Preview

Nike's Marketing Success

Powerful Essays
Open Document
Open Document
1519 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Nike's Marketing Success
Nike’s Marketing Success In a world of intensely competitive multi-billion dollar corporations, Nike’s continued drive towards innovation and developing diverse marketing techniques has propelled them to the forefront of the athletic shoe and apparel industry. The pursuit of success has its costs and risks and Nike is continually faced with challenges that exploit their vulnerabilities and areas of risk. This paper will focus on Nike’s key successes as well as potential risks. It will also provide some recommendations for Nike’s short term marketing future. From its early stages, Nike has been a trend setter within the athletic shoe and apparel industry. This can best be personified by the groundbreaking development of the Nike Air sole. It was designed by Frank Rudy, a NASA engineer who invented the concept of compressing air in the sole of the shoe to alleviate a good amount of the shock athletes encounter while training. This technological breakthrough jetted the Nike brand to the upper echelon of the athletic shoe industry. Continuing with the “air” concept, Nike then created the Nike Air Pump that allowed the sole to be manually adjusted to provide a custom fit to different areas of the foot through multiple individualized chambers with varying volume capacities. Taking into consideration the marketing mix, it is evident that the value of the product, building a strong innovative brand, is Nike’s strength. Their most recent latest creation blends the superiority of the Nike cross trainer with the technology of the I-Pod to create a unique running experience. Superior product quality, itself, lacked panache without recognizable authorities within the sports world endorsing them. A clear indicator to the power of the testimonial was evidenced when tennis superstar John McEnroe began wearing Nike three-quarter top shoes while rehabbing an ankle injury. The presence of the Nike “swoosh” on the feet of tennis’ premier

player sent sales from 10,000 pairs to 1


Cited: "How Nike 's Social Network Sells to Runners - BusinessWeek." BusinessWeek - Business News, Stock Market & Financial Advice. 14 Aug. 2009 . "Marketing: The real Olympics competition: Nike and Adidas claim China 's heroes | Sport | The Guardian." Latest news, comment and reviews from the Guardian | guardian.co.uk. 14 Aug. 2009 . "NASA - Apollo 's Small Steps Are Giant Leap for Technology." NASA - Home. 14 Aug. 2009 . "Nike - Philip Knight 's Success Story - Famous Entrepreneurs." EzineArticles Submission - Submit Your Best Quality Original Articles For Massive Exposure, Ezine Publishers Get 25 Free Article Reprints. 14 Aug. 2009 . "NIKE, Inc. -- Company History." Connecting Angel Investors and Entrepreneurs. 15 Aug. 2009 . "Nike just do it logo." Docstoc ? Documents, Templates, Forms, Ebooks, Papers & Presentations. 15 Aug. 2009 . "Nike Shares Gain Traction on Strong Outlook at SmartMoney.com." Online Investing: Stocks, Personal Finance & Mutual Funds at SmartMoney.com. 15 Aug. 2009 . "Nike Slogan Just Do It: Swoosh Checkmark Considered One of Best Brand Logos of All Time | Suite101.com." Advertising | Suite101.com. 15 Aug. 2009 . "Nike 's all-star sneakers - 1985: Air Jordan (4) - FORTUNE." Business, financial, personal finance news - CNNMoney.com. 14 Aug. 2009 . "Online Extra: Nike 's New Game Plan for Sweatshops." BusinessWeek - Business News, Stock Market & Financial Advice. 15 Aug. 2009 .
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Aflaci/361 Organizational Impact Paper
    • 1072 Words
    • 5 Pages

    Aflaci/361 Organizational Impact Paper

    Nike could modify its products and services through its innovative marketing strategy taken from evaluations on customer benefits and needs, whereas the product succeeded innovation technology with fashions that cater to customer satisfaction on a global level (Nike, 2000). Nike currently seeks out innovative ways to create advance athletic products and methods to speak creatively to the market because the success of Nike is based on marketing strategy that weighs current factors and trends (Nike, 2000). If Nike continues the innovation of new marketing ideas for their services and products, the organization will maintain their current role of innovative leadership with products, developments, and revenues in the athletic sports-wear industry (Nike,…

    • 1072 Words
    • 5 Pages
    Good Essays
    Read More
  • Better Essays

    Business and Admin Unit 221
    • 1835 Words
    • 7 Pages

    Business and Admin Unit 221

    Roller chair - To make it easier to roll round, move round a desk. It also can be adjusted for my comfort.Unit 221 Use office equipment…

    • 1835 Words
    • 7 Pages
    Better Essays
    Read More
  • Powerful Essays

    Nike and Under Armour (Accounting Paper)
    • 5144 Words
    • 21 Pages

    Nike and Under Armour (Accounting Paper)

