...contrasting the e-marketing mix strategies of two competing e-businesses Nike Inc and Sass & Bide. Firstly, the report will critically analysis the roles of the Internet on the Fashion Industry. Secondly, the report will highlight ways in which the Internet has significantly changed the way the Fashion industry operates. Thirdly, the report will analysis and compare the product mix strategies of both Nike and Sass & Bide. Fourthly, the report will analysis and compare the price mix strategies of both Nike and Sass & Bide. Fifthly, the report will analysis and compare the promotion mix strategies of both Nike and Sass & Bide. Sixthly, the report will analysis and compare the place mix strategies of both Nike and Sass & Bide. Seventhly, the report will summarise the key findings from the analysis of Nike and Sass & Bide. Lastly, the report will outline whether superior marketing mix strategies are found in either Nike or Sass & Bide. * The report is successful in highlighting the varied roles the Internet has within the Fashion industry and how it has significantly changed the way the industry operates. * The report demonstrates differences between the e-marketing mix strategies of Nike and Sass & Bide that allow each business to have success, profitability and growth * The report allows for an interesting critical analysis to be revealed that comprehensively compares and contrasts the online marketing efforts of both...
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...begin to reduce and limit down their expenditures which will eventually reduce the retailer’s revenue and profit. For example, in an economic recession, fewer consumers will think about buying a pair of new shoes to avoid an extra financial burden. In addition, the increasing price of basic commodities will cause the retailers to face cost pressures which reduce their profit margin. Background of NIKE Company Nike Company is one of the largest retailers that involved in Malaysia’s retail sector. It involves in the athletic footwear retail industry as its primary main focus is on supplying sportswear. It is the leading retail marketer of sport apparel, athletic shoes and a major manufacturer of sporting equipments in the world. Nowadays, besides selling sportswear, Nike also involves in selling of casual and fashion footwear in order to increase its consumer networks coverage. To distributing its products, Nike is operating own outlets which known as Nike Town and distributing the franchises to most of the countries in order to extend the business throughout the world. Nike helps to create a lot of...
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...Description of marketing strategies applied by Nike Air Force 4.1 Challenges Forcing Nike to Focus More on Marketing Sportswear is defined primarily as apparel and footwear made for sports participation, though is now also includes casual clothes worn by people for daily activities (E. Ko, C. R. Taylor, et al., 2012). The sportswear market is one of the most price-competitive markets throughout the globe. Within the UK, items of sportswear are purchased by almost 90% of people under 35 years of age, and by 76% of the population as a whole (Mintel forecasts, 2006). The international sportswear market is worth nearly 41.5 billion US dollars at the wholesale level, with Nike, Adidas, as well Reebok comprising some 14% of this market (Jeroen, 2004) and more details are shown in Figure 1. International Athletic sportswear market: Share by brand in Millions of US dollars (Source: Sporting good intelligence, 2003) 4.1.1 Overview of sportswear industry through Porter’s Five Forces analysis Before the study regarding the marketing strategy of Nike Air Force, it is important to have a clear view of sportswear industry as a whole. Based on Porter's Five Forces model, the general characteristics of the industry can be described in the figure as follow. Based on the analysis, it can be concluded that the sportswear industry as a whole can be characterized as competitive and easy for new entrants. Such truth has raised challenges for existed companies, such as Nike. In addition to...
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...Marketing Audit of Nike Nike is an incorporated company that primarily carries footwear products. The Company designs, develops and markets athletic footwear, apparel, equipment and accessory products. Former CEO and Pres. Philip Knight co-founded Blue Ribbon Sports with Mr. Bill Bowerman in 1962 which officially became Nike in 1978. At first, Nike was known to distribute inexpensive, superior-quality Japanese athletic shoes to American consumers to break Germany’s domination of the domestic industry. Today, Nike Inc. manufactures and distributes athletic shoes to a global market and some 40% of sales come from athletic apparel, sports equipment, and subsidiary ventures. Nike maintains traditional and non-traditional distribution channels in more than 110 countries with primary market regions in United States, Europe, Asia Pacific, and the Americas (not including the United States). Nike has some over 20,000 retailers worldwide including Nike factory stores, Nike stores, NikeTowns, Cole Haan stores, and internet-based Web sites sell Nike’s sports and leisure products. Nike is leading the sales in the athletic footwear industry with a 33% global market share. Nike Inc. achieved their current status by promoting “quality production, innovative products, and aggressive marketing” in their products. As a result, for the fiscal year end 1999, Nike’s 20,700 employees generated almost $8.8 billion in revenue worldwide. ENVIRONMENTAL ASPECTS ECONOMICS Have changes in the...
