Marketing Audit for Nike: Objectives, Planning Process, Philosophy and Background

This marketing audit for Nike covers its objectives, planning process, philosophy, and background. It includes information on Nike's marketing objectives, planning process, and philosophy, as well as its origin and background information.

MARKETING AUDIT
Name of the Student
Name of the University
Author Notes
MARKETING AUDIT (Name of the Student)

Table of Contents
MARKETING AUDIT..............................................................................................................1
1. Introduction........................................................................................................................ 3
2. Marketing Objective............................................................................................................3
2.1 Marketing Planning Process.........................................................................................4
2.2 Marketing Philosophy....................................................................................................5
3. Background........................................................................................................................ 6
3.1 Origin of Nike – Background Information......................................................................6
3.2 Original company quest - Nike......................................................................................7
3.3 Vision statement...........................................................................................................8
4. Buyer Decision process......................................................................................................8
1st time zone....................................................................................................................... 9
2nd time zone..................................................................................................................... 12
3rd time zone..................................................................................................................... 12
5. 5-GAP Model.................................................................................................................... 12
6. SWOT analysis................................................................................................................. 13
7. Conclusion....................................................................................................................... 14
8. Reference......................................................................................................................... 15
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1. Introduction
The way in which the business is done by the promotion of a particular product or
service to meet with the needs of the customers and build relationships is termed as
marketing. Marketing is one of the pivotal means for the creation and satisfaction of the
customers though the various concepts of business management process. The aim of
marketing is to formulate an activity plan for the associative findings of the product and
services meant for the communication and values of the customer. Marketing is one of the
major process through which the consumers have an image of the product or the
organization and through which the business of the organization. The overall analysis of the
marketing is attributed to the fact that the image of the company is built through the analysis
of marketing. Therefore, marketing is surely one of the most important parts for the process
of business that helps to flourish with the help of the exchange of relationships between the
consumer and the organization.
The aim of the study is to trace the objectives of marketing for Nike. There are a
number of planning process and philosophies essential for marketing process that are
essential for the marketing technique for the company. The overall marketing audit for the
company has been discussed which relates to the background of the study as well as the
mission of the overall plan.
Questions –
1. What one understands by Marketing?
2. Marketing Objective
The marketing objectives of Nike are as follows –
 Financial Objectives - To increase business and create profit for the shareholders of
the organization along with sales of the company at a rapid rate
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 Strategic Objectives - To innovate products that are there for the betterment of the
athletes all over the world
 Communication Objectives - To retain employees in the organization for the
betterment of growth in the aspects and to analyse the recommendations for the
challenges in the organization.
3X3 Matrix Objectives
Figure – 3X3 Matrix
(Source – Fanning, 2018)
In the above diagram, the 3x3 matrix represents the typical nine factors for the
process of B2B marketing process have been stated. The marketing for a product or service
totally depends on the type of market in which the expansion is being done which is again
variant on the new or the existing type of market which is present. The diversification of the
product is being done which is one of the most potential case in the matter if turn. The entry
of the new marketing force for the strategies as well as for the development of market is to
be reckoned with the company while expanding into the market. The aspect of market
diversification is one of the prime aspects in the marketing strategy which means that the
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existing market as well as the product image is implanted in the mind of the people. The
strategy related to the market expansion is included in the fact which means that the
expansion of a new market with an existing line of product which is there. The whole strategy
of market expansion can be done along with the diversification and innovation of product in
the period. The element of expansion of product is being done which is to provide ample
means for the development of a product or renovating a product with the existing market
plan. The development of the product is being followed by the new entry of the product into
the new market. The expansion of Nike, a famous shoe brand should follow the strategy of
Market Penetration as the company is already an existing company in the province of
Australian market and the products which are available in the market are known and popular
among the customer base. The 3X3 matrix plan is to b adhered to the Nike as a company
and also to make sure that the marketing plan is being adhered. The overall market strategy
is to be called upon keeping the company of Nike as well as the overall marketing
techniques is to be made sure to have ample benefits for the company as well as for the
market. The market penetration plan will help the consumers to enter and expand in the
Australian market within the span of time.
