Assignments

Contents Page

Part A
The Marketing Audit

1. Explain your understanding of a marketing audit. Describe tools for conducting such an aduit (Pass 1.3) 2
2. Using appropriate tools, analyze the external factors that would influence the marketing planning of Nike (Pass 1.4) 3

Part B
Barriers to Marketing Planning

1. Discuss how the following issues act as barriers to Nike’s marketing planning
(Pass 2.1)
a. Nike’s huge and bureaucratic organization. 4
b. Customer expectations for Nike’s products. 4
2. With respect to Questions 1 of part B, propose how Nike may overcome these barriers (Pass 2.2).

Part C
Current Issues

1. Explain the ethical issues would influence Nike’s marketing planning
(Pass 4.1). 5
2. Nike has been accused of using child labour in the production of its soccer balls in Pakistan. Examine this ethical issue, and propose how Nike should respond to it appropriately (Pass 4.2). 5
3. Discuss how Nike could be affected by consumer ethics issues, and how this affects the marketing planning (Pass 4.3). 6
4. The Fortune (Feb 27, 2012) magazine reported that Nike’s core customer has given up television to skip across myriad online communities’. In what way does the changing consumer environment influence the marketing plan of
Nike? (Pass 1.1). 7

Part D
Conclusion and Recommendations

1. Based on your findings in part A to C, in at least 500 words, summarize and evaluate the key issues relating to Nike’s capability for planning its future marketing activities (Pass 1.2). 7

Reference 9

Part A
The Marketing Audit
1. Explain your understanding of a marketing audit. Describe tools for conducting such an audit (Pass 1.3)
Review or evaluation of marketing activities in a detailed and a systematic way can be identified as marketing audit of an organization. Assessing similar situations in the past can create opportunities for the present. Marketing auditing allows all marketing activities for