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Running Head: Nike, Inc. Marketing Plan

Marketing Plan for Nike, Inc.
“Just Do It”
ShaRhonda Clark
Walsh College
MKT 307, Spring Semester 2010
Professor Haener
May 31, 2010

Table of Contents
Photo of Michael Jordan4
Marketing Plan for Nike, Inc. “Just Do It”5
Nike Organizational Development………………………………………………………………………………………………………….6
Structure……………………………………………………………………………………………………………………………………..6
People…………………………………………………………………………………………………………………………………………6
Culture Systems…………………………………………………………………………………………………………………………..7 Strategy………………………………………………………………………………………………………………………………………8 Other Strategic Plans…………………………………………………………………………………………………………………..8 Market/Submarket Analysis…………………………………………………………………………………………………………………10

Attractiveness of the Market…………………………………………………………………………………………………….10
Entry and Exit Barriers………………………………………………………………………………………………………………10
Other Entry Barriers………………………………………………………………………………………………………………….11
Profitability Prospects and Growth Projections…………………………………………………………………………12
Industry Trends…………………………………………………………………………………………………………………………12
Emerging Submarkets……………………………………………………………………………………………………………….13
Key Success Factors…………………………………………………………………………………………………………………..13 Internal Analysis: S.W.O.T…………………………………………………………………………………………………………………….14 External and Customer Analysis……………………………………………………………………………………………………………15

Major Segments, Customer Motivations, and Unmet Needs……………………………………………………..15 Competitor Analysis……………………………………………………………………………………………………………………………..16
Competition………………………………………………………………………………………………………………………………16 Environmental Analysis………………………………………………………………………………………………………………………..18
Threat, Opportunities, and Trends…………………………………………………………………………………………….18
Strategic Uncertainties/Scenarios……………………………………………………………………………………………..19 Strategy Development………………………………………………………………………………………………………………............20
Functional Strategies…………………………………………………………………………………………………………………21
Investment Level……………………………………………………………………………………………………………………….21 Conclusion…………………………………………………………………………………………………………………………………………….22 References…………………………………………………………………………………………………………………………………………….23

Figures
Figure 1: Entry Barriers for Footwear Market………………………………………………………………………………………..11 Figure 2: Nike S.W.O.T. Analysis…………………………………………………………………………………………………………….14

Tables
Table 1: Sales, Profits, and Shares in the United States………………………………………………………………………….17 Table 2: Strategy……………………………………………………………………………………………………………………………………20

Marketing Plan for Nike, Inc.
“Just Do It”
The Nike Company was created in 1972 and founded by Phil Knight and Bill Bowerman. Nike’s primary goal is to create products that help athletes to reach their full potential. Their secondary goal is to create competitive advantage that keeps them ahead of their competition. It is important to Nike to have a separate identity from their competition and to have a brand name reputation that speaks for itself. During the 32 years Nike has been around, they have successfully made a brand name the world loves and identifies with. Their logo “The Swoosh” is recognized all around world and embodies the names of several Celebrity Athletes. Nike’s mission statement is “To bring inspiration and innovation to every athlete in the world.” Nike lives and breathes this mission through all of their products. With Michael Jordan being the face of Nike this helps them to reach their mission. Children and teenagers all over the world look up to Michael Jordan. Many children in the world hope to be able to just wear a pair of Jordan gym shoes. Tiger Woods is also a new face of Nike helping to target the golf sector. Nike, Michael Jordan, Tiger Woods, and many other endorsees together create hope and inspiration for young children/athletes across the globe.

Nike is a global company and is known for employing more than 33,000 people globally. (Nikebiz.com, 2009) This alone shows that Nike embraces diversity within their workforce and...
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