Questions –
1. What are the marketing objectives of Nike?
2. What is deciphered by the 3X3 Matrix for marketing the products of Nike?
2.1 Marketing Planning Process
Marketing Plan is defined as the business document that is used to understand and
analyse the different strategies for the market including the ways and tactics involved in a
span of time. The various plans for marketing strategy are being included in the plan relating
to the market. The planning process for marketing is one of the compound process for the
internal communication of the organization.
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The Business Plan –The business plan is one of the foremost aspects of marketing plan
technique in which the mission and vision for a plan is being clarified. The goals of the
business is also being stated in the business plan statement which states the medium and
long term goals for the company. The overall business of the organization depends on the
planning process with the disciplines. Nike has a well-to-do business plan that helps the
organization to survive and also to make sure that the company has the amount of plan for
business.
Executive Summary –The executive summary for the business plan provides the main and
critical factors that is to be provided in the course of time. The final draft of the business plan
is one of the places which has the executive summary.
Propose Statement –The propose statement is a portion of the business plan in which the
intentions of the marketing are stated. The statement is the proposal of the message which
is being presented in the organization and helps the people understand the plan related to
marketing.
Situational Analysis –The situation of a country or a company and even the buyer
determine a lot about the condition under which the company or the place operates. In the
situational analysis of the company the trends, nature, assets and the process of the
organizational position is being assessed which help to analyse the trademarks in the
process of situational analysis. The situational analysis of Nike is being considered here
where the sales have not increased to a major level and needs major analysis of the
situational factors.
Organizational objectives –The organizational objectives are the statements which are
clear and related to the business plan.
Action Plan –The action plan is nothing but the program that is being set by the business for
the implementation of the marketing plan. In the action plan, budget along with the timeline
for the work is being done. The overall analysis of the action plan is done at the planning
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stage in which the action of the individuals is being assessed. The overall operations for the
action plan is to be done in a placid manner which help to decipher the plans for the
marketing tact.
Marketing Plan –Marketing plan is one of the major aspects of the business planning
process in which the needs for the marketing are being identified and also are taken into
consideration. The overall factors influencing the marketing and business ways are being
identified which determine the market value of the factors and process are being analysed.
The overall analysis of the marketing of the company depends on the plan which is
determined by the product.
Segmentation Variable –The segmentation plan of the marketing plan is being done on
geographic, demographic, psychographic and behavioural patters.
Pricing –The pricing of the product is one of the major plans in the business plan that helps
to determine the pricing strategy for the various kinds of products and services in the
concerned span of time. The overall strategy for the target group is to be analysed keeping
in mind the pricing of the same.
Internal data collection –The collection of data is one of the prime factors which needs to
be analysed to have proper characteristics features. The prediction of the marketing data is
being done on the collected internal data which is one of the major events. The internal data
collection is to be done by using various software for the uses.
Projections of income –The income and the buying decision of the consumers are being
projected in a proportional part which means that the as the income increases the buying
power of the part increases in a great way. The projection of income is thereby an important
part of the market analysis.
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Marketing Action Plan –The final document that states the objectives as well as the
operational planning and action is termed as the Marketing Action Plan. The plan makes
sure that the development of the action plan is being done.
Questions –
1. How does a Business Plan created?
2. Does the company follow each of the process which has been described in the marketing
plan?
2.2 Marketing Philosophy
Marketing philosophy is defined as the type of philosophical culture which is there in
the organization which helps to implement strong workforce balance. The importance of
culture in workplace is of prime value which means that with the importance of culture in an
organization, the wholesome analysisof the matter can be achieved. The influence of the
philosophy on the matter is of prime importance which means the organizational culture. The
marketing philosophy for a workplace is to be associated with the production of the place as
a strong organizational culture implies a greater level of production in the span of time. The
overall analysis of the marketing philosophy is to be accounted to the business scene of the
organization which means that the sustainability position of the company is determined by
the marketing philosophy. The essentiality of business lies in the fact that the understanding
of the business scenario is to be accounted to have enough knowledge for the marketing
philosophy tactics of the time.
