Critical Analysis of international Organisation - Nike

Report with critical analysis of how the
international organisation “NIKE” , trough its
integrated marketing communication programme
, is a market.

Table of Contents
INTRODUCTION...........................................................................................................................1
a. Analyse the organisation’s range of products and an analysis of the specific product and
profiling of the target market......................................................................................................1
b. Strategic marketing communication plan to market the product in the UK and evaluate how
all the elements of Communication Process...............................................................................5
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing communication refer as the way to used by organisation to transfer or
communicate content about the goods and the brands they sale, either immediately or indirectly
to the desired buyers with purpose to convince them to purchase. Marketing communication use
different channel and tools of merchandising in order to attract large number of consumer such
as promotion, personalized merchandising, sales promotion, public relations and direct
marketing. Such channels are mainly focus on their way of business communicates a message to
desired market place. Marketing communication are such method and technique which an
organisation or the business individual use to convey promotional messages about the products
and services. Experts and specialist of marketing communication are design and develop
different types of persuasive communication and deliver it to the target people (Luxton, Reid and
Mavondo, 2015). The report is based on Nike which is an American multinational corporation
which is engaged in the design, development, production and worldwide marketing and sales of
footwear, equipment and other related services. It is the world's largest supplier of athletic shoes
and apparel and main manufacturer of sports techniques or equipments. The main purpose of this
assignment is to analyse the company description and its product range which analyse specific
product in the target market place.
a. Analyse the organisation’s range of products and an analysis of the specific product and
profiling of the target market
Nike is an American multinational organisation which are design, manufacture, develop
and sale its variety of products in the large market place. Its products are footwear, apparel,
auxiliary and work. The company headquarter is situated near Beaverton, Oregon, in the Portland
metropolitan area. It is the worldwide big provider of gymnastic shoes and apparel and they are
mainly producer of sport techniques. In he year of 2012, it engaged more than 44,000 employees
in all over the world. In 2014, the brand was valued at 19 billion and they are developing
valuable brand among sports businesses. Nike try to expand their business and diversified with
its product line through number of acquisition (Fill and Turnbull, 2016). They are operate and
regulate their companies in six geographic segments such as North America, Western Europe,
Central and Eastern Europe, Greater China, Japan and other emerging market places. Nike sale
its variety of products through their retail stores and internet websites and through mix of
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independent distributors. Along with this, they are distribute their products to wholesale
customers and directly to the consumers or users. Nike is one of the world's top sports and fitness
companies and it has a legacy which dates back in the year of 1962 when they first arrived on the
scene under the name of Blue Ribbon sports. In current time period, Nike is mainly popular and
famous for their top of the line sports apparel and athletic shoes. The company has developed
and created by selling goods such as apparels, footwear and different types of sports equipments.
They are mainly focus on basketball, soccer, combat sports, basketball and eye wear firm. They
are also sell shoes for outdoor activities such as golf, tennis, recreational uses and cycling. Nike
is the company which brands have been worn and touted by some of the world's most famous
and popular athletic and celebrities who are promote their products among customers.
Nike is the major privately celebrated listed brand athletic wear and instrumentality
provider is based in the United Kingdom. It is the global starring provider shoes and apparel
company and producer of sports equipments with income in excess of 18.6 billion dollar. The
company mainly focus on offering Brand product in nine categories such as running, NIKE
Basketball, Jordan Brand, Football, Men's Training, Women's Training. Nike's athletic footwear
commodity which are planned principally for particular athletic use, although a large percentage
of the goods are aged for casual or leisure purposes (Karjaluoto, Mustonen and Ulkuniemi,
2015). These are variety of products which are offered by respective company in order to
increase attention of large number of buyers in improved way. In this, they are sale Jordan Brand
shoes which are mainly purchased by those customers who are participating in physical fitness
and sports on regular basis. They are normally looking for great attribute sports shoe which has
the presentation needed to assistance them in their selected field of action. They are target 21-25
age group people who are involved in football games and fitness activity. Target market is a brief
statement of the kind of commodity which they want to sell in the large market area. A target
market profiling identifying the characteristics of the product which are most likely to purchase
by them. They are target buyers on the basis of age, gender, location, income level and education
to build the visibility. Most of the customers are attracted towards Jordan Brand shoes because
they are very flexible, comfortable and help in protecting injuries such as blisters and calluses.
Marketing tool and techniques are very significant in enlarge business growth and
enhancement. In an organisation advertisement are very much important that are differ from
organisation to organisation and deliver right kind of message to people. Along with this, those
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