Nike Marketing Plan

Nike

Marketing Plan

By:

Marketing Management – MM522

March 2004

Outline

I. Executive Summary

II. Table of Contents

III. Company History

IV. Marcoenvironment

a. Demographic

b. Economic

c. Social

d. Political

e. Technological

f. Ecological

V. Competitive Advantage

a. Industry Environment

b. Operating Environment

VI. Four P’s of Marketing

a. Product

b. Place

c. Promotion

d. Price

VII. Core Competencies

a. Strengths

b. Weaknesses

c. Opportunities

d. Threats

VIII. Business Life Cycle

IX. Marketing Goals

X. Strategies and Implementation

XI. Conclusions and Recommendations

Executive Summary

Nike is a worldwide powerhouse in the athletic shoe and apparel industry. Nike’s short, but yet effective mission statement is characteristic of such success. Nike paints a picture of their company for the world to see their, “inspiration and innovation”, as well as their “commitment to serve everyone in the world”. Through a continuous effort by Nike to remain at the apex of technology and innovation, they are the market leader by a significant margin. As a result of Nike’s pursuit of selling a broad spectrum of products, they possess a formidable competitive advantage.

Nike exhibits significant strength in market share, brand image and recognition, as well as research and development. Through the use of intuition and analysis I have concluded that opportunities exist for Nike to increase market share. Specifically, I recommend horizontal integration, global expansion, European concentration, and segmented marketing to target various generational demographical opportunities. The focus will lie using various methods of segmentation to develop the targeted markets and increase market share.

Table of Contents

Executive Summary……………………………………………………………………….3

Company History………………………………………………………………………….5

Macoenvironment…………………………………………………………………………7

Competitive Advantage………………………………………………………………….11

Industry Environment……………………………………………………………………12

Operating Environment…………………………………………………………………..14

Four P’s of Marketing……………………………………………………………………16

Core Competencies………………………………………………………………………20

SWOT Analysis………………………………………………………………………….20

Business Life Cycle……………………………………………………………………...25

Marketing Goals……………….…………………………………………………………27

Strategies and Implementation…………………………………………………………...27

Conclusion……………………………………………………………………………….32