    Nike was incorporated in 1968 and has become arguably synonymous with elite footwear/apparel amongst the world population (Nike 10K, 2009). Nike’s primary business “is the design and development and worldwide marketing of high quality footwear and apparel” (2009, pg.1). In addition, Nike also designs/markets sports equipment and accessory products. Nike puts a heavy emphasis on investing in the innovation and design of their products to give their customers a high-quality product. Nike is the largest seller of athletic footwear and apparel in the world (2009). Nike sets the bar for other companies in the sports apparel/footwear industry, like Under Armour.…

    • 5144 Words
    • 21 Pages
    Powerful Essays
    Read More
  • Good Essays

    Mkt 421 Week 1 Assignment Essay Example
    • 813 Words
    • 4 Pages

    Mkt 421 Week 1 Assignment Essay Example

    Nike’s “Just Do It” campaign was able to build off of the fitness craze of the 1980s. Their main competitor, Reebok, had already successfully tapped into this market and controlled a sizeable portion of the sneaker business. Nike used celebrity endorsements in their marketing to appeal to consumers and ensure them that if their product was good enough for celebrities that it was good enough for them. The “Just Do It” campaign and celebrity endorsements made wearing Nikes the hip thing to do for both the athletic and non-athletic consumers alike. As a result of the company’s marketing, Nike saw their market share jump from 18% to 43% in the 1990s, and their sales increase from $800 million a year in 1988 to upwards of $9.2 billion in 1998 (D. Drew Design,…

    • 813 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Nike - Recent Enviromental Changes, Internal Strengths And Weakness
    • 4587 Words
    • 12 Pages

    Nike - Recent Enviromental Changes, Internal Strengths And Weakness

    Nike sells to approximately 140 countries around the world and currently boasts an approximate revenue of $8,776,900,000 These revenues are based on product sales of shoes, clothing, and other sports products. Advertising expenditures currently total $223,300,000 and include the following allocations: $64,975,000 for network television, $31,447,000 for consumer magazines, $7,700,000 for spot television, $343,000 for newspapers, $134,000 for outdoor postings, and $36,000 for radio. (Reed Elsevier) Most footwear products are made outside of USA. However apparel products are produced in the USA and abroad. (www.statcan.ca) In this article we will try to explore the interaction between the company Nike and its external business environment, as well as the internal strengths and weaknesses of the company. We will attempt to discover some of the significant changes and events in the external environment that have occurred in the last 5 years and have directly impacted Nike. We will describe how the company adapted and responded to these changes and what the effects of these events were. Also we will identify and describe some of Nike's internal strengths and weaknesses.…

    • 4587 Words
    • 12 Pages
    Powerful Essays
    Read More
  • Better Essays

    Bus 330 Principles Of Marketing Paper
    • 2640 Words
    • 11 Pages

    Bus 330 Principles Of Marketing Paper

    Growing up there was one brand that all professional athletes used in my eyes, Nike. The Swoosh, was the icon that all kids had to have, and why not? All the big time players not only had it, but endorsed it. Ads, which had Michael “Air” Jordan, Bo Jackson, or Wayne Gretsky “The Great One” doing amazing physical feats, always, motivated the crowds. The Nike company new this, and blasted it marketing campaign through all sorts of media. In this essay I will break down this multi-billion dollar company’s marketing techniques in the areas of: customer value, promotional items, marketing’s four p’s of the marketing mix, the segmentation, targeting, and positioning (STP) approach to market the product, Customer Relationship Management (CRM), environmental trends, the largest customer base, its competitors, and ethical marketing for this corporation both stateside…

    • 2640 Words
    • 11 Pages
    Better Essays
    Read More
  • Powerful Essays

    Team 8 NIKE Brand Inventory
    • 1737 Words
    • 6 Pages

    Team 8 NIKE Brand Inventory

    Moon, G. (2014, January 21). The Secret Nike Marketing Strategy That You Should Know. Retrieved June 9, 2015, from http://coschedule.com/blog/nike-marketing-strategy/…

    • 1737 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Good Essays

    The Travails of Nike
    • 1404 Words
    • 5 Pages

    The Travails of Nike

    Marketing is an important component of Nike’s success. This number one American athletic shoes manufacturer, through its marketing strategy which rests on a favourable brand image, has evolved into a large multinational enterprise that operates other retailers under their NikeTown name. In keeping with the brand image is its association with the distinctive swoosh logo and its advertising slogan, "Just do it." In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion.…

