Marketing Essential Report of Nike

MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
PART 2............................................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a process that manages all exchanges including selling and buying
procedures of consumers. Marketing includes various activities which inculcates communication,
delivery, exchange offerings, process of creating of all practices and approaches. Marketing
technique is utilized in order to build, gratify and maintain customer base. This is clear that after
innovation, marketing is an essential component of business and management. This helps in
connecting with public of organization such as clients, sponsors and investors (Marketing, 2017).
Nike is a multinational organization that deals with shoes, footwear, sports equipment,
gadgets and accessories globally. This report will study Nike's entire market audit and will study
market strategy relating with the position of it in industry. This will analyse the market USP of
Firm including evaluation of market growth, sales and trends. Also, this will create a market
portfolio of company through segmenting consumers and analysing the marketing mix.
PART 1
Nike is a US based MNC that deals in trendy sports related products worldwide. It is the
largest and most popular sports brand that provides accessories and apparel to customers. To
understand the marketing of Nike, first of all, it is necessary to understand marketing situation
and environment. For that, external and internal environment evaluation of market is necessary.
External Environment
Through the study of environment, company can easily access their factors which can
broadly affect the growth of company. To consider external factors of Nike, PESTEL analysis is
being performed that studies various factors such as political, environmental, legal, economical,
technological and social.
1. Social Factors
Better relation with society helps organisation in developing and sustaining in the market.
 People are now more aware about of health and conscious of fitness and better lifestyle.
This have merged sales and marketing of sports companies, as it would be more better
and good for company as well (Varnali and Toker, 2010).
 While the organization is being criticised for the dubious manufacturer procedure of it.
Actually, Nike sweatpants conflict was so striking that it has secured a full page of article
in Wikipedia of it.
2. Economic Factors
1

Nike offers reputable and value added quality of products, that is why it is assailable than
competitors in economic factors, however, here are some noted variables:
 Market collapse can prove as a nightmare for Nike. People may change their interest and
turn toward more affordable and inexpensive brands or may become comfortable within
decent brand choices and cost effective brands (Rahbar and Abdul Wahid, 2011). Company is able to lead all brand that in market because of Its 'BIG FINANCIAL
POCKET' which can help it in selling more products.
3. Legal Factors
Legal factors of nation is co-related with political factors somewhere and there are some
legal elements that can affect its reputation and sales in market which are:
 Substantial amount of tax is dodging company, as like other brands in market suffering
from same issues. This is not an issue for Nike but it can be in future under the
circumstances. This company at times accomplishes legislature repercussions for Nike's louche selling
activities that consist mendacious discounts (Nath, Nachiappan and Ramanathan, 2010).
4. Political Factors
Political factors determines survivability of an organization. Here are some political
variable of company which are:
 Like an organisation which manufacture services and market as an asset, Nike is subject
to vary in their tax and production legislatures. Several issues in political factors can cause of duties regarding procedure challenging or
prevent exports and imports.
5. Environment Factors
Environment elements of a nation, assist organisation to grow and develop in market and
emerge as a successful enterprise. Here are some factors:
 Mass manufactures in firm is hazardous for nature and climate. Nike is not only polluting
air through production activities in factors but also polluting rivers. Nike have started and announced to be more eco-friendly in order to overcome from this
issues and more environmentalist (Xu and et. al., 2011).
6. Technological Factors
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