Nike, Inc.: Management Strategies and Techniques
Student: Thales Andre Maia de Oliveira Course: Marketing Management Professor: John LaPerla FINAL EXAM MSc Marketing 2012-2013
Thales Andre Maia de Oliveira
Table of Content
• Executive Summary ……………………………………… 3 • Introduction.………………………………………………. 3 • External and Internal analysis.……………………………. 6 • Segmentation, Targeting and positioning analysis..………. 7 • Marketing strategies.………………………………………. 8 • Marketing Mix..…………………………………………..... 9 • Costumer Relationship Management…………………….... 10 • Budget……………………………………………………....11 • Conclusion………………………….……………………....11 • Reference…………………………..…………………….... 12
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Thales Andre Maia de Oliveira
Executive Summary
This report has Nike, INC. as it object of study. How does a company with a few more than 40 years old can be leader in his market by understanding and putting in practice the management strategies and techniques with excellence allied to a perfect relationship with the costumer and a constantly fortification of the brand. Here we are going to analyse the Positioning, branding and marketing approaches of the company. How did two men from Oregon could create one of the most famous brands in the world, responsible for unforgettable ad campaigns, a nonstop revolution and a logo, the “swosh” known and used all over the world. Nike is also the home of a lot of heroes from the most different sports.
Introduction
In 1971 in Santa Monica, California, Nike was born. The company is consequence of hard work and vision from two men, Bill Bowerman and Phil Knight. Bowerman was the field coach at the University of Oregon and was constantly seeking for ways to give his athletes competitive advantage either with different track superficies, rehydration drinks or especially with running shoes. Phil Knight was talented a middle-distance runner from Portland. They first met when Knight enrolled to be a part of Bowerman’s track team in 1955. Knight believed that
Thales Andre Maia de Oliveira
Table of Content
• Executive Summary ……………………………………… 3 • Introduction.………………………………………………. 3 • External and Internal analysis.……………………………. 6 • Segmentation, Targeting and positioning analysis..………. 7 • Marketing strategies.………………………………………. 8 • Marketing Mix..…………………………………………..... 9 • Costumer Relationship Management…………………….... 10 • Budget……………………………………………………....11 • Conclusion………………………….……………………....11 • Reference…………………………..…………………….... 12
2
Thales Andre Maia de Oliveira
Executive Summary
This report has Nike, INC. as it object of study. How does a company with a few more than 40 years old can be leader in his market by understanding and putting in practice the management strategies and techniques with excellence allied to a perfect relationship with the costumer and a constantly fortification of the brand. Here we are going to analyse the Positioning, branding and marketing approaches of the company. How did two men from Oregon could create one of the most famous brands in the world, responsible for unforgettable ad campaigns, a nonstop revolution and a logo, the “swosh” known and used all over the world. Nike is also the home of a lot of heroes from the most different sports.
Introduction
In 1971 in Santa Monica, California, Nike was born. The company is consequence of hard work and vision from two men, Bill Bowerman and Phil Knight. Bowerman was the field coach at the University of Oregon and was constantly seeking for ways to give his athletes competitive advantage either with different track superficies, rehydration drinks or especially with running shoes. Phil Knight was talented a middle-distance runner from Portland. They first met when Knight enrolled to be a part of Bowerman’s track team in 1955. Knight believed that