Analyzing Nike's Marketing Budget Allocation and Strategic Performance

The task focuses on a comprehensive examination of Nike's marketing strategy through the lens of their budget allocation across different media channels, advertising campaigns, and promotional activities. By leveraging data from financial reports, consumer behavior studies, and market performance metrics, students will assess how effectively Nike's strategic choices contribute to its brand equity and competitive advantage. The analysis should consider traditional media versus digital platforms, the role of innovative marketing tactics like athlete endorsements, and the alignment between budget allocation and business objectives. Additionally, the assignment explores consumer response mechanisms, such as customer satisfaction and identification with the brand, and how these factors influence Nike's overall market performance. Key insights from authoritative sources will be utilized to support arguments, providing a well-rounded perspective on Nike’s marketing efficacy.

Running head: MARKETING STRATEGY
Marketing strategy
Name of student
Name of University
Author note

1MARKETING STRATEGY
Table of Contents
Introduction......................................................................................................................................3
Marketing goals and objectives.......................................................................................................3
Market research...............................................................................................................................5
Analysis of target customers and competitors...............................................................................11
7 P’s of Marketing.........................................................................................................................13
Financial information.....................................................................................................................16
Marketing budget...........................................................................................................................16
Conclusion.....................................................................................................................................17
References......................................................................................................................................18

2MARKETING STRATEGY
Introduction
The marketing strategy is used by Nike, New Zealand to combine the various goals and
objectives of marketing and conduct a market research to focus on the product and marketing
mix and achieve the maximum level of profit in business. The marketing strategy s also used to
create an effective marketing plan and ensure that the company sustains in the competitive
business environment with ease and effectiveness. To conduct the research on the
implementation of marketing strategies, it will be essential to set proper marketing goals and
objectives, conduct the market research and analyse the target customers and competitors to
make the company implement the most suitable marketing strategy properly (nike.com, 2017).
The market research will be conducted by using SWOT and PESTLE anlaysis, analyse the target
customers and competitors of Nike. This will make the company implement effective marketing
strategies and create a good place within the business environment.
Marketing goals and objectives
Sales objectives
The sales objective, as it could be seen by analyzing the marketing strategies of Nike,
were to distribute the high quality sports shoes at lower prices and create a dominant marketplace
within the shoe industry of New Zealand. The sales objective is also to maintain the good quality
of products and services offered and make those available easily in the market place (Aaker,
2013).
Profit objectives

3MARKETING STRATEGY
To focus on the objective of achieving the highest level of profit, the organization has
met the requirements of customers in the different market segments and even promoted
sustainable development of product design and novelty.
Pricing objectives
The pricing objectives are to deliver the highest quality of products at the most
competitive price and use sustainable methods to reduce the costs of operations, manufacturing
and production and promote the development of innovative designs that can full the needs and
requirements of the customers. This would also allow the young customers to reap the maximum
benefits from exercising (Armstrong et al., 2015).
Product objectives
The product objectives include development of the right kinds of products that can satisfy
the customers and even combine all the important components of a product such as price,
product features, places where the products are distributed and even how the products would be
promoted to gain the attention of the customers. This would influence their buying behaviors and
allow them to make purchases consistently, furthermore achieving the desired level of profit that
the company had been aiming for (Baker, 2014).
Few other marketing goals and objectives are maintaining the quality of products and
services of Nike and ensure that these are easily available in the market, fulfill the requirements
and needs of the customers in different market segments and establish sustainable methods for
creating products that can reduce the amount of packaging wastes, prevent use of harmful
chemicals and substances and maintain the ecological balance in nature too. The objective is also

4MARKETING STRATEGY
to achieve climate neutrality by preventing any carbon emissions that may be generated during
the processes of manufacturing and production (Benjaafar, Li & Daskin, 2013). The marketing
strategies are implemented to stay ahead of all the other sports companies and make sure that the
products and services are available to the customers all around the world. This could help in
maintaining a better position through supply of good quality products and innovative designs for
attracting the most numbers of customers belonging from different backgrounds and cultures.
The marketing strategies would be implemented to ensure that all kinds of products and services
should be available in the markets and stores and could meet the changing demands and
preferences of the customers (Berthon et al., 2012).
To make the marketing strategies implementation successful, it is also important for Nike
to value and respect the stakeholders such as suppliers, shareholders, customers, employees and
the community and fulfill their needs and requirements to achieve the highest amount of share in
the market. Encouragement of environment friendly and pollution free development strategies is
another major goal or objective that can reduce the emissions of harmful gases and wastes during
the processes of manufacturing and production. All these objectives, when achieved, could not
only help in delivering the best quality products and services at lower prices but would also
result in having a better market share along with maintenance of ecological balance in nature too
(Brohi et al., 2016).
Market research
The research on market is conducted to identify the needs and requirements of the
customers in the market, develop a profile of the competitors, identify the pricing strategies, and
supply chains to make the organization gain more profit and competitive advantage in business.

