MAREKTING ANALYSIS

Marketing Analysis of Nike Incorporation

Abstract

The paper focuses on developing a conceptual framework regarding marketing concepts while keeping the perspective of Nike Incorporation in mind. The paper elucidates all the elements of marketing that Nike utilise while marketing their offering.

Abstract2

Introduction4

Task 2 (Understanding the Targeting, Segmentation & Positioning of NIKE)4

AC. 2.1. Factors Affecting the Performance of the NIKE4

2.1.a. Political analysis4

2.1.b. Economic Analysis5

2.1.c. Technology Analysis5

2.1.d. Social analysis5

AC 2.2. Market Segmentation5

2.2.a. Geo-Demographic Segmentation Approach6

AC. 2.3. Targeting strategies6

AC 2.5. Positioning7

AC 2.6. B2B Marketing of Nike7

Task 3 (Nike -The Marketing Mix)8

AC. 3.1. New Product Concept of Nike8

AC 3.2. The Distribution Strategy of Nike8

AC 3.3.The Pricing Strategy of Nike's Fashion Mat9

AC 3.4.Promotional Activities of Nike9

AC 3.5.Additional Consideration for Marketing Mix9

Recommendations10

Conclusion10

References11

Marketing Analysis of Nike Incorporation

Introduction

Nike is a multinational corporation based on America and it is involved in the development, design and worldwide selling and marketing of its athletic footwear, apparel, accessories and other related services. Nike headquartered near Beaverton, located in Oregon. Initially the company started its business through the distribution of the Onitsuka Tiger (a shoe maker of Japan). The first pair of shoes made by the Nike was made by the coach of the University of Oregon, Bill Bowerman. In its first year, Blue Ribbon Sports (BRS) made $ 8,000 by selling 1300 pair of athlete shoes. Next year that is 1965 the company start hiring of permanent employees and in that year the revenue jumped to $ 20,000 .

Task 2

AC. 2.1. Factors Affecting the Performance of the NIKE

There are number of factors that affect the overall performance of the Nike incorporation, Jointly these factors are known as PESTEL. PESTLE is an acronym for “political, economic, social, technological, legal and environmental.” The goal of a PESTLE analysis is to identify all the various external political, economic, social, technological, legal and environmental factors that can affect a business. Managers then assess the risks posed by factors identified and use this knowledge to decision

2.1.a. Political analysis

The Political situation of the country is viable for a company where it is operating its business activities. It is amongst the major concern for a company that plays a vital role in both, the failure or the success of a company. It is recommended that investment has to be paid in a country where political situations are safe and predictable.

Therefore, it is essential for an organization to be familiar with the political factors. These factors include:

Stability of the political environment

Government regulations and Business taxes

Government Policies and its effects on Economy

Threats to Existing Government

Nike is a UK based company; thus UK's political factors are to be considered.

2.1.b. Economic Analysis

The economic environment of the country is dependent on the product mix and marketing strategy of the company. The open economy of the UK is the 4th largest all over the world, as of appropriately managed fiscal and monetary policies. Currently UK has the positive economic condition with low interest rate. A healthy economy like that of United Kingdom with low to moderate interest rates, indicate increasing disposable ...