Marketing Strategy and Its Dimensions

This assignment delves into the multifaceted world of marketing strategy. Students are required to analyze various aspects such as product-country images, green marketing strategies, and their impact on firm performance. The role of stakeholder orientation in shaping modern marketing strategies is also emphasized. Understanding the interplay between these dimensions and their influence on business success forms the core of this assignment.

Marketing Strategies

EXECUTIVE SUMMARY
The marketing strategy has their own basic important goals which help to raise sales and
other accomplishing sustainable competitor advantages. In this strategy of marketing involve
their long term as well as short term functions in their field of marketing deal. They go with the
examine of initial scenario of strategies and their formulations, selections and evaluation lead to
their market oriented plans and other gaols of the company and their objectives of market. Nike
is wide range multinational company which engage wit the footwear, sports equipments, shoes,
gadgets and accessories at the global level. This help to examine their market USP and other
involving evaluation of sales, trends, and market growth.

TABLE OF CONTENTS
EXECUTIVE SUMMERY .............................................................................................................1
INTRODUCTION...........................................................................................................................1
PART 1 ...........................................................................................................................................2
Overview of the company ..........................................................................................................2
Competitive advantage ...............................................................................................................7
Evaluation of marinating strategy ..............................................................................................8
TASK 2 ...........................................................................................................................................8
Segmentation, targeting and positioning ....................................................................................8
SMART Objectives ....................................................................................................................9
Marketing Mix for Jordan .......................................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is a process wunder which organisation use various communication to make
their customers about about its products and services. This kind of the marketing include their
different types of the functions which include communications, exchange offerings, delivery by
the procedure of building approaches and their practices (Kim and et. al., 2012). The techniques
of the marketing use in their respective significant component and their management. This assist
to connecting them along with their public of company which leads to their sponsors, clients and
investors.
Nike is one of the leading company at the international level which use various strategic
of the marketing. They also adopt various tools and techniques as well as leads to enhance their
visibility as well as effectiveness of marketing. In the today's scenario, it each various
competitive brands such as Adidas and puma many more. Who actually making them enough
typical for the company so they can gain and increase various share of market. This assignment
is going to be present Nike utilization of marketing strategy through which the able to overcome
from the weaknesses, exploits, threats as well as opportunities by modify their own strengths.
This study will also conceal the approaches and other segmentation of company, targets and
positions through their products in their gain of market so earn feedbacks from their consumers.
PART 1
Overview of the company
Nike is very popular brand and it’s belong from the America and it also hold the status of
American multinational corporations. They usually engage with their designing, manufacturing,
and sales at the global level, developing, accessories, apparels, sports footwear and many more.
Headquarter of company is situated in the Beaverton, Oregon, Portland metropolitan area. It is
one of the leading supplies of the shoes which is wearable in the entire world. They also mainly
work with the sports industry and also produce the products related to that. The majorly
company's revenue staggering approach 30.601 billion pounds and in the years of 2015. Later on
the operating profit was also stated to their 4.175 billion pounds. The Nike was also established
in their 1964 since, 54 years. The organisation outgrown by their own visions also being top
sportswear towards their world of company (Kumar, Rahman and Kazmi, 2013). The company
usually majorly focuses on their developing as well as designing shoes, apparel of lifestyle,
sports equipment and other accessories. Products are basically designed by considering their
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mind and prospectus of athleticism. Usually they worn for the sports persons as well as the non-
atheistic one by their own considering purposes. Like the other company they also has their own
target audience such as the women, man, kids many more (Slater, Hult and Olson, 2010).
The basic key categories of products also offer their running wear, football, basketball
and particular training wear. This company almost carry along with their major existing fields of
sports and other existing golf, cricket, baseball, volleyball. Football and many more recreational
sports. Their product secure the space in the market and sold by the Brand name of Nike. There
are various premium sportswear and other goods of lifestyle by sold under their Jordan brand
name. The stakeholder of the organisation usually mainly include their institutional as well a
mutual fund of stakeholders. The carry of the 40% each share. The Nike operations are also
carried out by their geographical segments across six nations such as the America, Europe,
Japan, china emerging market too. This organisation dominated to their sportswear and segments
of the apparel in their entire markets. The products also produces their third party apparel in the
respective Asian region as well as the US (Lee and Shin, 2010).
