How Effective Sales and Marketing Strategies can help gain the Market Share- a Case Study of Nike Products

By

CONTENTS

CHAPTER 1 INTRODUCTION2

1.1Background of the Problem2

1.2Statement of the Problem3

1.3Purpose of the Study4

1.4Research Questions4

1.5Definitions of Terms4

1.6Limitations of the Study5

1.7Theoretical Framework5

1.8Organization of the Study6

CHAPTER 02 LITERATURE REVIEW7

2.1Marketing Strategy Elements7

2.11Product Marketing Strategy8

2.12Promotion Marketing Strategy8

2.13Place Marketing Strategy8

2.14Price Marketing Strategy9

CHAPTER 03 METHODOLOGY11

3. 1Research Design11

3. 2Research Methods11

3. 3Case Study- Nike Products12

3. 4Ethical Concerns13

3. 5Quality and Verification13

REFERENCES15

CHAPTER 1 INTRODUCTION

Background of the Study

The market share of a company reflects the economic profit and overall business performance of an organization. Among various other aims and objectives of an organization, improving market share is also a major aim in order to improve profitability and achieve a greater scale in the organizations' operations. Therefore, the management is consistently searching for ways to expand the market share of their organization. The management of an organization is therefore, sensitive to increasing market share. However, there are various factors that effects the market share, but are still not evident (Fizebakhsh, 2002). The absence of intense direction could be considered as a cause for incorrect decisions of the management. However, it is asserted that market share is connected to the elements of marketing strategy (Weiss, 1968). Moreover, the most important factors that impact the market share are the marketing mix and the marketing strategy. Various studies have confirmed that using successful marketing strategies is significant for improving the performance of an organization (Leonidou, Katsikeas, & Samiee, 2002; Baldauf, Cravens, and Wagner, 2000; Mavrogiannis, Bourlakis, Dawson, and Ness, 2008; Cooper & Kleinschmidt, 1985; Lages & Lages, 2004). Marketing strategies are developed in an organization to react towards competitive market situations and market forces, or to react towards internal and external forces in order to achieve the organization's objectives in the market (Slater, Hult, and Olson, 2010 & Lee and Griffith, 2004;). Conventionally, market strategy referred to an organization's plan for tracking the goals and objectives of the firm in a specific market segment (Kotler, 2010; Leonidou et al., 2002; Theodosiou & Leonidou, 2003; Walker, 2011). However, marketing has become a vital ingredient for survival in this global world. Therefore, the development of right marketing strategies is significant to gain market share over time.

Statement of the Problem

The marketing strategies of an organization helps in achieving the corporate objectives, which in turn, helps in gaining a competitive advantage over rival organizations and lead towards increasing profitability by expanding the market share. However, effective marketing strategies are a combination of various marketing procedures that helps in developing a synergistic way to launch a product and create desire for the product or service. Marketing is a tool being used by every small or big organization, either formally or informally. Such increased marketing activities in organizations have resulted in high levels of competition against obtaining a large market share.

Purpose of the Study

The major purpose of the qualitative case study is to explore how effective sales and marketing strategies can help gain the market share. The case of Nike products and their marketing strategies ...