5MARKETING STRATEGY
The market research is possible with the use of SWOT and PESTLE framework to analyse the
strengths, weaknesses, opportunities and threats in the market by the assessment of market size,
growth, performance regarding sales along with the sales trends, social and demographics factors
too (Caniato et al., 2012).
Market size
Nike has a huge market share in not only New Zealand but also in various countries all
over the world, because of its wide range of products available for the customers in different
segments of market. Nike has developed shoes for all kinds of sports including soccer, tennis,
basketball and even for golf and due to this, it is one of the number one choice for the athletes as
well. Nike’s targeted market segments are not limited, because of which, more customers have
been attracted, which has created enough opportunities for the company to sustain in the business
(Chaffey & Ellis-Chadwick, 2012).
Nike has a market size of 29 billion US dollars only from its footwear segment with 23
percent of the global athletic footwear market share. The brand value is worth 29.6 billion dollars
for Nike, New Zealand. Nike has been the clear winner here, as it can be seen from the analysis.

6MARKETING STRATEGY
Growth
Nike has experienced a solid growth in revenue and this has kept the company stay ahead
of its competitors like Adidas, Rebook, etc. Though the company generates good amounts of
revenue, still due to the emergence of other organizations, the growth in revenue over the last
few decades has reduced largely. Based on the future demands and preferences of the customers,
the demands for the basketball shoes have also decreased and remained soft when compared to
the previous years (Eggers, Hansen & Davis, 2012).
Nike’s market value has increased to over $5.06 billion from $3.9 billion in the past few
years and there are signs of huge growth of the company.

7MARKETING STRATEGY
Sales performance
The sales performance of Nike has improved with the implementation of good
advertising strategies for increasing the demands in the market segments and spread positive
brand images. The targeted market has been changed from the teenagers to the young customers
to expand the target market and deliver superior quality shoes that have innovative style and are
reliable and authentic in their own segments. The e-commerce technologies have benefited the
company by making products and services available online and delivered those to them with ease
and efficiency. This has been a growing trend for the company, which has improved the sales
performance largely, thereby achieving higher amounts of profit and competitive advantage in
business (Ferrell & Hartline, 2012). The e-commerce growth has resulted in making digital
commerce sales, which has generated more sales revenue and even has helped the company to
achieve the target with ease.

8MARKETING STRATEGY
From the analysis of sales performance, it could be understood that Nike has stayed
ahead of Adidas and Puma and had sustained in the competitive market place too. It has a sales
revenue of 29.1 billion dollars, which is quite higher than the other two companies within the
footwear industry.

9MARKETING STRATEGY
Sales trends

10MARKETING STRATEGY
The sales of Nike have increased for the past few years hugely and it has not only resulted in
gaining good amounts of return, which is far more than the investments that were made earlier.
Based on the analysis of two years, though without considering the past few years, it could be
seen that the sales trends had increased potentially.

11MARKETING STRATEGY
Social trends
The social trends embraced by Nike have facilitated the implementation of sustainable
approaches for changing the lives of people as well as prioritize on the strategies to create a
healthier and eco-friendly environment. The corporate social responsibility allowed the company
to undertake approaches like innovation of performance, managing volatility of cost of resources,
effective supply chain activities, etc. that have helped in maintaining production of good quality
and environment friendly products to create a better place for people to live in the future (Hartley
& Claycomb, 2013).

12MARKETING STRATEGY
Figure: Corporate social responsibility
(Source: Hartley & Claycomb, 2013)
Demographics
The demographic segmentation helped in making different products available for
different market segments comprising of children, young adults and mature individuals. The
company provides shoes, clothing and other athletic accessories that are of good qualities and
have helped the company to enter new markets with ease and efficiency (Hollensen, 2015).

