...Page 11 6 References Page 12 EXECUTIVE SUMMARY The following essay interrogates Nike, Inc., in the Indian market. The context of the paper lies within the framework of an environmental analysis for the groundwork of a future marketing plan. The central argument is that; (A) the economic environment offers an overall attractive outlook, (B) the cultural environment requires Nike, Inc., to change their core product portfolio while continuously learning to customize and localise to the needs of the Indian consumer, (C) The political environment does not have a substantial risk impact in both its historical and current outlook, and the government is heavily involved in reforms that promote foreign direct investment. The extent of the analysis highlights relevant international marketing issues that Nike, Inc., faces in India in the context of country attractiveness, market segmentation, market positioning, and the marketing strategy in the context of the four P’s. 1 INTRODUCTION The aim of this essay is to select a consumer product and country market and undertake an in-depth and extensive environmental analysis as groundwork for a marketing plan. The selected consumer product will be sports apparel by Nike, Inc., while the selected target market is India. Currently, more than half of the Fortune 500 companies are involved in some form of outsourcing operation to India, with the remaining explaining to shareholders why such a large market is not being exploited...
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...Nike in India MKW 3444 (Assignment 1) TABLE OF CONTENTS Table of Contents Page 2 Executive Summary Page 3 1 Introduction Page 4 2 Economic Environment Page 5 3 Cultural Environment Page 7 4 Political Environment Page 9 5 Conclusion Page 11 6 References Page 12 EXECUTIVE SUMMARY The following essay interrogates Nike, Inc., in the Indian market. The context of the paper lies within the framework of an environmental analysis for the groundwork of a future marketing plan. The central argument is that; (A) the economic environment offers an overall attractive outlook, (B) the cultural environment requires Nike, Inc., to change their core product portfolio while continuously learning to customize and localise to the needs of the Indian consumer, (C) The political environment does not have a substantial risk impact in both its historical and current outlook, and the government is heavily involved in reforms that promote foreign direct investment. The extent of the analysis highlights relevant international marketing issues that Nike, Inc., faces in India in the context of country attractiveness, market segmentation, market positioning, and the marketing strategy in the context of the four P’s. 1 INTRODUCTION The aim of this essay is to select a consumer product and country market and undertake an in-depth and extensive environmental analysis as groundwork for a marketing plan. The selected consumer product will...
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...Assignment 1: Corporate Responsibility and Marketing Strategies NIKE INC The rivalry in the sportswear industry is as intense as it has ever been. According to Forbes, the global sports apparel market will grow at an estimated CAGR of 4% from 2012-2019. Some of the key players Nike, Adidas, Puma and Rebook are now competing with rapidly growing competitors Under Armour and Lululemon Athletica. In such a saturated domestic market, major players like Nike will have to set itself apart by focusing more on Image and Global strategies vs. product line. Company Overview Mission Statement: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.” - Bill Bowerman (co-founder of Nike) Nike Inc designs, develops, markets and sells high quality footwear, apparel, and equipment, accessories and services. Their product lines range between seven key categories: running, basketball, football, men’s training, women’s training, Nike Sportswear, and action sports. They are the leader in the industry, producing 25.3 billion in 2013 fiscal revenues. Nike is about recognizing sustainability as a route to future probability. Ethical and Social Responsibilities With the growing competition and product line equal, consumer perceptions of Nike will play a critical role in building the brand and competitive advantage. Improving image with respect too Ethical and...
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...Marketing Strategy Alex Banderas National American University Apple Inc. Apple, a top earning technological company ears billions yearly with its famous Ipad, IPhone, and MacBook sales. But what is Apple’s Marketing Strategy? Why are they so successful? The IPhone Maker has made it its mission to satisfy all of its customers and providing the very best money can buy, But how do they earn peoples trust to the point where customers all over the world will camp outside their legendary stores for a new release? The answer is advertising/Communications. It is estimated that Apple spent nearly $97.5 Million just to advertise one particular product, the iPhone in 2008. The following year, 2009, Apple spent $149.6 million and $173.3 Million in 2010. This shouldn't come as too much of a surprise since Apple tends to be more selective with its marketing efforts and gets lots of extra publicity from product placements. Apple focuses on nationwide publications with the largest reach and actually has an employee who "helps provide products" to be "used by stars in movies [and] TV shows." Apples products range from the popular IPhone to the very expensive MacBook air/pro. The consumer base knows that when they purchase a product from Apple that their money is going to be well spent, and satisfaction is always guaranteed. Packaging, Branding, and Logos also have a purpose in convincing the consumer to purchase, a plain white box with beautiful dimensions and a nice logo will perceive...