Situational analysis: - This is the major tool which utilized by their managers so they can
easily examine their current organisational environment. They also analysis in both ways internal
as well as the external elements which affect to their business operations on general. There are
various techniques such as SWOT analysis, 5'Cs of porters. These all can be done with the good
understanding of market of the company in their operating opportunities which also attain in
effective ways. They can be cautious against their dangers existing their market. SWOT analysis
is one of the best tool which help in understanding their internal as well as external environment
of the company. It helps in the organisational weaknesses, strengths, opportunities and threats
which depend on the market by making their measures of cautionary against contingencies.
Strengths Weaknesses
 It standardize among the consumers for
their commodities.
 This is one of the best shoemaking that
designs their sports hoes for almost
every kind of game like tennis,
volleyball, football.
 It consist of the no basic physical entity
 There are many sales of the sport shoes
and other foot wares which also a let
vulnerable causes in the upcoming.
 They also claimed on their working
circumstances which leads to
demoralise and demotivate their
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of their ownership which offer ease
spot they can required to move
particular important areas (Heiens and
Pleshko, 2011).
 Expanded their own business which is
more than heir 45 nations.
 This is the continuous series of their
merchandises stores such as the Nike
town.
 The also consider various types of the
Lunatic material substantial which is
light weighted through unified.
workers and rest of working staffs.
 It also criticized by their community of
anti-globalisation.
 The major revenues which lie on their
retailer as the direct company
exchanges with retail stores. They also
offer lees marginal which leads to
decrement n their growth rate.
Opportunities Threats
 Creativeness as well as innovative
product go through by the various
functions of the development.
 Modifying their products which is very
wide in their trends and market so they
can provide their fresh concepts to
consumer which introduction them by
using good technologies either
innovations.
 They also can utilized their waste of
recycles production and other products
of manufacturing of them.
 They build their strong reputation of
brands in their international market. So
they can develop them internationally.
 They also deploying their organisation
into the wider industry through broad
 Current values variations which cause
their deploying firm at the global level
which can lead to the loss.
 These is the sensitive cost of sports foot
wear that will be enable consumer to
purchase their more effective cost of
products.
 The anti-globalization criticised them
due to polluting entire environment
which will be harmful.
 The changing trends and accordingly
competitors too. They also need to
provide the consumer high qualities of
products and services.
 Recession in the respective market due
to this they can lead to the heavy losses.
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business requirement in the nations.
PESTLE analysis
This the techniques which is utilized by the firm so they can access their factors which is
affecting to the company at externally (Rundh, 2013). This kind of the environment is sustain
their number of factors which are as follows:-
Political factor This political components determine their sustainability as well as
survival of respective organisations. There are variable of the firm
some of them are as follows :-
 There are number of issues in their political elements which
can cause their duties in the context of process and also
challenge their prevented exports as well as imports.
 Similarly, there is the organisations which produce their
services and other assets of the markets. The project of the
Nike is vary to their specific subjects in their tax, production
legislature.
Economical factor The Company Nike offer various reputable as well as value added
quality of products. That's the reason they assail then competitors in
the economic elements. Therefore, there is some of the respective
variables are as follows :-
 The company is enough capable to lead among the entire
brands in the market due to their Large financial funds these
can help to them by selling number of products.
 Collapse the market which can reprove their nightmare as for
the firm. The people may also change and modify their
interest and also change their choices towards more affordable
products which is inexpensive and might be comfortable with
thin their good body structure, these all the choices and cost
effective brands.
Social factor There is the good and better relations along with the society which
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assist to organise their developing as well as sustaining their market.
 During the organising their being criticised for their dubious
manufacturer process of that. Actually, the Nike sweatpants
conflicts that was striking to their secured full page of the
paragraph on Wikipedia of that.
 In today's scenario people are more aware regarding their
health and fitness along with the better life. They also collapse
their marketing and sale of the sports company that would also
be better and good for the organisation for the company as
well.
Technological factor Technology actually provides them to be more modified as well as
the advance innovations is they can improve to develop their
activities. The production system of the firm. The technologies also
deployed their every inch in today's scenario either they have to
connect along with the customers or products required to sales and
services (Ferrell and et. al., 2010).
 So for the manufacturing and targeting of commodities and
facilities. Which enhance their eco-friendly activities and
other technologies which is adopted by the Nike.
 The new media is the very convenient and easy mode through
which they communicate their promotional tools and
techniques which deploy their subject matter in very rapid as
well as the effective way.
Legal factor The legal elements of the country is inter related with the other
factors of the politics (Lusch and Webster, 2011). Therefore, there are
various legal factors which also can affect to the reputation of their
sales are as follows :-
 The company at the various times achieve their legislature
repercussions for their firm's louche selling functions that
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consider their discounts of mendacious.
