Marketing Mix Analysis: Segmenting, Targeting, and Product Development

This assignment analyzes the marketing mix, focusing on market segmentation, product mix, channel strategy, and consumer behavior. The student provides a detailed analysis of Nike's marketing strategies, including segmentation based on demographic, geographic, psychographic, and behavioral factors. The solution includes a deep dive into the product mix, highlighting features, style, branding, and packaging. The assignment also explores channel strategies, identifying channel members and levels of distribution. The analysis further examines how these marketing elements relate to the target market's buying behaviors, emphasizing the importance of factors like brand reputation and product features. The solution also covers the application of Omni-channel promotion strategies to attract the targeted market segment.

RUNNING HEAD: MARKETING AND MANAGEMENT
MARKETING AND MANAGEMENT
Name of the Student:
Name of the University:
Author’s Note:

1MARKETING AND MANAGEMENT
Q1 Essay

2MARKETING AND MANAGEMENT
Market
Segment
Marketing
Strategy to
reach a
market
segment
Product
Mix
Strategy
Pricing
Strategy
Channel
Strategy
Promotion
Strategy
Demographic The
management
team of this
company has to
follow the
penetration
strategy in order
to further
achieve deeper
customer base.
Larger
product
assortment
and product
verities must
be followed
by this
company.
Nike can
follow
market
penetration
strategy as a
pricing
strategy
(Schmidt,
Spann &
Zeithammer,
2015)
Extensive
distribution
strategy can
help Nike to
achieve its
business goal
(Green &
Keegan,
2019).
Nike can use
Omni-channel
promotion
strategy for
the promotion
purpose
(Berman &
Thelen,
2018).
Geographic For the
geographic
segment, Nike
can use Market
development
strategy.
The
management
team of
Nike can
follow a
strategy
which is a
product
based on
local market
trends
Competition
based
pricing can
help this
company to
compete
with its
competitor.
By
implementing
the
‘Extensive
Distribution
Strategy’,
Nike can
maintain the
distribution
procedure.
Omni-channel
promotion
strategy can
be beneficial
for this
company
Psychographic The identity-
based marketing
strategy can be
used by this
company to
attract the
psychographic
segment.
Premium
and
exclusive
product
strategy will
help this
company to
develop the
product mix
strategy.
Premium
pricing will
help this
company to
the
competitor
with its
competitor.
Exclusive
distribution
can be
followed by
this company
for the
channel
strategy.
The niche-
promotion
strategy will
help this
company to
complete the
promotion
part.
Behavioural The customer-
oriented
marketing
strategy can be
used by this
company to
attract the
behavioural
segment.
Larger
product
variance
across
different
levels can
help this
company.
By
following
the Mass-
marketing
pricing
strategy, this
company
gain an
extra
Extensive
distribution
strategy will
be beneficial
for this
company.
Omni-channel
promotion
strategy must
be used by
Nike to attract
the targeted
market
segment.

3MARKETING AND MANAGEMENT
Market
Segment
Marketing
Strategy to
reach a
market
segment
Product
Mix
Strategy
Pricing
Strategy
Channel
Strategy
Promotion
Strategy
advantage.
Q2 Essay
Target
Market
Product
Features
Style Brand Package Augmented
Product
Demographic
(Age group
between 20-
30 years).
To attract the
demographic
market
segment the
management
team of Nike
focus on the
product
features. The
management
team of this
company
must provide
product
features like
lightweight,
durable, and
flexibility.
To attract a
specific
market
segment,
Nike has to
develop a
new style.
This
company can
invent new
style
regarding
sports shoes
and sports
accessories.
To target the
customer
between 20-
30 years age
group this
company can
make stylish
shoes and
sports
accessories.
To attract the
customer
through its
brand, this
company can
organisation
several
promotion
programmes,
advertisement.
Through
which this
company can
enhance its
brand image.
As the
environment
is a big issue
it can be
suggested
that Nike can
introduce
green
packaging
system.
Implementin
g green
packaging
system can
help this
company to
fulfil its CSR.
To reduce the
negative
impact of
business
operation,
this company
can use this
packaging
system.
Customer of
this company
is associated
with the logo
of this
company.
This
company can
modify its
logo and
promote the
modification.
Q3 Essay
How does the above relate to the target market’s buying behaviours?