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...Final Marketing Plan NIKE, Inc. Executive Summary As a heavyweight company that manufactures all its own products, NIKE is able to reach into just about every aspect of the sports market. All its’ products are developed, from the apparel to the footwear, and are able to reach women, men, and children throughout the globe. NIKE creates products tailored for just about every sports event: “running, training, basketball, soccer, sport-inspired casual shoes, and kids’ shoes. It also markets footwear designed for baseball, cheerleading, football, golf, lacrosse, outdoor activities, skateboarding, tennis, volleyball, walking, and wrestling”. All this gear is available through NIKE’s retail stores, including, but not limited to, trademarks such as “Cole Haan, Converse, Chuck Taylor, All Star, One Star, Star Chevron, Jack Purcell, Hurley, and Umbro”. Another successful marketing strategy is to implement the face of a famous athlete with the product in order to increase popularity. This has been done with Michael Jordan and the Nike shoes’ “Jordan’s”. Furthermore Nike has even granted customers the ability to have a degree of customization in shoe products that they order. This is yet another successful method that has greatly yielded to the customer’s specific designs. This idea of catering to a customer’s design is considered a breakthrough and currently this appears to be that path Nike is following on. A shop was opened where customers could design shoes that Nike would make...
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...Marketing Strategy Chaunte Rhone MKT/421 March 23, 2011 Instructor Rebecca Robbins Marketing is a process that encompasses every aspect of an organization’s ability to provide products or services to customers, suppliers, and communities. An organization’s marketing mix is crucial to producing successful results that will increase consumer patronage, sales, and profits. The four elements of the marketing mix, which includes product, place, price, and promotions affects the development of an organization’s marketing strategy and tactics. How an organization implements the elements of the marketing mix is dependent on the objectives of the marketing strategy. In a recent article the writer explains the reasoning for the revision for the American Marketing Association’s definition of marketing by writing, “Marketing is the activity, conducted by organizations and individuals, that operates through a set of institutions and processes for creating, communicating, delivering, and exchanging market offerings that have value for customers, clients, marketers, and society at large” (Gundlach G, 2009, p. 260). Elements of the Marketing Mix Product Products are important to the marketing mix and whether an organization supplies products or services they must satisfy customer needs to be successful. Products can come in different shapes, sizes, with different features, and for different usages. Whatever the product or service an organization provides for a target market implementation...
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...Integrated Marketing Communications: Nike Ashford BUS 615 (MOE1540A) Dr. Paula Zobisch October 12, 2015 Nike is known worldwide for manufacturing and selling performance shoes as well as shoes that have become a part of the world’s most fashion savvy athletes and laymen alike. Nike has a great corporate image and boasts the likes of the wildly popular classics such as the Air Jordan, the Air Max, and the Air Force One shoe. Nike has clearly devoted time, research and energy into its company marketing and branding tactics. The very well know slogan “Just Do It”, has become a household phrase. In this paper, we will look at the integrated marketing communication tactics (IMC) used by Nike. We will analyze their effectiveness and whether or not improvement is needed. Nike uses print, television, social media, direct marketing, online marketing and more in order to spread one central message and that message is to “Just Do It”. Word of mouth is a large factor in Nike’s popularity as well. The Air Jordan leg of the brand creates tons of media hype every time a new shoe is released. Nike has been able to build a legacy that has only grown over the years. The company has remained relevant through all marketing channels and could possible even take a break from extensive advertising at this point without any stop in sales. The innovation in products as well as brand loyalty has built a following that is unmatched in shoes and athletic wear. When we look...