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...http://essays24.com/Business/Strategy-Ikea/16542.html Nike was established in 1972 by Bill Bowerman and Phil Knight with a mission to bring innovation and inspiration to every athlete in the world. The company started out as an American based footware distributor and evolved globally overtime to include not only footwear, but also apparel and equipment. Nike is one of the most recognized brands in the world and many are extremely familiar with their tag line “Just Do It”. Nike has capitalized on first mover advantage over the years and led the market in innovation. Nike competes in a saturated market with many traditional and potential competitors. To maintain future success Nike needs to focus on new strategies. Nike, who also owns Hurley, Converse, Bauer, and Umbro has several traditional competitors including Reebok, Adidas, UnderArmor, New Balance and Puma. Any company that produces athletic footwear or athletic apparel is a competitor to Nike. Nike also sells sunglasses and fitness equipment. Nike also faces potential competition with other shoe or apparel manufacturers. Sketchers had traditionally produced more fashionable everyday footware but has been extremely focused in the last few years on athletic footware. Their Shaper brand is now widely popular for consumers who like to walk for exercise and their cross-training and running shoes are gaining popularity. It takes little effort for a current shoe manufacturer to change designs and molds to make new...
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...Footwear Industry Local Vs Global Footwear Industry Local Vs Global A Secondary Research and Analysis on Local and Global Brands in the Indian Footwear Industry Submitted to: Prepared By: Chirag Bansal Deepti Tripathi(IMT-G) Saurav Mishra (IIM-L) Contents 1. Industry Highlights………………………………………………………………………………………………………3 2. Timeline of the Global Footwear Industry……………………………………………………………………....4 3. Categories in Footwear Industry………………………………………………………………………………….… 6 3.1. Trends…………………………………… ……………………………………………………………………………6 4. Porter’s Five Force Analysis….………………………………………………………………………………….8 5. Market & Competition Analysis……………………………………………………………………………12 6. Success Factors of Global Brands Vs the Failure Factors of the Local Brands………………......17 7.References………………………………………………………………………………………………………………………19 1. Overview FOOTWEAR INDUSTRY SPECIFICS: Primary activities of industry: | Major products and services in industry: | • Athletic shoes manufacturing• Ballet slippers manufacturing• Children's shoes manufacturing• Cleated athletic shoes manufacturing• House slipper manufacturing• Infants'...
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...Globalisation NIKE – just do it Introduction Nike, Inc. is an incorporated company that designs, develops and markets worldwide athletic footwear, apparel, equipment and accessories. Nike is the biggest seller of athletic footwear and athletic apparel in the world and creates designs for men, women and children. Nike employs both traditional and non-traditional distribution channels in almost 200 countries with primary market regions in the United States, Europe, Asia Pacific, and the Americas. Nike has some 20,000 retailers worldwide including Nike factory stores, Nike stores, Nike Towns, Cole Haan stores and Web sites which sell Nike's sports and leisure products. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding, and subsidiaries including Cole Haan, Hurley International and Converse. Nike accounts for 33% of the global market share in the athletic footwear industry. Nike sponsors many high profile athletes and sports teams around the world with the highly recognized trademarks of Just do it (www.nike.co.uk). GLOBALISATION: Globalisation is defined as the micro- phenomenon where there are a free flow of capital efficiency, technology and other factors of production which promote world welfare in its strides. (Nande and Dias, 2007.,p.2) KEY DRIVERS OF GLOBLISATION: there are three main factors which motivate the globalisation of markets and production which are explained as under: Falling barriers to trade...