13MARKETING STRATEGY
Figure: Demographics
(Source: Hollensen, 2015)
SWOT analysis framework
Strengths
Few major strengths of the organization are its strong brand name and image, good
quality research and development activities to introduce wide range of new products and
services, availability of good quality shoes and apparel products at comparatively lower prices
and competitive advantage has been gained by the organization too. It sells shoes for various
sports activities like basketball, golf, tennis, football. The “Make to stock” customer order used
by Nike had facilitated the delivery of fast services to the customers and because of the huge
numbers of outlets in more than 180 countries; the sales had been growing consistently (Gordon,

14MARKETING STRATEGY
2012). The string research and development activities had helped in innovating the products and
services and ensure that the highest quality products and services were offered to keep the
customers inclined to the company. Nike, being a global brand holds a recognizable logo named
Swoosh, which had been quite popular among the customers as well.
Weaknesses
The revenue generated is entirely dependent upon the market share of the footwear
industry, which is considered as a major weakness. The retailers of shoes and clothing items are
price sensitive due to the absence of own retailers of the company, which can also led to less
market share. Because of the high level of dependence on the market share, the company might
be vulnerable to lesser sales when the market share declines (Hartley & Claycomb, 2013).
Opportunities
The development of products has provided enough opportunities to Nike because it has
not only attracted the attention of many athletes, but also has become popular as a major fashion
brand within the youth culture. There are other opportunities as well, such as development of
sportswear, sunglasses, jewelry and shoes too. These high value products and services have
helped in generating higher profit in business. The development of business globally has
strengthened its brand name and image, furthermore supported many popular events and sports
to spread brand messages related to the products of the company (Haumann et al., 2014).
Threats
One of the major threats is the huge amount of competition in the market by Adidas,
Rebook, etc. Nike has been exposed to the international nature of trade and so it purchases and

15MARKETING STRATEGY
sells products in varied currencies, which has created instable cost and margin of profit. There is
huge competition in the sports shoes and apparel market, because of which the competitors have
developed alternative brand products to take most of the market share that Nike currently
possessed (Hawkins, Mothersbaugh & Best, 2013).
PEST analysis
Political trends
New Zealand has good numbers of policies and procedures for growth, which has been
beneficial for the organization such as low rate of interest and structured tax agreements.
Changes in tax and political issues can also result in preventing the import and export activities
for Nike. By cooperating with the Government, it has become easy for Nike to enable
transparency in the global value chain and deliver its products and services all over the world
(Hollensen, 2015).
Economic trends
The brand equity technique is embraced by Nike to get benefited from the growing
demands and preferences of the consumers and furthermore expanded its value chain. The
company has provided employment opportunities to a huge number of people in New Zealand
and this has provided the local rate to the labor force. The revenue is somewhat dependent upon
the low cost labour and as it is changing, the prices of products of Nike are higher as well. With
good amount of capital, Nike has all the necessary resources to enter the new markets and sell
products properly (Huang, 2012).
Social trends

16MARKETING STRATEGY
Nike has maintained a good social status by providing products and services to the
customers that can make them lead a better lifestyle. The sustainable processes managed by the
company have improved the health consciousness and even made the company create less
negative impact on the environment. The organization has complied with the requirements
related to the pay structure of employees and delivering good working conditions to the people
for maintaining stability within the workplace. This has maintained the organizational standards
and ensured that the products and services developed could fulfill the quality standards properly
(Khan, 2014).
Technological trends
Digital metrics have been used to analyse the demands and preferences of the consumers
and enable segmentation of market to manage transactions and supply chains with convenience.
The technological advancements have also created good working conditions for the employees,
therefore reduced the turnover of employees and undermined the efficiency of the workforce.
The company has focused on its marketing effort by embracing digital technologies to focus on
the e-commerce and digital sports. The Nike Fuel Band product has personalized the experience
of customer and even tracked the level of workouts (Kim et al., 2012). This kind of technological
innovation has also given the organization an edge over its competitors by attracting the young
customers and deliver feedbacks related to the overall experiences of customers.
Demographics
The segmentation of demographics is a major factor that has impacted the organization
by allowing it to target the customers according to their ages gender, occupation, life cycle, etc.
Nike mostly targets the customers aged between 18 to 40 years for developing brand trust and