 The amount of the substantial tax while dodging there firm,
similarly there are number of trends in market which suffer
from similar kind of issues. They don't have to make issues
for Nike that can be in future under their scenario.
Environmental factor The factors of the environment of country help to organise that
progress in developing market emerge their successful enterprises
(Lin, Lee and Wu, 2010). There are some factors :-
 The Nike have to initiate their announcement that must be
eco-friendly in order to get overcommit from their issues and
more environmentalism at all.
 They enlarge aggregate manufacturers in their firm is very
hazardous for their climate and nature. The Nike is polluting
the environment through the air production functions as well
as rivers too.
Competitive advantage
It is the situation which is faced by their company in which they have to accomplish an
edge over their competitors. The organisation also benefit to the superior among their
competitors. The company also carry on their advantages which office them at similar products
at the minimal prices. They charge higher process fort them so they can accomplish their product
differentiations. This also can be accomplish their number of the elements as there structure of
cost, distribution, product and support of the consumer (Gummesson, Kuusela and Närvänen,
2014).
The advantages of the competitive usually refers to their company to do best. This is for
the instance at their bike which has the loopholes and when it comes of the sportswear. It
consider their uses and chances in their market by fulfilling their competent manner a company
also can be accomplish their sustainable advantages of competitive. The Porter's five model is
utilized by the model which interpret their advantages of the competitive of the Nike (Fan and
Tsai, 2010).
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 Braining power of consumers: - The power always lies with the customers so they have
various brand to choose. A consumer purchase the products for their attributes, values
and other benefits. They have to fulfil their quality by the company no matter their name
they will prefer that products. The perception of the consumer is significant if they
receives predict at the same as the other then no one individual product can be successful
in the business environment. Bargaining power of suppliers: - The favour of the east in the condition of production
which help to their company to accomplish their economies of the sale up. This inputs of
the cost comparatively minimum labour which is available at their cheaper prices and
other element which help them to produce Nike product at economical range. Political is
one of the element which affect the bargaining power of the supplier
(Zeithaml, Bitner and Gremler, 2010). Threats is a new entrance: - The fresh entrance in the market can be hinder the working
organisations. These segments of the new entries equipped along with the plans so they
can capture the markets. The new comer will go with adequate resources as well as the
finances to lure their customers into their buying products. Competitive rivalry:-This is one of the major elements which assist to the company so
they can choose their position in their market. The Nike also carry on with leaders of
market in their segments of the sports. The firm is also having their cost advantages over
their products. The representation of the company which is supported but the effective
distribution networks along with the market strategies.
 Threats of a substitute good: - The Nike also establish their professional sport brans.
Therefore, there are very minimum companies in which thou have significant segments.
Dot this instances their consumer is also look for the shoes the only option the person can
have that is Adidas, BBB, Puma and other less popular brands (Walker and Mullins,
2011). The fashion scenario in today's world will be the people which prefer the company
as their brands of the fashion.
Evaluation of marinating strategy
Nike is the major operators in their category of sports. The firm has their own 47% share
in their aggregate sport market along with the sale of 3.7 billion in USD. The organisation also
emphasis on their supplying goods quality in there market (Fraj, Martínez and Matute, 2011).
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The Nike has the carters which is more than their across 100 nations which concealing their own
continent.
The budget of the marketing in the company within 315 millions in USD. The company has their
own invested their approximately than the 1 billion for their improvement of the stores.
 The good quality product at their more affordable prices.
 The company major aim is to excel their entire rivals at the internationally by offering
them quality goods at their effective prices.
 They also encourage their sustainable approach of products.
TASK 2
Segmentation, targeting and positioning
The Nike Jordan is one of the very oldest segmentation which is created as well as build by the
Nike in 1985 (Papadopoulos and Heslop, 2014). It also carters their shoes and there other
requirements of apparel of pole. These all shoes as well as the article of cloth are designed by
their inspires Michel Jordan. In the early times, they usually focused ion there basketball fans
buy now that also extend and expand to the median people as well.
Targeting: - The target market according to the Jordan is of the wide range, These is
various entitled separate products line for their men, kids and women. These all the organisations
they have to improve their shoes for the football. Basketball, track, field, casual wear and many
more. The target market is for their subsidiary of Nike in which the age group in between their
15- 25. The diversion majorly involve their people to involve in sports in their professional
manner either in collar or in school.
