Marketing Plan for Nike: Opportunity Analysis, Market Analysis, Competitor Analysis, SWOT Analysis

This marketing plan for Nike focuses on opportunity analysis, market analysis, competitor analysis, and SWOT analysis. It discusses the background of Nike, the market analysis, macro and micro environmental analysis, competitor analysis, consumer analysis, and marketing objectives.

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Table of Contents
Introduction......................................................................................................................................3
Nike background..........................................................................................................................3
Situation analysis.............................................................................................................................3
Market analysis............................................................................................................................3
Macro environmental analysis.........................................................................................................4
Political analysis..........................................................................................................................4
Economic.....................................................................................................................................4
Social...........................................................................................................................................5
Technological factors...................................................................................................................6
Legal factors................................................................................................................................6
Environmental factors..................................................................................................................7
Microenvironment analysis.............................................................................................................7
Positive regarding the Nike.........................................................................................................7
Negatives regarding Nike............................................................................................................8
Competitor analysis.........................................................................................................................8
Consumer analysis...........................................................................................................................9
SWOT analysis..............................................................................................................................10
Objectives......................................................................................................................................11
Marketing objectives.................................................................................................................11

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Conclusion.....................................................................................................................................11
References......................................................................................................................................13

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Introduction
The marketing plan for Nike is to lead the market of sports-related products. The major portion
of the discussion will cover the opportunity analysis for Nike. Nike had a problem in the
management of inventory (Ponting, 2016).
Nike background
Nike traded sports equipment and sportswear. This organization employed over 30000 people
around the world. This organization deals in customer-oriented market. The demand for Nike's
goods depends on the popularity of fitness actions. From 1980 Nike expanded its line of product
by many acquisitions, including Cole Haan the shoe company, converse, etc. (Publishing, 2014).
Phil Knight and Bill Bowerman started Nike on January 25, 1964, as Blue Ribbon Sports. This
organization is famous as an American multinational corporation (Smith, 2011). This
organization is involved in the design, development, marketing, manufacturing, worldwide and
sales of accessories, apparel, equipment, and footwear. Headquarter of Nike is near Beaverton,
Oregon, in the area of Portland metropolitan. This organization is the world largest dealer of
athletic apparel and shoes. This organization functions retail stores under the Nike town name.
This organization sponsors many teams of sport and high profile athletes. Nike expands its line
of product by encompassing many regions and sports throughout the world (Holder, 2012).
Situation analysis
Market analysis
Nike has been the global leader of sporty footwear sales. This organization has a strategy to
create a perception of customers towards their decision of buying. Nike dominates the market of
athletics towards accessibility of customers and offers a promotional discount to customers
around the world (Kahle, et al., 2012).
 Size
Nike is a large originality having workers in thousands. This organization is well recognized in
each nation. This organization have more than 700 own workshops around the globe and situated
in more than 45 nations (Park & Doris, 2010).
 Competitors

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Competitors of Nike are in large numbers. This organization manufactures many products. This
organization deals with all the tools of sports, shoes, clothes, sportswear etc. So, every
organization is cooperatively doing these goods like - Puma, Umbro, Adidas, Reebok, Fila,
Lonsdale, etc. and the organization who are doing mainly 1-2 goods like - Air walk and Asics
{famous for shoes}, Ever last Golddigga famous for attires}etc. are its opponents (Gurel &
Merba, 2017).
 Trends
Meaning of trends is people like nowadays. People like to uniform branded attires as it presents
the status of individual's symbol and status. This provides satisfaction to customers and current
fashion. This depends on all people those likes to wear branded clothes with current fashion
(Mahdi & Ali, 2015).
Macro environmental analysis
A strategic device to investigate the macro situation of the business is PESTLE. Alterations in
the macro situation influences have direct impacts on the organization (Pandey, 2017).
Political analysis
 Political unrest in some Asian nations
Workshops of Nike are situated in the evolving Asian nations like Vietnam, Indonesia, and
Thailand. The political discontent in the past few ages was a main concern for Nike management
in Thailand.
 International law changes
The law at the international level has become more stringent in the last decade. Tariff increased
in countries with the strict rules of visa and immigration are a major concern for a global firm
like NIKE.
 Recession and competition
During the recession customers replace another brand with Nike that offers similar products at a
low price. This had a paired effect on Nike.
Economic
 The rise in labor issues and production cost

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The main reason behind the setup base in Asian nations for Nike is the low cost of labor. This
organization has faced the biggest assault as many China factories stopped production citing low
wages.
 The fluctuation of profit margin
Nike performs trades in the worldwide spectrum. Solidity of international interest rates and
currency exchange is crucial for the growth at a consistent level.
 Subsidiaries and acquisitions
Nike acquired many organization that functions within the domain of the apparel and footwear
industry. This organization acquired Cole Haan in 1988. This organization has also acquired
much organization in the world. Hurley, converse, and SPARQ are the main organization that
put the Nike in the pressure without any accomplishment at a significant level.
Social
 Customers becoming fashion and health conscious
The physique is increasing exponentially as the many numbers of persons visit the nearby gym to
maintain body and health. This boosts up the Nike sales as customers turned to by apparel and
footwear to look as athletic.
 Female customers
This organization has devised the growth strategy for the trade in the subsequent few years by
attempting the increased quantity of female customers. This organization has pronounced a new
method in selling and designing shoes to the increasing number of sneakers for female.
 Conditions of working at factories
This organization often accused conditions of hazardous working in factories with a core focus
on Asian nations. This organization has alleged using sweatshops to provide apparel and

