Marketing Plan: Nike's Entry into the Australian Market

This report presents a comprehensive marketing plan for Nike's entry into the Australian market. It begins with an executive summary outlining the company's objectives and a summary of the market environment. The plan then delves into the target market analysis, focusing on geographic, demographic, psychographic, and behavioral factors specific to Australia. A multi-segment targeting strategy is adopted, followed by a detailed positioning strategy that emphasizes Nike's brand image and competitive advantages. The core of the report centers on the marketing mix strategy, covering product attributes, product analysis, price, place (distribution), and promotion. Product analysis includes comparison with competitors. The report also includes a pricing strategy, a distribution plan, and promotional strategies. Finally, the report includes an evaluation and control section, a Gantt chart, recommendations, and conclusions. The report uses retail pricing and premium pricing methods.

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Marketing
8/23/2019
(Student Name)

MARKETING 1
Executive Summary
Marketing is one of the effective tools that is used by the companies to grow in the competitive
market. Every organization has different marketing strategy. Nike is one of the international
leading companies in sports. It deals with shoes, apparel as well as equipment products that made
the consumer satisfy. Nike caters its product at high quality. The shoes of the company is flexible
that force the consumers to buy the product. The company is planning to enter in the Australian
market where the people are keen for health as well as dedicated towards the sports. Therefore,
the company is required to open new store in the market with new product that will satisfy the
consumers in an effective manner. Furthermore, the company will cater high price product to its
consumers with wider range of distribution channels. Different promotional strategies is also
been adored by the company to make the company more competeiev.in the following report
there will be detailed analysis of the activities that will be carry by the company in the new
market with innovative product and timeline that is followed by the organization to grow in an
effective manner.

MARKETING 2
Table of Contents
Executive Summary.........................................................................................................................1
Target Market and Positioning........................................................................................................3
Positioning Strategy.....................................................................................................................3
Positioning Map...........................................................................................................................4
Marketing Mix Strategy...................................................................................................................4
Product.........................................................................................................................................4
Product Attribute......................................................................................................................4
Product Analysis.......................................................................................................................5
Comparison with competitors..................................................................................................5
Product Description..................................................................................................................5
Price.............................................................................................................................................6
Place.............................................................................................................................................6
Promotion.....................................................................................................................................6
Evaluation and Control....................................................................................................................7
Gantt chart.......................................................................................................................................8
Recommendation.............................................................................................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

MARKETING 3
Target Market and Positioning
In order to analyze the target market strategy of Nike, it has adopted multi segment targeting
strategy to target its consumers. The company has serves two or more well-designed segments as
well as develops a distinct marketing mix for each one of them (Burgelman, 2017).
Target market plays a vital for the organization to attract its consumers. In order to introduce
new product or new company in the market, it is required for the company to select the market
for which the product is been prepared. Therefore, Nike is one of the leading company that will
target its new consumers in Australia due to the main reason Australia is one of the developed
country that enhance the purchasing power of the consumers which will provide an effective
opportunity to the company to target its consumers in more efficient manner and can able to
achieve great success in the market. Therefore, the target market for Nike will be Australia
(Singh, 2018). There are certain other reasons that are explained in the below points:
Geographic: the segment market f Nike is majorly based on the country region or world, city as
well as popularity density in different manner. The population of Australia is high as well as the
GDP of the country is also improved that enhance the chance for the organization to grow in the
competitive market.
Demographic: in order to analyze the demographic segment of the country. The main
populations that are available are range between 13 years old to 55 years old with an average
high income that promote the spending power of the individual in an effective manner (Sashittal,
DeMar and Jassawalla, 2016).
Psychographic: the people in Australia are conscious towards their health. They always prefer to
engage in gym to make their body fit and healthy. The individual spend huge amount on the
sports activities as well that will support the organization to target such consumers in an effective
and efficient manner (Rundle-Thiele ET AL., 2015).
Consumption and Use Patter (i.e., Behavioral): the people of Australia prefer high quality
product that make them feel comfortable as they do not compromise with the prices. The people
in Australia are highly involved in the sports activities that provide an opportunity to the

