Strategic Marketing Planning: Nike Case Study

Strategic marketing
planning

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Corporate strategy..................................................................................................................1
Business strategy....................................................................................................................1
History of an organization......................................................................................................2
Critical evaluation of the objectives by using different models and theories.........................2
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Strategic marketing planning is an ongoing process that helps company to create
marketing strategies that assists to meet the defined aim of a company by targeting its key
customers. The process is used by business in order to identify the promotional opportunities
that assist entity to meet the defined aim. The present study is based upon the Nike which
operate in retail industry and also offer range of shoes and clothes to the customer at affordable
price. The study will provide a definition of corporate and business strategy. Further, it provides
a history of an organization and by developing SMART objectives, study will critically evaluate
the business strategic objectives.
Corporate strategy
Corporate strategy is defined as a long term vision that is attained by an organization by
seeking to create corporate values. Therefore, it is a hierarchically the highest strategic plan of a
firm which defined overall goods and direction through which company is able to meet the
defined aim through strategic management activities (Wheelen and et.al., 2017). With the help
of such strategy, company is allocate its own resources as well as competitive position in order
to increase the shareholder values. Thus, its main objective is to describe what company will do
in order to meet its mission. Therefore, it is a kind of performance goal in which company may
launch a new product or can increase profitability that helps to enhance the company's product.
Further, with the help of corporate strategy company improve the competitive position and also
add shareholder value. In the context of Nike, it has also developed a corporate strategy in order
to gain the profit performance and manage their activities that assists to gain competitive
advantage as well.
Thus, it can be stated that with the help of corporate strategy, company clearly
communicate with their employees and this in turn assists business to attain the defined aim of a
company as well.
Business strategy
Business objective is understood as a course of action or set of decision which
assists entrepreneur to attain specific business objectives. Also, it is a set of competitive moves
and action which a business uses to attract customers and compete successfully that helps to
strengthen the performance that assist to attain the organizational goals (Lyskova, 2018).
Further, with the help of business strategy, it outlines how a business should be carried out in
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