marketing strategy

Topics: Marketing, Marketing plan, Athletic shoe Pages: 12 (4031 words) Published: March 17, 2014
Marketing Strategy
Module Code: MKT 306

Nike – A report on Nike trainers from Nike Inc. and its market analysis in the UK. Submitted to University of Sunderland

Submitted by:
BIJAY GURUNG
Student code: 109122858
BA (HONS) BUSINESS MANAGEMENT (YEAR 3)
WORD COUNT: 3498 (excluding executive summary, references and relevant appendices)

Table of Contents
1.Executive Summary…………………………………………………….pg.3 2.Introduction……………………………………………………………..pg.4 3.Marketing Audit of Nike Inc. UK………….…………………………..pg.5 •Political/Economical/Social factors ……………………………………pg.6 •Technological/Environmental/Legal factors…………………………..pg.7 4.Nike Inc. and SWOT analysis of the company…………………..……pg.8 5.Competitive advantage of Nike Inc.………...………………………….pg.10 •7 factors (economy of scale, scope, strategy thinking, local market, Global service, competitive advantage……..……………………….. .pg.11 6.Segmentation, targeting and positioning ...…………………………..pg.12 •Nike’s segment based targeting approach in the UK………….…….pg.14

(Socio demography, Geography, Customer behaviour
& consumer scope)
7. Market Positioning (Nike Inc. UK)……………………………………..pg.15 8.Nike and its marketing objectives in the UK…..………………………pg.16 SMART objectives ……………………………………………………..pg.16 Marketing strategies (market development, market penetration) (Diversification, product development)………………………………..pg.17 Marketing mix (4 P’s)…………………………………………….…….pg.18 9.Recommendation/conclusion….………………………………………..pg.20 10.References………………………………………………………………..pg.21

EXECUTIVE SUMMARY
Nike Inc. founded in 1964 by Bill Bowerman and Philip Knight is global leader in sportswear and footwear industry. With Nike occupying around 45% of global market share in footwear and apparels and moving further ahead, much of the organisational success can be credited to its marketing strategy that have helped the organisation achieve revenue worth billions every fiscal year ($18 billion being in 2008). Nike Inc. UK has a major market in the UK for fitness trainers and shoes provided for health and fitness purpose benefits to the consumers. Nike understands the importance of market analysis and marketing strategy based upon those analytical processes. Considerable amount of research and analysis have been carried on in understanding consumer needs, UK’s environment and potential opportunities. This report consists of situational analysis SWOT of Nike in UK and also presents situational analysis suggestion of ways in which competitive edge can be gained against its rivals with segmentation, targeting and positioning of the products. The importance of marketing objectives has also been highlighted in the report and thus provides Nike with a glimpse of marketing environment in UK and the expectations with role of marketing mix (4P’s).

Introduction

Nike has predominantly been successful in shoe manufacturing and distribution among the shoe manufacturers with its superior quality, high tech, ultramodern shoes that meet on going demand of the market and its trends. From professional athletics to most common need for fitness trainers, Nike has got fitness shoes and trainers in all shape, sizes and colours. Some of the most famous Nike trainers and fitness shoes are Nike + (spelled as plus), Air Jordan, Nike Shox, Nike Lunar glide, Nike Air Zoom, Nike 360 and many more. Nike is the sole distributor of Nike trade mark represented on each of these and many of its fitness trainers sold globally. High quality material, design and cut and technological enhancement of the shoes as per requirement of various activities thus make Nike the best choice for fitness trainers and shoes.

Marketing Analysis and strategic evaluation of a company is an important component of any organisational success. Without well-structured marketing strategies and road maps to planning and achieving them, no organisation can be at the point where they want to be. Nike...

References: Aaker David, Strategic Market Management,( 2008). ISBN 9780470056233
Baker, Michael, the Strategic Marketing Plan Audit (2008). ISBN 1902433998
Goldstein, Doug. “What is Customer Segmentation?” MindofMarketing.net, May (2007), New York
http://condor.depaul.edu/aalmaney/StrategicAnalysisofNike.htm assessed on 09/07/11 at 18:02 hrs.
http://invest.nike.com/phoenix.zhtml?ID=1422879&c=100529&highlight=&p=irol-newsArticle assessed on 10/07/11 at 19:43.
http://www.lotsofessays.com/viewpaper/1693750.html assessed on 09/07/11 at 18:39hrs.
http://www.marketing91.com/marketing-mix-nike/ assessed on 09/07/11 at 23:01 hrs.
http://www.marketing91.com/swot-nike/ assessed on 09/07/11 at 16:31 hrs.
http://www.nike.com/nikeos/p/nike/en_GB/?&ref=http%3A%2F%2Fwww.google.co.uk%2Furl%3Fsa%3Dt%26source%3Dweb%26cd%3D1%26sqi%3D2%26ved%3D0CEsQFjAA%26url%3Dhttp%253A%252F%252Fwww.nike.com%252Findex.jhtml%26rct%3Dj%26q%3Dnike%2520footwear%26ei%3DqvYZToDIDIyp8QPp-8Ei%26usg%3DAFQjCNFbO4cCKN313ugRKb2sosx4n6J2SA assessed on 09/07/11 at 18:27 hrs.
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