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(PDF) International Event Management

   

Added on  2019-12-03

11 Pages4132 Words194 Views
International EventManagement

Table of ContentsINTRODUCTION................................................................................................................................31. Nike's background and SWOT analysis ......................................................................................32. Identification of new market, Market entry and STP strategies..................................................43. Relevance to target audience.......................................................................................................54. Issues impacting the success of the event....................................................................................55.Detail about Nike theme and design.............................................................................................66. Marketing Plan for launch...........................................................................................................87. Application of relevant academic model.....................................................................................9CONCLUSION....................................................................................................................................9REFERENCES...................................................................................................................................11

INTRODUCTIONThe report studies the importance and application of Nike We Run event. The research hasproposed a new launch city for the upcoming running marathon. The launched host city will beLondon. The study also discusses about the factors affecting the success of an event in an country.Brief discussion is done on the application of theory in the event management for the company.Marketing plan has been researched to show the marketing scheme being planned out for the newhost city (Ammon, Southall and Blair, 2008). The study discusses about a proposed theme plan forthe event to be hosted in London. Market entry and relevance with the market audience is alsostudied to provide information about the market factors prevailing in the host country.1. Nike's background and SWOT analysis NIKE'S BACKGROUND:Nike is one of the largest multinational cooperation in the world. They have a broad varietyof products to interchange which they make in manufacturing plant all over the world. Nike's basic products were track running shoes. They now make shoes, shorts, base layers, jerseys,and get equipment for a fanlike scope of sports including track and field, tennis, baseball, football,ice hockey and cricket (Background of Nike, 2015).Swot Analysis Of Nike:StrengthsPowerful Research and Improvement: Nike takes its research, design, and development efforts veryseriously. It believes this is one of the key factors for its success. Technical innovation in both thedesign and manufacturing process of its footwear, apparel, and athletic equipment has helped thecompany continue to produce better products, which have enhanced athletic performance andreduced injuries (Carlsen, Getz and Soutar, 2011).Powerful Global Brand: Nike is the most precious sports brand in the world. Its extendedrelationship with well- known basketball player Michael Jordan has driven strong sales of thecompany’s basketball sneakers. This includes the retro business, which makes up about half of theJordan shoe business. Nike’s ability to maintain and enhance its iconic brands has allowed it toenjoy continued success for decades.WeaknessesOverflowing Prices: Due to its strong brand, Nike can typically command a superior on theproducts it sells, which in turn supports higher margins and profitability. However, the cost of itsfootwear is higher than most of its competitors for example: Nike Air, which make its products outof reach for many customers around the globe (Ammon, Southall and Blair, 2008).Current Perceptual experience of Miserable Labor Pattern: It wasn’t long ago that Nike was facing

intense criticism of its labor practices and work conditions. The company itself has acknowledgedthat the low wages for some of its workers remains a concern. Safety issues at certain locations arealso an issue. If some type of disaster were to occur at one of its facilities, this would no doubt hurtthe company’s image.OpportunitiesGroundbreaking Products: Nike focus on R&D and the company is typically on the forefront onproduct innovation. The company’s brand strength, coupled with its focus on R&D, should allow itto remain at the forefront of new technologies in the footwear and wearable technology space.ThreatsThreat from rivalry: The athletic footwear, apparel, and equipment industry is highly competitive,both in the United States and around the globe. There are several significant athletic and leisurefootwear companies and sports equipment firms that produce similar products. Some of the primaryones are Puma and Adidas. Demand for Nike’s products depends on the relative popularity ofvarious sports and fitness activities, as well as changing design trends. If competitors have moresuccess attracting customers with more appealing footwear or apparel, this would also hurt businessprospects (Carlsen, Getz and Soutar, 2011).2. Identification of new market, Market entry and STP strategiesRelevance of Nike We Run Race- LondonThe identified new market for the Nike we run race will be London. Nike we run race inLondon will see the highest no of athletes and race lovers participating in the event. Nike's objectivefor the race are to inspire the athletes and runners to run faster and better. The past event held by thecompany in other countries proved to be huge success in inspiring runners and athletes to achievegreat milestones (Carlsen, Getz and Soutar, 2011). London is the best venue for the upcoming eventof Nike we run, as the economical capital of the country. London will provide great audience andenthusiasm to the event. The country will help raise the marketing objective as London is cited to beone of the famous city of the world. Market EntryMarket entry for Nike in London is easy as compared to the brands visibility and popularity.As recently London hosted a grand Olympic event, it shows the strength and capacity of the capitalto create global impact for an event. NikeTown London is the largest physical store of the companyin the entire world, which shows Nike's well established presence in UK. London will providesocial media marketing platforms, Sponsorships and publicity to the event (Bezpalaya, 2012). Thecompany needs to analyse the portfolio of the present marketing trends and then adopt a designingstrategy for the Run event. STP Strategy

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