Marketing Plan of Nike

This report discusses the marketing plan of Nike Air Presto 2019 Running Sports Shoes, including the product brief, market presence, and revenue growth opportunities. It also includes a SWOT analysis and target market analysis.

Running head: MARKETING PLAN OF NIKE
MARKETING PLAN OF NIKE
Name of the Student
Name of the University
Author Note

1MARKETING PLAN OF NIKE
Executive Summary
The aim of this report is to introduce the goals of the marketing plans of Nike Air Presto 2019
Running Sports Shoes. Nike, an American multinational company established in 1964 and
headquarted in Beaverton, Oregon. The report will discuss the marketing plans along with the
product brief and its market presence and acceptance in current days. This report will have
the mission statement as well of Nike, relevant to the product. The marketing plan will help
to describe the potentiality in sales and the revenue growth opportunities that the marketing
plan will help to develop Nike and gain a competitive edge over its competitors.

2MARKETING PLAN OF NIKE
Table of Contents
Introduction................................................................................................................................3
Target Markey Analysis.............................................................................................................3
Market Trend..........................................................................................................................3
Target Customers...................................................................................................................4
Market Research Methods......................................................................................................4
Internal Market Factors..............................................................................................................5
External Market Factors.............................................................................................................5
Business Data.............................................................................................................................5
SWOT Analysis.........................................................................................................................5
Strengths.................................................................................................................................6
Weaknesses............................................................................................................................6
Opportunities..........................................................................................................................7
Threats....................................................................................................................................7
Readiness of Nike......................................................................................................................7
Current Economic Condition.....................................................................................................8
Conclusion..................................................................................................................................8

3MARKETING PLAN OF NIKE
Introduction
In this report, the discussion will be on the overview of the marketing plan of new
Nike Air Zoom 2020 Tennis Shoes with the target market analysis and industry and
organization factor analysis. The 4 P’s of marketing as well as the SWOT analysis will be
done to evaluate the marketing strategy and the strengths, weaknesses, opportunities and
threats of both the company and the target market. For discussing the marketing plan, Nike,
Inc. has been chosen in this report. Nike is a multinational organization based in America and
one of the prime manufacturer of sports apparels and accessories in the world. The
organization specializes in crafting, plotting, producing, and marketing and selling a number
of sports items and sports accessories on a multinational level. It has also advocated a number
of deals with many clubs and sports organizations throughout the globe to distribute their
products globally. The company is the largest supplier of athletic shoes and clothing.
Target Markey Analysis
Marketing plan offers an overview about the promotion, distribution, pricing and
packaging of a product or service. It also helps to assign the sum of money allotted for
marketing promotion. An efficient marketing plan helps in locating the customers targeted by
the company and arrange the launch of the product to decrease the unnecessary cost and to
have a methodical development of the company (Ibidunni, 2013).
Market Trend
Nike is going to launch the new product just before the Swiss Indoors in the year
2020. The company already has created one organisation to supply their products in the
market of Switzerland, to improve the connection between the company and the customers.
Nike has a very good brand presence and acceptance in the market of Switzerland, and the
market will grow if a proper marketing plan is frame worked and implemented properly.

4MARKETING PLAN OF NIKE
Target Customers
The targeted customers, to whom the product will be launched, need to be recognised
by the company and that too as per the taste and preferences of the targeted customers. The
main targeted customers will be the trainees of all ages who are learning tennis in the
different tennis coaching centres in Switzerland. As Nike is going to launch the product both
for men and women, it will help to attract more people. Tennis is a popular sport in
Switzerland, mainly due to presence of Roger Federer, one of the finest player of the sports
globally all-time. Due to the popularity of the game, it will help to launch the new product to
the targeted audience, but prior to that, a research should be done by Nike to analyse the
market properly.
Market Research Methods
Nike will conduct the market researches by visiting the tennis coaching centres as
well as the major schools and colleges throughout the country, and will ask the athletes,
trainees and students some questions with the help of a questionnaire. The research questions
will be:
Q1. Are they using any Nike shoes for their practice and tournaments?
Q2. If yes, what are the products? If no, what are the reasons for not buying the product?
Q3. Are the products comfortable?
Q4. What new things can be added to make the shoes more comfortable to use while playing?
Q5. What are their expectations from the upcoming tennis show to be launched by the
company?
Apart from the primary data collected from the questionnaires, the same will be
collected by taking the interviews of some coaches of the tennis institutes where their

