Nike Markeing
X[pic]
RDI/EDEXCEL
Level 5
BTEC Higher Nationals
Programme: Business Management
Module 1: Marketing
Assignment
[pic]
Date for Submission: 15th September 2010
To achieve a pass in this unit the learner must:
LO1: Investigate the concept and process of marketing
LO2: Explore the concepts of segmentation, targeting and positioning
LO3: Identify and analyse the individual elements of the extended marketing mix
LO4: Apply the extended marketing mix to different marketing segments and contexts
Context
The purpose of this report is to apply your knowledge of marketing to Nike (a well known sports retailer). Your report should explain the concepts of marketing and illustrate segmentation, targeting and positioning using one of their products. Finally, you will analyse their marketing and devise a marketing mix for one of their products.
Your report should answer each of the following questions in turn:
Task 1 - Investigate the concept and process of marketing (LO1)
1a) Compare alternative definitions of marketing. You should use the key words from the definitions to formulate your own definition.
1b) Identify the main characteristics of a marketing oriented organisation and explain if you think Nike exhibit these characteristics.
1c) Compare the selling concept with the marketing concept- which one best describes Nike?
1d) Identify and assess the benefits and costs of implementing a marketing approach to Nike.
Task 2- Explore the concepts of segmentation, targeting and positioning (LO2)
2a) Identify and explain the relevance of 2 macro and 1 micro environmental factor to marketing undertaken by Nike.
2b) Propose 3 segmentation criteria and explain how Nike could use these criteria to segment the market for two of its products offered to different markets.
2c) State the target market you would choose for this product and explain why you think this target market would
RDI/EDEXCEL
Level 5
BTEC Higher Nationals
Programme: Business Management
Module 1: Marketing
Assignment
[pic]
Date for Submission: 15th September 2010
To achieve a pass in this unit the learner must:
LO1: Investigate the concept and process of marketing
LO2: Explore the concepts of segmentation, targeting and positioning
LO3: Identify and analyse the individual elements of the extended marketing mix
LO4: Apply the extended marketing mix to different marketing segments and contexts
Context
The purpose of this report is to apply your knowledge of marketing to Nike (a well known sports retailer). Your report should explain the concepts of marketing and illustrate segmentation, targeting and positioning using one of their products. Finally, you will analyse their marketing and devise a marketing mix for one of their products.
Your report should answer each of the following questions in turn:
Task 1 - Investigate the concept and process of marketing (LO1)
1a) Compare alternative definitions of marketing. You should use the key words from the definitions to formulate your own definition.
1b) Identify the main characteristics of a marketing oriented organisation and explain if you think Nike exhibit these characteristics.
1c) Compare the selling concept with the marketing concept- which one best describes Nike?
1d) Identify and assess the benefits and costs of implementing a marketing approach to Nike.
Task 2- Explore the concepts of segmentation, targeting and positioning (LO2)
2a) Identify and explain the relevance of 2 macro and 1 micro environmental factor to marketing undertaken by Nike.
2b) Propose 3 segmentation criteria and explain how Nike could use these criteria to segment the market for two of its products offered to different markets.
2c) State the target market you would choose for this product and explain why you think this target market would