MARKETING 4
company to target such type of consumers for its product in an effective and efficient manner.
They mostly buy its product from offline stores that enhance their trust level. Moreover, the
usage rate of the product is almost 44% and they mostly buy its product often. The buying
decision is based on the earning people. Most of the consumers buy by its own for the
consumption of product. They have full control over the buying decision (Summers and Johnson,
2015).
Marketing and Brand Dimension: Nike enjoys the brand campaign due to the reason they
always receive great response from the market sue to the reason Nike is known brand in te
international market. It would able to satisfy the consumers in an effective manner through
providing quality product to the consumers. The people in Australia are brand conscious as well
as they are also loyal towards their brands (Sashittal, DeMar and Jassawalla, 2016).
Positioning Strategy
For the brand to get global recognition there is a need to effectively position itself in the mindset
of the consumers so that the individual; realize that the brand is made for them. Therefore, Nike
is one of the leading brands in the international market. The positioning statement of the
company is “For Serious Athletes, Nike give confidence that provides the perfect shoe for every
sport”. Nike is considered as one of the leading brand in sporting goods industry in the recent
competitive environment. The company always has been able to position to the expectation of
the consumers as well as athletic fantasy that is endorsed by the real athletes (Lee, Kim and
Won, 2018). The product of the company offer wide range of the choices for the individuals
from athletic shoes, sports equipment to the clothes. The company continuously tried to target
the youth population through baseball and other more famous games around the world. The
company is positioned as the premium brand selling well designed as well as expensive products
in the market. The effective marketing mix program of Nike, support the brand positioning in the
target market. The product of the company is considered to be highly effective as well as
comfortable to the athletes as comparison to its competitor such as Puma, Adidas and Sketchers
(Avery, 2018).

MARKETING 5
Positioning Map
In order to analyze the overall performance and market value of the Nike and its competitor,
positioning map is one of the effective tools. Therefore, the below table will represent the
competitive market for Nike:

MARKETING 6
Marketing Mix Strategy
There are different type of element of Marketing Mix such as Product, Price, Place and
promotion. Such elements help the organization in electing which strategy is required for the
company to market it product. It support in marketing the new product to enter in the market in
an effective manner. Such element provides the manner the company can target its consumers
through which they interact to create synergy (Mangundap, Massie and Rumokoy, 2018).
Product
Such element of the marketing mix enumerates the organizational outputs that are differed to the
target consumers to the certain extent. The growth of Nike Inc. comes with the change in its
product mix. The main product line of the company is distributor of shone the company
Fashionable
Puma
New Balance
Adidas
Low Price
Nike
Non Fashionable
High Price
Asics

MARKETING 7
manufacturer various type of shoes, equipment for different sports as well as apparel which is
considered as the sub line of the organization (Mangundap, Massie and Rumokoy, 2018).
Product Attribute
Current Product Attributes New Product Attributes Resulting Consumer Benefit
Nike shoes is mostly used for
sports related activities
Now it is available in the form
of sneaker to wear as casual
shoes
It will help the consumers to
look trendy with sporty that
will satisfy them in an
effective manner
The texture of shoe feels as
well as the weight of the shoe
are also light wear
The company also added
innovative color option in
such shoes
It help the consumers to
choice among the wide range
of product as well as have an
option to choose various color
for the shoes
The company provide
feedback platform to the
consumers
Now it is also available
through online sites
It help the consumers to share
their review and ideas that
make them feel valuable
Product Analysis
Shoes are the main product of the company. Sport shoes are the core product of Nike. There are
many features that make the shoes of the Nike from other brands if shoes such as:
 A pair of Nike makes the perfect flexibility that makes the consumer more comfortable.
 Shoes of Nike provide excellent support.

MARKETING 8
 Nike shoes come with a herringbone pattern as well as a solid rubber that add to the
comfort a well as also support of users (Valencia Cardona et al., 2015).
Comparison with competitors
In order to compare with the shoes of Adidas as well as puma, the shoes of Nike are lightweight
as well as durable hat its competitors. Puma are not as fashionable as Nike moreover, the shoes
of Nike help in preventing foot injuries that is one of the essential reasons for the popularity of
the Nike shoes. Nike maintain premium product as comparison to the Adidas and Puma (Liu et
al., 2018).
Product Description
Price
The new pricing structure of the company is retail pricing. The company will adopt the retail
pricing to deliver its consumers. It will have direct contact with the consumers through its own
outlets that will make possible for the company to adopt retail pricing structure in its business
(Dwivedi, Nayeem and Murshed, 2018)
The selling price of the company will be determined through analyzing the overall cost of the
company. the cost include manufacturing cost, marketing cost and other administrative cost
according to which the overall selling price will be determined.