17MARKETING STRATEGY
loyalty. The company has implemented various marketing campaigns to attract the athletes and
even acted as major sponsors to top sports events. A wide range of women’s apparel and
accessories have been introduced as well to expand the woman’s segment and this increased the
generated revenue for the organization. Because of the high prices of products and services
delivered by Nike, the targeting demographic variables had been education and income level of
the customers (Krajewski, Ritzman & Malhotra, 2013).
Analysis of target customers and competitors
Target customers
Nike Inc. is one of the major sports footwear and apparel company that has targeted the
professional athletes mostly and through continuous innovation of products and services, the
company has improved the potential of athletes and fulfilled their needs and requirements too
quite easily. The company has now targeted the women segment within the New Zealand market
by providing them with good quality women’s clothing and accessories. The young athletes are
the targeted market and this has created huge potential and opportunities for the company.
Previously the company targeted the people who enjoyed sports, but with time, the company had
managed to innovate its products and services and targeted both the young adults and women,
who want something new and attraction that could improve their lifestyle (Kumar &
Mirchandani, 2012).
Competitors’ profile
The top competitors of Nike are Adidas, Rebook, Puma, Fila, etc. The products of Adidas
are sportswear, clothing and other accessories. It has worldwide revenue of more than $16 billion

18MARKETING STRATEGY
and brand valuation of $7 billion. Rebook is another company that provides kits of football,
cricket and other sports events. Puma is one of the strong contenders of Nike though it has not
good levels of sports sponsorships (Kumar et al., 2013). Thus, it could be understood that Nike
emerged as a successful contender within the sports and apparel industry.
Pricing strategy
The utilization of value based pricing strategy by Nike has enhanced its growth in sales
and profit level. This kind of strategy has helped in identifying the price that the company has
applied for the products to maximize its profit level according to the market share. The high
value of products delivered has helped in maximizing the profit level largely too.
Marketing strategy
The market segmentation strategy has brought fruitful results by managing agreements
between the sports team and the company itself, which further sponsored and endorsed the team
members. The majority consumers of Nike are sportsmen and so the company has enabled
styling of the product objective and purpose (Morgan et al., 2012). The consumers were targeted
effectively, which has developed product intimacy through management of quality and value for
money.
Supply chains
The business is conducted in a ethical manner and this has been possible by collaborating
with the business partners, strategic suppliers and focus on the long term goals by making the
employees engaged within the workforce and created good working conditions too. The Codes of
conduct standards are evolved to increase the level of expectations of the factory partners and

19MARKETING STRATEGY
manage strict guidance related to the child labour, compensation, forced labour and association
freedom. The working relationships are transformed, thereby giving enough chance to manage
changes and benefit the workers of the organisation too (Mullins, Walkerb & Boyd, 2012).
7 P’s of Marketing
Marketing mix is one of the integral components of strategy and it consists of
controllable variables that will be used to fulfill the needs of the targets consumers in the market.
Marketing mix will enable to identify the best course of action for achieving the desired long-
term goals and objectives, which provide the organization with competitive advantage in the
market. Nike is one of the leading manufacturer and supplier of global athletic products such as
sport apparels, shoes and equipments. Nike has a strong marketing strategy, which has provided
them with competitive advantage in the market (nike.com, 2017). Marketing mix is a tool that is
used to improve the strength of the brand and Nike has one of the most strongest marketing
strategy in the market. The organization has been mainly focused on the pull strategy, which has
helped them to gain competitive advantage over the competitors such as Reebok and Adidas. The
marketing mix of Nike will be highlighted in detail in this part of the report (Perreault Jr, Cannon
& McCarthy, 2013).
Product
The product line of the organization is wide and consists of products such as the apparel,
equipments and shoes. The organization is one of the market leader in their market segment and
has extended their product line by including the products such as athletic bags and accessories.
Nike has brand named Cole Haan that consist of casual footwear, apparels and accessories for all

