...Nike’s Inimitability throughout the Internet Advertising Field With the increased use of the World Wide Web in the last ten years, marketing became a non-excludable factor for every kind of business. Since the consumer remains the main focus of every successful marketing strategy, the internet opened up endless opportunities for efficient advertising because potential customers would expose themselves towards the Internet constantly. Especially, the technology-savvy generation nowadays emphasized the movement of everyday life actions towards the Internet. Companies realized the development and took advantage of the shift by paying more attention towards e-commerce. This automatically indicated the evolution of online marketing throughout the last five years. Since marketers solved the problem about where to market efficiently, another controversial question emerged: “How to reach the consumer most efficiently?” Recent statistics record an already expected, radical growth in this section, which drastically changes the online advertising environment. Although this change opens up various opportunities for advertisers, they still remain skeptic since no concrete formula for the measurement of various types of online advertising exists. However, a high percentage of marketers believe that effective marketing consists out of building up brand awareness which indicates sales. The Internet offers the capability to enforce those two factors. So, companies that are willing to adapt...
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...Professor Gregory F Stiber By: Brizaida Ribalta, Jessica Halsey and Shereen Hijazi Nova Southeastern University H. Wayne Huizenga School of Business & Entrepreneurship Assignment for Course: MKTP 5005 – Introductory Marketing Submitted to: Gregory F Stiber Submitted by: Brizaida Ribalta, Jessica Halsey, Shereen Hijazi. Date of Submission: August 30th, 2012 Title of Assignment: Term Project – Marketing Plan CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas or words, either quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course. Student's Signature: Brizaida Ribalta, Jessica Halsey and Shereen Hijazi ***************************************************************** Instructor's Grade on Assignment: Instructor's Comments: Table of Contents Executive Summary 4 Company Description 6 The Origin of Nike, Inc. 6 Today’s Nike 7 Mission and Goals 8 Core competencies 10 Situation Analysis 11 Macro-Level External Environmental Factors 11 Competitive Environmental factors 12 SWOT Analysis 15 Competitors 16 Reebok 16 Adidas 17 Puma 17 Target Market 19 Segmentation 19 Target Marketing 19 Marketing Mix 20 Product Strategy 20 Distribution...
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...Case Analysis – Nike Shifts With Its Environment 1. From what you can tell by reading the case, in addition to other information you know about Nike, how has each element of the company’s microenvironment contributed to its development of the new stores and their innovative features? λ Nike+: With Nike+, runners can measure their exercise time, pace, energy consumption, etc. Meanwhile, these data can be uploaded to a dedicated community of runners named nikeplus.com. Thus, runners can get professional training advice, or share their experience with others. This move brought a lot of benefits for the Nike. By helping runners do exercise training, Nike can build brand intimacy and professional degrees, while analyze consumers based on data gathered through online community nikeplus.com. It can be said that with the joining and growing of Nike + product, Nike has clearly positioned himself not just the sports apparel company, but also a "good partner of movement" in the true sense. λ NikeiD: With the popularity of the Internet in the United States, Nike began to try building a brand on the network as other companies. In 1999, Nike introduced the NikeiD website where products can be customized. Consumers can choose their favorite colors and materials, finally make their own products, and are able to get finished within a month. Soon NikeiD’s sales broke $100 million. In 2007, Nike continued to offer NikeiD Studio, which made customized concepts from online to off line. (Beaverton)...
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...511-060 Nike Football: World Cup 2010 South Africa Nike Football revenue had grown from $40 million in 1994 to more than $1 billion in 2008. In just under 15 years, it had reached a sales level that took some of its competitors over 50 years to achieve. Although not the end goal, the 2010 World Cup was another unique moment in time for Nike to create separation between the company and its competitors. Edwards knew he had to seize this opportunity and pull his team together to deliver a campaign focused on delivering innovative products and compelling consumer experiences. Creating deep consumer connections during the World Cup would be vital for fueling continued growth for Nike football in the years ahead. Football and the FIFA World Cup Some people believe football is a matter of life and death . . . I assure you, it is much more serious than that. — Bill Shankly, Scottish footballer and legendary Liverpool Manager1 Football was a game played between two teams of 11 players each, 10 field players and a goalkeeper per team. The game lasted 90 minutes, consisting of two 45-minute halves of running time. It was played with a round ball, on a rectangular grass field (often referred to as the “pitch”) with a goal on either end. Excluding the goalkeeper, the ball was controlled only with the feet, legs, torso and head (the use of hands or arms was prohibited) and the team scoring the most goals by the end of the game was the winner. Football was the most popular...