5MARKETING PLAN OF NIKE
preferences and tastes of the Nike products will be taken. Online survey will also be done by
using questionnaires. After the research is completed, the data will be gathered and final
recommendations will be done according to the needs and desires of the people surveyed.
Internal Market Factors
The corporate objectives of Nike help them to distribute their products in each and
every parts of the world. On the other hand, the financial stability of the company helps them
to expand and diversify their business, and affects directly on the opportunity and range of
marketing activities on the new product launch. The operations and business culture also
enables Nike to tap the untapped marketplace and edge out their competitors.
External Market Factors
The political, economic, technological and social scenario may affect the business of
Nike so they have to study the conditions of the factors before launching their product in
Switzerland. The market dynamics like the market size and segmentation should be properly
analysed and the strategies of the competitors should be evaluated properly.
Business Data
Nike trusts on innovation to push sales in forward direction and looking more onto
direct-to-consumer business. So, the launch of this product will help Nike to regain the lost
place due to the weaknesses of the company. It is clear that Nike earns in Crores per year, so
investing on innovative products like this tennis shoe will not hamper the company, rather it
will help them grow by its length and breadth (Muller, 2017).
SWOT Analysis
A SWOT analysis will help Nike to review the strengths and weaknesses as well as
analyse the future opportunities and threats in the Swiss marketplace.

6MARKETING PLAN OF NIKE
Strengths
The greatest strength, possibly, situated in the slogan of the company and the
approach it has, ‘Just Do It’. This is one of the major thing that helps Nike to have a
competitive edge over its competitors and a key reason of the brand to keep moving forward.
The logo or the tagline speaks for the company. Another major strength element is the
manufacturing model it follows. It has contracted out almost every single element of
manufacturing to facilities across the world. The company has no manufacturing outlet of its
own and as a result, it has better resources to look after the research and development part. It
also helps to give more time in improving its design and products. The outsourcing of the
manufacturing units assures to avoid the high labour cost. Nike’s global presence is another
big booster for the brand. People all over the world, specially the youth, identify this brand
with determination, strength, dedication and excellence. No doubt that it is a brand that
athletes globally choose it as the best tool to outshine others. It is this unique selling
proposition and the overall appeal that has enabled Nike to excel and overcome the
competition from others.
Weaknesses
There is major decline in the market share of the brand due to the negative publicity in
regards from the foreign manufacturing units. Terms like ‘Sweatshop’ described the
unfriendly working conditions in the foreign manufacturing units of the company. Another
major weakness of Nike is huge dependency on the footwear section for the revenue earning
of the company. One can see on the balance sheet that the footwear market is where the major
share of its income is derived from. As a result, the revenue from this sector remains crucial
for its survival despite its diversification and global presence. Though footwear industry is a
lifestyle product, global recession and challenging economic scenarios can never be a great
news for this industry. If Nike wants to become more recession proof, it is important that it

