Nike offers a wide range of products including. competition with Adidas and Reebok and also to expand its target market. Retrieved March 2016, from matthopkinspsumarketing: . As Nike is operating in 4 different continents, the government legislations will be different for different countries. Implantación y control de la estrategia de marketing, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, “Just Done It”--- Nike’s New Advertising Plan Facing Global Economic Crisis, The Creativity and effectiveness of Interactive Digital Media on Advertising, Relationship between Demographic and Internet Usage, Understanding Structural Equation Modeling, SEGMENTATION, TARGETING AND POSITIONING STRATEGY OF NIKE & BUYING DECISION ANALYSIS. Consumers can be influenced by three perspectives cultural, social. increasing the living standards can also affect Nike’s product sales. So Nike should follow this strategy in future and try to remain dominant over its rivals through the marketing strategy. (n.d.). By clicking the link, you can locate the other book to read. This is the Nike communication mix of existing, brand uses to solve problems and promote public relations (Nike marketing, important. (n.d.). Do you have a 2:1 degree or higher? However for having larger impact, the company, may use some of the organizations or individuals close to the seller in the target market, segment which can direct promote the product to customers. Zoom Yorker and Nike Air Max designed for the latest addition to its line skate Nike 6.0. statistics and enables the users to get value from product (4P of Nike). Yeah, this is it!. It was a book appearing everywhere as a recommendation for those starting their own business or working in the marketing industry. It has following segmentation to create consumers groups to target: products that serve male and female that has age range of 15-55. International Journal of Competitive Intelligence, Strategic, Scientific and Technology Watch Sciwatch Journal, vol 4 issue 1, April (2011) 1 NIKE Strategy: Strategy Management Albert Alarcón Ros Department of Business Management, International University of Catalonia E … Even though the market gets bigger and bigger as the number of targeted countries increases, but the tools used for promotion are the same. These new, products are usually heavy advertising. It uses separate campaign or strategy to cap the market potential of the different segments.Targeting is the important aspect of the marketing strategy, especially when a company is in different businesses. This video highlights Nike's Marketing strategies by : Sara Walid Hammad Marketing Mix of JD.com analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion). What NIKE pretends via marketing is to capture more costumers, but the main mission As the Nike approaches sports organizations in colleges to promote its products. At this stage of planning, decisions are made in order to indicate the direction of the marketing mix not to mention the way products are going to be perceived in the market place. With respect to this the report contains comprehensive marketing plan components including company analysis (Nike’s current and future status), situation or market analysis and competitors analysis; the report shows the Nike’s objectives and marketing strategies in terms of its 4ps that is it is shown that Nike can offer and increase its product range by offering other related products … (2002) suggest that Nike with other big companies such as Benetton, Dell and IKEA has a well specified supplier and distribution system which made them efficient in terms of rapid growth opportunity, time compression, production and access to a wider customer base. Table 2 below indicates that the company is moderately efficient in doing the business. Retrieved march 2016, from Marketing 91: http://www.statista.com/topics/961/sporting-goods/. Therefore, from both strong-willed hero worship and water-like fork environment, customers can easily link Nike image with not only strength, but also warmth. Nike has always come up with some innovative ideas. This is not an example of the work produced by our Essay Writing Service. Nike international marketing strategy pdf Today, Nike is holding a global market share of approximately 37 percent. Registered Data Controller No: Z1821391. (n.d.). Being present in footwear, sports equipment, clothing and many others Nike uses differentiated targeting strategy.Produc… In some cases, Nike may use similar charity events and, public relations activities as a sponsor. Help solve their problems. Finally, if Nike wants to think about some acquisitions or merger, it should take into account the investigation by Competition Commission which could block its activities taking into consideration the government policies. Retrieved from http://sales-management-, . A foundation financed by labour unions and low-wage countries in 1996 said that “Air Jordans” popular range of Nike sneakers were made by 11 year olds who are working for 14 cents per hour in Indonesia. , 2014), management, the company is suffering from child hood labor, minimum wage from which they can only fulfill their basic necessities, forced overtime, issue for Nike outsourcing strategy. First, environmental scanning is a process that the company employs to collect information from both internal and external environments that has power to influence the organization. Go where your audience is. The NIKE "Swoosh" is one of the most universally recognized Get an answer for 'What are some advantages and disadvantages that come to Nike as a company because of international business.' products such as cricket shoes, shirts, and shorts. Nike, Inc. is a marketer of sports apparel and athletic shoes. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. quality products timely (Nike.inc. increasing sales growth, To Increase marketing communication tactics, To meet the demands and requirements of target market (sneakers for young and old age, To make sustainable development of product worldwide(increasing the market share in, To apply continuous marketing strategies to broaden its product range (increasing aerobic, : Nike has segmented an Age and gender group that is it has such, : Nike has this segmentation to answer that why, Active lifestyle(interest in fitness and exercise for recreation), On the basis of this, Nike has segmentation to serve its target, pan, and Middle-East etc. For instance TV advertising, while a major medium in US, Japan and Australia, is not permitted in Scandinavian countries. This philosophy and determination determine the way they approach to corporate responsibility in today’s marketplace. products like fuel brand personalize the hi- tech experience for the customers. create a memorable experience for the customer to bring back again (Nike 4PS). (2000) suggests that for the long term competitive advantage Nike could also use dynamic capabilities to enhance existing resource configuration. Proceedings of 8th International Congress Marketing Trends. And I certainly have no regrets about entering it on my … This report is all about to show a Marketing plan for Nike’s products; with reference to older offerings the report shows the plan that how can Nike offer new products in the market. As, it is clear from the figures provided, the revenues have increased tremendously in the year 2008, implies a higher sale of footwear in all the international markets which is obviously a good point to note, because in the period of recession where all the economies are going down, an increase of 11% cannot be neglected. All content in this area was uploaded by Rizwan Raheem Ahmed on Apr 07, 2016, This is the comprehensive report that contains the components of marketing plan of NIKE Inc. in. Young workers are paid low wages to work long hours and are exposed continuously to toxic substances in factories which can lead to serious health impairment. Nike utilise une variété d’applications pour augmenter l’engagement des clients et les ventes. (The consumer decicion proc, The main competitors always of Nike are Reebok and Adidas and their product are not entirely, different from Nike’s products, as all products involved in the design and marketing of both, athletic footwear and apparel and for fitness projects but Nike is having differentiation and, distinctive competency in the area of marketing. Nike is currently facing competition with Reebok and Adidas therefore it should take remain with its strategy of consistency so that the customers will not be puzzled and should take advantage of its brand name. In today’s competitive environment, Nike, one of the global leaders in sporting goods industry, has established a strong position for enhancing athletic life style. marketing expenses by 5% of Sales in 2016. International Marketing: Nike 3 Downloads 15 Pages / 3,609 Words Add in library Click this icon and make it bookmark in your library to refer it later. GROWTH STRATEGY: http://news.nike.com/news/nike-inc-introduces-2015-global- Nike China’s 2019 revenue was $6.21 billion US, which is about 15% global revenue. ASK. Page 27 and personal factors. From this table, it is seen that with the increment about 10% in Sales according to their strategy, it is forecasted that in 2016 it may have also 10-11% increment in sales and hence can increase, Nike can ensure its correct marketing plan through controlling procedures of top management, and with proper guidance to all departments of organization. This paper will talk about Nike’s global presence and how Nike has achieved success in past years. Nike has many strategic management techniques organized in steps to achieve the laid down goals and objectives. Retrieved March 2016, from Marketing: The objectives of Nike can be. ect effort is being carried out make the SEM business simple. (2010, May 04). All rights reserved. (n.d.) Retrieved, January 1, 2016 [STRATEGIC MARKETING PLAN OF NIKE] Its sales are increasing day by day due to the market strategy it applies, and the popularity it gained by sponsoring celebrity such as Michael Jordan and Tiger Woods. (n.d.). International Marketing: International marketing is the export, franchising, licensing or full direct entry of a marketing organization into another country. Europe, Asia, North and Latin America are the main markets in which Nike sells its products, which makes it a truly global organisation. Sometimes Nike can affect, consumers to buy the product. Differentiation is one of the bases which allow Nike to gain competitive advantage. (n.d.). It may have proper management in controlling the labor issues. growth-strategy Its industry leading performance is backed by excellent product quality and great customer focus as well as a fantastic marketing strategy. Consumer behaviour in relation to premium products. En 2010, pour la coupe du monde de football, la marque a injecté plus de 25 millions de dollars dans un spot publicitaire (“Write the future”) regroupant de grandes stars comme Cristiano Ronaldo, Wayne Rooney, Franck Ribéry, Gerard Piqué, etc. The heart of Nike, Inc.’s growth strategy is innovation. Its slogan, ‘Just do it’ has made an appeal to target customers to buy the product with sense of inspiration. He also explained that in the athletic shoes and clothing Nike has contracted out many functions such as manufacturing and logistics which Noto argued as a clever step to negate the impact of key weaknesses. At the critical time of global economic crisis, Nike will react to the consumers. Copyright © 2003 - 2020 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. Nike came in front and took this social responsibility to make a code of conduct to improve the working condition and to improve the conditions of workers and it has amended it time to time. Retrieved from http://www.ask.com/business-finance/nike-s-target-audience-. For that reason, Nike applies aggressive marketing strategies in parallel with the marketing mix the company develops in order to make further known its target 6 SEGMENTATION, TARGETING AND POSITIONING STRATEGY OF NIKE & BYING DECISION ANALYSIS consumers company’s products, enchasing its uniqueness and exclusivity (About Nike, 2018). Although Nike is a U.S. established company but all of its manufacturing is done in low wage countries like Vietnam. Retrieved from https://finance.yahoo.com/q/ks?s=NKE+Key+Statistics. Consumers can get the best combination of price, quality and ethical factors if provided by relevant information. athletic apparel, exercise equipment but they are not included in recreational transportation. https://ladinladin.wordpress.com/consumer-behavior-psychological-factors/. Nike