Strategic Marketing Management of Nike

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Contents
Strategic Marketing Management of
Nike................................................................................................................................1
A.1 Analyze the Marketing Goals That May Be Set By an
Organization..............................................................................1
1. to Increase Brand
Awareness.....................................................................................................................................
........1
2. To Generate High-Quality
Leads.......................................................................................................................................1
3. To Grow and Maintain Thought
Leadership....................................................................................................................1
4. to Increase Customer
Value..............................................................................................................................................
..2
5. To Empower You’re
Colleagues.....................................................................................................................................
....2
A.2 Analyze the Processes Involved in Marketing
Management............................................................................................2
1.1 Relationship
Marketing.........................................................................................................................................
...........2
Transaction Marketing vs. Relationship
Marketing............................................................................................................2
Company
Background.........................................................................................................................................
.......................3
Formation of the
Company...........................................................................................................................................
.........3
Key Figures and Key
Facts..................................................................................................................................................
...3
Mission
Statement.........................................................................................................................................
..........................3
Objectives and
Goals.................................................................................................................................................
..............3
Theoretical
Frameworks.....................................................................................................................................
....................4

2
The Four Broad Partnerships of Relationship
Marketing..................................................................................................4
The 30Rs of Relationship
Marketing.....................................................................................................................................4
Customer Relationships
(R1).................................................................................................................................................5
Ladder of
Loyalty..............................................................................................................................................
......................5
Knowledge Relationship
(R21)...............................................................................................................................................5
A.3 Critically Analyses the Contribution of Marketing Management to the Achievement of
Corporate Objectives.......6
Corporate Culture Contribution of marketing
management.............................................................................................6
Corporate Objectives –
Weakness.........................................................................................................................................
6
B.1 Analyze the Processes Involved in Strategic
Marketing...................................................................................................6
3.4.1 VIRAL
process..............................................................................................................................................
..................6
B.2 Critically Analyses the Relationship between Marketing Management and Strategic
Marketing...............................7
Supplier
Relationships...................................................................................................................................
.........................7
External Relationships (Mega
Relationships).......................................................................................................................7
Corporate Social
Responsibility..................................................................................................................................
...........8
Celebrity
Endorsement....................................................................................................................................
.......................8
Mass Media Relationships
(R23)...........................................................................................................................................8
B.3 Investigate the Models Used in Setting Strategic Marketing
Objectives........................................................................9 PEST-G
Analysis...............................................................................................................................................
.......................9

3
Political..........................................................................................................................................
.......................................9
Economic.......................................................................................................................................
.......................................9
Social.............................................................................................................................................
........................................9
Technological................................................................................................................................
.......................................9
Environment/
Green.............................................................................................................................................
................9
SWOT
Analysis...............................................................................................................................................
...........................10
Strengths......................................................................................................................................
......................................10
Weakness......................................................................................................................................
......................................10
Opportunities...............................................................................................................................
......................................10
Threats..........................................................................................................................................
......................................10
Five Forces in the Sportswear
Market....................................................................................................................................11
C.1 Investigate the Strategic Marketing Techniques That can be Applied by an
Organization........................................11
C.2 Investigate the Application of the 7P Marketing
Mix.....................................................................................................12
Marketing Mix Applied by
Nike..........................................................................................................................................12
Product..........................................................................................................................................
.....................................12
Recommended Product
Strategy.....................................................................................................................................1
2
Price...............................................................................................................................................
.....................................12
Recommended Price
Strategy........................................................................................................................................
..13
Place...............................................................................................................................................
.....................................13

4
Recommended Place
Strategy........................................................................................................................................
..13
Promotions....................................................................................................................................
.....................................13
Recommended Promotions
Strategy...............................................................................................................................14
People............................................................................................................................................
......................................14
Recommended People
Strategy........................................................................................................................................
14
Process..........................................................................................................................................
......................................14
Recommended Process
Strategy......................................................................................................................................1
4
Physical
Evidence........................................................................................................................................
......................15
Recommended Physical Evidence
Strategy....................................................................................................................15
C.3 Evaluate the Effectiveness of Strategic Marketing in Different
Organizations...........................................................15
The Importance of Strategic Marketing in an
Organization:...........................................................................................18
Difference between strategic marketing and a marketing
strategy..................................................................................18
D.1 Analyze the Role and Functions of Marketing Management in an Organizational
Context......................................19
Nike Finance
Department......................................................................................................................................
...............19
Nike Risk
Department......................................................................................................................................
....................20 Nike Human Resource
Department.....................................................................................................................................
20 D2 Critically Evaluate the Appropriateness of Strategic Marketing Objectives in a
Given Context...............................20
D.3 Evaluate the effectiveness of marketing management in a given organizational
context............................................20

5
Conclusions.........................................................................................................................................
.......................................21
References..........................................................................................................................................
........................................22

