Nike Marketing Mix Analysis
Added on 2020-02-03
7 Pages1996 Words96 Views
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GLOBAL MARKETINGAND COMMUNICATION
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................11...................................................................................................................................................12...................................................................................................................................................3CONCLUSION................................................................................................................................4REFERENCES................................................................................................................................5
INTRODUCTIONThe success and operations of a business unit is completely based on the manner in whichit promotes its products and services to the market. There are various aspects of an organizationwhich are directly proportional to the marketing activities which are carried out by themanagement of the company. Marketing can be termed as a broad umbrella which encompassesthe activities of advertising, networking, public relations, sales and promotions. This is themedium through which the public is introduced to the product and appraised with the knowledgein regards to the said product or service. The present study shall focus on the manner in whichNike shall market its Air Max Shoes at the global. Local and glocal level.1.Global marketing is a holistic and a broad concept which finds a special importance forthe products which have universal demands. It can be characterized as a lot more than justmarketing the product at an international level. In essence, the process of global marketinginvolves planning the development and introduction of a product, producing the ascertainedproduct, and finally promoting it in the global market. To capture the international market Nikehas been focusing on the quality of the products as well as the maximum level of innovationwhich it can introduce in its products. In accordance to the Oxford University Press themarketing strategy of Nike truly works on a worldwide scale. While marketing the Air MaxShoes it shall be completely considerate of the distinctions, similarities and the opportunitieswhich exist in such a broad and diversified market (Jobber and Ellis-Chadwick, 2012). Anotherimportant consideration which the company takes into account while marketing at the globallevel is that geographical, social and cultural factors. It is understood by the market that what isacceptable to one market may not be preferred by the other market, hence, it develops differentstrategies for promotion of the same product in different markets. The brand has been promotingAir Max Shoes throughout the national borders on the basis of emotional branding andmarketing. Instead of adopting a direct marketing policy the company has been specificallycatering to the personal aspirations of the customers, in place of merely selling the product. Nikehas been utilizing the value based strategy for pricing of their products, which has constantlyensured escalation in its sales and profit levels. It makes use of vertical integration in pricing inpursuance to which they participate at different levels of operations so as to control the cost and1
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