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footwear since the 1970s. Rejections from the authorities made the complicated situations that
affect the image of Nike at globe level (Luis, 2016).
Technological factors
 Innovation
Nike considered as an innovator to describe many products with the enthralled. This organization
often referred the Apple as footwear and apparel. This organization adopted new technologies
with ameliorated products.
 Techniques of marketing
Strategies of marketing altered by the global rise in sales to reach prospective customers.
Increase in marketing is the digital standard for channels at traditional level. This organization
used online apps and media to reach customers with different products.
Legal factors
 Legal battles with other organizations and Adidas
The feud between Nike and Adidas is not new. This organization has marched a claim of $10 on
Adidas to condemning the proprietary surprises. This organization is involved in the other
permissible battles that consist of the design over the designs of footwear and Iconic ‘Jump man’
logo.
 Counterfeit products
This is one of the most counterfeited brands at the world level. This regarded as the patented
products and the violation of intellectual rights. Minimum allegations of wages and child labor

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This organization had accused child labor within many workshops situated in Pakistan and
Cambodia. They used to formulate balls of soccer. This organization has taken extensive
measures to stop the practice and rebuked at the world level.
Environmental factors
 Environmental concern and global warming
There has been extremely important for companies at the world level for reducing waste. New
laws of environment restrict the production with the waste of manufacturing in the chain of
supply to decrease the emanation of carbon and waste elimination.
 The concern of the population in China
Factories of Nike are located in China. Government of China take steps at an extensive level to
check the population that increased the cost of production for the organizations drastically. The
use of limited fossil fuel and regulations added concern.
 Decrease greenhouse emission
Nike is generating a contribution for emissions of greens house gases by value chain. This
describes strategies with new technologies to reduce carbon dioxide and carbon monoxide.
Microenvironment analysis
Positive regarding the Nike
 Megabrand
This organization focuses on design, the innovation of product, and on marketing.
 Development and research

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Nike established staff with profound expertise in engineering, biomechanics and exercise
physiology.
 Emerging markets
These organization marked in markets like India, China, and Brazil as have strongly increased in
wealth.
Negatives regarding Nike
 Competition
Nike has masses of burden from opponents like Puma, Adidas, and Reebok.
 Costs
This organization has felt density from the inflation in raw materials like fiber and price of
transportation.
 Verdict
This is a versatile brand as focused on the footwear of athletics.
Nike is a customer products organization that develop, design, and marketing of equipment,
footwear, apparel, and accessories worldwide. This organization designed casual, athletic, and
leisure footwear.
Competitor analysis
Nike is the top country in the world. The competitors of Nike are Adidas, Reebok, and Puma.
This organization dominates the main market of athletic shoes. According to the data of the share

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market, this organization covers a large area of the market. This organization has clear
competitors in the market.
Competitive market summary
Competitor Target Market Product Price Promotional Distribution Strength/
Weakness
Adidas Cricket Accessories
of Cricket
High High By channels High Quality/Low
level of quantity
Reebok Running Accessories
of Running
Low Normal By stores Fair price/Lesser
promotion
Puma Basketball Accessories
of Basketball
Medium High By
promotions
Big
promotion/good
level of quantity
Nike offers a variety of products. This organization also focuses on the bats, eye wares, and
sports balls. Price of products from Nike are $30 to $200. This organization knows for good
quality. This organization has a channel of distribution at a large level. This organization has
more than 20000 retailers. Promotion is the strongest point for Nike. This organization advertises
its products with utmost decisions. This organization provides customer exceed promotion with
the rise above expectations (Mahdi & Ali, 2015).
Consumer analysis
Customer of Nike is a sports lover. Customers of Nike are between 15-40 years old. Customers
of Nike likes to purchase athletic wear. The products are accessories of all sports like shoes,
football, short, lower, and t-shirt, etc. The customers of Nike likes to purchase the appealers of
sports on the events of sports, tournaments and to do the activities of exercise like gym and
running, etc. The customers of Nike likes to purchase the products apparel for sports activities.
The customers of Nike purchase products at events, stores and on promotional activities. In the

