Complete Project on Nike

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A SUMMER TRAINING REPORT

ON

MARKETING STRATEGY OF NIKE
AT
“NIKESHOES INDUSTRIES LIMITED”

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION (BBA)

TRAINING SUPERVISORSUBMITTED BY

SESSION 2005-2008

ACKNOWLEDGEMENT

The present work is an effort to throw some light on Marketing Strategy of Nike at “Nike Industries Limited”. The work would not have been possible to come to the present shape without the able guidance, supervision and help to me by number of people.

With deep sense of gratitude I acknowledge the encouragement and guidance received by my organizational guide …………..and other staff members.

I convey my heartful affection to all those people who helped and supported me during the course, for completion of my Project Report.

……………..

EXECUTIVE SUMMARY
This marketing strategic plan has been written keeping in mind the Indian operations of Nike Inc. – the global sports shoe giant. It aims first, at analyzing the sports shoe industry India and finding a place in it for Nike. It then sets out to describe the target audience for the product range and finally suggests a host of marketing strategies and activities that will help Nike to achieve its target of becoming the #1 sports shoe brand in India.

The plan begins with a brief overview of the product category being dealt with, namely premium quality sports shoes. It also dwells briefly on the history of the company and its current position and activities.

The project moves on to the crux of the matter – the marketing plan to be followed by Nike in India. Firstly, the objectives behind this plan and the core strategy are stated. Customers to be eventually targeted are described and compared with competitors’ customer targets. After starting the objectives and reasoning behind them, the actual marketing programs are described in detail. This includes aspects such as pricing, advertising, promotion, sales, channels, and the company website. Suggestions are made on each and every one of these aspects; improvements and innovations are recommended.

The plan then goes on to the customer analysis section. The customer base is identified and various segments are pointed out. Various criteria and factors have been taken into consideration while segmenting the market. We have also tried to ascertain why customers buy these products, how they choose, and what factors matter most when making their decisions.

The last few pages of this marketing plan deal with the various ways in which the plan, once implemented, can be monitored and controlled
TABLE OF CONTENT

1)INTRODUCTION 1-13
a)Background of the problem1
b)About The Nike Industry 3
c)Nike Maxsight4
d)Industry Overview5
e)Product Trend8

2)RESEARCH METHODOLOGY 14-20 a)Research objectives14
b)Research design15
c)Data sources15
i)Primary data 15
ii)Secondary data 15
d)Questionnaire design formulation16
e)Sample design17
f)Limitations of the research20

3)COMPANY PROFILE 21-43 a)Nike Industries Ltd. – A company profile21
b)Recent Development21
c)Future Plan23
d)Risk and Concern28
e)Literature Review31
f)4ps of Nike40
g)SWOT Analysis 41

4)DATA ANALYSIS 44-63

5)CONCLUSION & FINDINGS 64-67

6)RECOMMENDATIONS68-75

a)OTHER SUGGESTION INCLUDE69

7)ANNEXURE 76-82

8)BIBLIOGRAPHY 83

INTRODUCTION

BACKGROUND OF THE PROBLEM
Since the late 1980s, Business School marketing professor Itamar Simonson has looked for ways to understand how consumers make choices. Much of his work debunks the accepted theory that giving consumers what they want and making a profit are the most basic principles of marketing. Customers may not know...
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