Nike Marketing Strategy

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Professor Gregory F StiberBy: Brizaida Ribalta, Jessica Halsey and Shereen Hijazi|

Nike, Inc.| Marketing Plan Project|

Nova Southeastern University
H. Wayne Huizenga School
of Business & Entrepreneurship
 
Assignment for Course:| MKTP 5005 – Introductory Marketing   | Submitted to:| Gregory F Stiber|
Submitted by:| Brizaida Ribalta, Jessica Halsey, Shereen Hijazi.| | |
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Date of Submission: August 30th, 2012
Title of Assignment: Term Project – Marketing Plan

CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas or words, either quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course. Student's Signature: Brizaida Ribalta, Jessica Halsey and Shereen Hijazi ***************************************************************** Instructor's Grade on Assignment:

Instructor's Comments:

Table of Contents
Executive Summary4
Company Description6
The Origin of Nike, Inc.6
Today’s Nike7
Mission and Goals8
Core competencies10
Situation Analysis11
Macro-Level External Environmental Factors11
Competitive Environmental factors 12
SWOT Analysis15
Competitors16
Reebok16
Adidas17
Puma17
Target Market19
Segmentation19
Target Marketing19
Marketing Mix20
Product Strategy20
Distribution Strategy21
Promotion Strategy21
Pricing Strategy24
Customer Relationship Management24
Budget and Monitoring26
Summary and Conclusions28
List of References30
EXECUTIVE SUMMARY
Nike is a leader in sportswear providing high quality innovative products. Our mission is to continue pushing boundaries with innovation thinking and product development. We create products for the everyday athlete to enhance his/her activity experience. Our company works continuously to improve its social responsibility and we maintain a sustainable approach to creating quality products. Nike was founded by college athlete and present Chairman, Phil Knight, and his former coach, Bill Bowerman, to create quality shoes that help athletes reach their full potential. Our company’s headquarters are near Beaverton, Oregon. We operate in more than 160 countries and have more than 44,000 employees worldwide. Our goal is to meet the needs of athletes and the everyday customer. We have expanded our product lines to include sports performance equipment, clothing and accessories. We have also paired with technology trend-setter, Apple, to offer customers a unique and sophisticated product line that enhances their product experience. Nike actively responds to consumer trend preferences by creating new products and adjusting the mix of product offerings.Wespend a significant amount of time on R&D and advertising campaigns to keeps our product offerings fresh. “Nike commands 92% of the U.S. basketball shoe market year-to-date” (Forbes).Our company has been increasing its growth revenue year-over-year (Exhibit 1), expanding profit margin (Exhibit 1) and maintaining a solid cash flow (Exhibit 2). Nike also has a sound capital structure and a low risk of bankruptcy with an Altman’s Z-Score Ratio of 7.22. Exhibit [ 1 ]

Our team works andthrives in innovation and style. This marketing plan analyzes the different facets of our business and our future goals. Source: Bloomberg Businessweek. 2012. www.investing.businessweek.com Exhibit 2

Source: Bloomberg Businessweek. 2012. www.investing.businessweek.com COMPANY DESCRIPTION
The Origin of Nike, Inc.
Phil Knight, Cofounder and Chairman of Nike, Inc. has always had a love for sports. While he was a student at the University of Oregon in the 1950’s, Knight joined the track team. His former coach, Bill Bowerman, also Cofounder, was on...
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