Marketing Management for Nike Inc.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
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MARKETING MANAGEMENT
Issue 1
Nike Inc. started as a retailer of Japanese shoes, has developed to be the world's largest
seller of Athletic footwear range. The company holds a worldwide market stake of around 40%.
In the United States, Nike products are sold through around 25,000 retail accounts across the
world in which the company's products are sold in over 160 nations (Nike.com.au 2018). Both in
domestic as well as international level, Nike executes its business operations through retail
outlets, which includes Nike towns as well as factory outlets and internet websites across the
world. However nearly all the products are manufactured by autonomous contractors
significantly located in offshore regions, with the company's involvement in the design process,
development and marketing (Nike.com. 2018). In the initial year of distribution, Nike's new
range of products accumulated a rate of over 2 million along with the corporate employee base,
which exceeded over 50. Such an expansion resulted the company to develop its marketing
strategies in Canada followed by Australia in 1974.
Nike's corporate mission and vision statements evolves to signify the company's position
as the largest athletic footwear and apparel supplier in the global market. However the company's
mission statement from its business in order to align the endeavours of athletes. While on the
other hand Nike’s vision statement primarily focuses on brand strength reliability and
development (Nike Sustainability 2018). The company has been known to implement these
corporate statements as essential guidelines for the evolution of its business strategies further
resulting to the creation of business strength like well-established brand image (Nike.com. 2018).
The corporate mission of Nike Inc. is “to bring inspiration and innovation to every athlete in
the world”. The company further signifies that every individual is an athlete-such a mission
statement however represent Nike’s strategic goal of accomplishing global leisure as well as

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MARKETING MANAGEMENT
sports footwear apparel range along with equipment market. However, as one of the largest
manufacturers of sports accessories Nike fundamentally acknowledges people to embrace a
‘winner mindset’, which is encompassed in the inspiration factor of the mission statement
(Nike.com. 2018). In addition to this, the company's vision statement primarily lies on sustaining
as the most authentic reliable and distinctive brand. It is important to note that the word 'remain’
mentioned in the company's vision statement essentially indicates that Nike already has taken
into consideration its brand has the most reliable and connected determinant of the global market
dealing with sports equipment (Nike Sustainability 2018). However, Nike’s slogan “Just Do It”
essentially represents this inspiration goal reflected by the company whereby its corporate
mission statement also emphasizes high level of innovation. Thus based on the company’s
mission, vision and slogan statements Nike’s product range has been purposely designed in order
to magnetize as well as satisfy a wide range of market segments at global level (Nike.com.
2018).
Starting from its slogan to marketing strategies Nike reveals inspiring events in terms of
product innovation. The company essentially provides marketing as well as advertising
campaigns a highly creative essence, which makes it possible to acquire such a substantial
success with highly engaging customer base (Nike Sustainability 2018). Despite of promoting
advanced technologies, Nike as a brand has always been quite proficient in adapting to the
demands and needs of its consumers (Nike.com. 2018). Rather than exclusively focusing on
sales, the brand has essentially emphasised on distinguishing essential needs and designing it
strategies in accordance to those means of its customers.
Issue 4
Nike has succeeded to successfully construct a brand which appeals to every democratic