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...GRADUATE SCHOOL OF BUSINESS STANFORD UNIVERSITY CASE NUMBER: EC-9B FEBRUARY 2000 NIKE – CHANNEL CONFLICT As 1999 drew to a close, Mary Kate Buckley, general manager of nike.com, found herself and her division at a crossroads. Over the last twelve months, nike.com had rolled out an ambitious e-commerce initiative, signed an exclusive deal with Fogdog sports that allowed NIKE products to be sold by a pure internet company for the first time, and had grown from twelve to 150 employees. But nike.com faced countless critical decisions in the coming months. Specifically, nike.com needed to plan not only its own direct-to-consumer sales strategy, but also its policies and rules for on-line sales of NIKE products by other vendors. COMPANY HISTORY, STRATEGY AND STRUCTURE BRS, the company that would evolve into NIKE, was founded in 1964 by Phil Knight. The purpose of the company was to make high-performance athletic shoes for the U.S. market. Knight, a Stanford MBA and middle distance runner at the University of Oregon, recognized an unmet need for quality athletic footwear that could be filled inexpensively with well-made Japanese imports. Knight started selling these imported shoes directly to runners at track meets in his spare time and NIKE was born. Over the following 35 years, NIKE grew from a part-time job for Phil Knight into the world’s dominant athletic footwear and apparel company by following a consistent and logical strategy: to capitalize on the importance...
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...Nike Marketing Mix James Thorogood MKT/421 April 15, 2014 Dean Tripodes Nike Marketing Mix The controllable variables that a company puts together to satisfy their target group. That is how the marketing mix is simply stated. These variables can be placed in four primary categories: product, place, promotion and price otherwise known as the four Ps of the marketing mix. The goal of the marketing mix is to tailor these variables so that the target group/customer has every need met. The customer is the central focus of every marketing strategy. Every new business idea or concept should be birthed with a target group in mind, and development of these ideas and concepts is fostered through the marketing mix. Once the company has shaped these variables into what their customers want then they are well on their way to being a successful company. Nike is one company for decades that has proven that they understand want their customers are attracted to, they have proven by their 43% market share that they get it. Nike has established itself as one the top names in the sports world and it’s because they continually reinvent themselves to satisfy ever changing needs of sportsmen. Nike has various strategies that target athletes, sportsmen, celebrities, colleges and athletic teams from T-ball to the Olympics. Targeting large group like NCAA Division I athletic programs and professional teams has been highly successful because typically the entire team will wear the...
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...1.0. Introduction Nikes goal is ‘to bring inspiration and innovation to every athlete around the world’. Therefore, has continuously been putting our efforts to inspire people all around the globe to get fit and become the best athlete they can be. This Report will represent a number of facts and statistics regarding Nike and the sports industry. As the demand for technology and new innovations of products increases, it is Nikes duty to meet the needs and wants of their customers. Nikes mission with this report is to identify what their customers wants, what is missing in the market and how Nike can motivate and encourage everyone to become ‘the best athlete they can be’. This investigation will be carried out over the duration of one year before Nike releases a new product into the market. 2.0 Environmental Scan 2.1. Nikes Organisation In order to fully understand what Nikes customers want, Nike must first consider their strengths and weakness of the company. It is important to minimize the weakness and maximise the strengths and advantages of NIKE. Another aspect that Nike needs to consider is the opportunity and the threat that Nike is facing. (Appendix A for full table) (Nike Facts (SWOT) Strengths analysis, 2008, Randy Peterman, Reference 2) Nike main strength is its ‘Swoosh’ logo. This logo is recognisable in at least 160 countries worldwide. With the growing demand in technology Nike has the opportunity to expand their market and response to this demand...