20MARKETING STRATEGY
segment of the market. Moreover, the product line of the organization consist of brands such as
Sports Specialties which has put on the market products like head gears, skate blades, ice skates,
hockey sticks, protective gears, accessories and hockey jersey (Santos & Laczniak, 2015). This
shows that the organization has diversified portfolio and is able to incorporate large number of
products into their extended product line, which is catering to the different market segment in the
organization.
Price
Nike is delivering their products to the premium segment of consumers, which suggest
that they have been using premium-pricing strategy. The pricing strategy of the organization has
been developed in such a way so that they can compete with the other rivals in the market. Nike
never compromises with the prices they offer because of the quality of the product they serve and
they have been commanding high premiums (Shank & Lyberger, 2014).Nike uses vertical
integration in the pricing strategy where their own participants operate in different channels and
multiple channel so that they can control the prices and costs of operation.
Place
The products of the organization are sold in multiple stores in all over the world and
consist of other stores, which are exclusive only to Nike. Nike supplies their product in the
international market through independent subsidiaries, licensees and distributors (Kukanja et al.
2017). The organization has established production units in all parts of the world and it has
facilitated them in distributing the products in the market.
Promotion

21MARKETING STRATEGY
The location of the store is one of the factors, which affects the promotion of an
organization. The use of print media and advertising is evident in the organization and formed
strategic alliances to promote their products. The organization had made contracts with famous
players from all the fields which will includes players like Ronaldo and Lebron James. However,
the inclusion of the online media for promoting their product has to be more efficient and Nike
will have to more active on the social media platforms and the micro blogging sites as Facebook,
Twitter and Instagram (Solomon, 2014). Thus, the organizations have been focusing on
improving their digital marketing and have increased their cost of advertisements. However,
online marketing and digital marketing if used in an effective way will be able to reduce the
overall cost of the organization.
People
The organization has diversified their product to cater to a wide range of consumers in
the market. The target consumers include the premium consumers such as athletes. Nike has had
targeted athletes from all the fields and provides wide range of products and equipments to the
consumers (Aaker, 2013). Moreover, Nike also caters to normal consumer segment and has a
different brand for catering to the needs of this segment.
Physical Appearances
Nike is known for the designer products they offer to the consumers and they are able to
provide customized products for each of the target segments. The products are designed in such a
way that it will suit the needs of their desired field of expertise.
Process

22MARKETING STRATEGY
Nike operates a global level and consists of large number of factories in various
countries. Nike has their own set of independent distributors who supply products to the differ
stores in all over the world (Armstrong et al., 2015).

23MARKETING STRATEGY
Financial information
Marketing budget
Marketing Expense
Budget
2017
(OCT)
2017
(NOV)
2017
(DEC)
2018 2019 2020
Advertising $10,000 $12,000 $15,000 $20,000 $160,000 $260,000
Catalogs $2,500 $2,500 $2,500 $2,500 $25,000 $28,000
Websites $3,000 $11,800 $8,000 $5,000 $113,300 $125,000
Promotions $5,000 $10,000 $15,000 $0 $16,000 $18,000
Shows $0 $0 $0 $0 $20,200 $22,000
Literature $0 $7,000 $0 $0 $7,000 $8,000
PR $0 $0 $0 $0 $1,000 $1,000
Seminars $1,000 $0 $0 $0 $31,000 $34,000
Service $2,000 $1,000 $500 $250 $10,250 $11,000
Training $5,000 $5,000 $5,000 $5,000 $60,000 $66,000
Other $1,000 $1,000 $1,000 $1,000 $12,000 $15,000
Total Sales and
Marketing Expenses
$29,000 $43,800 $51,500 $23,250 $445,750 $578,000
Percent of Sales 6.24% 9.36% 6.77% 3.75% 7.48% 8.82%
Contribution Margin $114,310 $123,238 $80,161 $72,035 $913,563 $1,108,926
Contribution
Margin/Sales
31.07% 26.33% 10.54% 11.63% 15.3% 16.92%
(Source: As created by author)

24MARKETING STRATEGY
The marketing budget states that Nike will be using aggressive marketing strategy and
they have significantly increased their market spending. The organization is more focused on
spending in their digital and online marketing; if the strategy is implemented in a proper way it
will result in increase in the revenue and the overall revenue that will be generated will be
around 20%. Moreover, there is a increase in the brand events which will help to promote their
products and create brand recognition in the market and help them to gain competitive advantage
in the market.
Conclusion
The report was presented to focus on the major marketing techniques followed by Nike to
create a sustainable place in the market. The major marketing objectives were to deliver high
quality shoes and apparel items at reasonable prices and conducted a market research for
understanding the sales, growth and performance. The SWOT and PEST analysis helped in
assessing the market conditions and analyse the target customers. This helped to identify the
products, place, price and promotional approaches that were undertaken by the company to
increase its profit level and achieve competitive advantage in business. Lastly, the financial
information was presented as market budget to analyse the financial condition and improve it if
any issues could be found.

