Nike Marketing Plan Analysis

This assignment requires a comprehensive analysis of Nike's marketing plan. Students are expected to conduct a SWOT analysis of Nike, identify its target audience, and evaluate its competitive advantage in the sports apparel market. The analysis should cover key aspects of Nike's marketing strategy, including product development, pricing, distribution, and promotion. Students will draw on relevant academic literature and industry reports to support their findings.

Running head: EVENT MANAGEMENT
Event management
Name of the student:
Name of the University:
Author note:

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Executive Summary
The methodology that would be used in this report is the quantitative methodology and
accordingly, the articles, journals and websites of the Nike company have been taken into
account while doing this research. The secondary research methodology has been used for the
future forecast of the event for three years. Therefore, the report contains the company Nike and
it has focused on the event organization and accordingly, various aspects of the marketing
strategies of the event has been discussed in this report.

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Table of Contents
Introduction......................................................................................................................................3
Profile of the Target segment via Event..........................................................................................3
Competitor Analysis........................................................................................................................4
SWOT analysis of Event.................................................................................................................5
Product Positioning..........................................................................................................................7
Competitive Advantage of Event.....................................................................................................8
4Ps of Event.....................................................................................................................................9
Management structure of the event................................................................................................10
Three years Forecast sale of the event...........................................................................................10
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

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Introduction
NIKE is a company, which designs and sells higher quality of footwear accessory
products and equipments. The company is the biggest seller of athletic footwear and they sell
products through the different accounts of retail (Nike.com., 2017; Morgan, 2012). The company
owned retail which incorporates stores, independent distributors and license on a worldwide
basis. NIKE follows a goal to deliver valuable and profitable branded footwear, accessories
business and items to the shareholders. The main strategy of the company is to achieve the
revenue growth of the long-term basis and creating the innovative growth. The company focuses
on delivering the retail experiences and presentation. NIKE organized Women Tour is one of the
largest event series of women in the world. It gave invitation to all people, especially the women
in order to compete the races. Accordingly, it is important to trace out the 4ps, swot, target
market of the event and its product positioning. (Nike.com., 2017)
Profile of the Target segment via Event
Nike is regarded as the world’s leading company of apparel and leading footwear sports.
The Higher performance of NIKE’s athletic gear is mostly targeted at the women athletes who
are professional. The event focuses on innovations, products and services in order to develop the
potential of athletic, according to the views of the company (Shabani, Saen & Vazifehdoost,
2013). In this sport event, also through organizing the sport events, the people who would be
coming to attend the event specially the coaches and other athletes can buy the products of
NIKE. The company also focuses on the women customers. During Half Women Marathon, the
targeted market of event was Women (Morgan, 2012). Even to look from a general perspective,
the training segment of women is growing at a faster pace than the training segment of men.

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With the view to keep in mind about the future growth, the young athletes form bigger part of the
strategies of sales especially in the categories such as running, basketball and soccer. In this
event, as well, the basketball players are to be encouraged to buy the products of company. The
Young athletes form the target market of NIKE and through the organization of such events.
Nike has laid down a number of strategies in order to target the immediate types of consumers,
sportsmen and other athletes, celebrity athelets and other college athletes. This strategy has
become successful for its capacity to reach larger number athletes. If the team manager
prescribed a particular type of track shoes made by the company, the trainees would not going to
have any option but buy those products from the company (Nike.com., 2017)
Competitor Analysis
Name of the
company
Product Price Place Promotion
Nike Nike’s product
mix are Apparel,
shoes,
accessories and
equipments such
as T-shirts, shoes
are the important
accessories that
was promoted
Uses value based
strategy of
pricing to ensure
profits and sales.
Distribution
strategy includes
retailers, Official
stores of Nike on
the event ground
and the retail
outlets (Brohi et
al., 2016).
Advertising
through
pamphlets is
being the best
promotion for
Nike through this
marathon event
to attract the
customers, other

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through this
event
marathon(Chiang
et al., 2013).
than personal
selling and sales
promotions.
Reebok Reebok is mainly
known by the
footwear
collections
thorough the
First Holiday
Throwdown
It uses Common
pricing policy.
It includes
retailers.
Retailers are
further
subdivided into
three other stores
in the event
The company
organizes
Campaign based
on Run Easy and
schemes of
Direct Interaction
in the event
(Alexandris &
Kaplanidou,
2014).
Adidas It is famous for
shoes, apparels
and accessories.
It is stronger in
the apparels
It goes for
skimming prices
and competitive
prices as well
because of the
design and style.
It has distribution
channel through
different outlets
of retail stores
(Csepiel &
Karin, 2012).
It depends upon
the promotion
through
television and the
placements of
products
(Alexandris &
Kaplanidou,
2014).

