Nike Marketing Plan
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Marketing Plan
Marketing Management – MM522
March 2004
Outline
Executive Summary
Table of Contents
Company History
Marcoenvironment
Demographic
Economic
Social
Political
Technological
Ecological
Competitive Advantage
Industry Environment
Operating Environment
Four Ps of Marketing
Product
Place
Promotion
Price
Core Competencies
Strengths
Weaknesses
Opportunities
Threats
VIII.
Business Life Cycle
Marketing Goals
Strategies and Implementation
Conclusions and Recommendations
Executive Summary
Nike is a worldwide powerhouse in the athletic shoe and apparel industry. Nikes 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 Nikes 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
Company History
The Nike athletic machine began as a small distributing outfit located in the trunk of Phil Knights car. From these rather inauspicious beginnings, Knights brainchild grew to become the shoe and athletic company that would come to define many aspects of popular culture.
Nike emanated from two sources, the first being Bill Bowermans quest for lighter, more durable racing shoes for his University of Oregon runners. And the second being, Knights search for a way to make a living without having to give up his love of athletics. Bowerman coached track at the University of Oregon where Phil Knight ran in 1959. Bowermans desire for better quality running shoes clearly influenced Knight in his search for a marketing strategy. Between them, the seed of the most influential sporting company grew.
While getting his MBA at Stanford in the early 60s, Knight took a class whose semester-long project was to devise a small business, including a marketing plan. Synthesizing Bowermans attention to quality running shoes and the burgeoning opinion that high-quality/low cost products could be produced in Japan and shipped to the U.S. for distribution, Knight found his market niche. He just didnt know how influential this project would turn out to be.
After earning his MBA in 1963, Phil Knight began a world tour that included a stop in Japan. Seemingly on a whim, Knight scheduled an interview with a Japanese running shoe manufacturer named Onituska Tiger. He presented himself as the representative of an American distributor interested in selling Tiger shoes to American runners. He then, in a moments notice,