Nike's Marketing Strategy: A Comprehensive Analysis

Business Marketing Strategy

Table of Contents
Part 1..........................................................................................................................................3
Introduction................................................................................................................................3
Situational analysis – (PESTLE) (SWOT).................................................................................3
PESTEL Analysis.......................................................................................................................4
SWOT Analysis.........................................................................................................................5
Competitive advantage (USP)....................................................................................................7
Evaluation of current marketing strategy...................................................................................7
Part 2..........................................................................................................................................9
• Segmentation, Targeting & Positioning (STP)........................................................................9
• Recommended objectives and goals (SMART).....................................................................10
• Recommend marketing strategies, based on the application of the marketing mix to your
chosen brand.............................................................................................................................10
Conclusion................................................................................................................................13

Part 1
Introduction
The main focus of this report or project is to analyze and evaluate the various marketing
strategies which are followed by different organization. In this report our main focus will be
to describe the full marketing audit which involves external and internal environment in any
organization of NIKE, which is very renowned and popular Foot Wear Company in the
world. It is well known for its quality, standards, and style. Here, an appropriate source will
be undertaken to describe the whole working principle, objectives and marketing strategies,
including organizations relative positive attitudes towards its industry member. Moreover in
this the effectiveness of the organization like NIKE, its competitiveness edge will be
demonstrated by the evolution of its competitive performance.
NIKE is America’s multinational corporations which mainly include production and
manufacturing of the Footwear, different footwear equipment, apparels, services and
accessories. Headquarter of this company is in Beaverton and Oregon which is in Portland
metropolitan area. It was founded in the year 1964 on 25th January which was named as Blue
Ribbon Sports at that time by Bowerman and Phil Knight and was named as NIKE in the year
1971 on 30th May. The company usually operated retail stores as Niketown name. Its brand
value in the year 2017 was approximately 29.6 Billion Dollar. And in the year 2012 it has
employed almost more than 44000 people all across the world. It also sponsors many high
profile teams and athletes from all over the world with a recognized trademark of SWOOSH
logo or as “Just Do It “ (Burgelman., 2017).
Situational analysis – (PESTLE) (SWOT)
The word situational analysis can be define as the collection of different methods that a
manager can use efficiently to analyze any organizations external and internal surroundings
or environments, thus resulting in to understand completely the capabilities business
environment and its customers. Situational analysis is critical step in establishing a
relationship with its customers for a long run, and it is second step process in marketing
plans. The marketing plans include companies or any organizations objective, its budgeting,
strategies or plans, execution and finally the evolution (PANDEY., 2017).

There are several methods comes under Situational analysis this include SWOT analysis i.e.
S for strength, W for weakness, O for opportunities and T for threats. Situational analysis
looks over both the areas, the micro-environment factors that affect especially the firm and
macro-environment that affects firms within the environment.
PESTEL Analysis
PESTEL or PEST analysis includes detailed analysis of the organization NIKE, which
discusses the economic, political, technological, and several legal factors in the company.
NIKE’s brand is popular and famous worldwide which provides its products all over the
country. The following different factors covered in this segment can be positive or negative
for the concerned company. These factors include political factor, legal factor, and
economical factor, environmental and social factor as well.
Political Factor- The consistent and easy going atmosphere in US, provide continuous easy
flow to the corporate activities. Government has introduced many laws and rules and
different to reforms for the development of the organization or company and also enabled the
company to start their working at international level as well. Every country makes their own
rules and regulations with an aim to enhance the business and its activities in the country
leading to its expansion. As a result due to increase in the business activities there will less
unemployment, increased revenue collection through different tax collections or export and
import duties on the product. The brand mainly focuses on developing leading position or
status in the market, financial performances, excellence in executing the products and its
extension in the leadership quality for encouraging innovative designs (PANDEY ., 2017).
Legal Factor- Different legal aspects during the business activities has been followed by
NIKE. For the different operations and to meet labor wages according to the rules and
regulation of the country, this brand pays huge amount of taxes in the countries it operating.
To avoid restriction in particular countries of this brand, the authority need to understand the
policies of the different countries and the potential problem that may arise in their market
Thus the brand should be used friendly. The NIKE Company always try to maintain a
healthy, safe and fair condition of the factory by following various rules and polices governed
by the industry.
Economical Factor- NIKE comes under top 3 brands in the world, and it has large scale of
apparel for athletics and sports footwear all over the world. The brand targets the minimum or