Segmentation :- There is the segmentation for their other sub brand which van be broadly
divided into number of element such as the demographic, geographic and psycho graphic (Kim
and et. al., 2012). Demographic: - This segments is also can be done on the basis of the occupation,
gender, age income, The Jordan is make them available for the both women and men.
The target audience and their age group if from their 15- 35 an do other prefer for he
individuals which perform the sports professionally as well as the personally. The shoes
is also available in their sub brands which is competitively expensive so they can also
targeted to their people I their very heavy purchasing power.
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 Geographic: - In this segments it basically consider their divided segment of their
prospectus on the basis of their political boundary. In the UK the edition of women of
AIR Jordan west available when hey measure to US (Kumar and et. al., 2013).
 Psycho graphic: - There is the segmentation in their lifestyle account, taste, attitudes as
well as the preferences of their people. So, the individual have their favourable overview
towards the basket ball that will be the bus brand definable.
Positioning: - The statement of the positioning of the Jordan that “They dot have to
watch Jordan when they make efforts to become one of Jordan”. This mainly consider and ficus s
in their perceptions of customers in context in which the regard their brand. This company is
divided into various premium brands of sports.
SMART Objectives
The AIR Jordan considering on enhancing their market share, awareness and other sales
volume of their organisation as by establishing their targets which is specific, attainable,
relevant, measurable and other consisted particular period of time. The aim of their Jordan is to
make their market capitalised by the effective use of opportunities. The target and goals act as
very significantly to the organisation. They help to offer direction to their employees. Marketing
strategies also will improve in their objectives of the business (Slater, Hult and Olson, 2010).
S: - Specific, The AIR Jordan focus in the raising revenue at the retro beakers so they can
increase the simultaneously process ad supply.
M :- Measurable, Th objectives and goals also stated by the firm that should be
measurable in their term of the elementary as the company which considered their focus by
enhancing their revenue which can be calculated but their other vales.
A: - Attainable, The goals are already set by the organisation which demands to be
accomplish in their particular period of time. Therefore, the company aim to increase their
revenue for the aim of company which has to be raise their supply (Morgan, Katsikeas and
Vorhies, 2012).
R: - Relevancy, The already settle goal which is relevant by their vision of company. The
major motto of company need to be keep in mind during the formulating their strategies and
goals.
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T: - Time bound, the previous year, revenue is majorly increased by their 17% to 2.6
billion in USD. They have to keep their data of very last year by company also accomplish their
raised 15% of revenue in their shoe line of company (Varadarajan, 2010).
Marketing Mix for Jordan
Product: - the product mix for the Jordan that involves there shoes in respect of their
number of sport, sneakier and other clothes, these sports are the most advantageous profs. Out of
these the company also added their line of shoes category which aims to increase e their sales by
the 15% of their financial year.
Price: - In the range of their products in between their $ 79.99 – $ 129.99. The pricing
strategy is quite good. When the have to supply is minimum, the price even goes due to the
scarcity of products. The range is the Adidas is under the $100 only. This also assist to interpret
their product value.
Promotion: - This strategies help to formed their according to needed and other budget
assigns for the same. These all the supreme promotion methods in their Handan inter entire
players of ether other promotion of the athletes of product. The gross sales of these commodity
are because of “position” this companionship have achieved extra time (Baker, 2014).
Place: - This refers so they can allocate their strategies to utilize in their company. The
AIR Jordan always available in their all the extra as well as the exclusive retail outlets of the
Nike's online store. Through this the have the exclusive AIR Jordan stores. There is the retail
which is more profitable and preferred medium while their buying products. Revenue demands
to be focus on their increasing coverage of market.
CONCLUSION
As according to the above mentioned report, it is concluded that the Nike is one of the
very dominant player in the segments of the sports. The organisation actually offer them a very
wide range of commodities and facilities such as the lifestyle apparels, sport wear, equipment
and many more. The company has very strong holding in the market in the terms of the
innovation as well as the designing sportswear. In the today's scenario and the generation is
getting very cousins about their health so the organisation also wish same to take their best
possible way of advantages in manner. Along with this the utilization of the correct product and
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marketing mix is the great combination altogether. The company also look forward to expand
their operations more in their fresh discovered market.
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REFERENCES
Books and Journals
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
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implementation, export marketing capabilities, and export venture performance. Journal
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Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Fraj, E., Martínez, E. and Matute, J., 2011. Green marketing strategy and the firm's performance:
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Walker, O.C. and Mullins, J.W., 2011. Marketing strategy: a decision-focused approach.
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Heiens, R.A. and Pleshko, L.P., 2011. A contingency theory approach to market orientation and
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