NIKE market analysis
Table of Contents
Executive Summary 2
Background 3
Internal source of marketing information 4
External sources of marketing information 5
Internal Influence 6
External Influence 7
Promoting ethic and social responsible 8
Ethical Marketer Behaviour 8
Socially marketing behaviour 8
Consumer Behaviour 9
References 10
Executive Summary
This report is researching and analyzing those sources of marketing information available to Nike Shoes. This report is used to identify gaps and opportunities of this company.
It also shows the internal and external factors and SWOT of Nike’s marketing.
Background
NIKE is an America company which is headquartered in the Portland metropolitan area.
NIKE original know as Blue Ribbon Sport (BRS), it was found by University of Oregen in January 1964 as a distributer and officially became Nike in 1978.
NIKE produces a wide range of sport equipment-specially footwear products. Their first products is track running shoes. They sell an assortment of product to activities as football, running…Nike also well know and popular in youth cultural and hip hop cultural for their supplying of urban fashion clothing.
In December 2013, the profit of Nike shoes increase to 13 percent, proportional to $10.4 billion.
Nike has contract with more than 700 shops in around the world and 45 country outside the United State.
Internal source of marketing information
Four sources of internal marketing data:
1. Leadership’s effectiveness(Phil Knight)
Relevance: High: Phil Knight, known as the CEO of Nike shoes, has a great identity association. He always want Nike to win, his sacrifice, genuine love, and endless passion towards this brand is effectiveness on his employee, workers.
Timeline and currency/accuracy: High. Phil Knight is an open mind person. He always update his new ideas and isn’t conservative.
2. Feedback from customer via opinion surveys:
Relevance: High. Nike provides to customers what information they
Executive Summary 2
Background 3
Internal source of marketing information 4
External sources of marketing information 5
Internal Influence 6
External Influence 7
Promoting ethic and social responsible 8
Ethical Marketer Behaviour 8
Socially marketing behaviour 8
Consumer Behaviour 9
References 10
Executive Summary
This report is researching and analyzing those sources of marketing information available to Nike Shoes. This report is used to identify gaps and opportunities of this company.
It also shows the internal and external factors and SWOT of Nike’s marketing.
Background
NIKE is an America company which is headquartered in the Portland metropolitan area.
NIKE original know as Blue Ribbon Sport (BRS), it was found by University of Oregen in January 1964 as a distributer and officially became Nike in 1978.
NIKE produces a wide range of sport equipment-specially footwear products. Their first products is track running shoes. They sell an assortment of product to activities as football, running…Nike also well know and popular in youth cultural and hip hop cultural for their supplying of urban fashion clothing.
In December 2013, the profit of Nike shoes increase to 13 percent, proportional to $10.4 billion.
Nike has contract with more than 700 shops in around the world and 45 country outside the United State.
Internal source of marketing information
Four sources of internal marketing data:
1. Leadership’s effectiveness(Phil Knight)
Relevance: High: Phil Knight, known as the CEO of Nike shoes, has a great identity association. He always want Nike to win, his sacrifice, genuine love, and endless passion towards this brand is effectiveness on his employee, workers.
Timeline and currency/accuracy: High. Phil Knight is an open mind person. He always update his new ideas and isn’t conservative.
2. Feedback from customer via opinion surveys:
Relevance: High. Nike provides to customers what information they
References: Retrieved from http://www.beyondrelevance.com/the-nike-effect-part-i. Retrieved from http://sales-management-slides.com/marketing-strategy-of-nike/. Retrieved from http://en.wikipedia.org/wiki/Nike,_Inc. Retrieved from http://en.wikipedia.org/wiki/Socially_responsible_marketing. Retrieved from http://marketingdoctrines.blogspot.co.nz/2012/07/marketing-audit-of-nike.html. Retrieved from http://www.uwlax.edu/urc/JUR-online/PDF/2013/Neiderhauser.James.Marketing.pdf. Retrieved from http://books.google.co.nz/books?id=GaIH9v9if4AC&pg=PA42&lpg=PA42&dq=Market+intelligence+report+from+Nike&source=bl&ots=ZPTolGybxM&sig=DuNnBD-nQWY9-B0Pran0NTsEe6A&hl=en&sa=X&ei=DdYDVKeNLdPluQTbmYD4Cw&ved=0CDYQ6AEwAw#v=onepage&q=Market%20intelligence%20repo. Retrieved from http://philnike.blogspot.co.nz/2013/02/nikes-external-environment.html. Greg, E., Sharyn, R.-T., & David, W. (n.d.). Market Research. In Marketing.