E-Marketing Plan Report: Analysis of Nike's Strategies

This report provides a comprehensive analysis of Nike's e-marketing strategies. It begins with a business summary, including the company's mission, leadership team, and headquarters. A detailed SWOT analysis is presented, highlighting Nike's strengths, weaknesses, opportunities, and threats. The report then explores Nike's target market, including demographic, geographic, and psychographic segmentation. Marketing objectives and goals are outlined, followed by an examination of Nike's market strategy, including product, place, price, promotion, people, process, and physical evidence. A budget breakdown for various marketing channels is included, along with an evaluation of the company's overall marketing success. The report concludes with a summary of key findings and references cited.

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E-MARKETING
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Table of Contents
Introduction......................................................................................................................................2
Business Summary...........................................................................................................................2
Company Name............................................................................................................................2
Marketing Leadership Team........................................................................................................2
Headquarters, Office Location of Nike........................................................................................2
Mission Statement of Nike...........................................................................................................2
SWOT Analysis of Nike..............................................................................................................3
Target Market..................................................................................................................................3
Target Market..................................................................................................................................3
Marketing Objectives and Goals.....................................................................................................4
Market Strategy...............................................................................................................................4
Budget..............................................................................................................................................5
Marketing Channels.........................................................................................................................5
Evaluation........................................................................................................................................6
Summary..........................................................................................................................................6
References........................................................................................................................................7

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Introduction
In 2019, the overall market size for athletic footwear was estimated at USD 64.30 billion.
It is projected to grow from 2018 to 2025 at a CAGR slightly above 5.0 per cent. Growing
enthusiasm and recognition of the health benefits of sport & fitness activities, booming retail e-
commerce sector around the world, and increasing rates of customer disposable income are
projected to be the main trends in stimulating market growth. The study provides an exhaustive
analysis and a variety of related variables on the world sports shoes market. The worldwide
demand for sports shoes reveals the existence of a dramatically fractured retailer environment
largely because of the existence of countless companies. The fact that most businesses aim for
the highest level in the manufacture of high-end athletic shoes and similar items means a strong
degree of rivalry (Furukawa, Matsumura & Harada, 2019).
Business Summary
Company Name
Nike Inc. is a world leader in the areas of clothing, athletic footwear, equipment and
accessories, production, design and global marketing. Nike is one of the world's biggest retailers
of sportswear and boots. Nike is known for innovative technologies (Mangundap, Massie &
Rumokoy, 2018).
Marketing Leadership Team
Nike Inc.'s corporate department is being re-enhanced — infused with young blood and
encouraged by many global leaders. On 5 August, Adrienne Lofton, who has spent nine years in
top marketing positions at Under Armour, will join The Swoosh as VP for North America. Nike's
executive Nicole Hubbard Graham will be extending his role as VP of the Regional Division and
Nike's Direct Marketing after 16 years on the brand. The recently formed position of vice
president of Global Brand Creative will take over marketing executive, Gino Fisanotti, to direct
"the creative gang," levers his many perspectives across towns, geos and the global world
heading a variety of categories and creative functions (Kim, 2020).

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Headquarters, Office Location of Nike
Nike's regional head office in Beaverton is surrounded by the community but it remains
part of Washington County unincorporated. The town has attempted to forcibly seize the Adidas
offices, contributing to Nike's suit, and to advocacy for the business resulting in the Bill 887 of
2005 of Oregon Senate. Under this law, Beaverton is expressly barred from forcefully annexing
the property where the sportswear Nike and Columbia have occupied in Washington County for
35 years, while Electro Science Industries and Tektronix have earned equal protection for 30
years[89]. The concept is aimed at certifying LEED Platinum and is characterized by natural
sunshine and the gray wetlands (Childs & Jin, 2018).
Mission Statement of Nike
The company's mission is "to provide every athlete in the world with inspiration and creativity."
SWOT Analysis of Nike
Strengths Weaknesses
 Strong awareness of the company
 High level of Customer Base
 Iconic Relationships
 Low cost of manufacturing
 In-House professionals
 Superior Marketing Capabilities
 Pending Debts
 Poor Labor Conditions in International
Market
 Lawsuits
 Dependency on US Market
Opportunities Threats
 Product Innovation
 Efficient Integration
 Emerging Market
 Marketing budget
 Foreign Exchange Currency Risks

