Marketing Challenge
NIKE MARKETING CHALLENGE
Contents
1. Introduction: Section: 1.1: Summary 1.2: Historical goals in Marketing 1.3: History and development of the company 2. Marketing activities Section: 2.1: Innovation 2.2: SWOT 2.3: Marketing mix 2.4: Targeting strategy 3. Recommendation and conclusion Section 3.1: Recommendation 3.2: Conclusion
4. Bibliography Section 4.1: References 4.2: Appendix
Section 1 – Introduction 1.1. In this essay I will examine Nike marketing strategy, from using technology and cheap Asian labour, to gaining widespread celebrity endorsement also asses their marketing activity such as SWOT and marketing mix. 1.2. The name Nike was taken from winged ‘Goddess of Victory’ in ancient Greek mythology. Athlete runner Phil Knight and nationally respected track and field coach at the University of Oregon, Bill Bowerman, were inspired by the myth and re-named their small sportswear company called Blue Ribbon Sports to Nike in 1971. (Partlow 2003)The initial marketing plan was easy. Bowerman as a technical innovator joined Onisuka Tiger shoe Company in Japan, known today as ASICs, for sale in the U.S, and began the marketing process of selling the first running shoes named ‘Cortez’. Phil Knight come to be the traveling salesman and drove his car from university to university and sold the company’s shoes to runners and athletes living around the country. Jeff Johnson became the very first full-time sales person operated in the Nike retail store and took care of marketing materials such as printing brochures and creating catalogues. Nike athletic footwear dominated the market in 1980s and appeared on feet of everyone, from kids to Olympic runners. Since then,
Contents
1. Introduction: Section: 1.1: Summary 1.2: Historical goals in Marketing 1.3: History and development of the company 2. Marketing activities Section: 2.1: Innovation 2.2: SWOT 2.3: Marketing mix 2.4: Targeting strategy 3. Recommendation and conclusion Section 3.1: Recommendation 3.2: Conclusion
4. Bibliography Section 4.1: References 4.2: Appendix
Section 1 – Introduction 1.1. In this essay I will examine Nike marketing strategy, from using technology and cheap Asian labour, to gaining widespread celebrity endorsement also asses their marketing activity such as SWOT and marketing mix. 1.2. The name Nike was taken from winged ‘Goddess of Victory’ in ancient Greek mythology. Athlete runner Phil Knight and nationally respected track and field coach at the University of Oregon, Bill Bowerman, were inspired by the myth and re-named their small sportswear company called Blue Ribbon Sports to Nike in 1971. (Partlow 2003)The initial marketing plan was easy. Bowerman as a technical innovator joined Onisuka Tiger shoe Company in Japan, known today as ASICs, for sale in the U.S, and began the marketing process of selling the first running shoes named ‘Cortez’. Phil Knight come to be the traveling salesman and drove his car from university to university and sold the company’s shoes to runners and athletes living around the country. Jeff Johnson became the very first full-time sales person operated in the Nike retail store and took care of marketing materials such as printing brochures and creating catalogues. Nike athletic footwear dominated the market in 1980s and appeared on feet of everyone, from kids to Olympic runners. Since then,
References: Goldman, R., Papson, S. (1998) Nike Culture. London: SAGE. Hunger, J. D and Wheelen, T, L. (2003): Essentials of Strategic Management. New Jersey: Pearson Education Inc. Hampy, J. (2006): Reengineering the Nike Corporation: A Manifesto for Business marketing in Nike Jobber, D Kotler, P. (2009) Marketing Management. London: Prentice Hall. Partlow, Joshua (2003). “Nike Drafts An All Star”. The Washington post stored in Niketown London.UK. Retrieved 3.1.2013 Steve James (24.1.1997) Movie Varadarajan, P.R., Cunningham, M.H. (1995) Strategic Alliances: A Synthesis of Conceptual Foundations. Journal of the Academy of Marketing Science, 23(4):282-296 Von Borries, F