...Marketing Management Case Study 1 Marketing Excellence >>Nike 1. Pros:“Nike +”Nike with apple consists of a pair of specially designed Nike+ shoes and a Nike+ ipad sport Kit. As a person runs, ipad tells the distance pace and calories burned via voice feedback that adjusts music volume as it plays. Nike allows customers to design their own shoes from a catalogue of pre defined designs.Customers can choose their own colours and mascots to create shoes which define their personality. Cons:High costs incurred in advertisementwhich ultimately adds to the price of the Products. Risk: Being one of the major players in the World Market When ever Nike launches a new product it has to make sure it addresses to the concerns of the Global market, which is difficult to achieve For ex: When Nike endorsed Tiger woods in 2009 it was an extra edge for Nike over it’s competitors but when Tiger woods was accused to be engaged in a sex scandal in 2011 it not only harnessed the image of Tiger woods as a major golfer but also of the image of Nike’s which has it’s presence in all over International Markets 2. -North America-44% Europe-24% China -11% South Asian market-18% Here there is an opportunity for Adidas to gain more market share by capitalizing on these developing Markets. -Growth in greater China and other emerging markets in Asia region is an opportunity for Adidas - Focus on it’s product development Focus on new innovations To regain and increase it’s...
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...CASE STUDY FOR NIKE ------------------------------------------------- COMPANY PROFILE NIKE, Inc. (NIKE), incorporated on September 8, 1969, is engaged in design, development, marketing and selling of athletic footwear, apparel, equipment, accessories and services. NIKE is a seller of athletic footwear and athletic apparel across the world. ------------------------------------------------- Competition With Adidas Heating Up in Europe Nike has been gaining market share in Europe. According to data from Euro monitor, Adidas had 13.2% share of the western European sporting goods market in 2012, while Nike’s share stood at 12.4 percent. Nike reported an 11% rise in sales in western Europe in the first half of fiscal 2014, while Adidas posted a fall of 6 percent at constant currencies in its third quarter. The competitor gaining the most ground as of 2014 is Under Armour. The company is actively pursuing lucrative U.S. sponsorship deals similar to Nike’s, giving it a growing piece of market revenue. In Europe, Adidas is developing new products to compete head to head with the giant. Chinese companies Anta and Li Ning show a steady increase in sales within China. Both Puma and Skechers occupy a smaller part of the athletic apparel market, but both enjoy increasing revenues. ------------------------------------------------- KEY ISSUES OF NIKE Like almost every other global supply chain, Nike's global supply chain is a complex network that directly connects and impacts...
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...Google: New-Product Innovation at the Speed of Light 1. Based on the information in this chapter, identify major similarities and differences between the new-product development process at Google versus that found at most other companies. Google follows only five of the eight steps of the new product development process, which are: idea generation, idea screening, concept development and testing, and commercialization. The new product development process at Google is characterized by being fast, fluent, and without limits. Google encourages their employees to think outside the box and come up with new innovative ideas (idea generation and idea screening step). Then, once they have an idea proposed they send it to testing and start developing their product right away. They are not into having 2-year production and design plans (concept development and testing, and product development step). After this, they try to put a product into use no more than 6 months after development has started (commercialization). In the case of Twitter, they also come up with new ideas and some of them may be put to market without taking too much time developing the product. Similar to Google, Twitter keeps their innovations within the company. Nike is very different to Google. They do follow the eight steps in the new product development and take longer than Google to develop their products. Nike takes longer developing their products because they analyze and study what innovations their...
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...WHAT’S IN A NAME - HOW A NAME AFFECTS THE CONSUMER BUYING BEHAVIOUR Priyanka Kumari Ma in Fashion Marketing Priyankamgt768@gmail.com Pearl Academy, Naraina, New Delhi, India Abstract “A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor, a brand is unique. A product can be quickly out-dated, a successful brand is timeless” (Quiston, 2004, p 345). Many brands today mean little to consumers, who have become accustomed to buying on price alone. But a new tool can help companies separate themselves from the crowd. (David Aaker).Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modelling implications of the branding concept and the challenges of...