To gain the competitive advantage in an organization, the marketing philosophy is to
be adhered. The definition of the market along with the process of evaluation is to be
clarified to have the level of contribution in the span of time. The overall analysis of the
concept has been derived from the fact that the theoretical perspective of the market
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analysis has been done. The market needs to be explored to maintain the assumption of the
market and to maintain the operations of the business.
The marketing philosophy also underlines the concept of promotion in the overall
matter which means that the marketing is directed to solve the purpose of satisfying the
needs of the customers. The differentiation and the maintaince of wants and needs are two
of the prime matters in marketing philosophy. The needs can be differentiated into two
matters – terminal and instrumental value.
The marketing philosophy of Nike is to establish the company in the best way
possible in the marketing technique and also to establish the company for the betterments of
the marketing plan for the concerned time.
The overall analysis of the needs and wants can be associated with the marketing
principles and concepts for the need for affiliation and the need for achievement in the realm
of power. The needs of the organization change according to the time and demands of
market.
Questions –
1. What is a marketing philosophy? Which one of them should Nike follow for its market
survival?
2. Does Nike follow the market philosophy fully?
3. Background
3.1 Origin of Nike – Background Information
Nike is one of the famous sports shoe brand of the world which is operating in most
of the countries with its range of sportswear items. Nike which is also known as Blue Ribbon
Sports is an American sportswear company that was originated in the year 1964 on 25th
January. The name of the company was changed to Nike following the name of the Greek
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goddess of Victory, Nike. The founder of the company Bill Bowerman was a track coach
which led him to recognise the needs of the sportsperson and therefore come up with ideas
and products beneficial for them. The company which is involved in the designing,
developing and marketing for the footwear and apparels for the rest of the world is the
largest supplier for the sports shoes on a global basis. The company is also engaged in the
manufacture and selling of the largest sports equipment in the world. The company has a
revenue in total for $24.1 billion in the year 2012 which increased to approximately $34.1
billion in the year 2017. The company whose brand value lies at approximately $30 billion is
surely is one of the biggest brands which has expanded its products all over the world.
Figure – Nike Logo
(Source – Nike.com/au)
The various brands of the company like Nike Pro, Nike+, Jordan, Nike Blazers and
others retail stores which has the name from Nike Town is one of the largest and most
famous companies which has a logo well known by most of the people of the world stating
Just Do It.
The origin of the company, like all other companies began from a small step which
eventually went to become one of the largest in the whole plant. The company initially
worked as a distributor for the Japanese company which is one of the largest shoe maker in
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the country making the profits on the right track. The sports shoe section was built by Nike
which means that the wholesome shoe of the tracks was manufactured by the company. The
company in the year 1964 manufactured and sold the first 1300 pairs of shoes which gave
them the business of $8000. The company went on from being a normal company to a 50%
share acquisition company in the year 1980 which was public in origin. The overall market of
Nike was to attract clients as well as to expand the market through the span of 1980 to
include footwear and different regions throughout.
Figure – Nike sales from 2010-2017
(Source – Statista.com 2018)
The above figure gives an overview of the sales increase of Nike from the year 2010
to the year 2017 in comparison to the rival brands of Adidas and Puma.
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3.2 Original company quest - Nike
One of the major company quest was to build a strong yet salient brand image which
is strong and sporty at the same time. The image building will help to engage the company in
sorting the buyer from the different fields of life and will also help the company to engage
into the world of sporty ideas. The overall quest for the company is to engage the quality of
service into the matters and also to convince the people to buy from them in order to
improve their good will and profit. The overall analysis of the engaging in manufacturing
more sporty shoes is to be made compulsory in the analysis of the company in the straight
analysis. The enhancement of the strategy of the consumer is one of the prime matters in
the quest of the company which help the company to have detailed analysis in the period of
time. The relationship with the customer development is one of the prime requirements in
any of the organization which makes sure that the company has enough of the business in
the span of time. The overall analysis of the company is to make sure that the business of
the company in association with the organizational needs of the period. The overall analysis
of the quest of the company is to be regarded in lieu of the fact that the quest determines the
amount of objectives which is being fulfilled in the due course of time.
