Marketing Communication of Nike: IMC Planning and Situational Analysis

Running head: MARKETING
MARKETING
Name of the Student
Name of the University
Author Note

MARKETING1
Executive Summary
In this report the marketing communication of Nike is discussed. Nike is a brand which
develops the IMC planning to analyse the internal and external environment of the company.
Nike is selling its products online to expand its business globally to many potential
customers. The IMC plan includes the SWOT analysis which determines the strength,
weakness, opportunity and threat for analysing the future of the company. The pest analysis
helps to analyse the external environment and determine possible approaches for expansion
of its products and to introduce new product line. The situational analysis helps to determine
the problems faced by Nike in the competitive world. The purpose of the study is to analyse
the internal and external environment for sustainability of the firm.

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Table of Contents
Introduction................................................................................................................................3
IMC plan....................................................................................................................................3
IMC planning process................................................................................................................4
Environmental Analysis.............................................................................................................5
SWOT Analysis of Nike............................................................................................................7
Marketing mix of Nike...............................................................................................................8
Internal and External Analysis.................................................................................................10
Conclusion................................................................................................................................15
References................................................................................................................................16

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Introduction
Marketing communication are the techniques that are used by the organisation or
individuals to promote others for promotional information about the products, brands and
services. The marketing experts develops the design for various types of persuasive
communication either directly or indirectly to the targeted customers. The marketers uses
effective tools for marketing communication to create brand awareness for the potential
customers (Bibby, 2015). In this report, the design of market communication objectives and
channel for Nike product is designed. As a Marketing Communication Executive, IMC
planning and situational analysis for Nike is developed. The strategic plan for promotional
budget and promotional mix to succeed in effective communication for the product.
IMC plan
Integrated marketing communication plays prior role in interpreting message to the
end-users through several channels to attract customers in an effective manner. The IMC
planning helps the organisation to implement effective communication that can provide with
the potential of the business to get better results by advertising and conducing campaigns
(Blakeman, 2018). This also helps in minimizing cost of marketing of a product.

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IMC planning process
Reviewing of marketing plan
Analysing the situation for all promotional
programs
Analysing the communication process
Determining the budget
Developing the integrated marketing
communication program
Adver
tising
Direc
t
Mark
eting
Sale
s
pro
moti
on
Publi
c
Relat
ion
Perso
nal
sellin
g
Adve
rtisin
g
Obje
ctive
s
Dire
ct
mark
eting
obje
ctive
s
Sales
promo
tion
objecti
ves
PR
objec
tives
Pers
onal
sellin
g
objec
tives
Messa
ge
Strate
gy
Direc
t
Mark
eting
Strat
egy
Sales
Promot
ion
Strateg
y
PR
Strat
egy
Person
al
selling
strateg
y
Media
Strate
gy
Integrating and implementing the strategy for
marketing communication
Monitor, evaluate, and control the integrated marketing
communications program

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Step 1. Review of Marketing Plan:
It is used to determine the company’s current position in the global market before
developing a promotional programme. The marketing plan is the written document which
shows the company’s overall marketing strategy and programme that helps to determine the
product line. The details of the situational analysis of Nike which shows an internal
marketing audit and an external analysis of the competition and the factors affecting the
business environment. Nike is a leading apparel company and sports footwear (Brohi, et al.,
2016). Athletes are its target market and it sells shoes, sports equipment and clothes. In past
five years, manufacturing of sports and athlete goods has tremendously slowed down
according to the growth rate in sports segment. But Nike’s demand in sports goods has
increased over the period. Customers are more health conscious, this increases the demand
for various athlete equipment’s. Nike has strong brand awareness strategy among consumers
to gain more market share. It has vertically integrated operations such as manufacturing,
marketing, designing and retailing process. This vertical approach is to examine the trend of
consumer and to introduce newest technology (Copley, 2014). It is widely expanding and it
has projected more than 65 billion in 2018. Customers like to purchase athletic footwear,
exercise equipment, athletic apparel, and many more but these are the recreational
transformation. Most Nike’s products are sold online and its distribution channel has highest
growth in market share (Duncan, 2013). Many consumers like to shop in stores rather than
online.
Environmental Analysis
PEST Analysis of Nike
Political:
 Nike’s internal procedure is hampered by employee laws and worker rights.