MARKETING 9
There are different methods of pricing such as premium pricing method, penetration pricing
method, economy pricing method, skimming strategy. Nike adopts premium pricing method in
its business for its consumers. It will cater its product at high price that make the product
premium among the consumers to the certain extent. It will support the company to attract the
medium as well as high class people in an effective manner (Chang, Li Rodriguez and Su, 2016).
The company will not provide high discount on its product due to the reason such product is of
premium range that will attract high or middle class of people in an effective manner. Therefore,
the company will provide 15% to the loyal consumers as well as 10% discount to the new
consumers that will force them to retain with brad for the long term. The discount will be
provided in the starting of six month (Burgelman, 2017).
Place
Distribution has great role in reaching to the targeted consumers. Nike will adopt penetrate the
whole market of Australia to target its consumers. It term as the company will target the whole
market of Australia for its product due to the wider range of consumers are the target audience of
the consumers. it will help the organization to enhance its value in an effective manner.
The company will majorly cover Sydney and other crowded area for targeting the consumers in
the initial stage. Moreover, the company will adopt all theory of distribution to reach out the
maximum consumers. It will distribute its product through its own outlet that represent that it
will adopt direct distribution channel as well as also distribute its product to the retails as well as
other distributors to reach out maximum number of consumers in an effective manner. The
middlemen will be used to provide the market research as well as provide data information about
the market that will help the company to enhance the effectiveness of the supply chain to the
ceria extent (Mahdi et al., 2015).
Promotion
Promotional strategy plays a vital role in the organization. The tag line that Nike will adopt for
promoting its product is “All For You”. The company will adopt different marketing channels to
spread awareness about the products in an effective manner. as the tools are explain in the below
points:

MARKETING 10
Advertisement
The company will introduce its product through providing advertisement in TV as well as also
adopt social media to target its consumers. The company will use social media platform such as
Facebook, Twitter, Instagram and many more to target the consumers in an effective manner.
The event and campaign will be also introduced by the company to spread awareness about the
product in an effective manner. Moreover, the company will maintain public relation as well as
other outdoor activities to advertise its product in an effective manner. The company will also
arrange loyalty program for its existing consumers in which the vouchers will be distributed to
the consumers to the certain extent.
Personal Selling
The companies wills also interact will the consumers directly through the process of niche
marketing method. It will select particular market for personal selling and try to interact with the
consumers to convince them for the product. The booth will be set up in the exhibition to target
wider range of consumers.
Sales Promotion
The contest will be arranging for the people in the target market. The game will be arranged in
the contest and the winner candidate will get free discount vouchers of the product. it will help in
collecting the gathering of people that will support in spreading awareness about the product to
the consumers in an effective manner. The discounts coupons will be also provided to the
consumers at nominal rates.
Trade Promotion
Trade show will be arranged by the company in which the celebrities will be invited in the event.
It will help the company to grab the attention of the high gentry’s people in an effective and
efficient manner.
Public Relation

MARKETING 11
The company will also sponsor in the sports event to attract maximum number of consumers in
an effective manner. It is one of the effective manners to advertise the product in the market
(Constantine, 2018).
Customer and Service Support
Nike will provide proper platform to the consumers to share their issues and challenges that is
faced by them. It enhances the trust bond among the consumers to the certain extent. the
customer service hour will be provided for 24*7 hours as well it will be done through telephone
due to the reason the consumers feel more comfortable through sharing their vies through phone
calls. Instant action will be taken by the executive or time of 24 hours will be given to them to
close the ticket that will be raise by consumer (Constantine, 2018).
Example of Distribution Model

