Nike's Market Orientation Strategy for Developing Pro-Hijab

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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Analysing the ways in which Nike has adopted the market orientation strategy for
developing “Pro-Hijab”...............................................................................................................3
2. Recommendations to Nike in order to develop marketing plan for “Pro-Hijab" in the UK....4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Consumers are the key element for the business. Therefore, it is important to understand
them and on the basis of that, the services has to be assured. This report will illustrate the market
orientation strategy of Nike in order to develop “Pro-Hijab”. Also, the report will provide the
recommendations in terms of developing the marketing plan for “Pro-Hijab” in the UK.
MAIN BODY
1. Analysing the ways in which Nike has adopted the market orientation strategy for developing
“Pro-Hijab”
Market orientation refers to providing strategic focus over identifying the consumer needs and
desire in order to develop new products. Nike is one of the leading firm in sportswear industry.
The firm is providing high focus over their consumers and their satisfaction level (Teng, 2020).
Within taking the decision of developing “Pro-Hijab” as sportswear product for the Muslim
women. Nike has proved that the religion inclusion has been highly followed by the company.
Here is the description of the Nike market orientation strategy within using the STP model and
4Ps of marketing for developing “Pro-Hijab”.
STP Model
Segmentation- This refers to dividing the whole market in the different groups on the basis of
the needs, wants and interest of the consumers. For developing the “Pro-Hijab” Nike has focused
on that segment that shows high interest in the sports (Saura, Palos-Sanchez and Correia, 2019).
Nike has focused on the behaviour segmentation strategies. This refers to interest of the people
towards a particular thing.
Targeting- This refers to targeting the group of people from the selected. As the “Pro-Hijab” has
been wear by the Muslim women as it is the sign of maintaining the culture. The Nike has
targeted the Muslim women that plays the sports. So, the women can maintain the religious
belief within playing the sports.
Positioning- This leads to analyse the current position in the market in order to focus on the new
product development strategy. It has been found from various studies that, Nike has the well
captured position in the market and the decision of developing “Pro-Hijab” is one of the biggest
competitive advantage for the Nike (Vianello, 2019). Hence, the effective image of Nike has
provided the contribution in developing “Pro-Hijab” as a new product in market.