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...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 same brand. If the athletic director or team’s owner suggests Nike brand apparel or equipment then everyone is using it. Nike has used other strategies to target their customers such as using name recognition. The Nike brand has grown in popularity because every basketball player wants to be Micheal Jordan, every golfer wants to be Tiger Woods. If Nike gear...
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...Nike Business Strategy By singkboy | Studymode.com Nike’s Gameplan for Growth that’s Good for All | Management Innovation eXchange Page 1 of 29 M-Prize winner This story is one of ten winning entries in the Long-Term Capitalism Challenge, the third and final leg of the Harvard Business Review / McKinsey M Prize for Management Innovation. Story: Nike’s Gameplan for Growth that’s Good for All by Lorrie Vogel - General Manager of Considered Design at Nike Inc. Co-Authored by Agata Ramallo Garcia October 17, 2012 at 1:29pm 18 36 0 Comments 2 Ratings: Overall 4 Innovative 4 Detail Summary Innovation is a cornerstone of the Nike brand. Our company was founded by two visionaries, Bill Bowerman and Phil Knight, who set out to reinvent athletic footwear. Over the past decade, our drive to design and produce better, faster, lighter products has evolved into an even more ambitious agenda – to embed long term sustainability into our business. This broader vision calls for new approaches to design, management, partnership and new tools and metrics to support integration and adoption throughout Nike. Many of Nike’s http://www.managementexchange.com/story/nike%E2%80%99s-gameplan-growth-that%E2%80%99s-good-all 21/02/2013 Nike’s Gameplan for Growth that’s Good for All | Management Innovation eXchange Page 2 of 29 management innovations for sustainable growth started internally, with the Corporate Responsibility and Considered Design...
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...-Management Analysis 6 -Marketing Analysis 8 -Financials 10 -Summary 15 Works Cited 17 Appendix 37 -Quick Questions 37 -Drafts 38 -Internet Research 46 -Annual Report 47 Executive Summary NIKE, Inc. is the largest seller of athletic footwear and apparel in the world. We employ more than 33,000 people globally, including more than 5,500 at our worldwide headquarters in Beaverton, Oregon. We sell products in more than 180 countries around the globe. Nike brand designs and sells products in three main product lines — footwear, apparel and equipment. The products are manufactured in approximately 600 contracted factories in 46 countries around the world. More than 1 million people, employed by suppliers, shippers, retailers and other business partners, work to help manufacture, distribute and sell products around the world. Of course, Nike still faces challenges. After several years of red-hot growth, European sales of higher-priced shoes have started to slide. In the U.S.,...
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...H 905A24 THE BRAND IN THE HAND: MOBILE MARKETING AT ADIDAS David Wesley prepared this case under the supervision of Professors Andy Rohm and Fareena Sultan solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Ivey Management Services is the exclusive representative of the copyright holder and prohibits any form of reproduction, storage or transmittal without its written permission. This material is not covered under authorization from CanCopy or any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Management Services, c/o Richard Ivey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 6613882; e-mail cases@ivey.uwo.ca. Copyright © 2005, Northeastern University, College of Business Administration Version: (A) 2005-11-07 Nick Drake, Global Media manager (Global Media Group) for adidas, arrived at the company’s headquarters to present a bold new marketing strategy, based around mobile phones. “We call it the Brand in the Hand,” he told the senior marketing executives who had gathered to present their strategy for the upcoming year. The Global Media Group had been arguing that mobile marketing was the ...
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...| | |NIKE Inc. | |Transition to Transnationality: A Strategic and Structural Outlook | | | | | | | | | | | | | | | | ...
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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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...brand strategies. Therefore, we have found it interesting to see how Nike and Adidas communicate their branding strategy differently and have set up the following hypothesis and questions: In Nike and Adidas commercials the organisations make use of complex multimodal choices in order to communicate their branding strategies. 1. Which multimodal choices do Nike and Adidas employ in order to communicate their branding strategies? 2. Which personality traits are similar and different in Nike and Adidas product and value commercials? Due to the complexity of our hypothesis, we will employ three frameworks: social semiotics, film theory, and branding. These frameworks will help us to analyse and make meaning of the four commercials: Nike’s “Master Accuracy. Hit The Target” and “Is talent all it takes?” and Adidas’ “The Spark” and “Chelsea FC – Every Team Needs The 12th Man”. In order to answer the first question, we will analyse the four commercials by applying multimodal concepts and film theory. The multimodal analysis derives from social semiotics and M.A.K. Halliday’s...