The overall quest of the brand Nike is to be done taking into consideration into the
fact that the communication of the people in relation to the overall matter to make the brand
of the image better. The original company quest of Nike is to be analysed to have better
communication skills among the people of the company and to make sure that the overall
analysis of the company is being done in an avid manner. The overall quest of the company
is to better the management and also to have potential profit in the period of time. The quest
or the objective of the company is to analyse the prolonged behaviours of Nike and have
ample evidence of the marketing system of the organization.
The current scenario of Nike is positive although there are a number of problems in
terms of the customer dealing in the brand. The company in terms of the positive aspects
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needs to be addressed and self-sufficient to have the products for the customer. The
analysis of the premium ranges and the lack of availability for the supplied products are
some of the major issues which are there in the current market aspects of Nike. The overall
dependence of the third party supply chain is another major problem of Nike in the making of
sports shoe which is again one of the prime matters. The business challenges need to be
quested to have better business opportunities in the span of time. The quest for the
opportunities for Nike is to be best in the manufacturing of the sports merchandise. The
company is to be made into objectives into enhancing the strategy of the customer.
The research and development of the company is to be analysed in regards of the
complaints that is being made. The waste management of the company is to be done to
analyse the objectives of the company and also challenge the discourse in the realm of time.
The information that is viable to the people needs to be analysed to have the betterment of
the company in the prolonged span of time. The company related information needs to be
transferred to various people to make sure that the various media channels are used for the
statement.
Questions –
1. Does Nike has follows all the steps for the satisfaction of the customers at the work
organization?
2. What are the strategies that are followed by Nike for making the resources work?
3.3 Vision statement
The vision statement of the company is to be straight and to the point to have a
profitable business version in the span of time. The mission and vision of the company
needs to be prolonged and as per the needs of the company analysis to have the universal
profit to have betterment of the company and also to have prolonged name in the sports
industry. The sports industry have to be prolonged analysis for the span of time. The
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distribution of the plan need to be analysed along with the vision statement to have good
future for the company. Nike is one of the companies that has a proper vision statement
which needs to be adhered to maintain the business of the company and also to have
betterment of the industry related to the transformational point of time. The vision statement
of the company is to increase the business and also to have a detailed analytical plan for the
increment of profit in the analysis. Nike is one of the company that visions to develop a
strong brand image to have identified the company as the best in the market. In addition, the
mission statement is to gain profit and make more business which is the need of the
company at the present moment. The visions statement which defines the future represents
the best-in-class for the company in the period.
Questions –
1. Does Nike achieve its vision statement properly?
4. Buyer Decision process
The decision which is being made by the buyer for the purchase of any good or
services is there which maintain the buyer decision process of the person. The ways in
which the buyer makes their decision process is valued through three stages of decision-
making process. These are influenced by the needs and the values of the customers
engaged in the act.
One of the many ways in which the decision making process of the buyer can be
influenced is the characteristics of the behaviour making changes in the needs and
preferences in the country. The overall decision making process of a buyer is really
important for a company as that decides the fate of the company in terms of the business as
well as the profit making ways of the brand. The buyer decision making process is evident in
the importance that if the company is able to understand the decision making way of the
buyer then the profit of the company can be achieved.
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The buyer decision making process is there for the betterment of the organization as
well as the managing the sales. The profit of the company is to be then adjusted according
to the needs of the clients and helps the company to establish the marketing process of the
company.
Figure – Buyer Decision making process
(Source – Fanning, 2018)
The above figure deals with the buyer decision making process of the buyer which is
divided into three zones. The buyer decision making process depends on the viability of the
products, the determination of the buyer as well as the various decision making process
involving the ways and means of the buyer. The situational analysis of the buyer decision
making process needs to be analysed to have even amount of process and also depends on
the amount of decision making process.