7MARKETING PLAN OF NIKE
brings in a greater level of vertical diversification and divide the revenue share more evenly.
The other key concern is the fact that Nike still does not have exclusive showrooms in most
places. The company has to deal with serious competition at the retailer level, though it has a
global recognition. Another worry is the fact that Nike is still not the choice of the price alert
customers. While quality is not a concern, the pricing still appears hard for the people who
are looking for value buys.
Opportunities
The emerging markets like India, China and the still-untapped marketplace are loaded
with growth opportunities for this major brand. They have also begun to actively diversify
into several other segments of sports accessories and products. This means that their over
dependence on the footwear department might reduce in years to come. This will help the
company to stand out in a situation where footwear revenues may begin to decline. Apart
from this, Nike pays attention on great design and customer health. This is a great
opportunity to gain advantage against competitors automatically.
Threats
One of Nokia’s biggest strengths is also one of its greatest threats, i.e., the global
presence of the brand. The political and economic factors of different countries may hamper
the growth of the company. Any variation in global financial movement could also impact the
overall profit earning of the company. Further, Nike needs to do some serious work in
repairing its international image about using exploitive work practices at its foreign
manufacturing units. Using of unfair business practices should be avoided by the company
which will help their competitors to grow and reduce the market share of the company.

8MARKETING PLAN OF NIKE
Readiness of Nike
Thus, it can be said that Nike is pretty ready to enter the marketplace of Switzerland,
but prior to that they should analyse their competitors like Adidas and Puma, the products
they manufacture, the marketing strategies, targeted market, amount of profit earned and
company growth. This helps to recognise the Unique Selling Proposition (USP), which in
turn helps to make a distinction between their products and others, which again helps in the
development of the company and product diversification more efficiently, which will help
Nike to revenues globally. Nike needs to put in some serious work in increasing the revenue
share of its other verticals apart from footwear and also bring in better work practices, as well
as to decrease the weaknesses discussed and using well the opportunities in the right manner,
just the right symbol of the company.
Current Economic Condition
As tennis is popular in Switzerland, it will help Nike to stretch themselves and due to the
presence of Roger Federer and Stanislas Wawrinka as the brand ambassadors, the new
product will definitely become popular. Nike will spend a bulk amount in manufacturing and
promotion of the new tennis shoe, they will measure every aspects of the new untapped
market to earn the highest possible revenue, so that it can be re-invested in other parts of the
world.
Conclusion
Hence it can be concluded from this report that the existence of a Nike product is
marked in a competent way as the shoe has various products under similar brand names.
Nike, though has some weaknesses and threats, possess a strong strength and opportunity
field in the Swiss market, for the new tennis shoe. Switzerland is a good marketplace for the
tennis shoes, and will help Nike to launch the new product, which will help further the

9MARKETING PLAN OF NIKE
product to be globally launched, both online and offline market. The marketing strategy by
Nike show a competitive marketing management which will lift the company to firm the
place as market leader. This marketing strategy of Nike is one of the techniques that many
businesses may follow to become successful in the world of business and gain a competitive
advantage over others. This new product will help to attract the youth globally towards the
brand name of Nike.

10MARKETING PLAN OF NIKE
References
Ibidunni, O. S. (2013). marketing Management: practical perspective.
Mahdi, A., Abbas, M., Mazar, T. I., & George, S. A. (2015). A Comparative Analysis of
Strategies and Business Models of Nike, Inc. and Adidas Group with special reference
to Competitive Advantage in the context of a Dynamic and Competitive
Environment. International Journal of Business Management and Economic
Research, 6(3), 167-177.
Müller, D. (2017). The role of brand communities within the athletic footwear industry: an
assessment of selected brand communities with a focus on the Swiss athletic footwear
industry.
Paine, L. S., Hsieh, N., & Adamsons, L. (2013). Governance and sustainability at
Nike. Harvard Business School Publishing, 9-313, 146.
Reed, J. R. (2018). Strategic Marketing Workbook. Madison, WI: Center for World-
Changing Organizations.
Saputra, D., Waluyo, H. D., & Listyorini, S. (2014). Effect of Product Quality, Promotion,
and Brand Image on Purchase Decision of Nike Sports Shoes (Case Study on S1
FISIP UNDIP Students). Jurnal Ilmu Administrasi Bisnis, 3(4), 209-220.
Willy, R. W., & Davis, I. S. (2013). Kinematic and kinetic comparison of running in standard
and minimalist shoes.