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( Csepiel & Karin, 2012)
SWOT analysis of Event
Strengths: The Event has strong assets at the various lists of targets in their exploration, growth
of base and lifestyles. The event reflects the explorations of the production and a greater vatiety
of shoes, apparels and accessories. The Event stands for healthy and safety, integrity and honesty
and corporate citizenship and a team of higher performance. Through this marathon event, it
promoted Nike as one of the world’s important shoemaker. It designs shoes and sells for a
number of sports which include basketball, golf, volleyball, football and tennis. (Antony, 2012).
The company sells its products throughout the country and also carries out in operation through
this event. The company Nike has been proved to be stronger in the research and development as
it is making the innovative ranges of product. Then the manufacturing takes place, which makes
higher quality products. Nike is regarded as the global brand. It is the famous sport brand in the
world (Nike.com., 2017; Antony, 2012).
Weaknesses: The event reflects limited scale particularly when compared to the competitors. The
income of the business of event is heavily dependent upon the shares of the market of footwear.
The price of the retail sector is very sensitive. This would lead to the arrangements with the
partners in order to share risks linked with the operations. This might leave the company
vulnerable if the share of the market erodes. Therefore, the margins tends to get squeezed as the
retailers try to pass on pressure of the competition of the lower price onto the Nike (Nike.com.,
2017).
Opportunities: The development of the product offers opportunities to Nike. The event would
encourage and make strong the operations through its entry into the different events of strategy.

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This would help Nike for the planned investments for the development of future. The brand is
very much defended by the owner of the company whom believe truly that the Nike company is
not regarded as a brand of fashion through this marathon event. Such the items of higher value
tend to linked with them of the profit, which is high. The Business can also be developed
globally through the inauguration of this event which is depending upon the strong recognition of
the brand. There are also the presence of the global markets events that can be utilized well to
render support to the brand such as the Olympics or this event which is being organized by the
Nike company (Antony, 2012).
Threats: The event is facing intense competition with the other competitors of the shoe
industries. It has made Nike exposed to the trade’s international nature. It sells and buys the
different currencies and hence, the margins and costs are unstable over a longer period of time.
Such an exposure means that the Nike may be manufacturing, selling, or loss. This is an
important issue, which is being faced by the global brands other than the Nike. The market or the
sports garments or shoes are regarded as very competitive, the event was not that competitive
enough to advertise the Nike products. The competitors are developing the alternative brands to
take away the market share of the company (Nike.com., 2017).
Product Positioning
The product positioning of the Event through Nike can happen through the Page of Pre
event. In any types of social blogs, a pre event page can be created and accordingly, it becomes a
centre page to attract people and also on the pre event page, the promotion of the product can be
done, which would be the centre of attraction for the company. Through the success of social
media, it becomes important for the event to start the event promotion through the proper

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positioning of the targeted product and can create blog on that particular product. Through
advertisements, guest posts and paid promotion, the product positioning strategy of the event can
be done, which would promote the success of the Nike products (Armstrong et al., 2015).
The event would finally through this event, would boost the sports product of Nike and
this could lead to the advertisements of the product and finally would boost popularity of the
product. Accordingly, the product positioning would gather momentum through this event and
people participating would take interest to buy products.
Competitive Advantage of Event
Competitive advantage of event means that the company is at its best. Through the
alternation of the marketing of the needs of the customers, the company has been successful
player in the past and it continues till today. In order to judge the competitive advantages, the
analysis of the porter’s five forces (Nike.com., 2017; Laszlo & Zhexembayeva, 2017).
Threat of the new entrants: Other than the competition coming from the regular rivals, the
many new comers are carrying out many new forms of strategies and they have even targeted the
the market through the promotions of events, such as Adidas and Reebok. Despite the difficulties
which are taking an entry because of the single currency and the rules of the trade, the sales of
the consumers outside the USA has surpassed the sales in the country in the year 2003 with 44%
of the sales of the company which are coming from America (Alexandris & Kaplanidou, 2014).

