Nike Case Study
Nike’s marketing strategy comprises of all the three generic marketing strategy from Michael Porter. Nike pursued the low cost leadership when they manufactured and imported their products from abroad at a cheaper rate in order to be cost competitive. The company’s marketing strategy was differentiation approach when they offered innovative and different design of shoes to their customers. For example, the way Nike adhered different and new approach of doing advertising by introducing real life famous athletic as the brand ambassador. This way Nike could communicate, interact and reach their customers even better. In addition, Nike’s approach towards entering different social hub, the World Cup and the Olympic gave them another platform to be unique then their competitors. The company adhered product or service alliance strategy when they planned to cross boundaries and do business in Europe. Thus Nike was leveraged and could have easy access in Europe after they purchased Umbro the British company. Nike also pursued promotional alliance strategy for example, how they teamed up with Maria Sharapoa, Roger Federer and Rafael Nadal to push its line of tennis clothing and gear. The company also did logistics alliances strategy when they formed a partnership with Foot locker to create new chain of stores. Moreover, through the service alliance strategy to team up with Apple and form an exclusive partnership for Nike+ has made the market share to grown upto 60% for the company. Hence from the case study of Nike it can be summoned that Nike used different marketing strategy for different scenario and situation.
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