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Target Market
Demographic
While the market can be big for clothes and sport, Nike is primarily aim at customers aged 15-
40. The organization offers fair care to male and women players, with an emphasis on tweens
and youth to create brand awareness over the long term. Nike tackles this niche by awareness
strategies on young people who aspire to be like their idols.
Geographic
The main markets of Nike are North America and China, followed by Western Europe and other
international mar. Nike's development campaign is primarily focused on urban markets and high
population densities in these geographies.
Psychographic
Nike uses psychographic segmentation focused on life style, temperament, behaviors and desires
to reach its clients. Nike targets in particular at young people who actively love fitness, exercise,
sportsmen and sports enthusiasts, who continue to be a part of their lives. Nike does an amazing
thing
Behavioral
Clearly, Nike takes the trend of "If you have a body you are an athlete" and "If you are an
athlete, the products of Nike make you feel athletic." Nike insists on how its products give
customers a feeling (Kornum et al., 2017).
Target Market
Nike has niche audiences to target, in particular. The business targets at sporty and
talented athletes that deliver expert and creative products. In addition, both items can be accessed
only digitally for Nike's customers the possibility to make their own personalized sneakers,
allowing the brand more unique and differentiated in terms of distinction from other footwear

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firms. Notice that Nike is now approaching the audience by supporting great athletes with
incredible successes and accomplishments by psychologically-based strategies (Nayak, 2017).
Marketing Objectives and Goals
 It is one of the objectives of the company to enhance it sales volume by 25% in the
upcoming year that can help them to lead in the market to the certain extent. It is
expected to be cover in one year
 Nike has an objective to enhance its market share by 15% that can help them to cover
market to the certain extent. It is expected to be achieving whom eight months.
 The company has an objective to satisfy the shareholders of the company that would help
them to get high return over the investment. The analysis will be done in every six
months (Ahmed, 2016).
Market Strategy
Product: Company will sell a wide range of items such as sneakers, clothing and
sporting gear, many of which are the Nike's best brands. Running shoes is Nike's most famous
product. They also come with cricket jerseys, tennis and baseball uniforms, skates, hockey sticks,
roller skates and other sporting facilities.
Place: Multi-branded retailers and the special Nike shops around the world sell Nike
sneakers. In the United States and about 200 countries worldwide, Nike sold the line to about
20,000 store customers. Nike offers its products on the foreign markets by independent retailers,
licensees and affiliate firms.
Price: The type of products being sold may influence a product's price. Nike employs
vertical pricing management, where customers are active on various levels of markets or in
activities on more than one channel level. It mostly works at managing expenses and
manipulating markets.
Promotion: Nike is a premium brand that offers well-designed and pricey goods. The
brand identity that is accomplished with a recognizable logo and the promotional motto, "Do it."
is the core marketing tactic for Nike consumers.

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People: The product composition of the Nike includes two separate groups of people:
one is the Adidas staff, and another is Nike clients. Markets are really important to Nike's
growth, as the organization mainly relies on the niche markets because it is important to consider
Nike's needs of goods to create more sales.
Process: Nike's service delivery to the consumer is a very effective mechanism and
program, as it provides a wide sales chain, simple and easy manufacturing processes and the
highest quality of the services.
Physical Evidence: Nike has a strong brand identity and Nike's structure remains on the
market and operates very well. Nike's brand identity is so strong that a name pops into the heads
of its consumers as you talk of sports and it is Nike (Reis, Lima & Cister, 2016).
Budget
Particulars 1st 2nd 3rd
Traditional
advertisement
10000 11000 13000
Social Media
marketing
7000 9000 11000
Direct marketing 6000 7000 8000
Sales 9000 10000 11500
Total 32,000 37,000 43,500

