Sales Strategy and Management Plan for Nike Inc.

Running Head: Marketing 0
Marketing

Marketing 1
Executive Summary
Nike is one of the world’s prominent supplier of athletic footwear and apparel. It has been
established in 1964, as Blue Bowerman and Phil Knight. They sell a wide range of footwear
lines. They have been able to achieve this through aggressive marketing, quality production,
and technological products. They are committed to maximizing satisfaction to customers. In
this report, a discussion has made to develop a sales strategy and management plan which
describes the analysis of the industry, customer, and market opportunities.

Marketing 2
Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Background Analysis.................................................................................................................3
Industry Analysis....................................................................................................................3
Competitive Analysis.............................................................................................................4
Consumer Analysis.................................................................................................................5
Sales Approach Analysis........................................................................................................6
Sales Management Analysis...................................................................................................7
Analysis of market opportunities...............................................................................................7
Recommendation........................................................................................................................9
Conclusion................................................................................................................................10

Marketing 3
Introduction
In January 1964, University of Oregon track athlete Phil Knight and his coach Bill
Bowerman established Nike Inc. as Blue Ribbon Sports (BRS). It is considered the largest
sportswear organization, and its headquarters are in Beaverton. The organization initially
worked as a distributor for Japanese shoe maker Onitsuka Tiger, which meets Knight’s
automobile (Mahdi, Abbas, Mazar & George, 2015). Nike has made itself as a prominent
brand in U.S. athletic market and secured half of its market share. In addition, Nike has made
a relationship with Wieden Kennedy made several marketing communication means to reach
the consumer and to make them responsive of products. Nike has made its own variety of
footwear line, which incorporated the Swoosh intended by the Carolyn Davidson. So, the
Swoosh was used by Nike and then was listed by the U.S. Patent and Trademark Office
(Burgelman, 2017). In the following, an effort has been made to discuss to develop sales
strategy and management plan of the company by describing the analysis of consumer,
competitor, industry, sales approach and sales management. It is to be done to understand the
analysis of market opportunities utilizing appropriate sales methods.
Background Analysis
Industry Analysis
Size of the industry-
Australia is a core market for Nike, as the industry produced approximately 42
percent of the overall revenue in 2018. They paid $38 billion to acquire more than 1.1 billion
pairs of footwear. As per Sporting Goods Manufactured Association, athletic footwear
encounters for nearly 35% of all footwear purchases (Rahman & Areni, 2014).
Recent Trends-
Nike expands its target customers from teens to young customers due to intense
rivalry with Reebok and Adidas. With the rising need for the preservation of the environment,
most customers have started challenging sustainable products. Nike has established a
recycling program, which targets to decrease the carbon footprints of its products. As
competition is rising at a very fast pace, it is paving the way towards the expansion of athletic
footwear with an emphasis on enhancing user experience. Consumers purchase athletic
footwear seek high-quality and cost-effective products that can enhance their playing and