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...: HND IN MARKETING PRINCIPLES Student Name : IGOR Student ID : XXXXX Semester : XXXXX CONTENTS PAGE Introduction 02 A Brief Overview of Nike, Inc. 02 A Brief History 02 Section LO1 - Process of marketing 03 Elements of marketing process 03 Costs and benefits of marketing 04 Section LO2 - Segmenting, Targeting and Positioning 05 Macro and Micro environments factors that influence marketing 05 Segmenting strategies 05 Targeting strategy 06 Buyers’ behaviour activities that affect marketing 07 Positioning strategy 07 Section LO3 - Marketing Mix 08 Extended marketing mix 08 Product development and sustainable competitive advantage 09 Distribution strategy 09 Pricing strategy 09 Promotional strategy 10 Section LO4 - Marketing Mix in different context (activity) 11 Planning marketing mix for two different segments in consumer markets 11 Marketing products and services for B2B markets 11 International marketing strategy 11 Credits and references 12 A BRIEF OVERVIEW OF NIKE, INC. Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon. It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment with revenue in excess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people worldwide. Nike and Precision...
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...Nike was previously known as Blue Ribbon Sports founded in 1964 by Phill Knight and Bill Bowerman. It is the leading sporting goods Company in the United States and hundreds of other countries. This makes it the worlds number one athletic shoe and apparel seller, they have more than twenty thousand employees, with total sales of $9.5 billion. Nike and the athletic shoe industry has transformed into one of the most competitive markets in recent years. Nike does not only sell athletic shoes, but a wide variety of sporting goods and clothing. They also design, develop, and market high quality active sports apparel, equipment, and other accessory products. Their huge lines of products are for just about every sport. Their products are for men, women, and children of all ages. Nike’s mission statement is "To bring inspiration and innovation to every athlete* in the world.” In today’s competitive environment, Nike, one of the global leaders in sporting goods industry, has established a strong position for enhancing athletic life style. However, it has become the passion for everyone to use its brand products that create the Nike “Just Do It” feeling for the competition. The consumer’s perception of brand influences their buying decision in sports industry, so Nike always has been able to position to customer’s expectation and athletic fantasy that is endorsed by real athletes. Nike has continuously tried to target the world’s youth population through basketball. Nike partnered...
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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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...02 Digital Marketing Strategy What’s inside: An introduction to some key terms and concepts and a guide to understanding strategy. We look at the questions to ask when compiling a digital marketing strategy, and a digital marketing strategy in action. Digital Marketing Strategy › What is marketing? Digital Marketing Strategy › Introduction 2.1 Introduction A strategy indicates the most advantageous direction for an organisation to take over a defined period of time. It also outlines which tactics and means should be used to execute this direction. Originating as a military term, strategy is about using your strengths, as well as the context in which you are operating, to your advantage. In marketing, strategy starts with understanding what the business wants to achieve, or what problem it wants to solve. It then considers the context in which the business and its competitors operates, and outlines key ways in which the business and brand can gain advantage and add value. In this chapter, you will learn: • How to define and distinguish business strategy, marketing strategy and digital strategy • The questions that need to be asked when assembling a digital marketing strategy 2.2 Key terms and concepts Term Definition Application programming interface (API) A particular set of rules and specifications that software programs can abide by when communicating with each other. It serves as an interface between programs and ...
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...Business Model and Strategic Plan Part II: SWOTT Analysis The Nike Adjust will require a new division of Nike, Inc. to be formed which will provide customer focus specifically for those in need of the new product. The mission, vision and values of the Nike Adjust division will mirror and expand on Nike, Inc.’s current mission, vision and overall values while also adding to them. The specific mission statement of the Adjust division will be: Bring inspiration and hope to every individual in need of foot health help by providing the product necessary for them to become the athlete Nike, Inc. believes they all are. As with any new organization or division, a proper SWOTT analysis of Nike and the Nike Adjust has been completed. The analysis looks at several different areas including economic and legal and regulatory forces and trends as well as the Nike supply chain. SWOTT Analysis of Nike, Inc. In business, there is a strategic aspect used known as the SWOTT analysis. This analysis allows the organization to analyze the strengths, weaknesses, opportunities, threats, and trends of the business. Generally, the strengths and weaknesses will come from internal factors, whereas opportunities, threats, and trends seem to come from more external factors. Strengths For example, with the new Nike Adjust, there are many strengths this new and innovative product could bring to Nike. Some of these strengths would be: * Nike would be the first company to offer a running shoe in conjunction...
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