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...Google: New-Product Innovation at the Speed of Light 1. Based on the information in this chapter, identify major similarities and differences between the new-product development process at Google versus that found at most other companies. Google follows only five of the eight steps of the new product development process, which are: idea generation, idea screening, concept development and testing, and commercialization. The new product development process at Google is characterized by being fast, fluent, and without limits. Google encourages their employees to think outside the box and come up with new innovative ideas (idea generation and idea screening step). Then, once they have an idea proposed they send it to testing and start developing their product right away. They are not into having 2-year production and design plans (concept development and testing, and product development step). After this, they try to put a product into use no more than 6 months after development has started (commercialization). In the case of Twitter, they also come up with new ideas and some of them may be put to market without taking too much time developing the product. Similar to Google, Twitter keeps their innovations within the company. Nike is very different to Google. They do follow the eight steps in the new product development and take longer than Google to develop their products. Nike takes longer developing their products because they analyze and study what innovations their...
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...Question 1: What are the pros. Cons and risk associated with Nike`s core marketing strategy? Answer: Nike's excellence marketing strategies are their energy to achieve their market goals. Nike believes the "pyramid influence" that the preferences of a small percentage of top athletes influence the product and brand choice. PROS OF NIKE'S CORE MARKETING STRATEGY: Nike put heavily proportion in their marketing strategies and products deign. In order to sustain their dominance in the industry and retain their competitive advantages, Nike actively responds to the market trends and changes in consumer preference by adjusting their marketing strategies, the mix of existing product offerings, developing new products, styles and categories, and influencing sports and fitness preferences through various marketing strategies. CONS OF NIKE'S CORE MARKETING STRATEGY: Although Nike's marketing strategies had brings lot of positive implications to the company, but it will bring negative implications to Nike too. The negative implications that will identify in this assignment are high cost incurred, influence of spokesperson, and competitors. RISKS OF NIKE'S CORE MARKETING STRATEGY: Nike faces many risks when they use their core marketing strategies to achieve their goals and these risks can come from both internally and externally environmental circumstance. The risks will have a negative influence about Nike's future development, for example, the market share in the world, reputation...
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...Case 2 – Adidas Brand in the Hand Introduction This case deals largely with mobile and modern advertising. In the case it introduces Adidas’ first experiences with mobile marketing and how it was success. This was due largely to the increase in wireless technology becoming so abundant. The usage of this technology became apparently significant to people in their everyday life and Adidas took full advantage of that by advertising through cell phones (ring tones, applets, etc.) and even through some of the first massive Internet ads. Their ads were so successful they crashed the site. This lent immediate attention to the power of advertising through various and popular mediums. Adidas was one of the first organizations to utilize online advertisements to their potential. They saw trends and reacted upon them. If one looks at exhibit 1, media consumption is based highly on wireless media. Their utilization of online media boosted their awareness extensively, however it is mentioned that their profit margin was slim in some cases. An example of one of their successful campaigns came when they released an applet that allowed one to view live scores. Their projected sales were 30,000, however when they release the product halfway through the campaign they already more than doubled that number. A key fact to note is that Adidas significantly less money on mobile media advertising than in Asia-Pacific or in Europe by roughly $4,000,000,000. Another note is that Adidas...
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...page which is “liked” by fans, where the brand gets promoted each time the target segment logs onto Facebook. But, not all brands have sufficiently leveraged the true value of social media. Social Media have been extensively used for advertising and sales promotion. So much so that the value of communities like Facebook to marketers has been questioned as to whether it is the right place to reach your consumer. The regular argument is the fact that Facebook advertisements have critically low Click-Through-Rates (CTR), implying that people use Facebook solely to socialize and not to search for anything, especially, not their brands or products. As against this are the high CTRs of search engines ads like in the case of Google Adwords; rightly so because a person visits Google to find something. However true the argument is, what the perpetuators of this argument fail to realise is that Facebook or...