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...<div style="height: 56px;border-bottom: 5px solid black;margin-left: 9px;"></div> In this Chapter * Introduction * Make Today Better * Design The Future * Raising The Bar * Performance against Past Targets Infographics <h5 class="noicon">Infographics</h5> * Targets & Performance Introduction We are clear on our ultimate destination: To decouple profitable growth from constrained resources. Our vision of the future is one in which we see a world in transition from an industrial economy to a sustainable economy – where renewable sources of energy flourish, water is borrowed responsibly and returned clean to communities, waste is a new asset, workers across the industry are consistently valued and environmental impact will be a critical metric of success. This is a future that will be good for business, economies and communities, and citizens, workers and consumers. And we are determined to set Nike up to lead and thrive, in this environment. In order to get there, we will need to move from incremental to disruptive innovation. Our aim of decoupling growth from constrained resources will require change at a systems-wide level. No single company can eliminate toxic chemicals from vast supply chains, nor improve living conditions of workers in low-income communities, nor eliminate waste from consumption. We need step change in collaboration to drive collective understanding of the systemic...
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...[pic] Going global, acting local - communicating global brands to global markets. Student Id : W12030873 Program : International Business management (Year 4) Course Code : IBM1BNN01A Module Code : MK0389 Word Count : 1997 Dead Line : 13/05/2013 Contents page Introduction 3 PART A: Promotion and Branding in Global World 3 Standardized and Localized Strategies 4 Case Study: Nike 5 Case Study: PizzaHut 5 Discussion 6 PART B: Future Environmental issue 6 Changing Social Trends 7 Case Study: Nike 7 Case Study: PizzaHut 8 Conclusion 8 Reference List 9 Introduction With the growing pace of globalization, companies’ marketing departments are faced with a substantial challenge of designing successful marketing strategies promoting their products and services (Keller, 2010). The ongoing academic debate has pointed out the tension between standardization and localization practices (e.g. Whatley, 2012). While the benefits frequently associated with the standardization practice revolve around the promotion of a single consistent message to the global market (Aaker, 1991), the localization paradigm emphasises the particular differences between individual markets and thereby the need to adapt marketing strategies to suit the needs of the local population (Gillespie, Jeanner & Hennessey, 2010). The aim of the presented paper is to critically...
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...chapter 1 Marketing in a Changing World: Creating Customer Value and Satisfaction ROAD MAP: Previewing the Concepts Fasten your seat belt! You’re about to begin an exciting journey toward learning about marketing. To start you off in the right direction, we’ll first define marketing and its key concepts. Then, you’ll visit the various philosophies that guide marketing management and the challenges marketing faces as we move into the new millennium. The goal of marketing is to create profitable customer relationships by delivering superior value to customers. Understanding these basic concepts, and forming your own ideas about what they really mean to you, will give you a solid foundation for all that follows. After studying this chapter, you should be able to 1. define what marketing is and discuss its core concepts 2. explain the relationships between customer value, satisfaction, and quality 3. define marketing management and understand how marketers manage demand and build profitable customer relationships 4. compare the five marketing management philosophies 5. analyze the major challenges facing marketers heading into the next century Our first stop: Nike. This superb marketer has built one of the world’s most dominant brands. The Nike example shows the importance of — and the difficulties in — building lasting, value-laden customer relationships. Even highly successful Nike can’t rest on past successes. Facing “big-brand backlash,” it must now learn how to be both big...
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...chapter 1 Marketing in a Changing World: Creating Customer Value and Satisfaction ROAD MAP: Previewing the Concepts Fasten your seat belt! You’re about to begin an exciting journey toward learning about marketing. To start you off in the right direction, we’ll first define marketing and its key concepts. Then, you’ll visit the various philosophies that guide marketing management and the challenges marketing faces as we move into the new millennium. The goal of marketing is to create profitable customer relationships by delivering superior value to customers. Understanding these basic concepts, and forming your own ideas about what they really mean to you, will give you a solid foundation for all that follows. ᭤ After studying this chapter, you should be able to 1. define what marketing is and discuss its core concepts 2. explain the relationships between customer value, satisfaction, and quality 3. define marketing management and understand how marketers manage demand and build profitable customer relationships 4. compare the five marketing management philosophies 5. analyze the major challenges facing marketers heading into the next century Our first stop: Nike. This superb marketer has built one of the world’s most dominant brands. The Nike example shows the importance of — and the difficulties in — building lasting, value-laden customer relationships. Even highly successful Nike can’t rest on past successes. Facing “big-brand backlash,” it must now learn...
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