Analysis of Nike's Brand Performance, Mission, and Communication Strategy

This report analyzes Nike's brand performance, mission statement, and communication strategy. It discusses the five stages of purchase behavior and customer relationships on social media.

Running head: NIKE
NIKE
Name of the Student
Name of the University
Author Note

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Table of Contents
Product and company information...................................................................................................2
Background..................................................................................................................................2
Mission and value statement........................................................................................................2
SWOT analysis............................................................................................................................3
The five stages of purchase behavior...............................................................................................3
Customer relationships and social media........................................................................................5
Communication strategy..................................................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

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Product and company information
The Nike Inc. is an American Multinational corporation which is present with the aim to
manufacture and globally market the footwear, equipment’s, accessories as well as the services
of the company. The firm can be understood to be one of the largest supplier of the apparel as
well as the athletic products. The firm can be stated to be one of the world`s largest sneaker
companies as present around the globe (News.nike.com ,2019). The demand of Nike as a brand is
very high when compared to the other brands as present and the company runs with an aim to
offer new designs as well as unique features. The products of the brand are not only fashionable
but also provide convenience to the different customers. The shoes which are being discussed in
this section are the rare Nike Air Max 95’s worth $160.
Background
The particular report aims to provide a brief analysis of the brand performance of Nike,
its vision and vision statement along with a brief analysis of the buyer decision making and
purchase procedure which tends to influence the different consumers. Lastly, an analysis of the
SWOT of the company will also be provided, along with the firm`s communication strategy
which will assist in understanding the overall performance of the firm.
Mission and value statement
The vision of the company can be stated to be most authentic, connected as well as
distinctive brand in the world.
In addition to this, the mission statement of the firm can be stated to be to bring about
innovation as well as inspiration to every athlete as present around the globe (Smithson, 2019).
The brand has unique featured sneakers which provide the ultimate convenience to the different

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consumers and these unique features have always stood out as a point of differentiation for the
different customers as present.
SWOT analysis
The SWOT Analysis of the brand has been done as follows:
Strengths Weaknesses
 The firm is one of the most popular
and strongest brands as present
around the globe.
 The brand has high demand in the
workplace
 The brand offers innovative designs.
 The demand for the brand has been
fluctuating with time
 The older the designs get, the lesser
demand they attract.
Opportunities Threats
 The brand can take over the online
domain as the online domain has
gained considerable popularity and
with respect to this, that can be
explored.
 The firm can increase its
distribution network
 The competitors form the main threat
of the business and with respect to
this, this can form a barrier in the
overall growth of the firm.
The five stages of purchase behavior
Before making the purchase of a shoe from Nike, it needs to be understood that, the
customer will undergo various phases which will enable them to make the right decision for the
overall welfare of the firm. Hence, the customer will be following the given five stages to ensure
that, it is successfully being able to make the right purchase as per their needs. The five different
steps which can be adopted by the firm can be stated to be as follows:
1. The recognition of the problem or the need: In the first stage, the customer will be
required to recognize the problem or the need for the product (Chin, 2016). On a personal
note, I made the purchase decision because, I needed the shoes urgently as my previous
pair had worn out.

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2. Researching the information: In the second step, the customer will be analyzing and
conducting secondary research on the product which will help them in identifying the
needs and searching out for the presence of similar products as present in the market
(News.nike.com ,2019). I needed a pair of shoes which were comfortable and when I
researched other brands I was able to find that, the Nike Air Max shoes was the best pair
which I could purchase and hence, in line of this, I focused my further research on this
shoe type.
3. Evaluation of the alternatives: In the third step, I evaluated the different alternatives
which were largely available to me and prepared myself to make the decision of the best
product I could purchase. The different alternatives which were available to me were the
alternatives like the Puma, Adidas and Reebok among others and hence, I went through
the different alternatives as available and in line of this, it is required to be understood
that, my weights were in favor of the brand (Viio & Grönroos, 2016).
4. Purchasing: The next step in the buyers purchasing process can be stated to be the
purchase of the product. In this step, the buyers would be required to take the correct
decisions after the weighing of the different alternatives and it is in this stage that I aimed
to choose the Air Max 95 shoes due to the durability as well as the excellent quality
which the product aims to provide to the customers (Dupire & M’Zali, 2018).
5. Post purchase evaluation: The final stage which is involved in the purchase of the product
can be stated to be the post purchase stage. These determine whether the consumer has
satisfied from the purchase or not. The durability of the Air Max 95 has provided me with
maximum satisfaction and my trust in the brand has increased considerably.