1st time zone
4.1 Purchase behaviour
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The behaviour of the customer depends on the purchasing plan of the customer. The
purchase behaviour is defined as the behavioural pattern that is there in the buying process.
The purchase behaviour is one of the foremost criteria for the purchasing of the product in
the span of time. The purchase behaviour is one of the foremost criteria for the analysis of
the product. The purchase behaviour determines the decision of purchasing or not
purchasing. The buyer decision process of Nike follows the theory.
4.2 Need recognition
The need for recognition is one of the major factors for the purchase decision for the
product which means that the purchasing decision of the buyer depends on the recognition
of the product. If a product has recognition in the market then the customer is more likely to
purchase the product. Nike being one of the major companies in the market serves as one of
the good forces for the purchase recognition. Nike is a recognised company which is one of
the major factors for the customers to buy their products.
4.3 Product classification
The buyer decision making process also depends on the classification of the product
which means that if there is a specific pattern for the classification for the product then the
buyer is more likely to have better chances of purchasing. The product classification is one
of the most important factors that is there in the purchase behaviour of the customer. Nike is
one of the brands that has a range of products all belonging to the sports merchandise. The
purchasing behaviour of the company is therefore high in terms of customers. The products
of Nike are well classified.
4.4 Customer and product involvement
The involvement of the product and customer is also essential to the fact that if the
customer is able to involve with the product due to the needs of the product then he or she is
,more likely to purchase the product. The product involvement is therefore important in case
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of Nike where the customers are mostly interested in buying sports merchandise. This
makes the customers engaged with the brand in many ways. The involvement of Nike and
the product is there which one of the major factors is again.
4.5 Costs
Cost is one of the major factors that determine the buyer decision making process.
The overall cost of the products is to be recognized which means that the cost of the
products needs to be in the budget of the customer to have better analysis of the value of
the product. The overall analysis of the cost and risk is to be done in accordance with th
situation an also the factors that have the overall cost analysis. The cost of the product
determines the amount of the price that the buyer is ready to pay for the product.
4.6 Benefit and risk analysis
The benefit and risk analysis of the company is one of the most important matters
which is determined by the amount of business that is taken by the company. The company
which takes the highest risk is expected to have better benefit. Nike at the time of its
initiation took big time risk in flaunting products that were ahead of the times and gained risk
as per that. The customers engaged in the purchase were interested in the product.
4.7 Value situational analysis
The value situational analysis of the company is determined by the methods that the
managers of the company to analyse the internal and external conditions of the company.
The environment and capabilities of the company are determined by the business context
and environment. The managers of Nike are capable enough for determining the methods
and process for the analysis. The value situational analysis is therefore essentially positive in
the sect.
4.8 The market
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The market of the brand also determines the buyer decision process and purchasing
behaviour of the customer. Nike belongs to a group of brands that manufactures especially
for the sports community which needs to be addressed as per the market needs. The market
of the company needs to be as per the customer needs. The regular customers of the
company are the people who are engaged in sports which make the market inclusive.
4.9 The customer
The customer and their interest is the most important factors for the analysis of a
company as the customer is the most important factor. The customer decides what type of
product the customer needs. The customers of Nike are the ones that are focussed on
sports goods which need to be analysed in the span of time.
4.10 Decision maker role
The buyer has the decision making role in terms of the purchasing power of the
product. Nike is one of the most important brands that specialises in the production of
sportswear which makes the customer have better choice and decision making process for
both the consumer as well as the company.
4.11 Benefits
There are a number of benefits for making the buying decision process of the buyer
that determines the fate of the company. If the customer wants to purchase products from
the company, then the the company is in benefits. If the customer chooses to buy from some
other brands then there is no benefit. Nike has a number of competitor companies which
need to be analysed in terms of calculation of benefit.
4.12 Total product
The total product of the company need to be analysed to have full knowledge about
the types and kinds of products that are being assessed in the province of time. The overall
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analysis of the product need to be in coordination with the needs of the brand. Nike has a
number of products that are included in the total product analysis.