25MARKETING STRATEGY
References
Aaker, D. A. (2013). Brand relevance: Making competitors irrelevant. Jossey-Bass.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan.
Benjaafar, S., Li, Y., & Daskin, M. (2013). Carbon footprint and the management of supply
chains: Insights from simple models. IEEE transactions on automation science and
engineering, 10(1), 99-116.
Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social
media, and creative consumers: Implications for international marketing
strategy. Business horizons, 55(3), 261-271.
Brohi, H., Prithiani, J., Abbas, Z., Bhutto, A. H., & Chawla, S. K. (2016). Strategic Marketing
Plan of Nike.
Caniato, F., Caridi, M., Crippa, L., & Moretto, A. (2012). Environmental sustainability in
fashion supply chains: An exploratory case based research. International journal of
production economics, 135(2), 659-670.
Chaffey, D., & Ellis-Chadwick, F. (2012). Digital marketing. Pearson Higher Ed.
Eggers, F., Hansen, D. J., & Davis, A. E. (2012). Examining the relationship between customer
and entrepreneurial orientation on nascent firms’ marketing strategy. International
Entrepreneurship and Management Journal, 8(2), 203-222.

26MARKETING STRATEGY
Ferrell, O. C., & Hartline, M. (2012). Marketing strategy, text and cases. Nelson Education.
Gordon, R. (2012). Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ), 20(2), 122-126.
Hartley, R. F., & Claycomb, C. (2013). Marketing mistakes and successes. Wiley.
Haumann, T., Quaiser, B., Wieseke, J., & Rese, M. (2014). Footprints in the sands of time: A
comparative analysis of the effectiveness of customer satisfaction and customer–
company identification over time. Journal of Marketing, 78(6), 78-102.
Hawkins, D. I., Mothersbaugh, D. L., & Best, R. J. (2013). Consumer behavior: Building
marketing strategy. McGraw-Hill Irwin.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
Huang, Y. K. (2012). Marketing budget allocation and marketing benefits of traditional media,
online advertising, and electronic word-of-mouth. African Journal of Business
Management, 6(33), 9524.
Khan, M. T. (2014). The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), 95.
Kim, K. H., Jeon, B. J., Jung, H. S., Lu, W., & Jones, J. (2012). Effective employment brand
equity through sustainable competitive advantage, marketing strategy, and corporate
image. Journal of Business Research, 65(11), 1612-1617.
Krajewski, L. J., Ritzman, L. P., & Malhotra, M. K. (2013). Operations management: processes
and supply chains (Vol. 1). New York, NY: Pearson.

27MARKETING STRATEGY
Kumar, V., & Mirchandani, R. (2012). Increasing the ROI of social media marketing. MIT Sloan
Management Review, 54(1), 55.
Kumar, V., Bhaskaran, V., Mirchandani, R., & Shah, M. (2013). Practice prize winner—creating
a measurable social media marketing strategy: increasing the value and ROI of
intangibles and tangibles for hokey pokey. Marketing Science, 32(2), 194-212.
Morgan, N. A., Katsikeas, C. S., & Vorhies, D. W. (2012). Export marketing strategy
implementation, export marketing capabilities, and export venture performance. Journal
of the Academy of Marketing Science, 40(2), 271-289.
Mullins, J., Walker, O. C., & Boyd Jr, H. W. (2012). Marketing management: A strategic
decision-making approach. McGraw-Hill Higher Education.
nike.com (2017). Retrieved 2 November 2017, from https://www.nike.com
Perreault Jr, W., Cannon, J., & McCarthy, E. J. (2013). Basic marketing. McGraw-Hill Higher
Education.
Santos, N., & Laczniak, G. (2015). Marketing to the poor: A SWOT analysis of the Market
Construction Model for engaging impoverished market segments. Social Business, 5(2).
Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective.
Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle
River, NJ: Prentice Hall.