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Marketing orientation of Nike

   

Added on  2020-10-22

11 Pages2653 Words211 Views
MarketingOrientation

Table of ContentsINTRODUCTION...........................................................................................................................1Assessment Task..............................................................................................................................1Customer context ........................................................................................................................1Segment characteristics ...............................................................................................................1Level of awareness, attitudes and perception towards brand organisation ................................2Level of involvement and perceived risk.....................................................................................2DMU characteristic and issues ....................................................................................................3Business Context..............................................................................................................................3Corporate and marketing strategy and plans ...............................................................................3Brand/ organisation analysis........................................................................................................4Competitor analysis: It is a marketing and strategic assessment that helps to comparison with.4Internal Context...............................................................................................................................5Agency availability and suitability:.............................................................................................6External context...............................................................................................................................6Stakeholders and its importance .................................................................................................6Communication needs..................................................................................................................6Social, political, economical and technological restraints and opportunities ............................6CONCLUSION................................................................................................................................7.........................................................................................................................................................7REFERERENCE..............................................................................................................................8

INTRODUCTIONMarketing orientation is the wider term in any enterprise that involves decision makingperspectives, market intelligence, strategic view, culture based behaviour position and customerorientation aspects. As market place is ballpark of any industry that helps to increase in numberof customer and maintain profitability. Moreover, it is an approach which focuses on identifyingand meeting the needs and wants of customers and give satisfaction. The main purpose of thisreport to understand the importance of market and what factors are includes in marketing (Boso,Story and Cadogan, 2013). To better understand Nike has been chosen that is sports organisationprovides design, manufacturing, development, marketing all over the world and sale of footwear,equipment and provides services at UK and Spain. The customer of UK and Spain are wellaware about Nike brand and get satisfaction to purchase products and services from Nike. This report will covered different topics such as customer context, business context,internal context and external context that will help to create a value for customers as well as firmand give contribution to development of country.Assessment TaskCustomer context Customer context refers a group of people who buys product and services from anorganisation and get satisfaction. Basically, it is creates a relationship between customer andcompany through purchasing and selling of products and services as customer wants. Such asNike is a multinational company that focuses on customer by providing products and services toSpain and UK's customer. It provides a branded products that help to create a customer loyalty.Segment characteristics This contains a classification of market that helps to divide that market in to characterisesuch as interest of customer, age, gender, lifestyle, rituals etc. Nike also divide the market in tosegment like demographic, geographic. Psychographic and behavioural that's brief discussion isgiven below-Demographic: Nike provides sports shoes and other products as according to age, race,gender, family size, income level and religion to Spain and UK's client that helps to increaseproductivity as well as sale of company (Lamore, Berkowitz and Farrington, 2013).1

Geographic: Nike gives its products and services world wide by following geographicsegmentation that involves area like as countries, region, cities and international region. Nikefocuses on Spain and UK's client and sale their products.Psychographic: Nike focuses on products design and marketing by rememberingcustomer's values, traits, interests, attitudes and lifestyle. By following this it can get customerneeds and taste that will helps to produce that kind of materials. Behavioural: Nike focuses on customer's aims like buying habits, spending habits andusage habits that helps to increase business activities by selling branded items at UK and Spainmarket place.Level of awareness, attitudes and perception towards brand organisation Brand awareness: This means a logo or image that helps to recognise or recall a brand.Such as Nike a well known brand that focuses on advertisement, brand management andcustomer behaviour. It involve high level of awareness that try to grow large market share.Attitudes: This involves opinion or views of customer regarding a product and servicethrough market research. Such as Nike states what people think about product and its needs(Levine and Zahradnik, 2012).Perception: This is a special result of client's experience which is used by customer. Itstarts with awareness and end with loyalty of brand. Nike is a popular brand that create a valueand perception for customer.Level of involvement and perceived riskLevel of involvement: This contains stage of process information and amount of importance atthe time of purchasing products. Such as Nike focuses on customer's expectation that involvesproduct should be socially, economically and personally that helps to influence customer.Perceived risk: This is kind of risk that arises during business activities when a client perceivesthat a buying decision may create a loss and hazardous situation (Types of perceived risk. 2019).The manager of Nike describes types of risk that has chances to be occur-Functional Risk: This risk is associated with functions of an enterprise such as Nikemanufacture sports shoes as according to customer needs and age, it might think “will this shoesprovides comfort to customer? It relates with product's features, benefits and perceived regardingproduct's quality.2

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