4.13 Product concept
The product concept of the company is determining factor for Nike. The product
concept is based on a single concept of sport which has a specific genre of audience. The
overall product concept is definitely attractive for a section of people who are engaged in the
sporting activities.
4.14 Components, product and layers
The components, products and layers are one of the important concepts for the
analysis of the buyer decision making process that is involved in the analysis of the
purchase. These are some of the most important factors that are there in the analysis of the
products. Nike is one of the most important companies which has different components of
products having different layers in their range of products. The overall analysis of the buyer
decision making process depends on these factors.
4.15 Strategy consideration
The marketing strategy of the buyer is one of the most important in the cases which
means that that strategy that is being considered when marketing the products. The overall
strategy of the product determines the purchasing power of the buyer. Nike is one of the
important companies that has a specific strategy for the purchasing power of the customer.
4.16 Life cycle
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Figure – Product Life Cycle
(Source - Bartlett & Twineham, 2013)
Product life cycle is defined as the stage in which the product is at the present
moment in terms of the business considerations. There are four stages of product life cycle
namely Introductory, growth, maturity and decline. The Nike is at the stage of growth where
the products of the company are growing at a rapid rate amidst the competition level. The
other companies who are at steep competition to each other make sure to have the level of
growth in the spectrum.
2nd time zone
4.17 Product Delivery
The product delivery is one of the most important phases in the product of the case.
The product delivery assesses the experience that has been made as per the quality of the
product. The company which is one of the most famous in the arena of sports merchandise
is expected to have delivery which is of great quality. The overall delivery of the product is
responsible for the marketing of the sports merchandise. Nike is one of the famous
companies which assures a best-in-class product delivery that needs to be assessed. The
customers demand a high product delivery from the company that is so engrossing to its
customers as well as the cycle of product. The delivery experience of product also plays a
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vital role for the delivery of the product as it is a general concept of the customer to believe
the people who have previous experience.
4.18 Co-producing product visibility
The product visibility or brand visibility is defined as the way in which the customers
get to know about the brand by all sources of marketing media. The product visibility is
created for the better marketing and sales of the product and also to create brand visibility
among the people of the times. The product visibility is one of the foremost sections which is
created by Nike in terms of their marketing and brand promotion. The different forms of
advertisement is done to create the visibility for the brand.
3rd time zone
4.19 Post-purchase behaviour
The post purchase behaviour is one of the foremost parts of the buyer decision
action in which the buyer decides the further action after the buying process has been done.
The likes and dislikes of the consumer is taken into action in this stage. The post purchase
behaviour of Nike has cognitive dissonance in the action which means that the quality and
the experience are taken into consideration in the span of time.
4.20 Complaints
The complaints of the consumer is to be accessed to make sure that the further delas
with the customer are being delivered. If there is a specific complaint cell which is being
provided to the customers, the customers will have further assistance and inclination in
buying products from that brand. Nike has a good complaint cell which determines the
positive buying behaviour of the brand.
4.21 Circle of satisfaction
The circle of satisfaction is defined as the level of interaction between the
organization and the customer to fulfil the level of satisfaction level in the span of time. The
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circle of satisfaction is surely one of the vital in the cases which means that the Nike due to
the good customer organizational interaction is to be positive review.
Questions –
1. Has Nike adopted customer behaviour in an effective manner?
2. Has Nike followed the cycle of satisfaction in the organization?
3. Has the product selection been satisfactory for the customers?
5. 5-GAP Model
The GAP model is important in the case as it analyses the expectations of the
customers along with the perceptions in each of the case. The overall research regarding the
model is very effective in the sense that the model helps to understand the level of
satisfaction in the minds of the model in terms of the customer quality. The gap model is one
of the best conceptual model which helps to analyse the quality of service and the initiative
of the product.
Figure – GAP model
(Source – Fanning, 2018)
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There are in total 5 gaps in the model which has been analysed in the above figure.
The first gap is evidence of the difference in the level of expectations between the customers
and the managers. The first gap is identified by the use of survey research which can be
used for Nike. The main aim for Nike is to keep its innovative position which can be used in
Gap 1.