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...Nike's grand strategy is Growth . The company feels the international marketplace (rather than the domestic) is where the majority of growth will be realized in the next five years. Product Differentiation is the product strategy that Nike has utilized and will continue to use as design creativity is one of Nike's core competencies. International Marketing Nike feels strongly that their biggest opportunities for growth lie in the countries on South Africa, India, Mexico, Peru, Chili, Bolivia, and several eastern European countries. Nike is planning to expand marketing in these areas in the next several years to build demand and distribution systems. Nike also plans to contract manufacture its shoes in several of these countries. Contract ManufacturingThe use of contract manufacturers is only way in which Nike produces anything. Nike does not directly manufacture anything. Nike provides footwear and apparel designs to it hundreds of different contract manufacturers and they make the products. Nike plans to continue using this strategy for manufacturing while building their design and marketing core competencies. Labor Practices Nike has come under a great deal of fire from the press and the public about the pay and conditions the workers receive at its contract manufacturing facilities in the far east. The bad press contributed to poor performance in 1998 for Nike. During the past year, Nike's CEO strengthened the company's labor practices by ordering implementation of several...
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...The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself (Ducker). Though a simple statement, as the world economy grow and consumers change this gets increasingly difficult. Globalization has caused marketers to research different countries, creeds, and cultures to make unique marketing strategies. Globalization isn’t the future of our economy, it’s the now. Advances in technology have made the world a much smaller place. With access to new markets many companies are venturing into uncharted territory in search for profit. Though its sounds great there are many precautions to take before a company finds a new market. There are barriers to entry: most common among many are tariffs, quotas, and sociocultural variances. Tariffs are taxes put on imports from other countries. The effect of a tariff is to raise the price of the imported product; it makes imported goods more expensive so that people are more likely to purchase domestic products. Quotas are limits on the amount of goods that can be imported. Putting a quota on a good creates a shortage, which causes the price of the good to rise and make the imported goods less attractive for buyers. This encourages people to buy domestic products, rather than foreign goods. Sociocultural differences in religious beliefs or practices, basic cultural assumptions and/or patterned behavior, language, idiom, body language and assumptions about social strata are all among potential...
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...Adidas nike case study - Document Transcript 1. VS1 2. A COMPARITIVE ANALYSIS OF MARKETINGSTRATERGIES FOLLOWED BY NIKE AND ADIDAS TEAM MEMBERSANUPAMA VENU 09014CLAES JOTORP 09126DEEPAK TUSHIR 09032GUSTAV TENERZ 09128SAIRAM KRISHNAN 09088SANJAY SHARMA 09090SUNANDA SURESH 09112 2 3. INDEX1. INTRODUCTION 1.1. BRIEF ANALYSIS OF INDUSTRY 1.2. BRIEF DEFINITON OF INDUSTRY 1.2.1.TRENDS IN THE INDUSTRY 1.2.2.MARKET ANALYSIS 1.2.3.MAJOR PLAYERS AND MARKET SHARES 1.3. MAJOR FORCES SHAPING THE INDUSTRY 1.3.1.PORTER S FIVE FORCES 1.4. PREDICTION FOR 2009-2010 1.5. THE COMPANY AND MAJOR PRODUCT LINES 1.5.1.BRIEF HISTORY OF COMPANY 1.6. FLAGSHIP PRODUCTS, MAJOR PRODUCT LINES, RECENT FORAYS 1.7. HISTORY OF THE BRANDS2. MARKETING STRATERGY 2.1. CUSTOMERS 2.2. COMPETITORS 2.3. COLLABORATORS 2.4. COMPANY 2.5. CONTEXT 2.5.1.TECHNOLOGY 2.5.2.SOCIO CULTURAL 2.5.3.ECONOMIC3. SEGMENTATION, TARGETING, POSITIONING 3.1. MARKET SEGMENTATION 3.2. SEGMENTS TARGETED 3.3. POD S AND POP S 3.4. VALUE PROPOSITION 3.5. POSITIOING 3.6. EVOLUTION AS A BRAND4. MARKETING MIX 4.1. PRODUCT 4.2. PLACE 4.3. PRICING 4.4. PROMOTION5. ANALYSIS REPORT 5.1. CUSTOMER SURVEY 5.2. MARKETING STRATERGIES 5.3. PORTER S GENERIC STRATERGIES 5.4. CREATING VALUE 5.5. CAPTURING VALUE 5.6. SUSTAINING VALUE6. REFERENCES 3 4. INTRODUCTIONBrief Analysis of IndustrySport is an integral part of modern contemporary society. Sport has always been associatedwith discipline, dedication and perfection and hence sportsmen have always...
