Nike Pro Hijab Case Study: Serving Customers in Global Markets - MN5006QA

This report discusses the development of the Pro Hijab by Nike and the marketing orientation models used to promote it. It also provides recommendations for a marketing plan for the UK market. MN5006QA

SERVING
CUSTOMERS IN
GLOBAL MARKETS
– MN5006QA

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY ......................................................................................................................................3
Practical and Legal challenges in employment relationship ...........................................................3
Recommendations to a set of employment relations issues ............................................................3
CONCLUSION ...................................................................................................................................3
REFERENCES ....................................................................................................................................3

INTRODUCTION
In order to survive in the modern business environment where disruptions are almost as
much as the ease of doing business, innovation is one of the most strongest strategies that firms can
apply to not only survive in the market but also thrive over a consistent period of time. By
practising innovation, companies can pursue new and lucrative market lines and at the same time,
they can boost their profitability by a large margin (Gotteland, Shock and Sarin, 2020). This report
will highlight the Pro Hijab innovation which has been introduced in the market by Nike and will
highlight the various models it uses to promote and develop this product along with the formulation
of a marketing plan for the marketing of Pro Hijab in the UK.
MAIN BODY
Marketing orientation of Nike
One of the major reasons behind the success of the brands which are dominated the business
industry on a global level such as Nike is that they cater to very specific but highly demanded needs
of the market which allows them to perform business operations in an uncontested manner. The Pro
Hijab which has been developed by Nike is a perfect example of this approach as the company has
performed extensive research and market analysis to reach to a conclusion that religions constraints
have no place in physical activities, competitors and sports and must be solved in a manner wherein
the cultural and religions beliefs of the athletes are respected on the highest basis (Elabbasy, 2021).
This approach of identifying the major demands of the target market and then making exclusive
product lines and services to satisfy them is also known as market orientation and some major
models of marketing and various concepts have been listed herein to highlight the way Nike
undertakes the process of market orientation in terms of the Pro Hijab.
 The product orientation concept – This type of market orientation holds up the belief that
customers are always on the lookout for the product which offers the most innovative
features and contains the most utility which results in the best possible satisfaction. This
type of marketing orientation has been used by Nike in developing the concept of Pro Hijab
which is evident from the fact that market analysis has been conducted by Nike to identify
the mass demand in Muslim centric products which are not being catered due to thinly
veiled homophobia. The Pro Hijab makes it so that Muslim athletes can stay close to their
religion while playing comfortably which is a big utility to provide to such a wide sized

market.
 The marketing orientation concept – This orientation states that in order to succeed in the
market over a long term, firms must identify the demand for their product and then make the
highest quality service possible which provides them competitive advantage over their
rivals. Nike identified that it is facing tough competition in emerging markets like China and
by developing and marketing the Pro Hijab, it can not only have a competitive edge but also
gain a strong foothold in markets such as the middle east.
 Business innovation model – One of the major strengths of firms like Nike is their potential
to innovate in the most disruptive manner possible and the development of Pro Hijab is a
major step in the right direction which is evident from the way that the Muslim population
has been treated in the world of business as very few products actually cater to their
religious needs (Li, 2021)
Recommendation for developing marketing plan to Nike for Pro Hijab
A marketing plan refers to the blueprint for the business through which it formulates,
streamlines and implements its strategies which are formed on the basis of its overall promotional
outlook in regards to their newly launched or old products and services. Without a proper business
plan in place, newly developed products are a waste of time as they will be dead in the water in the
market by the time they arrive if a considerable thought is not spent on the major decisions such as
their launch strategy, the way they will be positioned in the market and the strategy through which it
will be marketed online are all very crucial metrics to ponder upon. The following
recommendations have been listed for Nike for it to develop a proper marketing plan for the
promotion of Pro Hijab in UK.
 The marketing plan must feature an integrated marketing communication campaign which
will help Nike coordinate its various marketing channels across its various high traffic
attracting social media handles
 Nike must also ensure that its marketing plan involves inclusive and diverse measures and
languages which should reflect their drive to cater to Muslim people such as use of Muslim
language and symbols
 The marketing plan must be formulated keeping in mind the needs and trends displayed by
the Muslim populace in UK which can only be done through market and trend analysis
 The marketing plan should be thoroughly supplemented across both online and offline
channels and there must be proper avenues of digital marketing to supplement the plan with

integration of technologies such as search engine optimization (Chernev, 2020)
CONCLUSION
The above report went into detail regarding the complex process of developing new product
lines based on niche market needs such as the pro hijab which has been developed by Nike through
the identification of the problems and pain point faced by Muslims. The report displayed all the
concepts of market orientation which Nike has used in order to develop the product and market it
globally by identifying the product and marketing concept and using innovative business models to
gain edge over its rivals. The report also included various recommendations for Nike to form a
comprehensive marketing plan and it was concluded from this report that it is necessary to
introduce new products with a comprehensive strategic evaluation and identification of the target
market.

REFERENCES
Books and journals
Gotteland, D., Shock, J. and Sarin, S., 2020. Strategic orientations, marketing proactivity and firm
market performance. Industrial Marketing Management, 91, pp.610-620.
Elabbasy, E., 2021. The Impact of External Personnel Marketing Strategy on Brand Awareness of
Customers: The Case of Technological Universities in Egypt. International Journal of
Customer Relationship Marketing and Management (IJCRMM), 12(1), pp.44-64.
Li, R., 2021. Shift in Consumer Goods Marketing Strategy Network Economy. Frontiers in
Economics and Management, 2(8), pp.109-112.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.