Nike Marketing Strategy
Professor Gregory F StiberBy: Brizaida Ribalta, Jessica Halsey and Shereen Hijazi |
Nike, Inc. | Marketing Plan Project |
Nova Southeastern University
H. Wayne Huizenga School of Business & Entrepreneurship Assignment for Course: | MKTP 5005 – Introductory Marketing | Submitted to: | Gregory F Stiber | Submitted by: | Brizaida Ribalta, Jessica Halsey, Shereen Hijazi. | | | | | | | | |
Date of Submission: August 30th, 2012
Title of Assignment: Term Project – Marketing Plan
CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas or words, either quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course.
Student's Signature: Brizaida Ribalta, Jessica Halsey and Shereen Hijazi
*****************************************************************
Instructor's Grade on Assignment:
Instructor's Comments:
Table of Contents
Executive Summary4
Company Description6 The Origin of Nike, Inc.6 Today’s Nike7
Mission and Goals8
Core competencies10
Situation Analysis11 Macro-Level External Environmental Factors11 Competitive Environmental factors 12 SWOT Analysis15
Competitors16
Reebok16 Adidas17 Puma17
Target Market19 Segmentation19 Target Marketing19
Marketing Mix20 Product Strategy20 Distribution Strategy21 Promotion Strategy21 Pricing Strategy24
Customer Relationship Management24
Budget and Monitoring26
Summary and Conclusions28
List of References30
EXECUTIVE SUMMARY
Nike is a leader in sportswear providing high quality innovative products. Our mission is to continue pushing boundaries with innovation thinking and product development. We create products for the everyday athlete to enhance his/her activity
Nike, Inc. | Marketing Plan Project |
Nova Southeastern University
H. Wayne Huizenga School of Business & Entrepreneurship Assignment for Course: | MKTP 5005 – Introductory Marketing | Submitted to: | Gregory F Stiber | Submitted by: | Brizaida Ribalta, Jessica Halsey, Shereen Hijazi. | | | | | | | | |
Date of Submission: August 30th, 2012
Title of Assignment: Term Project – Marketing Plan
CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas or words, either quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course.
Student's Signature: Brizaida Ribalta, Jessica Halsey and Shereen Hijazi
*****************************************************************
Instructor's Grade on Assignment:
Instructor's Comments:
Table of Contents
Executive Summary4
Company Description6 The Origin of Nike, Inc.6 Today’s Nike7
Mission and Goals8
Core competencies10
Situation Analysis11 Macro-Level External Environmental Factors11 Competitive Environmental factors 12 SWOT Analysis15
Competitors16
Reebok16 Adidas17 Puma17
Target Market19 Segmentation19 Target Marketing19
Marketing Mix20 Product Strategy20 Distribution Strategy21 Promotion Strategy21 Pricing Strategy24
Customer Relationship Management24
Budget and Monitoring26
Summary and Conclusions28
List of References30
EXECUTIVE SUMMARY
Nike is a leader in sportswear providing high quality innovative products. Our mission is to continue pushing boundaries with innovation thinking and product development. We create products for the everyday athlete to enhance his/her activity
References: Source: National Sporting Goods Association. 2012. NSGA. www.nsga.org Competitive Environmental Factors Nike is the number one footwear provider in the market. In 2008, Nike owned 31% of athletic footwear global market share (Exhibit 4). Exhibit 4 || Athletic Footwear – Global Market Shares (2008) Source: Ranking the Brands. 2011. Internal Factors | W E A K N E S S * Nike is under the radar for its factories’ labor in Asia