4MARKETING AND MANAGEMENT
The customers between the age group of 20-30 years are the targeted market segment of
Nike. By developing flexible, durable, and lightweight products, this company can attract the
consumer of the USA. Light-weight products can be beneficial for this company to enhance its
customer base. To attract the age group between 20-30 years can be attracted by the stylish shoes
and sports accessories. To enhance brand awareness this company can conduct promotion
programmes, advertisement. This company can use sports personalities for the promotion
purpose to attract the young generation. With proper promotion and campaigning, this company
can attract the targeted customer (Brohi et al., 2016). By using the green packaging system this
company can attract the targeted customer. This packaging will reduce the adverse impact of the
business operation of this company. Green packaging will curtail the use of plastic for the
packaging purpose (Singh & Pandey, 2018). The brand reputation will be enhanced by this
initiative. The consumer will be influenced by this initiative. Customer of this company buys
products from this company not only for the durability, the comfort level of Nike products. This
company is one of the premium brands. Customer of this company prefers this company because
it is the symbol of social status. So it can be said that the management team of this company has
to focus on the logo of the company. They can modify the logo and promote the modification
procedure. For the promotion purpose, this company can use sports personalities and actor and
actress.
Q4 Essay
Target
Market
Functions
Performed
by Channel
Members
Type of
Channel
Member?
Level
Exhibit
Intensity
or
Coverage
Relationship
with
Manufactur
er
Examples
?
The
custome
r
between
the age
group
of 20-
30
years
Merchant
wholesalers
will buy
products and
sell the
products to
the industrial
buyers.
The role of
agent middle
man is to act
primary
selling arm
of the
manufacture
r and
represent the
manufacture
r to its
customers.
Retailers
Types of
channel
members
are
merchant
wholesaler
s, agent
middleman
, retailers,
and
facilitating
agencies.
Level B
is
followed-
d by
Nike.
Nike as
producer
uses its
retailer to
sell its
products
for its
customer
s.
The
channel of
Nike can be
characterise
d as
intensive.
Retail
coverage is
maximum
in intensive
distribution
. Strength
of this
distribution
system is
the product
availability
is
maximised.
Lack of
retailer
Manufacture
retailer
franchise
system is
followed by
this company
(Lafontaine,
& Slade,
2014). It can
be said that
by following
the
management
team if this
company is
successful to
do its
business
globally. The
relationship
with the
For
example, it
can be said
that the
managemen
t team of
Nike can
follow the
intensive
distribution
system. In
this system,
the
manufactur
er retailer
franchise
system is
followed by
Nike.

5MARKETING AND MANAGEMENT
Target
Market
Functions
Performed
by Channel
Members
Type of
Channel
Member?
Level
Exhibit
Intensity
or
Coverage
Relationship
with
Manufactur
er
Examples
?
have the
responsibilit
y-y to
manage the
functions of
warehouse
and store.
Facilitating
agencies has
the
responsibilit
y to maintain
the smooth
functioning
of the
marketing
channel
from the
manufacture
r to
customers.
support can
be a
weakness
of the
intensive
distribution
system.
Low-
involvemen
t consumer
convenienc
e goods are
best for this
distribution
system.
manufacturer
of Nike can
be
characterised
as
Manufacture
retailer
franchise
system.
Q5 Essay
How does the above relate to the target market’s buying behaviours?
The consumer of the US between the age group of 20-30 years are the targeted market
segment of Nike. The management team of Nike is interested to provide products which can
attract the customer of this age group (Andaleeb, 2016). The executive team of Nike use
intensive distribution system. Manufacture retailer franchise system is followed by this company.
is followed by this company. This system influence the consumer of this company. The customer
of this company but the Nike products primarily from the Nike retail shop (Lafontaine & Slade,
2014). It can be said that by implementing the Manufacture retailer franchise system, Nike can
create the retail store for its customer. This system helps this company to maximise the product
availability for its customer. Lack of support from the retailer can create a negative impact on
this company. To attract the targeted customer this company is utilising its retail store. In the
retail stores, the customer gets the opportunity to check various products of Nike. It can be said
that by following this distribution system, the management team of Nike is developing several
retail stores in the USA. The customer of this country between the age group of 20-30 years can

6MARKETING AND MANAGEMENT
use these retail stores to buy the products of Nike (Schlegelmilch, 2016). By taking the franchise,
several retail shops sell products of this company. So it can be said that by following this strategy
this company can influence the customer of the USA between the age group of 20-30 years.
References:
Andaleeb, S. S. (2016). Market segmentation, targeting, and positioning. Strategic Marketing
Management in Asia, 179-207.
Berman, B., & Thelen, S. (2018). Planning and implementing an effective omnichannel
marketing program. International Journal of Retail & Distribution Management.
Brohi, H., Prithiani, J., Abbas, Z., Bhutto, A., & Chawla, S. (2016). Strategic Marketing Plan of
Nike.
Green, M. C., & Keegan, W. J. (2019). Global marketing. Pearson.
Lafontaine, F., & Slade, M. (2014). Franchising and Exclusive Distribution. The Oxford
Handbook of International Antitrust Economics, 2, 387.
Schlegelmilch, B. B. (2016). Segmenting targeting and positioning in global markets. In Global
marketing strategy (pp. 63-82). Springer, Cham.
Schmidt, K. M., Spann, M., & Zeithammer, R. (2015). Pay what you want as a marketing
strategy in monopolistic and competitive markets. Management Science, 61(6), 1217-1236.
Singh, G., & Pandey, N. (2018). The determinants of green packaging that influence buyers’
willingness to pay a price premium. Australasian Marketing Journal (AMJ), 26(3), 221-230.