Report: International Event Management - Nike's We Run Race London

This report provides an overview of Nike's international event management strategies, focusing on the 'We Run Race' event held in London. It covers various aspects such as Nike's background, the event's objectives, market entry strategies, target audience, and the event's theme and design. The report also includes a marketing plan, SWOT analysis, and identification of the brand. Furthermore, it discusses the unique selling points of Nike's products and potential issues impacting the event's success, such as permissions, budget constraints, and technological challenges. The analysis emphasizes the importance of inspiring athletes, unifying participants, and promoting health and fitness through well-planned and executed events. This document is available on Desklib, a platform offering a wide range of study resources for students.

International Event
Management
NIKE

NIKE'S BACKGROUND
• Founded In-
• Founded By-
• Multinational cooperation for apparel and accessories.
• Specialised in producing shoes.
• Additional Products- shorts, base layers, jerseys and track running
shoes

Nike We Run Race- London
• Are to inspire the athletes and runners to run faster and better
• Economical capital of the country
• famous city of the world
• Media Friendly Environment
• Globally Accessible
• Suitable for events, famous for hosting Olympics event

Market Entry- London
• Brands visibility and popularity.
• Strength and capacity of the capital.
• Nike's well established presence .
• Sponsorships and publicity to the event.
• Adaptable towards changing event needs.

Target audience- London
• Allure the youth and young age group of 20-40 age.
• Develop athletic skill.
• Unify the participants with the spirit and passion for running and
fitness.
• Expert pacers and expert coach facility .
• Music facilities to the runners to inspire them.

Detail about Nike theme and
design
• Theme: NIKE RUN SERIES:
• Distance: 20Km to 30Km
• Location: King's Road to Baker Street, London
• Duration: 9AM TO 9PM
• Sequence Of Nike Races:
• Nike Sprint (20 km,10 obstacles)
• Super Nike (23 km, 20 obstacles)

Marketing Plan
Identifying the brand
• The company has invented shoes specifically designed for runners
and athletes in the marathon.
• The company has initiated to launch a running event for the
promotion of its brand.
SWOT analysis of the company
• Strength- Global presence, Research quality
• Weakness- high prices, affordability.

Contd..
Target Market audience-
• Age group of 20-40 years
• This age group is the most spontaneous and passionate about health
and fitness
Intersection of proposed target and audience-
• The offerings and target market meets at the point of dedication and
passion about health.
• This age group also addresses people who either are in the field of
athletics or want to pursue their career in this field.

Contd..
USP of the product-
• Products promotion of fitness and athletic spirit
• USP of products- Shoes for speed days, shoes for recovery days, shoes
for endurance days .
Refining the marketing plan-
• Review the necessary developments
• Appropriate the management to get the maximum results

Issues impacting the success of
the event
• Permissions from Authority or Local Body
• Being Unforgettable
• Right people on the Running track
• Budget Problem
• Technology Problems
• Planning
• Partnerships and Sponsorship

REFERENCES
Ammon, R., Southall, R. M. and Blair, D. A., 2008. Sport facility management:
Organizing events and mitigating risks. Fitness Information Technology. 2(3).
pp.206-391
Bezpalaya, A., 2012. Event Management. LAP Lambert Academic
Publishing.
Carlsen, J., Getz, D. and Soutar, G., 2011. Event evaluation research. Event
Management. 6(4). 247-257.Sporting. 2015. [Online]. Available through:
<http://livbydesignevents.com/events/sporting>. [Accessed on 25th November
2014].

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