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Threat of the substitute goods: When the products are coming in use for professional use
as the fashionable items, there are other goods, which can be purchased from the other events
organized by the other companies.
Bargaining power of the customers: For the sake of attributes, the consumers not only
buy the products, the consumers buy for having experiences as well. The product might be
proved to be good but as long as the goods are perceived by the customers not to be superior or
not carry difference from others, the product cannot become successful. Nike, through the recent
event followed this law and made its product of the marketing successful (Nike.com., 2017;
Laszlo & Zhexembayeva, 2017).
Supplier’s bargaining powers: By using the facilities of production Marathon Event, has
given the economies of Nike a scale. However, the problems are arising out of these factors and
they are shifting in manufacturing innovative goods and labors. However, Nike fought against
the issues of society and politics and it is maintaining the name of the brand.
Rivalry among the competitors: Nike being one of the greatest Companies of sports, the
business is having the biggest advantages of cost over the competition through the organization
of this event. It has its supports in economy in the distribution and marketing over the rivals
(Nike.com., 2017; Laszlo & Zhexembayeva, 2017).
4Ps of Event
Nike depends on the marketing mix in order to enhance growth of its growth and profits. The
4PS would determine the strategies of companies that would be utilized for the proper execution
of the marketing mix.

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 Products
Nike comes with the changes of the product mix. The elements of the marketing
mix states about the different product mix such as Shoes, equipments and accessories and
apparels, which are the prime attraction of the company. (Khan, 2014).
 Place
The company sells its sports shoe, equipments and apparels through the place
where the event is taking place. This would make the identity of brand apparent as
soon as the guests would start to appear.
 Promotion
Nike regards promotion through the means of advertisement as one of the biggest
contributors in order to attract customers specially which involves the endorsers
of celebrity, such as sports teams and professional athletes (Jian et al., 2015).
The other forms of promotions, which are practiced by Nike, are Direct
Marketing, maintaining public relations, promotion of sales and selling personally
(Jian et al., 2015).
 Price
As mentioned earlier, the event would use Value based strategy of pricing, to
make sure about the growth of profits and sales. Accordingly, the company can
use this strategy, the company takes into consideration the perception of the
consumers and the products’ values (Nike.com., 2017; Khan, 2014; Yeoman et
al., 2012).

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Management structure of the event
Women’s marathon event has followed a management structure where under the event
Director, The program coordinator would deal with entries, ceremonies, tabulation of results and
publishing. Venue Coordinator would look forward for the venue bookings, team set up and
environmental control (Allen et al., 2012). Equipment coordinator would manage the equipments
of sound, transport. The promotions coordinator includes the media liaison, advertising, media
kits and publicity. Officials coordinator are the umpires, referees and master of the ceremonies
and the merchandising co-coordinator includes sales team, volunteer’s out lifting and giveaways
(Supovitz, 2013).
Three years Forecast sale of the event
The three years sales of Forecast has been achieved from the website of Nike. It depicts
the three years forecast about the sales of event. The calculations listed below would further help
to know the estimation and the profit that the sales is going to achieve in the next three years.
The forecast has been done through the methods of calculations through the estimation made out
of the conversation rate and the customer’s worth.
2017 2018 2019
Amt.
($)
Amt.
($)
Amt.
($)
Income
Sales 121,000 140,00
0
187,600
Revenue 60,000 70,000 50,000

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total revenue 181000 210000 237600
Cost of sales 45000 73000 99000
gross profit 115,000 125,00
0
127000
Expenses 75,000 95,076 98,020
EBITDA 38,000 30,000 28,478
depreciation 0 -1,778 -1,778
EBIT 38,000 28,133 25,700
interest
expense
0 0 0
(Nike.com., 2017)
Conclusion
Therefore, it can be concluded that Nike sponsored event for the promotion of their sales
and accordingly in the report, it is discussed that how Nike is regarded as one of the best stores
for sports. It has been discussed in the report about its competitive analysis of the event and how
Nike through the events, promote its products to its target market. The strategic implementation
and the market analysis of the Event is being discussed through the SWOT analysis and the
Porter’s five forces. Accordingly, it can be stated that Nike has covered a very good position in
the Sports industry as compare to the other sports industry. Finally, the management style of the
Event has been discussed and three years forecast of the event which would earn profit to the
company.

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