    • 1404 Words
    • 5 Pages
    Good Essays
    Read More
  • Best Essays

    Sports Marketing
    • 1971 Words
    • 8 Pages

    Sports Marketing

    Companies can now utilize technology within the macro environment as it becomes more readily accessible and is continually progressing and evolving. Currently leading the way of the sporting tech movement is U.S giant, Nike. Nike is becoming highly recognised for launching consistent innovations,…

    • 1971 Words
    • 8 Pages
    Best Essays
    Read More
  • Better Essays

    Cultural Audit - Nike
    • 3143 Words
    • 13 Pages

    Cultural Audit - Nike

    Dutton, Gail. “How Nike is Changing the World, One Factory at a Time” Ethisphera Institute. 26 March 2008. Web. 18 Sep. 2012. <http://ethisphere.com/how-nike-is-changing-the-world-one-factory-at-a-time/>.…

    • 3143 Words
    • 13 Pages
    Better Essays
    Read More
  • Powerful Essays

    FINAL COPY WEEK 3 ASSIGNMENT MARKET SEGMENTATION ANALYSIS SHILPI SUMAN BRIAN FELLS
    • 1621 Words
    • 5 Pages

    FINAL COPY WEEK 3 ASSIGNMENT MARKET SEGMENTATION ANALYSIS SHILPI SUMAN BRIAN FELLS

    This paper explores Nike and their ability to overcome the consumer market. We will take a look at their strategic planning as far as concept, market segment and value proposition. Throughout this paper we will explain how Nike is one of the most sustained companies in our markets. The reason behind their success, their new inventions and solutions that seem to benefits athletes all around the world.…

    • 1621 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Good Essays

    Ethical Use Of Drones Essay
    • 801 Words
    • 4 Pages

    Ethical Use Of Drones Essay

    The Central Intelligence Agency or in other words known as the CIA have recently used drones to help detect and destroy terrorist before they do damage to our country and civilians. In the article Rethinking The Criterion For Assessing Cia-Targeted Killings: Drones, Proportionality And Jus Ad Vim, by Megan Braun and Daniel Brunstetter, the authors convey a determined tone to portray the aspects of drones scanning civilians to detect terrorist. “In his 2012 speech on the morality, legality and prudence of the USA’s use of drones to carry out lethal strikes against suspected terrorists, John Brennan (2012) (then White House counterterrorism adviser and now director of Central Intelligence Agency (CIA)) lauded the ability of drones to ‘conform to the principle of proportionality, the notion that the anticipated collateral damage of an action cannot be excessive in relation to the anticipated military advantage.” The use of drones can prevent the military and terrorist to kill innocent people having nothing to do witht the feud going on.…

    • 801 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Analysis of Nike by Porter Five Forces Model
    • 1430 Words
    • 6 Pages

    Analysis of Nike by Porter Five Forces Model

    One and a half months ago, the biggest athletic event in the world ultimately drew its curtains after a pitched one-month-long battle, which saw thirty-two teams vying for the roll of honor of being crowned the final kings of football – the World Champions – and earn bragging rights for four years at least. It was not only a world war among 32 national teams, but also a white war among several major sponsors. Concentrating on those big-name stars, spectators would easily find that Adidas and Nike became the largest winners among various brands, obtaining the sponsorship of 12 and 9 among the 32 teams respectively. Coincidentally, in the current athletic footwear market, Nike control the largest market share though facing enormous challenges from both existing and potential competitors. This essay will base on the Michael Porter’s Five Forces Model, analyze both the internal and external competitive factors of NIKE, unearth the deep secret for NIKE as the market leader, and look forward to the future athletic footwear market.…

    • 1430 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Good Essays

    Nike Marketing Plan
    • 7636 Words
    • 31 Pages

    Nike Marketing Plan

    Nike is a worldwide powerhouse in the athletic shoe and apparel industry. Nike's short, but yet effective mission statement is characteristic of such success. Nike paints a picture of their company for the world to see their, "inspiration and innovation", as well as their "commitment to serve everyone in the world". Through a continuous effort by Nike to remain at the apex of technology and innovation, they are the market leader by a significant margin. As a result of Nike's pursuit of selling a broad spectrum of products, they possess a formidable competitive advantage.…

    • 7636 Words
    • 31 Pages
    Good Essays
    Read More
  • Best Essays

    Adidas vs Nike Marketing Battle
    • 2947 Words
    • 12 Pages

    Adidas vs Nike Marketing Battle

    Comparative analysis of Marketing Communications strategies and Mix for athletic shoe brands in the UK: Adidas Vs Nike.…

    • 2947 Words
    • 12 Pages
    Best Essays
    Read More

Related Topics