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...Strengths: y Nike is a globally recognized for being the number one sportswear brand in the World. Nike being a competitive organization has a healthy aver sion towards its competitors i.e. during Atlanta Olympics, Reebok expensed on sponsoring the games; Nike however sponsored the top athletes and due to this step, it gained valuable coverage. Nike has no factories; rather it uses contract factories to get the work done which makes it quite a lean organization. It has contracts with above 700 shops globally in about 45 different countries. Nike is quite strong regarding its research and development; quite evident regarding its evolving and innovative product range. They manufacture high quality at the lowest possible price, if prices rise due to price hike then the production process is made cheaper by changing the place of produ ction. It has a strong sense of marketing campaign by sponsoring top athletes. It uses lunarlite foam and flywire materials in order to make the manufactured shoes lighter and more controllable. Nike, Inc is listed in NYSE and positioned as a US headquartered worldwide sportswear trader and supplier that: Contracts with about 700 shops worldwide, runs offices in 45 countries, and manages factories in China, Indonesia, Taiwan, Thailand, India, Vietnam, Philippines, Pakistan, and Malaysia. Belongs to Fortune 500 companies which 2007 total re venue exceeded 16 b. USD Employs more than 30.000 people worldwide; Owns strong marketing strategy under Nike brand that...
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...been leading the market of sportswear for a long time- Nike. Nike, inc. is a public traded footwear, apparel, equipment and accessories supplier which is based in the United States. Nike is one of only two Fortune 500 companies having headquartered in Oregon in the Portland Metropolitan area. In 1964 the company was founded as Blue Ribbon Sports by Bill Bowerman and Phil Knight. Later in 1971 it officially became Nike. Now Nike is the world leader in manufacturing sportswear and gear. Nike has more than 700 shops in 46 countries. They capture almost 50% of the market share and it is still growing. (Daily Finance, 2013) When Knight and Bowerman started the business as Blue Ribbon Sports they were mainly distributors of shoes made by a Japanese company. They sold the shoes carrying them in cars. In 1966, they opened their first retail store. Gradually they came up with the swoosh logo, named their company Nike and began to sell shoes manufactured by themselves. Nike Timeline 1964 Founded as Blue Ribbon Sports 1966 Opened its first retail store 1971 Coined the Swoosh logo and began using the name ‘Nike’ 1976 Hired its first advertising agency 1980s Throughout the 1980s, Nike expanded its product line by bringing in the market products of so many sports. It reached so many regions throughout the world. In 1988 the tagline ‘Just do it’ was used for the first time. 1990s Nike established its eight-building headquarters in Oregon...
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...Ad-o-holic is an annual marketing and advertising extravaganza orchestrated by MarkUp (the official marketing club of IMT Ghaziabad). It is an inter B-school marketing event and focuses on promotion strategies thereby challenging contestants to come up with innovative communication decisions. The purpose of this event is to provide a platform for budding advertisers to showcase their creativity and ingenuity. Ad-o-holic is the predecessor event to Marketing World Cup, the biggest b-school marketing event in India. Ad-o-holic‘11 carries the practical case of TV show promotion. The participants will be formulating promotion strategies for three shows, each belonging to different genre. It thus gives the opportunity to participating students to advertise ‗Dance‘, ‗Dare‘ and ‗Ditch‘ism and win the 7 P.M. war of reality. Students can read the coverage of Ad-o-holic in Markezine‘s September edition. From The Desk Of the Editor Page 3 Dear Readers, Greetings from Club MarkUp, the Marketing Club of IMT Ghaziabad!! After a short sabbatical for summer internships, we are back with the August Edition of Markezine. This time around, the team has conceptualized some brand new sections like Mark -toons, Mark-efeeds: happenings and trends and WOW (Words on Wall). The theme for this edition was ―Co-Marketing: Cost Collaboration or Smart Strategy ‖ and we have been overwhelmed with the response both in quality and quantity. Co -marketing or cooperative marketing is an emerging trend...
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...my interest in the field of marketing ,internship in a sports firm was done. Internship in a firm named ‘Freewill sports pvt ltd’ located in Jalandhar was done. The report begins with an introduction of the sports industry in India followed by the introduction of the firm ‘NIVIA’. After which we head towards the concepts of online marketing followed by the nivia product range, organizational structure An online comparison of the Nivia footballs to other brands with reference to Flipkart is done. After the comparison of the footballs the analysis and interpretation is done for...
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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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