Business Plan and Marketing Strategy Presentation: Nike Company

This presentation provides a comprehensive business plan analysis of Nike, a leading sportswear company. It begins with a business overview, including mission and vision statements, and then delves into Nike's products and services. A detailed market audit is conducted, incorporating both external (PESTLE) and internal (SWOT) analyses, along with the 5 M's of marketing. The presentation then explores Nike's target market through STP analysis, followed by a thorough marketing plan that covers executive summary, vision/mission, market research, target market identification, and marketing strategies, including the marketing mix (product, price, place, promotion, people, process, and physical evidence). The presentation also discusses the management team, including marketing and sales, recruitment, and administration, and concludes with a financial plan, encompassing cost sheets, projected revenues, and break-even points. The presentation aims to provide a strategic understanding of Nike's operations, market position, and financial performance.

Title
GROUP PRESENTATION OF A WRITTEN BUSINESS PLAN

Table of content
 Business overview
 Products and services
 Market audit
 Target market
 Marketing plan
 Management team
 Financial plan
 Conclusion
 References

Business overview
Nike is consider as one of the leading company is sportswear sector as it is providing
high quality products which is according to the value of customers. Nike is an
American company which was developed in year 1964. This company is offering its
products and services form many year which is significant in developing strong
relationship with customers. This company consist of designing, developing as well
as manufacturing of products in order to meet with the expectation or requirement of
customers.

CONTINUE
Mission Statement: Make every effort to expand potential of humans Vision
Statement: To bring innovation and inspiration to every athlete in the world.
Nike stands to be one of the world's largest supplier of apparels and shoes.
They also manufacture a number of sports equipment. They have been growing
gradually since day and at present there are more than 75000 employees in
company. The brand value company have been increasing rapidly. Nike was
also ranked at 89th position in 2018 in the list of fortune 500. the name Nike
comes from the name of a Greek goddess of victory.

CONTINUE

Products and services
NIKE, a well known brand which is named for Greek goddess of the victory, is the
best and number apparel and shows company all over the world. The company
mainly designs, create, as well as sells range of products to their customers around
the globe. There products mainly help the players in order to play basketball, football,
soccer along with running, men's as well as women's training and exercise and other
sort of sports.

CONTINUE

MARKET AUDIT
Marketing audit is defined as systematic, comprehensive, analysis, evaluation as well
as interpretation of business environment that is both external and internal
environment. In addition to this, it also consist of analysis of marketing objectives,
goals, principles, strategies that help in gaining insight about issues as well as
opportunities which has a direct impact on marketing performance in a positive and
effective manner.

CONTINUE
External marketing audit: It is defined as an systematic approach to develop
information require for a company in order to identify and analyse issues which help
in developing successful marketing strategy. In addition to this, external analysis is
take place by companies to customer requirement that is important to retain and gain
success at marketplace. In relation to Nike, its higher authorities make use of
PESTLE analysis framework to conduct external analysis.

CONTINUE
Pestle analysis: It is defined as a framework that is used by an
entity to identify macro environmental factors which has direct
impact on the performance of an organisation. In addition to this, it
assist an organisation to create an effective strategies that reduce
the level of risk associated with the external factors. This framework
is mainly used by companies when they are introducing new product
or service and expanding operations in foreign markets. This
framework involves six elements or factors which is given below in
relation to Nike:

CONTINUE
Internal marketing Audit refers to audit over the things which the company have
greater control over. The major part included in internal audit consists of SWOT
analysis. Marketing mix which includes products, price, promotion and place. It is
necessary to keep regular reviews of performance in order to make sure that the goals
are effectively reached or not. Below mentioned is internal audit conducted on Nike:

CONTINUE
Swot Analysis: Swot Analysis refers to an internal analysis of factors
which brings strengths, weaknesses, opportunities and threats of an
organisation. Below mentioned is SWOT performed on Nike:
 Strengths:
 Weaknesses:
 Opportunities:
 Threats:

CONTINUE
5 M's of marketing: Each and every organization have different sort of factors which creates value for the
business entity if uses in proper and appropriate manner. There are commonly five elements which is
required to be considered as major assets for the organization as they provide benefits to the enterprise in
long run. Along with this, it has also been said that these elements plays very crucial role in the process of
decision making as managers need to consider each and every aspects related to this.
 Money
 Manpower
 Materials
 Machinery:
 Methods

Target market
A target market is considered as a group of user which helps business organization in
maintaining appropriate efforts or resources that helps in achieving goal as well as
objective in stipulated period of time. In addition to this, it is determined as a subset
of whole market for goods as well as services. It signifies the consumer who has
same kind of characteristics such as age, location, income as well as lifestyle that
helps the organization in providing same kind of product as well as services in order
to satisfy them.

Continue…
STP analysis: The organization focuses on targeting large number of customer for fulfilling
their needs. In context of NIKE, it is considered as the American International Company
that provide different kind of products such as footwear ,equipment, accessories to its
customers for satisfy them. Therefore this company adopts STP approach in order to
target ample of customer at Marketplace which is going to be mentioned below:
 Segmentation
 Target:
 Positioning

Marketing plan
A marketing plan refers to an effective and essential part of the whole business plan
which assist in performing all the marketing related functions in an effective and
appropriate manner. Best and most effective marketing strategy define as the
foundation of well-written or systematic marketing plan so each and every goals of
the organization must be achieved within given time period.

