marketing strategy
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
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
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.