Nike Case Study: Marketing's Impact on Competitive Advantage

This report examines the pivotal role of marketing in achieving a competitive advantage, focusing on a case study of Nike and its marketing strategies. It begins by defining the core concept of marketing and highlighting its importance in today's business environment, particularly in engaging customers, building brand reputation, and acting as a vital communication channel between companies and their target audience. The report then delves into a specific example of Nike's successful marketing campaign, "Nothing Beats a Londoner," which effectively reconnected with its young urban demographic, leading to significant increases in product research and winning prestigious awards. Ultimately, the report concludes that effective marketing functions are essential for companies like Nike to reach potential customers, promote their products and services, and gain a competitive edge in the market.

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Table of Contents
INTRODUCTION...........................................................................................................................3
AIMS ...............................................................................................................................................3
OBJECTIVES..................................................................................................................................3
Literature Reviews...........................................................................................................................3
Concept of marketing .................................................................................................................3
Importance of marketing.............................................................................................................3
Example of marketing function ..................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing refers to the activities done by the company in order to promote their products
and services. In order to make sure that the product of the company is reaching to the potential
customers it is important for the companies to promote their products and services (Giyazova and
Zayniev., 2020). The marketing function helps the company in having competitors advantage in
the market as the company will be able to reach to their target audience.
AIMS
Research aim: “To identify the role of marketing in gaining the competitive advantage in
market” A study on Nike
OBJECTIVES
To understand the concept of marketing in modern workplace.
To understand the importance of marketing in modern organisation.
To examine the function of marketing using real example.
Literature Reviews
Concept of marketing
Marketing refers to the department which helps the company in providing information
about their products and services to the customers. It is important for the company to make sure
that they are having an appropriate strategy which can help them in reaching out to their potential
customers. It is also important for the company to have marketing strategies which are unique
and have the ability to attract customers as it will make sure that the company is having
competitors advantage in the market.
Importance of marketing
An effective way of engaging customers: marketing helps the company in reaching out to their
customers. It is an effective way of engaging their customers in the workings and activities of the
company (Brei., 2020). It will help the company in attracting customers who are willing to
purchase the products and services of the company.
Helps in building brand reputation: the marketing activities of the company helps them in
understanding their market and will make sure that the company is able to create a brand image

in the market. It also helps the company in increasing their brand awareness which is necessary
for the company in order to enhance their market share.
Acts as a channel of communication: the marketing activities of the company acts as a channel
of communication in between the company and their customers (Nunan, Malhotra, and Birks.,
2020). It is important for the company to make sure that the customers of the company are
getting proper information about the products and services of the company.
Example of marketing function
Nike a sports apparel retailer is known for their unique and effective marketing campaigns. The
company recently used it marketing campaign in order to reconnect with their young urban target
customers. The name of campaign was Nothing Beats a Londoner showcased a three-minute ad
film which depicted different sports which are played in London. The campaign was so
successful that the company won award including Cannes Lion and campaign big award.
Following the ad, the London research for the products increased by 93% on and in overall UK
by 54%.
CONCLUSION
From the above report it is concluded that, marketing is an important function that is
needed to be done by the company in order to reach to their potential or target customers. The
marketing activities of the company will help them in attracting customers which is one of the
major task of the company. The company will be able to promote their products and services
with the help of their marketing functions.

REFERENCES
Books and Journals
Giyazova, N.B. and Zayniev, A.A., 2020. Types of marketing communications and their
classification. In International scientific review of the problems of economics, finance
and management (pp. 32-38).
Brei, V.A., 2020. Machine Learning in Marketing: Overview, Learning Strategies, Applications,
and Future Developments. Foundations and Trends® in Marketing, 14(3), pp.173-236.
Nunan, D., Malhotra, N.K. and Birks, D.F., 2020. Marketing Research: Applied Insight. Pearson
UK.