Fundamental of Marketing: Nike

Running Head: MARKETING 1
Fundamental of Marketing: Nike
Student Name: Dousien Kumar BAPPOO
Student Number: U3191460
Unit Number: 9958
Word Count: 2186
Due Date: 30 March 2018

MARKETING 2
Table of Contents
Introduction.................................................................................................................................................3
Section 1: Company description, Mission and Vision..................................................................................3
Section 2: Marketing Audit..........................................................................................................................4
Current Marketing Objective and Strategies:..........................................................................................4
External Environmental Analysis.................................................................................................................5
PESTLE Analysis........................................................................................................................................5
Section 3: Marketing Objectives..................................................................................................................6
Section 4: Marketing Plan............................................................................................................................7
Customer Segments and target market...................................................................................................7
Market Positioning..................................................................................................................................7
Market Mix for Selected Products...........................................................................................................8
IMC Plan..................................................................................................................................................9
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

MARKETING 3
Introduction
In today’s business environment, each and every business organization needs to create marketing
plan to stay competitive in the industry. When they introduce anything new then they need to
take the assistance of tis marketing plan to bring new products and services to marketplace. This
report includes different marketing aspects about the Nike Organization that was chosen in the
previous assessments. Nike is one of the most popular brands that offer a variety of sports shoes
and products. The company is planning to diversify its product range with the introduction of
new product i.e. Heating Boots. This report includes the mission and vision of Nike
Organization. Moreover, marketing audit is conducted by the use of different marketing tools. At
the end, a high level marketing plan is prepared in context to new product of Nike Organization.
Section 1: Company description, Mission and Vision
Nike is a well-established company that was founded in United States of America in the year
1969. The organization is engaged in designing, manufacturing and developing the footwear,
equipment, accessories and services. The major products of Nike are to provide athletic
footwear, shoes and equipment (Deng, 2009). The organization is operating its business in
various countries such as Japan, China, Europe, India, New Zealand and other emerging markets.
The mission statement of this company has developed over the time to accurately show the
position of business position. The mission statement of Nike is to “bring innovation and
inspiration to each and every person in the world”. The mission statement of the company
indicates the strategic objective of reaching out to the sport shoes and equipment (Dawes, 2009).
This CSR’s vision statement of the company is “to assist Nike and its customers to prosper in a
sustainable economy where profit, people and planet are balanced. Now, the organization needs
to create and publish a formal vision statement to inform investors and employees about what the
business purposes to be in the future in context to the international market for sports shoes and
equipment (Datta, Ailawadi, & van Heerde, 2013).
To attain its mission and vision, Nike is implementing effective strategies and it is going to
introduce a new product i.e. Heating Boots.

MARKETING 4
Section 2: Marketing Audit
Current Marketing Objective and Strategies:
The current marketing objective of Nike is to focus on offering higher quality products on low
prices so that it can gain a significant market share in the industry (Ambat, et al, 2017). To attain
this marketing objective, the organization has adopted effective marketing strategies which are
given below:
Product:
Currently, Nike is focusing on sports and athletic shoes and apparel. The products of the
company are designed in the factories which are situated nearby the raw material deposits so that
they can reduce the costs of production (Chowdhury, 2013). Its current products are focused on
Soccer, Tennis, Football, Basketball and other athletic uses.
Price:
Nike has created its pricing strategy to compete with other brands like Adidas and to offer
affordable and quality shoes to the customers.
Place:
To distribute its products to the final customers, Nike has established more than 20,000 stores all
over the world. It provides its products through auxiliaries, licensees and individual (Cwinkler,
2013).
Promotion:
Promotion is the most important part of company’s marketing strategy. It uses different types of
online media to promote its products. It includes online ads, commercials and its own website. It
is also using brand endorsements to promote its products all over the world.
External Environmental Analysis
PESTLE Analysis
Political Factors