This report includes two case studies, first of Google and second of Nike. Further sections of the report focus on the marketing strategies and processes followed by these two organizations to maintain a position in market ahead from its competitors or to gain competitive advantage.
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RUNNING HEAD: MARKETING 0 Marketing Report Student Name [Pick the date]
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Marketing 2 Introduction Marketing is an approach to satisfy the needs of customers through process of planning and implementing the marketing mix. Further, marketing is an art of promoting and advertising the services and products of an organization in the market, an appropriate marketing mix help the organization to understand the needs and preferences of customers and satisfy their needs on time(Armstrong, 2009).This will be helpful in gaining the competitive advantage for the long run. This report includes two case studies, first of Google and second of Nike. Further sections of the report focus on the marketing strategies and processes followed by these two organizations to maintain a position in market ahead from its competitors or to gain competitive advantage. Marketing Concepts Nike Nike is a multinational brand that focuses on creating and designing of apparel, footwear, accessories and sports equipment. It is well renowned brand in the world that supplies and manufactures athletic shoes, apparel and equipment. The company adopted a proper marketing mix strategy to become the leading marketer, distributor and manufacturer of athletic apparels, accessories and footwear(Nike, 2019).Their main focus is on the innovation and research and development department in order to gain competitive advantage in the industry by offering innovative and qualitative products to the customers. Nike believes that innovation is the key for success in this current competitive environment and for business growth(Mahdi, et al., 2015). Other than innovation Nike also focuses on premium pricing, this helps the company to target premium and loyal customers who are ready to pay for the value offered in the products of Nike. Furthermore, Nike is concerned with the differentiation strategy; in this company offers various ranges and varieties to customers such as gym bags, shoes, skates, equipment and gloves. Nike also follows market segmentation strategy that includes advertising of products with celebrities, brand ambassadors and professional teams and that helps the company to gain market share and stay ahead of its competitors(Ottman, 2017).
Marketing 3 Google Google is a multinational company founded by Larry page and Sergey Brin in1998, the products and services offered by the company includes online advertising, software, hardware and search engine cloud computing. It has presence over 40 countries worldwide and has more than 70 offices all over the world(Google, 2019).Google marketing strategies includes segmentation and positioning of their products in an effective in the market. Google market segment is based on the psychographics, geographic, and demographics factors in order to fulfill the demand of each section in the technological market(Johnson, 2015).The company positioned as value based organization that caters their services and products to make the life of an individual simpler and easier and helps businesses to grow with implementing all the technological aspects. Moreover, targeting strategy of Google is not on one segment rather the company caters it services to each and every segment of the society(Baker, 2014).Google pricing strategy is such that each and every individual can use their services, Google offer its product at low cost and further the pricing of products depend on the value derived from the product. Google is successful because of its product marketing strategy and the services and products that offer a hassle free experience to its customers(Sinha & Sheth, 2018). Competitive Advantages Competitive advantage is considered as the abilities or policies that organizations use in order to be successful in the market and to compete with its competitors. Any company can gain competitive advantage through two approaches that are cost advantage or product differentiation (Namada, 2018).The activities in this includes quality of goods and services, price strategy, distributionchannelandthemostimportantaspectismarketingprocesswhichincludes targeting, positioning and segmenting, all these activities helps a company to differentiate it from others(Singalas, 2015). With the help of implementing efficient and effective marketing strategies, companies can gain the competitive advantage. This can be well understood with analyzing the market strategies of two companies; Nike and Google. Nike gain competitive advantage because of its brand equity, the company has built high brand equity amongst its customers by focusing on their changing preferences and demands. Further
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Marketing 4 Nike focused on the core innovation of the products and considered it as the most important element in gaining competitive advantage(Shams, 2016).The company has global presence that makes it the leading brand in the world. Other than this marketing strategy of the Nike is the reason behind its success in the market, its distribution network, online promotional activities and brand engagement are few of the activities that differentiate it from other companies in the industry(Brohi, et al., 2016). Looking into the marketing strategies of Google to gain competitive advantage or to stay ahead of its competitors, Google created an “infrastructure of database” , provided services at low cost, targetedthewholemarketsegmentanddifferentiateitsservicesandproductfromthe competitors on the basis of search results, speed of search, ad words and Google AdSense. Furthermore, Google performed activities such as continuous innovation, access to all, ease of use, and relevancy in result search all this lead to distinctive competitive advantage to Google. The company used its resources in efficient manner and has abilities to reach to its customers, websitesownerandadvertisers.LastlyGooglehastechnologicaladvancementoverits competitors as the company use high tech systems that take more workload than general systems that helps the company to reduce cost and take advantage over their competitors. Google adopted both the strategies in an efficient manner that make it different and successful in the market (Nilsson & Alanko, 2018). Analysis Nike is a great brand that offers wide varieties of sports product to their customers and that makes it a valuable brand. The market analysis of Nike helps in understanding the marketing process and strategies of the company. For market analysis of the company ansoff matrix is used, which shows the marketing strategy of the Nike. Ansoff matrix shows the relation of product offered by the company and its target market. Nike adopted different strategies of marketing that are market penetration, product development and diversification. The main focus of company is product differentiation as they always focus on innovation and research and development.