In Gap 2, the difference between the specification and perception of management
can be adhered. The understanding of the organization in terms of the demands of the
customers can be achieved. The customer standard needs to be maintained by the gap.
In Gap 3, the feedbacks of the customers are being adhered which determine the
experience that has been collected by the managers. The fulfilment of the promises of the
customers are also done which is one of the prime elements of the case.
In Gap 4, the difference of communication between the customers and the delivery of
the services can be achieved. The quality of the services which increases the expectations
of the customers are also being assessed.
In Gap 5, the difference between the expectations and perceptions of the services
are being assessed. The experiences of the customer determine the level of the promotion
which is being done. The whole difference between the expectation and the actual
experience is determined by the transactional process of survey which is important for
understanding the perception.
Questions –
1. In which gap should Nike work on?
Gap 1
Gap 2
Gap 3
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Gap 4
Gap 5
6. SWOT analysis
SWOT determines the strength, weakness, opportunity and strength of the
organization which means that the overall analysis of the company Nike is being done. The
SWOT analysis determines the various facets of the company which analyses the company
and its operation as a whole.
Strength Weakness Opportunity Threat
 They are the
world’s
biggest
company for
the
manufacturin
g sports shoe
and other
ways.
 The service
for Nike is of
fast pace
 The presence
of Nike is on
global basis
which is over
180
customers
 The variety
of product is
only
concerned to
the shoe
merchandise
which is one
of the strict
segments.
 The section
for the retail
section is
very
sensitive to
price. This
means that
the margin
set by the
 There are a
number of
opportunities
for the brand
Nike in terms
of the
development
of product.
The
company can
venture into
different
forms of
product
including
leather items
and even
casual
 The nature
of trade can
play as a
threat to the
company as
the stability
can be an
issue.
 The
competition
for the
company is
one of the
major
threats.
There are
brands like
Nike and
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MARKETING AUDIT (Name of the Student)

 There is a
strong team
for R&D in the
company
which
manufactures
best in class
products
 The company
has better
access for the
manufacturin
g and selling
of goods.
consumer
varies
according to
the
competitors.
This in turn
creates
some
competition
level for the
company.
clothing line.
Only the
sport section
limits the
customer
collection
which can be
avoided.
 The sport
sunglass
section can
also be
created in
terms.
 Nike can
also venture
into
sponsoring
sports event
which can be
useful for the
business
analysis.
Puma which
serve as a
great
competition
for the
company.
Figure – SWOT analysis
(Source – As created by the author)
Questions –
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MARKETING AUDIT (Name of the Student)

1. Does Nike need innovation? Yes/No
2. Are you a loyal customer? Yes/No
3. Are you satisfied with the quality? Yes/No
4. Do you have any issues? Yes/No
5. Do you recommend Nike? Yes/No
7. Conclusion
In conclusion, it can be said that the marketing audit for Nike can be achieved by the
above analysis. The above analysis assesses the marketing objectives, planning, philosophy
related to the marketing stuff as well as the SWOT analysis of the company giving a brief
details for the brand in the context. The above analysis is a marketing audit for a company
which has a large customer base giving ample evidence of the buyer planning process in the
three zones described in the section. The GAP model is also being assessed which means
that the perception and the analysis of the buying can be done. At the end of the analysis, it
can be concluded that Nike is one of the famous companies that is there on the top of the
marketing sphere, however, requires some marketing techniques to retain the position and
increase the growth perspective.
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MARKETING AUDIT (Name of the Student)

8. Reference
Bartlett, D., & Twineham, J. (2013). Product life cycle. In Encyclopedia of corporate social
responsibility (pp. 1914-1920). Springer, Berlin, Heidelberg.
Fanning, D. (2018). The marketing concept [e-book]. [online] [Accessed on 5 Nov, 2018]
Nike Australia, (2018). Available at: www.nike.com/au [Accessed on 5 Nov 2018]
Statista.com, (2018). Available at: https://www.statista.com/statistics/269599/net-sales-of-
adidas-and-puma-worldwide/ [Accessed on 5 Nov 2018]
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