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Marketing Channels
Content Marketing: the company can use guest blogging to push their initial growth, writing
couple of times as as well as publishing the content on high visibility sites. It will help the
company to attract maximum number of consumers towards the product in an effective and
efficient manner.
Social Media Marketing: The Company will attract consumers through creating Facebook
Business Fan with the name of Nike Fans Page. It will help in spreading awareness about the
brand in the market in an effective and efficient manner.
Email Marketing: It is one of the effective manner through which Nike will contact the new
users. the source of Newsletter emails will be used to target the consumers in which the company
will inform to the consumers of current promotion of new product, newest offering as well as
sales will be given to attract maximum number of consumers to the certain extent.
SEO: Nike is already leading company therefore, the SEO of company will effectively done.
The company will specifically focus over the shoes that are planning to launch in the market. It
will come on the top of website that can help in spreading awareness about the product
Display Advertising: In a network of more than 2 million blogs, blog apps and other blogs, the
Google Show Network (GDN) is theoretically touching 90 percent of the total internet
population. Options for targeting Google Display Network (GDN) allow you to find the right
people to see your message strategically in the right place and at the right time. Therefore, Nike
will use Google adwords to target its consumers (Skarmeas, Zeriti & Baltas, 2016)
Evaluation
Such methods of measurement are used to evaluate the company's overall marketing success
as they are:
 Online Rating: Analyzing the total efficacy of the approach offered by an organization is
one of the effective methods. The online rating portal should be made open to users so
that customers can post their ratings. It would help to examine how the approach
implemented is approached by the customer.

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 Advertisement ROI: Nike measures the return on brand spending as well as discounts that
save the company's excess money in ineffectual ads and promotional practices
 Percentage of Occupancy: The growth of the company would be reflected by the rise in
the employee number. If the organization needs more staff in its job, the organization
should follow productive strategies (Singh, Olugu, Musa & Mahat, 2018).
Summary
From the above analysis it can be concluded that Nike is one of the leading company in
the international market. It is expected that the company will earn high profit that can help them
to grow in the competitive market in an effective and efficient manner. It is expected that the
company will earn high profit and the cost on marketing will also increase due to highly focus
over the marketing strategies. However, the company will get high return from the investment
that will be done on marketing due to the main reason, the level of increase in competition force
the companies to highly focus over their marketing strategies to attract maximum number of
consumers to the certain extent.

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References
Ahmed, R. R. (2016). „Strategic Marketing Plan of Nike “. ResearchGate, Indus Institute of
Higher Education, 40, 300-450.
Childs, M., & Jin, B. (2018). Nike: An Innovation Journey. In Product Innovation in the Global
Fashion Industry (pp. 79-111). Palgrave Pivot, New York.
Furukawa, H., Matsumura, K., & Harada, S. (2019). Effect of Consumption Values on Consumer
Satisfaction and Brand Commitment: Investigating Functional, Emotional, Social, and
Epistemic Values in the Running Shoes Market. International Review of Management
and Marketing, 9(6), 158-168.
Kim, M. (2020). How Phil Knight made Nike a leader in the sport industry: examining the
success factors. Sport in Society, 1-12.
Kornum, N., Gyrd-Jones, R., Al Zagir, N., & Brandis, K. A. (2017). Interplay between intended
brand identity and identities in a Nike related brand community: Co-existing synergies
and tensions in a nested system. Journal of Business Research, 70, 432-440.
Mangundap, B. C., Massie, J. D., & Rumokoy, F. S. (2018). Comparative Research of Consumer
Purchase Intention Towards Original And Counterfeit Product Of Nike Shoes In
Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 6(1).
Nayak, T. (2017). " Just Do It"@ Ad Campaign: The Case of Nike Inc. Globsyn Management
Journal, 11.
Reis, T. S. M., de Lima, A. M. R., & Cister, A. M. (2016). NIKE CORRE: Generation Y Moves
the Running Market. Journal of Sports Science, 4, 300-310.
Singh, S., Olugu, E. U., Musa, S. N., & Mahat, A. B. (2018). Fuzzy-based sustainability
evaluation method for manufacturing SMEs using balanced scorecard
framework. Journal of Intelligent Manufacturing, 29(1), 1-18.

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Skarmeas, D., Zeriti, A., & Baltas, G. (2016). Relationship value: Drivers and outcomes in
international marketing channels. Journal of international marketing, 24(1), 22-40.