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Customer relationships and social media
The company can be stated to be rather active on the social media and tends to ensure
that it is successfully able to communicate with the different customers as present using mediums
like YouTube, Pintrest, Facebook and Twitter (Zhang, 2018). The global giant controls more
than, 300 profiles on the social media and aims to attain the maximum number of customers
through the social media network. In addition to this, the firm also attains customer feedback
through online interactions in order to know the experience level of the different consumers
(Armstrong, 2019). The comments on social media are also observed. In addition to this, the firm
makes use of demographic segmentation to collect feedback. Moreover, currently, the firm is
sponsoring, the world soccer cup 2019 to directly connect with the customers.
Communication strategy
The communication strategy of the firm can be stated to be rather comprehensive in
nature and the global footwear giant has come up with the Nike Plus service so that it is
successfully able to interact with the different customers as present. Its communication strategy
comprises of mediums like direct selling, personal selling, and advertising using various
mediums and sales promotion (Araujo, Caldwell & DeFanti, 2018). Through these procedures the
firm is able to tap all the different segments which the firm caters to. However, one aspect is
being recommended to the firm that it needs to maintain uniformity in the procedures and
through this, the firm will be successfully able to deal with the different customers successfully.
Conclusion
Therefore, from the given analysis as done on the overall strategy followed by the
organization with respect to dealing with customers and coming up with new and better
campaigns. The report followed a comprehensive structure whereby the first few sections

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focused greatly on the company background and product information. This was then followed by
the discussion on the Mission and Vision statement of the firm, along with which a SWOT
Analysis of the firm was also provided. The latter half of the report discussed the
communications strategy, social media strategy and the purchase decision of the product. The
sources which have been used in the project mainly includes journal articles based on Marketing
and management and in addition to this, it also comprises of the official website of Nike. The
website was chosen as it provides a detailed information on the overall company background.
The accumulation of data was not difficult as Nike is quite a popular firm and all the information
regarding the company was easily available on the net.

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References
Araujo, D., Caldwell, H., & DeFanti, M. (2018). Nike's Utilization of Brand Strategy to Increase
Global Competitiveness. In Competition Forum (Vol. 16, No. 1, pp. 109-115). American
Society for Competitiveness.
Armstrong, K. L. (2019). Nike’s communication with Black audiences: A sociological analysis
of advertising effectiveness via symbolic interactionism. Journal of Sport and Social
Issues, 23(3), 266-286.
Chin, K. S. (2016). Attributes Influencing Home Buyers’ Purchase Decision: A Study of
Residential Property in Setia Alam (Doctoral dissertation, UTAR).
Dupire, M., & M’Zali, B. (2018). CSR strategies in response to competitive pressures. Journal
of Business Ethics, 148(3), 603-623.
News.nike.com (2019), NIKE, Inc. Retrieved from: https://news.nike.com/search/posts?utf8=
%E2%9C%93&q=social+media, on 1st April
Nike. (2018). About Us. Retrieved from: https://jobs.nike.com/about
Smithson, N. (2019). Nike Inc.’s Mission Statement & Vision Statement (An Analysis). Retrieved
from: http://panmore.com/nike-inc-vision-statement-mission-statement
Viio, P., & Grönroos, C. (2016). How buyer–seller relationship orientation affects adaptation of
sales processes to the buying process. Industrial Marketing Management, 52, 37-46.
Zhang, J. (2018, August). Strategy of Sports Brand Network Marketing on the Basis of Brand
Image Promotion. In 2018 International Conference on Management, Economics,
Education and Social Sciences (MEESS 2018). Atlantis Press.