Nike's Online Strategy Design: A Comprehensive Analysis

This report delves into Nike's online strategy, examining its communication strategy, SMART goals, target audience, and key message. It analyzes how Nike leverages advertising, personal selling, and sales promotions to reach its target market, particularly focusing on the growing women's training segment and young athletes. The report highlights Nike's commitment to customer value and its innovative approach to marketing, which has contributed to its global success.

Online Strategy Design
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Contents
Executive summary.........................................................................................................................3
Overview..........................................................................................................................................4
Communication strategy..................................................................................................................5
Objectives (SMART Goal)..............................................................................................................6
Target audience................................................................................................................................7
The key message linked with the communication strategy.............................................................8
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Executive summary
Nike is the multinational corporation which sells accessories, clothes, footwear and many other
products. The main goal and objective of the social media are to increase the recognition of the
brand and increase the engagement of the customers and online influence on the platform of the
social media. The main focus of the company is to support its brand by driving more and more
visitors to the company’s website and on the social media platforms by creating engaging and
interactive content through the promotion on the cross-channel and also drive the loyalty of the
visitors.
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Overview
Nike is an American multinational brand which is engaged in the developing, designing,
manufacturing and marketing in worldwide and also sales of the footwear, accessories,
equipment, apparel, and services. The company was founded on 25 January 1964, by Bill
Bowerman and Phil Knight as Blue Ribbon Sports. And it officially became the Nike on 30 May
1971 (Jacobs, 2015).Nike brand focus on the kids and other sports which includes tennis, cricket,
volleyball, and others. Nike produces the equipment which includes socks, bags, eyewear, sports
balls, bats, digital device and other equipment designed for the sports activity.
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Communication strategy
Nike uses its own marketing communications strategy to communicate with the target market
over worldwide. The strategies are:
 Advertising Nike products: The goal of the Nike is to reach the large number of population of
the target customers. Advertising is something costly, when the advertisement gets successful it
promotes the company to the customers and also improves the perception of the company. The
advertisement is successfully implemented as it can reap the rewards of the stronger image of the
brand and also the higher demand for the product.
 Nike personal selling: The efforts of the personal selling happen in the stores, the personnel of
the stores is trained to provide the assistance to the customers for knowing more about the
product of the company and also to pursued them for buying these products (Burgelman, 2017).
If the sales personnel is successful in promoting the product of the company through the
personalized service which helped the customers in finding the right Nike product.
 Sales promotion- The sales promotion of the Nike is usually in the coupon forms which is given
to the targeted customers. The sales promotion is used to motivate the new customers by
showing them the benefits such as the product feature and also the saving which they can do by
getting discount.
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Objectives (SMART Goals)
 Specific- Nike has made the plan to focus on the 12 cities which are London, Beijing, New York,
Shanghai, Tokyo, Los Angeles, and Paris, Mexico City, Berlin, Seoul, Barcelona, and Milan; in
the offense of the direct customers mar5keting strategy.
 Measurable-Behavior and the demographics of the customers will be the core in these 12 cities
for the new products(Mahdi, et. al., 2015).Nike will use the customer data such as color schemes,
patterns, and colors for the Nike Free RN Flyknit, which is based on the preferences of the major
cities globally; which has the main focus on New York and Los Angeles in the market of the
United States.
 Attainable- By using the trend, data and behavioral patterns from the consumers in the major
market of the Nike, the company will able to rely on according to the preference and trends of
the customers in the sneaker form and function.
 Relevance- By using the marketing strategy the business will express the accurate representation
preference of the market segment. When the data is collected it is adjusted and analyzed with the
data of the real-time sales.
 Time- Over the next 6 fiscal months and over the next 2 years which is 2020.
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Target audience
Nike is the leading company who produces sports footwear in the world. Nike produces the
product and services for developing the athletic potential which is according to the need of
company. Now the business is focusing on the women customers as the women’s segment of
training is faster growing than of the men’s segment of the training. The business is ensuring the
growth in the future as the young athletes are the main part of the sales strategies especially in
the category such as soccer, basketball, and running. Nike’s target market in the future is the
young athletes.
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The key message linked with the communication strategy
The marketing strategy of the Nike is the most recognized; it is the one which made the firm so
famous, but not in the early years but now these are the main reasons for the successful business.
The main reason which put the Nike on the map is finding the new strategy of marketing the
products. The business is proving the real customer's value.
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References
 Burgelman, R.A., 2017. 9. Complex strategic integration at Nike: Strategy process and strategy-
as-practice. Handbook of Middle Management Strategy Process Research, p.197.
 Jacobs, D.G., 2015. A practical example of base source optimization: footwear profiling at Nike,
Inc (Doctoral dissertation, Massachusetts Institute of Technology).
 Mahdi, H.A.A., Abbas, M., Mazar, T.I. and George, S.A., 2015. A Comparative Analysis of
Strategies and Business Models of Nike, Inc. and Adidas Group with special reference to
Competitive Advantage in the context of a Dynamic and Competitive
Environment. International Journal of Business Management and Economic Research, 6(3),
pp.167-177.
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