Marketing Plan and Its Elements

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Marketing concepts and roles and responsibilities of marketing functions.....................1
P2. Roles and responsibilities of marketing in Nike..............................................................3
M1. Roles and liabilities in marketing environment .............................................................4
M2. Importance of interrelationship between marketing and other functional unit...............5
D1. Critically evaluation of interrelation between marketing and other functional unit .......5
TASK 2............................................................................................................................................5
P3. Comparing the way of applying marketing mix to planning in Nike and Adidas...........5
M3. Evaluation of various strategies used by Nike and Adidas.............................................8
TASK 3............................................................................................................................................8
P4 & M4. Marketing plan for Nike........................................................................................8
D2. Strategic marketing plan that applies 7Ps......................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is a broad term that helps in attaining the desired results. With the help of
marketing, company makes their customers aware about their products by describing all its
features. It influences users to buy their products on the place of competitors' goods. Marketing
is very helpful in creating awareness about its existence and products or services. Its main
objective is to capture a large market share and to serve the consumers according to their
requirement (Getz, 2012). This project is based on Nike which is an American multinational
corporation. It is engaged in the design, development, manufacturing and marketing as well as
sales of footwear, apparels and accessories, etc. This report will explain about roles and
responsibilities of marketing functions, interrelationship between marketing and other functional
units, comparison between market strategy of Nike and Adidas along with the marketing plan of
Nike.
TASK 1
P1. Marketing concepts and roles and responsibilities of marketing functions
Marketing is a process by which Nike creates value for its customers and provides better
quality of goods or services according to their requirement. Marketing process aids in building a
positive brand image of company and also helps in maintaining healthy relationship with its
customers.
Concept of marketing- There are many concepts of marketing which are given as below-
 Production concept- This theory is used at the time of industrial revolution until the
early 1920's in which complete focus was given on increasing efficiency of production.
According to this framework, manager should focus on the manufacturing operations so
that high quality products at low price can be provided to its consumers because end
users only want to take better superior goods at lesser price.
 Selling concept- This concept was used in early 1930's in which companies adopted
effective and aggressive marketing for attracting the customers. It is because; an
individual only purchases those goods that are well known in the market (William, 2012).
 Marketing concept- It is introduced after the world war II that relies on pull strategy that
means company is focused on building a strong brand image in the market so that
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consumers on their own will purchase the products. It can be achieved only through
marketing.
 Societal Marketing concept- It states that company should focus on the needs and wants
of target market and deliver merchandise that should be better than its competitors
(Ormrod, 2014).
Marketing process in Nike- Before adopting any process, Nike considers the following
points which are given as below-
 Situation analysis- It is an important analysis by which Nike evaluates the internal as
well as external factors that affect the business operations. It aids in taking effective
decisions related to marketing process.
 Marketing strategy- This tactic supports in building a positive brand image. So, Nike
should adopt strategy according to the market situation and company’s position. There
are many strategies which can be adopted by business such as STP approach, marketing
mix and so on.
 Decision of marketing mix- After evaluating all strategies, Nike adopts marketing mix
strategy that includes products, price, place and promotion elements that assist in serving
its target market.
 Implementation- After determining the best strategy, company implements formulated
strategy so that it can attain the set objectives on time.
Role of marketing function in Nike:
 Defining and managing brand- Marketing function supports in positioning the brand in
market and defines identity, mission statement, target market, etc. It builds a positive
brand image in the market.
 Pull off resources- This function arranges all important resources that helps in promoting
goods or services in the market. It includes manpower, media and so on.
 Message- Marketing department helps in preparing the message for advertisement that
will be conveyed to its target market. It is an important aspect as through this, company
can convince its customers for purchasing the services (Campbell and Martin, 2015).
Responsibilities of marketing functions-
 The main responsibility of marketing is to make strategy related to market and align the
same with company’s tactics and objectives.
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