Principles of Marketing: Nike Inc
Principles of MarketingNike, Inc11/25/2010 |
Prepared by: * Menino Pereira * Karthik Gowda * Shreyans Sethi
Prepared by: * Menino Pereira * Karthik Gowda * Shreyans Sethi
* Nike’s mission statement is all about combining the love for sports with a mutinous and headstrong nature to think out of the box by means of innovation and inspiration (Katz 1994)
* Nike’s mission statement is all about combining the love for sports with a mutinous and headstrong nature to think out of the box by means of innovation and inspiration (Katz 1994)
Principles of Marketing
Principles of Marketing
TABLE OF CONTENTS
TABLE OF CONTENTS
INTRODUCTION 3 The Story So Far 3 MARKETING ORIENTATION 3 Types of Orientation 4 COMPETITIVE ADVANTAGE 7 Porter’s five forces 7 Porter’s Generic Strategies 9 The MARKETING MIX 11 Product 11 The Ansoff Matrix 13 BCG Matrix 14 Product Life Cycle 16 Price 19 Nike’s pricing Strategies 20 Price versus Promotion Matrix 21 Price versus Quality Matrix 22 Place (Distribution) 23 Nike -Direct Marketing 24 Nike - Indirect Marketing (Wholesalers & Retailers) 25 Value added services – Intermediaries 25 Distribution strategies 25 Promotion 26 Nike’s promotional strategies 27 Communication Model 28 SWOT ANALYSIS OF NIKE INCORPORATED 30 Strengths: 30 Strong Brand Image 30 Supplier Diversity 30 High Growth 31 Weakness: 31 Recent Setbacks 31 Child Labour and Sweat Shops 31 Opportunities: 31 New Product Launches 31 Growth of e-Retail Industry 32 Threats: 32 Increase in Counterfeit Products 32 Increase in Wage Rates 32 Intense Competition 32 UNDERSTANDING AND SUSTAINING COMPETITION 33 REFERENCES 34
INTRODUCTION
Blessed from the mighty heavens by the Greek Goddess of Strength, Power and Victory read Nike; the brand has always captured one’s imagination and strengthened its position among the upper echelons of marketing icons.
Prepared by: * Menino Pereira * Karthik Gowda * Shreyans Sethi
Prepared by: * Menino Pereira * Karthik Gowda * Shreyans Sethi
* Nike’s mission statement is all about combining the love for sports with a mutinous and headstrong nature to think out of the box by means of innovation and inspiration (Katz 1994)
* Nike’s mission statement is all about combining the love for sports with a mutinous and headstrong nature to think out of the box by means of innovation and inspiration (Katz 1994)
Principles of Marketing
Principles of Marketing
TABLE OF CONTENTS
TABLE OF CONTENTS
INTRODUCTION 3 The Story So Far 3 MARKETING ORIENTATION 3 Types of Orientation 4 COMPETITIVE ADVANTAGE 7 Porter’s five forces 7 Porter’s Generic Strategies 9 The MARKETING MIX 11 Product 11 The Ansoff Matrix 13 BCG Matrix 14 Product Life Cycle 16 Price 19 Nike’s pricing Strategies 20 Price versus Promotion Matrix 21 Price versus Quality Matrix 22 Place (Distribution) 23 Nike -Direct Marketing 24 Nike - Indirect Marketing (Wholesalers & Retailers) 25 Value added services – Intermediaries 25 Distribution strategies 25 Promotion 26 Nike’s promotional strategies 27 Communication Model 28 SWOT ANALYSIS OF NIKE INCORPORATED 30 Strengths: 30 Strong Brand Image 30 Supplier Diversity 30 High Growth 31 Weakness: 31 Recent Setbacks 31 Child Labour and Sweat Shops 31 Opportunities: 31 New Product Launches 31 Growth of e-Retail Industry 32 Threats: 32 Increase in Counterfeit Products 32 Increase in Wage Rates 32 Intense Competition 32 UNDERSTANDING AND SUSTAINING COMPETITION 33 REFERENCES 34
INTRODUCTION
Blessed from the mighty heavens by the Greek Goddess of Strength, Power and Victory read Nike; the brand has always captured one’s imagination and strengthened its position among the upper echelons of marketing icons.
References: McDonough W. , Braungart M. (2002) From Inspiration to Innovation [Online] available from <http://www.mcdonough.com/writings/inspiration_innovation.htm> [30 July 2006] Sinek, S Katz, D. (1994) Just Do It: The Nike Spirit in the Corporate World. New York: Random House Armstrong G., Harker M., Kotler P Heiens, R. (2000) 'Market Orientation: Towards an Integrated Framework '. Academy of Marketing Science Review 2000 1 Proctor, T Locke,R. (2002) 'The Promise and Perils of Globalization: The Case of Nike '. The Promise and Perils of Globalization: The Case of Nike 1 8 Lormand,E Dolgui, A and Proth, J.M (2010) 'Pricing Strategies and models '. Annual Reviews in Control 34 101 McIntyre, K Kotler, P. (2006) 12 edn. Marketing Management. New Jersey: Pearson Education Limited Jobber, D Lussier,R. and Kimball,D.(2009) Applied Sports Management .Illinois :Human Kinetics Lamb,C Porter, M. (1985) Competitive Advantage . New York: Free Press Global data (2009) 'NIKE, Inc Nike Annual Report 2010 (2010) '10-K, Annual Report '. Nike Inc 4 Segerstrom, P Nicolaus,S. (2010) 'Initiating Coverage of Nike, Inc. '. Sports and Lifestyle Brands 1 Baird (2010) 'NKE’s Five-Year Plan '