Marketing 5 Figure 1: Ansoff Matrix used by Nike Source:(Samson & Sheela, 2016) Moving towards marketing mix of the company, Nike used value based pricing as the price of their product is based on the value derived from the product by the customer. The pricing of Nike based on targeting the premium customers. Nike mainly targets the basketball players or elite people of the society.Whereas its distribution strategy includes online as well as offline stores, Nike focus on exploring and developing new market for its existing products and sets up its stores indifferent countries to expand the business. Lastly, Nike promotes its product through endorsement, online advertisement and print media(Mahdi, et al., 2015). Google is considered as the most valuable company in the world because of its excellent ideas, smart choices, exclusive services and products and perfect implementation of the marketing strategies. Some of the strong competitors of the company in the same industry are Apple, Market Penetration (Increse sales in existng market and penetrate more deeply through effective advertisisng strategy and relationship marketing ) Product Development (New products are developed by Nike for existing market by understanding the chnaging needs of customers) Market Development (Existing products are sold to new market like in Russia, India and Brazil) Diversification (New products are sold in new market for continous business growth that isdone through focusing on innovation) Existing Market New Market New ProductExisting Product
Marketing 6 Microsoft and Yahoo. Google market analysis is done through analyzing its marketing mix strategies and a SWOT analysis is given below. Figure: 2 SWOT Analysis of Google Source:(Zhang, 2019) Google gives innovative products to the customers that includes G mail, Google map, Google Ad words, Google video, all these products are offered by the company to the customers. Google products are its strongest marketing mix. Google targeting strategy is not for one market or segment, the company’s target each and every segment of the society and for that they offer all the services indifferent languages that make the services accessible by all the people. Further its pricing strategy is based on low cost policy. The promotional strategy on which the company depends mainly is through word of mouth. The customer satisfaction leads to development and promotion of the brand in the market(Pavlou & Stewart, 2015). Strengths Simple approach and access by all and unique algorithms Global presence and universally accepted interface Best working environment with efficient human capital Innovation and creativity/ Technological advancement Weaknesses Positioned for best search engine not all the products are recognized Limited sources of profitability (i.e. advertisement) Threats Increasing competition Lawsuits from I.P regarding smart phones Shorter product life cycle due to speedy technological changes Opportunities Expansion of social networking sites Expansion in new segments Integration of android system
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Marketing 7 Conclusion It has been concluded that all the companies need marketing strategies and processes to make the business successful in this competitive scenario and to earn profits for the longer run and to sustain in the market. The marketing is a tool that helps the companies to gain competitive advantage and to achieve the organization objectives and goals. The report included analysis of two organizations and focused on their marketing processes and how that marketing process and strategies help them to attain better position in the market. The report ended with the analysis of two organizationusing different marketing conceptsand theoriesthat are used by these companies such as ansoff matrix and marketing mix theory.
Marketing 8 References Armstrong, G., 2009.Marketing an Introduction.UK: Pearson Education . Baker, M. J., 2014.Marketing Strategy and Management.5 ed. UK: Macmillian Education. Brohi, H. et al., 2016.Strategic Marketing Plan of Nike.US: Routledge. Google, 2019.About.[Online] Available at:https://about.google/ [Accessed 3 August 2019]. Johnson, N., 2015.The future of marketing: Strategies from 15 leading Brands on how authenticity, relevance and transparency will help you survive the age of the customer.US: Pearson Education . Mahdi, H. A., Abbas, M. & George, S., 2015. A Comparative Analysis of Strategies and Business Models of Nike, Inc. and Adidas Group with special reference to Competitive Advantage in the context of a Dynamic and Competitive Environment.International Journal of Business Management and Economic Research,6(3), pp. 167-177. Namada, J. M., 2018. Organizational Learning and Competitive Advantage.Journal of Knowledge Management,12(3), pp. 86-104. Nike, 2019.About.[Online] Available at:https://about.nike.com/ [Accessed 3 August 2019]. Nilsson, R. & Alanko, C., 2018. Streamline the search engine marketing strtaegy: Generational Driven Search Behavior on Google..Journal of Marketing,23(6), pp. 41-63. Ottman, J., 2017.The new rules of green marketing: Strategies, tools and inspiration for sustainable marketing.New York: Routledge. Pavlou, P. A. & Stewart, D. W., 2015.Interactive Advertising: A New Conceptual Framework Towards Integrating Elements of the Marketing Mix. In New Meanings for Marketing in a New
Marketing 9 Millennium.US: Springer International Publishing. Samson, M. S. & Sheela, M. V., 2016.Global Markets and the evolving marketing 4Ps responsible marketing for sustainable business.US: Routledge. Shams, S. R., 2016. Capacity building for sustained competitive advanatge: a conceptual framework.Marketing Intelligence and Planning,34(5), pp. 671-691. Singalas, C., 2015. Competitive advantage: The known unknown concept.Management Decision ,53(9), pp. 41-86. Sinha, M. & Sheth, J., 2018. Growing the pie in emerging markets: Marketing strategies for increasing the ratio of non-users to users.Journal of Business Research,Volume 86, pp. 217- 224. Zhang, J., 2019.Google Ads: A strategic audit.s.l.:s.n.