MARKETING 12
Evaluation and Control
There are certain evaluation methods that will be uses to analyze the overall marketing
performance of the company as they are:
Online Rating: it is one of the effective manners to analyze the overall efficiency of the
strategies that is provided by the company. The platform of online rating will be provided to the
consumers through which the consumer can able to share their review. It will help in analyzing
the manner consumer satisfy form the strategies that is been adopted.
Percentage of Occupancy: The increases in the percentage of occupancy of employee will
represent the growth the company. If company required more employee for their work it will
represent effective strategies been adopted by the company.
Advertisement ROI: Nike will calculate the Return on Investment from the advertising as well
as promotions that will save the waste money of the company in an ineffective promotional as
well as advertisement activities (Orgut et al., 2016).
Goal Metrics Method of
Measure
Time Period Objective of
Growth
Introduce new stores
in the market of
Australia
Percentage of
Occupancy
It will be
measure
through
analysing the
rate of
occupancy in
the new store
7-8 months Plan to open 14
stores in Sydney to
target maximum
customers
Provide great
service to the
consumers
Online rating Through
providing
feedback
5-6 months Satisfying
consumers through
providing effective

MARKETING 13
service to the
consumers
service
Control over cost Advertisemen
t ROI
Through
calculating
TOI from
advertising as
well as
promotions
8-9 months To compete in the
competitive market
Hiring more new
expertise
Percentage of
Occupancy
(Orgut et al.,
2016)
The number
of employee
occupied
space in the
organizations
4-5 months Hiring of experts
for innovative
products
Gantt chart
Activities Jan
F
e
b
Ma
rch
A
pr
il
M
ay
Ju
ne
J
ul
y
Aug
ust
Septe
mber
Octo
ber
Nove
mber
Dece
mber
Website
Refresh
Market
Research

MARKETING 14
Exhibitions
Email
Campaigns
Social Media
Marketing
Agency
strategic
Review
Affiliate
Advertising
Sponsorships
Banner
Advertising
Billboards
Sales
Promotion
Mobi
Communicati
ons

MARKETING 15
Advertiseme
nt in
television
Advertisemen
t in Radio
Recommendation
There are certain recommendations that are provided to the Nike that will help them to expand its
business in an effective manner. Such recommendations are explained in the below points:
 The company Nike is provided its product at a high range. Therefore, it is required for the
company to cater its product at compete price to compete its competitor in the market and
can able to attract the consumers more efficiently.
 The company should focus over its promotional strategies to entre in the market with new
product. It can adopt other promotional strategies such as traditional methods to target its
consumers in an effective manner.
 The company is required to analyze the market more properly. It is required for the
company to arrange survey to understand the preference and choice of the people in an
effective manner that will help in introducing the product accordingly.
 Furthermore, the company should also provide its service to wider range of consumers
rather than specific segment to grow in the market in an effective and efficient manner.
 The company is required to focus over its new consumers to enhance the overall
profitability of the organization in an effective and efficient manner.
Conclusion
From the above analysis it can be concluded that adopting effective marketing strategies lay a
vital role for the organization grow in the competitive market. One of the leading companies

MARKETING 16
Nike has adopted effective marketing strategies to grow in the competitive market. The company
is planning to expand its business in the Australia to grow more efficiently. It is the objective of
the company to enhance the market share that affected overall performance of the company to
the certain extent. Australia is one of the developed countries that will provide an opportunity to
the Nike to enter in the market with new product. The people of Australia are health conscious as
well as dedicated towards the sports that enhance the chance for the company to target such kind
of consumers in an effective manner. Nike maintain unique selling proposition that make it
competitive from its competitor. The company cater high quality product at premium price that
affect the overall profitability of the company. Moreover, the company adopted different type of
promotional activities to target its consumers. The company also opens different outlets to
enhance the bond between the company and the consumers. Therefore, it is required for the
company to focus over its pricing strategy as it cater high price product that affected the overall
sales of the company to the certain extent. The company is also required to focus over its new
consumers to enhance its sales.
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Chang, X., Li, J., Rodriguez, D. and Su, Q. (2016) Agent-based simulation of pricing strategy for
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Basement Collective co-creation strategy. Journal of Promotional Communications, 6(2).

MARKETING 17
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