Marketing And Services Management Assesment

MARKETING AND
SERVICES
MANAGEMENT

Marketing and services management 1
Contents
Nike’s marketing mix approach...................................................................................... 2
Responding to marketing environmental challenges..............................................................5
References................................................................................................................ 9

Marketing and services management 2
Nike’s marketing mix approach
The marketing mix of Nike regulates the effectiveness and progress of the athletic footwear,
attire and gear segment. The marketing mix of Nike states to the policies and schemes
practiced to implement the marketing plan with the major concentration on products, price,
place, and promotion. In the marketing mix case of Nike comprises athletic products. For
instance, Nike is specialized in shoes which are intended specially to content the
requirements of proficient basketball and football sportspersons. Although such products are
advertised to all the customers in US and worldwide for physical and relish activities
grounded on the particulars of the company’s communal mission and vision statements
(Nike, 2020).
MARKETING MIX OF NIKE
Nike is one of the innovators in the marketing mix and is one of the leading. Majorly reling
on the pull strategy, the company has recognized its hold in the market. Nike was formed in
1964 and its four Ps change as per the changing aspects of the international sporting goods
industry. This progression is a perilous accomplishment aspect that permits the corporate to
utilize marketing mix to retort to the market drifts and changes that impact the local,
provincial and universal market demand to the products. The company can reinforce its
capabilities through the marketing mix and defend the business from the robust force of
opposition. Nike is competing against several organizations comprised of footwear and
athletic equipment markets such as Puma, Adidas, Asics, Under Armour and VF Corporation.
Products:
Nike provides an extensive range of products comprising apparel, shoes, and gear in US and
worldwide. The products Nike focuses on the high quality and extensive variety of goods for
sports enthusiasts. Nike is one of the top-selling sports attire, accessories and sports bags in

Marketing and services management 3
1979. Cole Haan is a brand of Nike which is specialized in carrying a range of dress, casual
footwear and accessories for every age group. Nike also market headbands by a brand name
Sports Specialists and allots skate blades, ice skates, in-roller skates, hockey sticks, shielding
apparatus, and hockey jerseys (Mangundap, Massie and Rumokoy, 2018). The company
leads to growth by making variations in its product mix. For instance, Nike endures its outlay
in research and development in order to create innovative products and increase forms of the
prevailing products. Nike is formerly a supplier of shoes and now produces several shoes,
attire, and gear for the various sports. According to the generic strategy and rigorous growth
strategies, Nike assimilates innovative skills into the product lines to enhance product
efficacy and customer contentment (Constantine, 2018).
Shoes are identified to be the most prevalent products of Nike in US. The organization
progressively augments more product lines in the sort like Nike now provides tennis shoes,
running shoes, gym shoes, and more sports. Add on, the product lines of Nike comprise
accessories and apparatus like golf clubs. Such products are obtainable under the brands of
Nike such as Hurley, Air Jordan, and Converse. Depending on the fundamentals of the
marketing mix, the company enlarges its product mix to discourse the requirements of the
target markets and market parts (Jiang, 2019).
Price:
Nike is a market front-runner in the sportswear and sports gear in US. Nike assesses the
prices which it applies to maximize profits along with an appealing anticipated share of the
global market. The investment of the company in technology is linked with the policy to offer
products at a premium. Although, Nike deliberates current market circumstances in deciding
both price points and price ranges. Nike makes use of 2 pricing strategies in the business such
as value-based pricing strategy and premium pricing strategy. The company employs a value-
based pricing strategy to enable evolution in sales and profits of the organization in US. This
strategy assists Nike in determining the valued customer is anticipated to recompence for
every product. Such value is utilized in defining the supreme price the customer is anticipated
to recompence for Nike’s shoes, attire, and sports gear. In the value-based pricing strategy,
Nike can make sure to retain the maximum consumer surplus. Such a strategy has greatly
benefitted Nike in raising profits over the last five years (Jialiing, 2017). The premium
pricing strategy is also carried out by the company to target the clienteles of the premium
section. This strategy comprises high prices relying on the premium pricing strategy which