Marketing Strategies of Nike and Google

RUNNING HEAD: MARKETING
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Marketing
Report
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Marketing
1
Table of Contents
Introduction......................................................................................................................................2
Marketing Concepts.........................................................................................................................2
Nike..............................................................................................................................................2
Google..........................................................................................................................................3
Competitive Advantages..................................................................................................................3
Analysis...........................................................................................................................................4
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

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).