Nike Marketing Research
Marketing Case Study:
The Marketing Mix of Nike, Inc.
BADM 370
15 April 2013
Executive Summary
Nike, Inc.’s debut in the 1970’s was a milestone for the athletic industry. Starting with a simple of objective of selling affordable, quality athletic footwear, Nike has undergone an incredible transformation over the years into a dominating sporting goods company due to an efficient marketing mix. Today, Nike has reached annual sales exceeding over $20 billion, and has developed its business all over the world.
In this study, these four marketing components will be reviewed:
Target Market
Product
Price
Placement
Promotion
Nike’s product variation, pricing, distribution, and promotional strategy have created a positive marketing approach for the company, and have largely attributed to Nike’s success and global recognition. Key findings show that Nike has a wide product differentiation as well as complex pricing, placement, and promotional methods that market its products. With a diverse marketing strategy and operations spreading in primary regions such as North America, Europe, and Asia, Nike has established itself as a key player in the athletic goods industry, and will continue to succeed in the promotion and sale of its products in future years.
Company
Nike was founded in 1978 by two powerful sports figures, Bill Bowerman and Phil Knight. Over thirty years later, Nike, Inc. and its “swoosh” logo have become a household name, and it is recognized as one of the largest sporting goods company in the world.
Nike has evolved throughout the years. Today, its key consumer products are footwear, apparel, equipment, and sport accessories. The company offers products for multiple sports including running, basketball, football, soccer, baseball, golf, tennis, skateboarding, and snowboarding. In addition to these sports, Nike sells products for athletic training in general,
The Marketing Mix of Nike, Inc.
BADM 370
15 April 2013
Executive Summary
Nike, Inc.’s debut in the 1970’s was a milestone for the athletic industry. Starting with a simple of objective of selling affordable, quality athletic footwear, Nike has undergone an incredible transformation over the years into a dominating sporting goods company due to an efficient marketing mix. Today, Nike has reached annual sales exceeding over $20 billion, and has developed its business all over the world.
In this study, these four marketing components will be reviewed:
Target Market
Product
Price
Placement
Promotion
Nike’s product variation, pricing, distribution, and promotional strategy have created a positive marketing approach for the company, and have largely attributed to Nike’s success and global recognition. Key findings show that Nike has a wide product differentiation as well as complex pricing, placement, and promotional methods that market its products. With a diverse marketing strategy and operations spreading in primary regions such as North America, Europe, and Asia, Nike has established itself as a key player in the athletic goods industry, and will continue to succeed in the promotion and sale of its products in future years.
Company
Nike was founded in 1978 by two powerful sports figures, Bill Bowerman and Phil Knight. Over thirty years later, Nike, Inc. and its “swoosh” logo have become a household name, and it is recognized as one of the largest sporting goods company in the world.
Nike has evolved throughout the years. Today, its key consumer products are footwear, apparel, equipment, and sport accessories. The company offers products for multiple sports including running, basketball, football, soccer, baseball, golf, tennis, skateboarding, and snowboarding. In addition to these sports, Nike sells products for athletic training in general,
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