News. Retrieved March 2016, from linkhumans: http://linkhumans.com/case-, International Journal of Business and Management, International Directory of Company Histories, Vol. Over the past five years the Athlete and sporting goods manufacturing, industry has expected to slow growth according to the modest growth in the sports participation, rate. Especially for new technology based or current products of Nike it may, promote their dancing shoes and parkour. It is a brand made for the youth and its logo and slogan reflect the same young energy. Net profit margin of 8.1% suggests that Nike is competent in converting sales to profit margin. Some consumers however, prefer those products which caused less harm to others or which are produced in their own country and this is called ethical factor. Don't use plagiarized sources. nike brand. Retrieved March 2016, from marketing91: . (n.d.). Moreover, the practical implementation and implications are missing, therefore, there is a strong need to conduct a detailed and thorough research, which addresses all the aspects of digital media. Many a times Nike stores have been targeted by anti globalisation protestors. http://matthopkinspsumarketing.blogspot.com/ The differentiation strategy of Nike is quite competitive so Nike should ensure any international marketing strategy it applies should enhance its superior brand name. The history of Nike’s marketing strategy is interesting in itself. Because as Duguid (2005) suggests that such kind of business acquisition will be against interest of consumers and can lead to monopoly. Retrieved March 2016, from panmore: . FIFTH EDITION INTERNATIONAL MARKETING STRATEGY ANALYSIS, DEVELOPMENT AND IMPLEMENTATION Doole-FM.qxp:Doole-FM 2/4/08 3:32 PM Page iii. The use of this new media has become very imperative and important for Pakistani companies as well, marketers and entrepreneurs also understand the importance of this media in Pakistan also. Finally, Nike is a traditional product centric organisation but product was the end point of the consumer experience in past but, today it is the starting point. . Nike’s marketing strategy has remained a subject of study. Nike should establish good relations with suppliers because they can affect business strategies. DIBC is the ability to manage the international branding process as a dynamic capability. What sort of marketing strategy has Nike used to achieve and maintain this level of market dominance?. The current ratio of -3 implies that company has sufficient liquid capital to enforce new marketing strategies and extending its business. (Nike marketing. Get Your Custom Essay on Marketing Strategy Of Nike Just from $13,9/Page. Net income rose 4% to $1234.8B (www.nikebiz.com). Nike’s marketing strategy is amazing they create buzz and excitement for their products based on the fact they are limited in stores,which adds to the excitement. With respect to this the report contains comprehensive marketing plan components including company analysis (Nike’s current and future status), situation or market analysis and competitors analysis; the report shows the Nike’s objectives and marketing strategies in terms of its 4ps that is it is shown that Nike can offer and increase its product range by offering other related products as aerobic products to its customers and set value-based pricing strategy accordingly, and for new offerings it can increase its other media other than commercials that is it can focus more on social media to promote its new products and it may expand its business in other countries as China, Middle-East etc. These marketing choices group consumers together based on common needs with the ultimate goal to affect the buying decisions of the target, Marketing y dirección estratégica -- Análisis externo: mercados, competencia y entorno en general -- Análisis interno -- Estrategias de márkting (I): la empresa -- Estrategias de marketing (II): el producto-mercado -- Estrategias de marketing (III): el producto -- Estrategias de oferta -- Estrategias de salida al mercado -- Organización de las actividades de marketing y de las relaciones --. “Just Do It” the marketing phrase of Nike is buzz in the town and its ‘swoosh’ logo gives it that different identity. It has major markets in USA, A. continuous objective to cater markets in other countries as well like North-America, China, As for market segmentation, Nike has niche market to serve that is Nike focuses and targets, athlete or sportsperson segment and provides required products to them as footwear and apparel. required products from these distribution methods of Nike. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. the Nike’s objectives and marketing strategies in terms of its 4ps that is it is shown that Nike can offer and increase its product range by offering other related products as aerobic products to its customers and set value-based pricing strategy accordingly, and for new offerings it can increase its other media other than commercials that is it can focus more on social media to promote its new products and it may expand its business in other countries as China, Middle-East etc. (case-study nike), The net sales or revenue of Nike in year 2015 has increased to 31.34B as compared to previous, years 27.8B and 25.3B in 2014 and 2013 respectively. Another section will talk about the never ending controversies which Nike has been facing due to its manufacturing factories in low labour countries. Retrieved March 2016, from linkhumans: http://linkhumans.com/case- awareness and has strong brand power for a long time and also makes a position in the market. Following are the some target strategies of Nike: Its target strategies include aggressive marketing to make aware its target consumers about its, product and even Nike make its target consumers enable to get their desired products through, customization process as own signature shoe is offered to athlete that is it enabled Michael, Apart from this, its targeting strategies include sponsorship of its products through sports team or, celebrities. Nike’s marketing strategy is to continuously improve its products and services. Consumers purchase different products such as athletic footwear, licensed sports merchandise. Assignment on Marketing Plan of Nike shoes. 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