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...Social Media and its Impacts on Consumer Relationship Management: An Investigation of Product Recommendation: A Case Study of Nike and Facebook Simon Karuku Freelancers Union Abstract The purpose of the research was to define critically the efficiency of social media and the role it plays in impacting consumer relationship management. The study first looks at the works of many scholars in analyzing the effectiveness of social media over traditional media. Thereafter a critical analysis of the strategic differences between the two types of media with a greater emphasis on social media as a marketing tool. Consumer relationship management entails the strategies, practices and technologies that have been used by different companies so as to analyze and manage data and consumer interactions throughout the lifecycle of the consumer. Its goal is to improve on business relationships that greatly exist with customers thus assisting the retention of the customers and also the driving sales of growth. Traditional media is also essential as it helps capture the advertisements and is able to reach millions of people within a span of time with no bias on the social economic status on the different people. Social media is however more flexible than traditional media and is greatly used on a large scale purposes especially in marketing of products and the effective recommendation of different products to different consumers. The rise and shine of social media has...
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...to make, availability of resources, and your mind, the sky is the limit. Currently 3D Printing is only available in most 1st World Nations as the price, materials, technology, and power are present. However as power sources and materials become more available in poorer regions this technology will spread, making it available to print and manufacture anything from shoes and toothbrushes to syringes and vaccines. The European Industry is facing the challenge of losing its competiveness due to such factors in lower labor costs, lower taxation, on-site access to raw materials, and most mass production has moved to third world nations. (Vojislav) Only a few businesses in America have started using this process to manufacture shoes as in the case of...
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...COVENTRY UNIVERSITY AUSTON INSTITUTE Of Management Master of Business Administration IN ENGINEERING MANAGEMENT Quality And Environmental Management Systems (AUM 06 EMD) (Case Study) STUDENT NAME : Rituraj Saikia STUDENT ID : G1102894U LECTURER : Low Chin Yong WORDS : 3489 Table of Contents 1 Scope Of Environmental Management Strategy 3 1.1 The needs and expectations for development of an environment management strategy 3 1.2 The constraints under which the environmental strategy can be developed are identified 4 1.3 A clear and concise statement of environmental objectives 5 2 Determine Environmental Strategy Development Process 6 2.1 Principal stakeholders are identified 6 2.2 Stakeholders are consulted to obtain acceptance of the strategy development process 7 3 Identify Resources To Undertake Environmental Strategy Development 8 3.1 Resource requirements of the model/process adopted are identified in an accurate and comprehensive manner 8 3.2 Accurate detailed financial budgets are prepared within the scope of the strategy development 9 3.3 Human resource requirements for strategy developments: 9 3.4 Facilities and equipment needs for strategy developments are identified to ensure all requirements can be met on time 10 4 Identify Environmental Assets, Problems And Opportunities 10 4.1 Data are identified and collated in a comprehensive manner relevant to the scope and models accepted 10 4.2...
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...21st Century Mobile Marketing Global Insights into the Worldʼs Most Advanced Mobile Society: Japan Christopher Billich, Infinita Inc. April 11, 2008 According to industry data released by Japanʼs largest advertising agency Dentsu in late February, mobile advertising expenditures in the Japanese market in 2007 increased by almost 60% compared to the previous year, reaching ¥62.1 billion (ca. USD 621 million). This result tops even Dentsuʼs own optimistic prognosis, published 12 months earlier, by 12%. An impressive performance in an advertising market close to saturation - total advertising expenditures in Japan only grew by 1.1% from 2006 to 2007, and by 1.7% between 2005 and 2006. campaigns and actually sign up for promotions or make purchases as a result. Close to another third click on ads, but do not participate in promotional offers. Thus, there is no question that mobile advertising will continue to gain in significance in Japan - a market where more than 4 in 5 of a total 100 million mobile subscribers use mobile data services. 1,500 1,125 750 375 0 2000 2002 2004 2006 2008 2010 Mobile advertising up 60% in 2007 For the first time ever, online advertising expenditures (¥ 443.6 billion, ca. USD 4.4 billion) exceeded combined radio and magazine advertising expenditures, which each were down around 4% on a YoY basis. Newspaper advertising suffered even more heavily at -5%, and TV advertising expenditures are down for the third year in a row. While the importance of...
