Principles of Marketing - Nike Inc

Principles of MarketingNike, Inc11/25/2010 |

Prepared by:
  * Menino Pereira
  * Karthik Gowda
  * Shreyans Sethi

Prepared by:
  * Menino Pereira
  * Karthik Gowda
  * Shreyans Sethi

  * Nike’s mission statement is all about combining the love for sports with a mutinous and headstrong nature to think out of the box by means of innovation and inspiration (Katz 1994)

  * Nike’s mission statement is all about combining the love for sports with a mutinous and headstrong nature to think out of the box by means of innovation and inspiration (Katz 1994)

Principles of Marketing
Principles of Marketing

TABLE OF CONTENTS

TABLE OF CONTENTS

INTRODUCTION 3
The Story So Far 3
MARKETING ORIENTATION 3
Types of Orientation 4
COMPETITIVE ADVANTAGE 7
Porter’s five forces 7
Porter’s Generic Strategies 9
The MARKETING MIX 11
Product 11
The Ansoff Matrix 13
BCG Matrix 14
Product Life Cycle 16
Price 19
Nike’s pricing Strategies 20
Price versus Promotion Matrix 21
Price versus Quality Matrix 22
Place (Distribution) 23
Nike -Direct Marketing 24
Nike - Indirect Marketing (Wholesalers & Retailers) 25
Value added services – Intermediaries 25
Distribution strategies 25
Promotion 26
Nike’s promotional strategies 27
Communication Model 28
SWOT ANALYSIS OF NIKE INCORPORATED 30
Strengths: 30
Strong Brand Image 30
Supplier Diversity 30
High Growth 31
Weakness: 31
Recent Setbacks 31
Child Labour and Sweat Shops 31
Opportunities: 31
New Product Launches 31
Growth of e-Retail Industry 32
Threats: 32
Increase in Counterfeit Products 32
Increase in Wage Rates 32
Intense Competition 32
UNDERSTANDING AND SUSTAINING COMPETITION 33
REFERENCES 34

INTRODUCTION
Blessed from the mighty heavens by the Greek Goddess of Strength, Power and Victory read Nike; the brand has always captured one’s imagination and strengthened its position among the upper echelons of marketing icons.... [continues]

Read full essay