Marketing Strategy - NIKE
Marketing Strategy - NIKE
Marketing Strategy - NIKE
Marketing Management
Master of Business Administration, UNITEN
Semester 1 2017/2018
31 May 2017
NIKE, Inc.
Football Mens Training Womens Training
Incorporated in 1967
Founded in 1962 Founder Philip Knight believed
Focusing on providing high- high-tech shoes for runners
quality running shoes designed could be manufactured at
for athletes by athletes competitive prices if imported
from abroad Sportswear NIKE Action Sport Golf
Source: 1 Marketing Management, 15e, Kotler Keller
2 http://s1.q4cdn.com/806093406/files/doc_financials/2016/ar/docs/nike-2016-form-10K.pdf
Marketing Management, Master of Business Administration, UNITEN 2
NIKE is doing well in its financial performance over 5 years period
An increasing trend in its financial performance promise a stable business future
Source: http://s1.q4cdn.com/806093406/files/doc_financials/2016/ar/select_financials.html
47%
revenue
53%
revenue
Source: http://s1.q4cdn.com/806093406/files/doc_financials/2016/ar/docs/nike-2016-form-10K.pdf
Celebrity
Specialist
Value Customer Distribution
Strong BRAND
Proposition Segment Channels Generalist
Intense Market Rivalry High Marketing Cost Expanding to the Less Sensitive to Fast Changing of
Competing with ADIDAS, REEBOK, Increasing cost in handling inventory, Oversea Social Responsibility NIKEs Products
PUMA designing, advertising and
Customer switching cost is LOW production. Outsourcing its NIKE to practice Market demand incline
Product differences among the players Inflation effect raised cost of raw product to developing holistic marketing toward trend & fashion
ADIDAS specializes in footwear for materials and transportation countries such as dimension of non- Nike should introduce
men, women and children (10 years NIKE to increase its price & reduce its China, Indonesia & finance performance new products to
30 years) marketing budget affecting its Thailand marketing related to maintain its customer
NIKE focus in footwear for men & future growth Currency exchange risk eco-friendly system loyalty as well as
women (15 years - 35 years) Employed child labour in Cambodia & Bad perception on NIKE to consider attract new customer
NIKE could diversify to children India reducing production cost but Made in China ethical, social and markets
segment affecting brand image production environmental effects NIKE to change its
NIKEs distribution strategy mainly of marketing and marketing strategy and
focus in domestic market (US) programs product designs
Generalist
Mens & Womens Training
Marketing Management, Master of Business Administration, UNITEN 7
Crafting an appropriate marketing strategy will enable a company to operate
competitively in an established market