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Strategic Marketing Management of Nike
A.1 Analyze the Marketing Goals That May Be Set By an
Organization
Marketing goals include establishing and enhancing brand awareness, generating high-
quality leads, creating and retaining thought leadership, enhancing consumer value, and
inspiring colleagues to become brand advocates.
To be successful, your firm must be able to attract and keep clients via these critical
marketing tasks.
You may recognize some of them more than others, which is to be expected: your
marketing goals should be closely linked with your business's needs, and every company
is unique.
1. to Increase Brand Awareness.
The market, product, and even flag all has a purpose for your organization. In any instance, your
major objective will be to raise brand awareness so that your business is constantly at the forefront
of people's minds when they are searching for a solution to a problem.
What you say and how you say it is a reflection of who you are as a brand. Start by defining your
brand's personality and how it sounds to build brand recognition.
Identify the sorts of websites where your target customers are most likely to spend time while
formulating a plan to attain this objective. An effective social media strategy will allow you to
connect with your target audience and build trust. You may do this by releasing interesting industry
news, sharing information about your company's culture, or by conducting audience surveys.
2. To Generate High-Quality Leads.
If you want your sales staff to be successful, they'll need a consistent stream of prospects
to work with. However many leads they get from elsewhere, your sales team relies on the
high-quality leads generated by your website to help they find new customers they can
talk to.
From tried-and-true methods like on-page forms to cutting edge features like catboats, the
collection of contact information from website visitors may be done in a number of ways.
One of the most challenging challenges for a marketer is to generate high-quality leads
that are a suitable match for the brand.
3. To Grow and Maintain Thought Leadership.

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In order to demonstrate your expertise and reliability, it doesn't matter what sector of the
economy you operate in. According to a study done by LinkedIn and Edelman, 60 percent
of decision-makers were persuaded to purchase a product or service they hadn't
previously considered because of thought leadership.
4. to Increase Customer Value.
Marketing's goal has changed away from only producing new business. It's more important
than ever to keep your present client base pleased, keep those who rely on your company
satisfied, and help them promote you wherever they can. People who are happy with your
service will not only buy from you again, but they will also tell their friends and coworkers
about you.
5. To Empower You’re Colleagues.
Internal communication and training all employees on the skills and resources they'll
need to succeed in sales and customer service are becoming increasingly important
marketing team operations (Higa, 2022).
A.2 Analyze the Processes Involved in Marketing Management
1.1 Relationship Marketing
Godson (2011) defines connection marketing as a "marketing method focusing on
networks, interactions, and relationships" (p. 1). It is the view of Morgan and Hunt (1994)
to say that "all marketing activities are directed on the establishment, development, and
maintenance of effective relational exchanges" Gambeson (2008) defines relationship
marketing as focusing on interactions inside networks of connections. Relationship
marketing, according to Kotler (2011), is defined as having a wide range of connections
with marketing partners.
It has been widely agreed over the past two decades that relationship marketing is a
marketing paradigm, but whether it is a novel marketing approach or has always been a
component of conventional marketing philosophy is still up for debate (Payne, 1995).
Transaction Marketing vs. Relationship Marketing
Transactional marketing focuses on a single sale rather than promoting a long-term
customer relationship. Marketing that doesn't discriminate between repeat customers and
new ones, such as transaction marketing, overlooks the joy and loyalty of current and
potential customers alike (Godson, 2011). Many people have heard of the well-known

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author hurting who has written extensively on this topic. It also concentrates on the
product characteristics, happens in a brief period of time (Payne 1995), does not pay
attention to the customer service and communicates in an indirect and one-way manner.
(Payne, 1995) (Payne, 1995). Character Gummeson is created for the movie Gummeson
(2008; Gummeson, 2008).
Customers are more likely to stay with a company that uses relationship marketing to
keep them engaged and informed over the long haul. It is a long-term marketing approach
that puts a premium on customer value. Relationship marketing distinguishes itself by
giving excellent customer service and a dedication to surpassing client expectations
(Payne, 1995).
In relational marketing, there is also permission marketing (Grönroos, 1994), which is a
new idea. To a large extent, the 4Ps of marketing are at the heart of transaction
marketing. He invented this concept "permission marketing" in 1999 when a client opts
into receiving marketing communications from a company. Because the interaction was
thoughtful, courteous, and relevant, the consumer is more responsive to marketing
messaging (Godin, 1999).
Company Background
Formation of the Company
As a result of Phil Knight and Bill Bower man’s collaboration, Nike was created in 1964.
Starting off as a manufacturer of running shoes, the firm has grown into one of the world's
leading marketers and suppliers of clothing, footwear and equipment for sports and
exercise.
Key Figures and Key Facts
As of 2011, Beaverton's headquarters employed a total of 38, 000 people directly (Data
monitor, 2011). In Nike's contract supply chain, as many as one million individuals are
employed (Nikeinc.com, 2012). More than
$20,000,000,000 was earned by Nike last year. There are few sports shoes as renowned
as the Air Jordan as Nike's contribution to history (Bloomberg BusinessWeek, 2006).
Mission Statement
The company's mission statement is to "inspire and develop for every athlete on the
planet."