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...JUST DO E-BUSINESS Nike’s shift towards the digital world Source: Google images Student ID: 1202654 Module: IB3B00 Word count: 2186 Description of Nike and its market Nike.inc is the world’s leading designer, marketer and distributor of athletic footwear, apparel, equipment and accessories as they claim it themselves. Nike, which was initially Blue Ribbon Sports, started off in Beaverton, Oregon in the USA in 1964 (where their HQ are still located today) and officially became the Nike brand in 1970. (NIKE, Inc. – About NIKE, Inc., 2014) They have been constantly increasing its range of products and services in all types of sports. Nike.inc is the owner of three other brands: Converse.inc, Hurley International LLC and the Jordan Brand. (NIKE, Inc. Reports FY2013 Q4 and Full Year Results, 2013) However in this report we will solely focus on the Nike brand. Nike’s revenues from its operations in 2013 were $25.3 billion. Other financial information can be found at http://investors.nikeinc.com. Nike, Adidas Group (including Reebok) and Puma are positioned as the key players in the global sports apparel market. Nike is believed to be the global leader in the athletic footwear market, where its main focus lays, with an estimated worldwide market share of 20% in 2012 and with most of its sales coming from North America (44% in 2012) and Western Europe. (19% in 2012) (Trevis Team, 2013) 2 Executive Summary This report focuses on the impact of the Internet on Nike’s business...
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...SPOTLIGHT ON THE NEW MARKETING ORGANIZATION Spotlight HBR.ORG ARTWORK Markus Linnenbrink DIEDRITTEDIMENSION, 2011 JVA/Prison, Düsseldorf Rath, Germany The Ultimate Marketing Machine Most marketing organizations are stuck in the last century. Here’s how the best meet the challenges of the digital age. by Marc de Swaan Arons, Frank van den Driest, and Keith Weed July–August 2014 Harvard Business Review 55 SPOTLIGHT ON THE NEW MARKETING ORGANIZATION In the past decade, what marketers do to engage customers has changed almost beyond recognition. With the possible exception of information technology, we can’t think of another discipline that has evolved so quickly. Tools and strategies that were cutting-edge just a few years ago are fast becoming obsolete, and new approaches are appearing every day. Yet in most companies the organizational structure of the marketing function hasn’t changed since the practice of brand management emerged, more than 40 years ago. Hidebound hierarchies from another era are still commonplace. Marketers understand that their organizations need an overhaul, and many chief marketing o cers are tearing up their org charts. But in our research and our work with hundreds of global marketing organizations, we’ve found that those CMOs are struggling with how to draw the new chart. What does the ideal structure look like? Our answer is that this is the wrong question. A simple blueprint does not exist. Marketing leaders instead must ask, “What...
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...Assignment No: 01 University of Dhaka Module: Principles of Management (4204) Question-1: Identify Taylor's four principles of scientific management. Answer: The Four Principles of Scientific Management is a monograph (A specialist work of writing on a single subject or an aspect of a subject, usually by a single author) published by Frederick Winslow Taylor in 1911. This influential monograph, which laid out the principles of scientific management, is a seminal text of modern organization and decision theory and has motivated administrators and students of managerial technique. Taylor was an American manufacturing manager, mechanical engineer, and then a management consultant in his later years. He is often called "The Father of Scientific Management". His approach is also often referred to as Taylor's Four Principles, or Taylorism. Taylor argued that the principal object of management should be to secure the maximum prosperity for the employer, coupled with the maximum prosperity for each employee. He argued that the most important object of both the employee and the management should be the training and development of each individual in the establishment, so that he can do the highest class of work for which his natural abilities fit him. Taylor demonstrated that maximum prosperity can exist only as the result of maximum productivity, both for the shop and individual, and rebuked the idea that the fundamental interests of employees...
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