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current market place, customers purchase product by credit cards. Customers of Nike purchase
the product to represent themselves as an athlete. Nike maintains and develops the
communication of marketing by the strategic combination of personal selling, advertising, direct
marketing, promotion of sales, and relations of the public. This allows promoting the strength to
a product with a good image of the brand (Cole & Hribar, 2015).
SWOT analysis
The SWOT analysis will discuss the strength, weakness, opportunities, and threats for leading
foot brand. This organization is the world largest shoe company (Rauch, 2015).
Strength Weakness Opportunities Threats
 This is the
world’s
number one
shoemaker
organization
as it traded in
a diversity of
sports
comprising
with baseball,
football, and
golf.
 The profits of
an
organization
relies on the
share of
market for
football.
 The
development
of product
offers many
opportunities.
This
organization
believes that it
is not a brand
of fashion.
 This
organization
exposed the
trade at
international
level.
 This
organization
uses “make to
stock”
customer
orders and
this
organization
provides a fast
service.
 This
organization
left vulnerable
reasons to
market share
erodes.
 Youth
especially
participate in
a sport that
creates an
opportunity.
 This
organization
sells and buys
different
currencies and
cost margins
with no
stability over
a long time.
 This
organization
operates
stores of
sports and
factory
 The sector of
retail is price
sensitive.
Income
derived from
selling into
 This is the
opportunity
for Nike to
product
development
with jewellery
 Exposure
means that
selling and
manufacturing
at a loss that
is an issue

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outlets. As it
sells products
by the US and
in more than
180 nations
retailers. and
sportswear. A
high value of
product tends
associated
with the high
profit.
that an
organization
face at a
global level.
 This
organization
is a
worldwide
brand as this
is the number
one brand at a
global level.
 Retailers offer
a very similar
experience to
customers.
 The business
developed by
building upon
strong global
brand
recognition.
The events of
market
utilized and
support the
brand like The
Olympics and
the world cup.
 The market of
garments and
sports shoe
are very
competitive
and
competitors
developed
alternative
brands to take
away.
 Margin tend
squeezed as
retailer pass
low
competition
of price on
Nike
Objectives
Marketing objectives
 Measurable targets
The detached of Nike is to upsurge the share of the market by stating the percentage with
measured progress. After a certain time, this will target to meet the requirement of customers
with putting of strategies that allow to reach the target and to achieve the share of the market
(Slater & Lloyd, 2014).
 Achievable targets

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The achievable targets for Nike are stated by the firm to enhance the share of the market with the
clear set of the objective with examined environment and capabilities of the firm to assess the
order with an achievable share of the market.
Conclusion
After assessing all the internal and external factors Nike will endure to appreciate their market
with the leading position in the competitive business. The organization is working on threats and
weaknesses to provide the strength to their situation. The apparel and footwear industry is
competitive and Nike successfully deals with the challenges. The ability to impress the strategy
and introducing the new product helped the revenue of the organization to grow. This
organization will endure to rule the footwear and apparel business in the existences to come. This
organization has the strength to reach the engagement level of customers by providing the
feelings that Nike brand empowers wearers. This organization extremely brand loyal as have
shaped an appearance of dependability and trust on the consumers. This organization campaign
community by focusing on the competition.

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References
Cole, C. L. & Hribar, A., 2015. Style of Nike. Sociology of Sport Journal, 04(12), pp. 347-369.
Gurel, E. & Merba, T., 2017. A Theoretical Review. Journal of International Research, 10(06),
p. 51.
Holder, J., 2012. Through The Years. The Journal of Management, 06(02), p. 09.
Kahle, L., Boush, D. M. & Phelps, M., 2012. "Good Morning: An Ethical Analysis of Nike
Activities In Southeast Asia. Sport Marketing Quarterly, 09(01), pp. 43-52.
Luis, D., 2016. Business Insider. [Online]
Available at: http://www.businessinsider.in/How-Nike-Solved-Its-Sweatshop-Problem/
articleshow/21122639.cms
[Accessed 06 07 2019].
Mahdi, H. & Ali, A., 2015. A Competitive Analysis of Business Models of Nike. International
Journal of Business Management and Economic Research, 06(03), pp. 167-177.
Mahdi, H. & Ali, A., 2015. A Competitive Analysis of Nike. International Journal of Business
Management and Economic Research, 06(03), pp. 167-177.
Pandey, B. C., 2017. Nike Complete Analysis. Journal of Marketing Strategy, 89(02), pp. 145-
556.

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Park, H. & Doris, K. H., 2010. Analysis of the Market. Journal of Global Fashion Marketing,
3(1), pp. 183-193.
Ponting, A., 2016. Analysis of Nike. [Online]
Available at: http://www.businessteacher.org.uk/guides/business/analysis-of-nike.php
[Accessed 07 07 209].
Publishing, V., 2014. Valueline. [Online]
Available at: http://www.valueline.com/Stocks/Highlight.aspx?id=15623#.Vujn6-J97IX
[Accessed 07 07 2019].
Rauch, P., 2015. Swot Analysis. Policies and Economics, 06(01), pp. 87-94.
Slater, J. & Lloyd, C., 2014. Exploring The Effect of Relationship of Nike. Sports Marketing
And The Psychology of Marketing Communication, 210(01), p. 191.
Smith, A., 2011. History of Nike. [Online]
Available at: http://about.nike.com/
[Accessed 07 07 2019].