CONTINUE (Elements of marketing
plan)
Executive Summary: For each and every business entity it is necessary to develop
an effective marketing plan which assist in performing all the business operations in a
positive as well as systematic manner. It has been identified that business entity needs
to create strong as well as best business strategies which is important for enhancing
the overall performance of business organization in the present market area

CONTINUE (Elements of marketing
plan)
Vision and Mission of the company: Nike refers to one of the
fastest and biggest leading entity in sportswear sector which
provides range of high quality products to their customers. It is an
American based company introduced in the year 1964. Nike mainly
offer range of sportswear products and services to their customers
from last many years all over the world.

CONTINUE (Elements of marketing
plan)
Market research: The most essential element in a marketing plan is the market
research which is quite necessary for every business entity before starting or
launching a new business at the competitive marketplace. Market research help in
understanding the overall market situation in a detail manner which includes current
trends, needs and requirements of the customers and many more.

CONTINUE (Elements of marketing
plan)
 Target Market: Another element is target market which is one of the biggest
challenge for the organization. In reference to the present context of Nike, where
they decide to launch innovative workout equipment and tool it is quite essential
to know the target market and customers
 Marketing strategies: It is essential for an organisation to adopt effective
marketing strategies in order to promote their products and services.

CONTINUE (Elements of marketing
plan)
 Marketing Mix: Nike Inc.’s marketing mix help in identifying the profitability as well as
growth of all the athletic footwear, equipment and apparel business
 Product: Nike is one of the fastest leading sportswear company mainly offers wide range
of shoes, apparel as well as equipment
 Price: Nike’s pricing strategy is based on premium pricing where they offer high quality
products at premium cost.
 Place: Nike have their stores all over the world and sell their product in around 20,000
retail stores in the marketplace of U.S. as well as in approximately 200 countries all over
the globe

CONTINUE (Elements of marketing
plan)
Promotion: In order to promote their products and services Nike adopt online
platform for promoting their new product range
People: In this context, people refer to the staff members and workforce of the
company which are the main asset of any business entity.
Process: Another essential element of marketing mix is the process of
distribution of products and services offered by Nike
Physical evidence: It is the last factor of marketing mix which says that physical
presence of the product plays very crucial role

Management team
Marketing and sales: Marketing and sales plays an important role within business
organization. It is necessary for organization to use different promotional campaign
in order to increase the sales within organization. It is necessary for business
organization to manage the marketing department for success as well as growth of the
organization in future period of time.

CONTINUE (Marketing and sales)
 Personal selling The management team of NIKE focuses on increasing contribution
towards increasing experience level of customer at Marketplace.
 Direct marketing Nike focuses on using direct marketing tool for promoting its
innovative product to its target market in an appropriate manner
 Sales promotion here in the management team focuses on providing special offers to
its target customer in order to satisfy them
 Public relation Herein, the company focuses on maintaining good relationship with
public that help in increasing profit margin in upcoming period of time.

CONTINUE (Recruitment and HR)
Recruitment is important part of every organisation because it is related to hiring of
talented employees within the firm so that form can perform its different functions
effectively and achieve the goals and objectives which are free determined by the
management team.

CONTINUE (Admiration)
Admiration: In order to launch the new products and services it is necessary to set
up a productive administration team. Administration team is the backbone of an
organisation which performs a number of necessary tasks of company which can be
otherwise time-consuming. The roles of administration teams must stay similar in
both small as well as large organisations.

CONTINUE (Product development)
Product development- It is also important within the organisation to formulate a
product development team which is important for attracting the customer as well as
using appropriate methods of marketing so that they can develop a product which can
be used by the organisation to target its customers

Financial planning
Financial plan is defined as estimation of future income, expenses by help of a range
of financial tools such as income statement, cost sheet and many more. In relation to
above business, a financial plan is produced below in such manner:
 Cost sheet
 Projected revenues
 BEP

CONTINUE (Cost sheet)
Particulars Year
1
Year
2
Year
2
Fixed cost:
Licensing cost 4000 0 0
Salary to
professionals 6000 6000 6000
Rental payments 8500 8500 8500
Interest payment 1500 1500 1500
Insurance 1200 1200 1200
Total fixed cost 2120
0
1720
0
1720
0
Variable cost:
Material cost 1000
0
1020
0 9500
Wages to labour 1000 1200 950
Marketing cost 1800 2000 2500
1280
0
1340
0
1295
0

CONTINUE (Projected revenues )
Revenue stream for first three years
Number of items
sold in a year
Price for each item Total revenue per
annum
800 20 16000
1000 20 20000
950 20 19000

CONTINUE (BEP)
BEP (1st year) = 21200/3200
= 6.625 items
2nd year= 17200/6600
= 2.60 items
3rd year= 17200/6050
= 2.84 items

CONCLUSION
From the basis of above mentioned PPT it has been analysed that it is necessary to
make appropriate business plans for managing and handling different operations or
activities of business organization in an appropriate manner. Therefore, it is necessary
for organization to provide explanation regarding the business plan that helps in
interacting with employees in an appropriate manner.

REFERENCES
 TOMASSONI, M., 2019. Development of a business plan for the expansion of
CESI's operations on the IFI hydropower market.
 Bacon, K. and Tate, S., 2019. Preparing a Food Processing Business Plan.
 Lämmle, A., 2020. Business Plan Handbook: Practical guide to create a business
plan. BoD–Books on Demand.
 Chang, Y.T. And et. al., 2019. The impact of internal audit attributes on the
effectiveness of internal control over operations and compliance. Journal of
Contemporary Accounting & Economics. 15(1). pp.1-19.
 Drogalas, G. and et. al., 2019. Informal interactions between audit committees and
internal audit function. Evidence from Greek listed firms. Corporate Board: Role,
Duties and Composition. 15(1). pp.25-32