Marketing audit of Nike
MARKETING AUDIT PROJECT ON:
SUBMITTED BY: ANOOP KHURANA -2012081
SHASHANK MAKKAR -2012***
MANRAJ SINGH SANDHU-2012136
OJASWI SHARMA-2012154
SUSHANT SHARMA-2012156
INDEX
SR. NO.
CONTENT
PAGE NO.
1
INTRODUCTION
2
2
ENVIRONMENTAL ASPECTS
• ECONOMIC
• CUSTOMER
• COMPETITION 3
MARKETING ASPECTS
• OBJECTIVES
• STRATEGIES
• TACTICS
6
4
4P’S
• PRODUCT
• PRICE
• PLACE
• PROMOTION
9
5
MANAGEMENT INFORMATION SYSTEMS
11
6
ENVIRONMENTAL ANALYSIS 12
7
CONCLUSION
16
8
RECOMMENDATION
16
9
BIBLIOGRAPHY
18
INTRODUCTION Nike is an incorporated company that primarily carries footwear products. The Company designs, develops and markets athletic footwear, apparel, equipment and accessory products. Former CEO and Pres. Philip Knight co-founded Blue Ribbon Sports with Mr. Bill Bowerman in 1962 which officially became Nike in 1978. At first, Nike was known to distribute inexpensive, superior-quality Japanese athletic shoes to American consumers to break Germany’s domination of the domestic industry. Today, Nike Inc. manufactures and distributes athletic shoes to a global market and some 40% of sales come from athletic apparel, sports equipment, and subsidiary ventures. Nike maintains traditional and non-traditional distribution channels in more than 110 countries with primary market regions in United States, Europe, Asia Pacific, and the Americas (not including the United States). Nike has some over 20,000 retailers worldwide including Nike factory stores, Nike stores, NikeTowns, Cole Haan stores, and internet-based Web sites sell Nike’s sports and leisure products. Nike is leading the sales in the athletic footwear industry with a 33% global market share. Nike Inc. achieved their current status by promoting “quality production, innovative products, and aggressive marketing” in
SUBMITTED BY: ANOOP KHURANA -2012081
SHASHANK MAKKAR -2012***
MANRAJ SINGH SANDHU-2012136
OJASWI SHARMA-2012154
SUSHANT SHARMA-2012156
INDEX
SR. NO.
CONTENT
PAGE NO.
1
INTRODUCTION
2
2
ENVIRONMENTAL ASPECTS
• ECONOMIC
• CUSTOMER
• COMPETITION 3
MARKETING ASPECTS
• OBJECTIVES
• STRATEGIES
• TACTICS
6
4
4P’S
• PRODUCT
• PRICE
• PLACE
• PROMOTION
9
5
MANAGEMENT INFORMATION SYSTEMS
11
6
ENVIRONMENTAL ANALYSIS 12
7
CONCLUSION
16
8
RECOMMENDATION
16
9
BIBLIOGRAPHY
18
INTRODUCTION Nike is an incorporated company that primarily carries footwear products. The Company designs, develops and markets athletic footwear, apparel, equipment and accessory products. Former CEO and Pres. Philip Knight co-founded Blue Ribbon Sports with Mr. Bill Bowerman in 1962 which officially became Nike in 1978. At first, Nike was known to distribute inexpensive, superior-quality Japanese athletic shoes to American consumers to break Germany’s domination of the domestic industry. Today, Nike Inc. manufactures and distributes athletic shoes to a global market and some 40% of sales come from athletic apparel, sports equipment, and subsidiary ventures. Nike maintains traditional and non-traditional distribution channels in more than 110 countries with primary market regions in United States, Europe, Asia Pacific, and the Americas (not including the United States). Nike has some over 20,000 retailers worldwide including Nike factory stores, Nike stores, NikeTowns, Cole Haan stores, and internet-based Web sites sell Nike’s sports and leisure products. Nike is leading the sales in the athletic footwear industry with a 33% global market share. Nike Inc. achieved their current status by promoting “quality production, innovative products, and aggressive marketing” in
Bibliography: Enderle, K., Hirsch, D., Micka, L., Saving, B., Shah, S., Szerwinski, T. (2000, March 14). Strategic Analysis of Nike, Inc. Retrieved on December 14, 2005, from http://condor.depaul.edu/~aalmaney/StrategicAnalysisofNike.htm Johnson, E., Isom, C., Hudrlik, K., St. Arnaud, D. (2000). Nike. Retrieved on December 14, 2005, from http://www.scs.unr.edu/~isom/nikepaper.doc Pribula, D., Quinlan, Br., Sanchez, L., Schultz, D., Shim, C. (2004, April 26). An Analysis of the Retail Industry and Nike Inc. Retrieved on December 14, 2005, from http://web.syr.edu/~cshim/Report.html 18 | Page