Nike: Marketing Value Creation and Stakeholder Impact Analysis Report

This report examines the crucial role of marketing within Nike, a leading multinational corporation in the athletic apparel and footwear industry. It delves into how Nike's marketing department contributes to value creation for customers, encompassing aspects such as brand management, campaign execution, content creation, and social media strategies. Furthermore, the report conducts a stakeholder analysis, exploring the significance of stakeholder engagement and its impact on Nike's marketing activities. It identifies various stakeholder groups, analyzes their levels of power and interest, and discusses how Nike manages relationships with these stakeholders to achieve its business objectives. The report highlights the importance of understanding stakeholder needs and incorporating their perspectives into marketing strategies to foster positive relationships and enhance the overall success of the company. The report also discusses the importance of effective communication, market research, and vendor management in marketing efforts.

Business Organisation

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
The role of marketing in creating value for customers...........................................................1
Stakeholder engagement and their impact on the marketing activities of an organisation....3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the department which is responsible for promote the good and services of the
company in order to increase the sale of the company in an approiate manner. It helps the
company to establish the good brand image in the market in order to reach to their desired
objective (Lu and Weng, 2018). Nike is the chosen organsiation for this report, it is the
multinational corporation that is engaged in the development, design and manufacturing across
the world. It is the world largest supplier of athletic shoes and apparel. The company is founded
in 1964 by Bill Bowerman and Phil Knight. They are also operating this business in retail stores
This report will cover the role of marketing in value creation to the company and also analyse the
stakeholder analysis and their impact on marketing activities in an organsiation.
MAIN BODY
The role of marketing in creating value for customers.
Marketing department play an important role in promoting the mission and business of the
organisation. Their main job is to reach out their prospective customers so that they can represent
the company in positive manner as it served as a base of the company while producing the High
product in an organisation. When the company use the effective marketing to in order to
advertise their products and services in the target market. This will help in getting the increase in
their sale and profitability in order to meet the objectivity of the business. In context of Nike,
they are operating their business in the large market and there are various roles and
responsibilities of the marketing department which is explained as follows:
 Defining and managing the brand: what is the main function of define your that from
where they are and what they do and how their company perform. This in turn, defines
the operations and structure of the company that how they are performing their business
so that customer and partners can understand the business environment and their
techniques in order to comply for the further business activities (Pound and Conroy,
2017). In context of Nike, they are emphasising on defining their business type and also
assessing their business operations so that the partners and the customers can make the
best choice in their business organisation.
 Conducting campaign management for the marketing: marketing manager emphasize
on identifying their product and services so that they can improve their cell cycle and
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then produced the certain materials and communicate that it in the large market by
conducting various market campaign so that the large group of consumer can be attracted
in order to increase the sale of the company. In context of Nike, the companies using
various market campaign in the different location so that they can offer their product and
services in the large market this will help in increase profitability and productivity of the
company.
 Producing in marketing and promotional materials: Marketing manager ensure that
they are using the promotional tool and technique are up today so that describe and
promote your products and services. This help in describing their product to the large
audience. In context of Nike, companies using the effective promotional material so that
they can expand their business across the borders mere pass in which help in increasing
the sale and profitability of the company.
 Create content providing search engine optimization: the company must understand
that the website is the first place where people go for exploring the information about the
company's product and services in order to make the final purchase. Marketing
department is responsible for keeping the current web content and ensure that the site
come up quickly when someone searches for type of the product and services companies
offering. In context of Nike, it is the main consideration of the business to keep up to date
web content so that the consumer can get the innovative and advanced product and
services on their website by which they get in influenced in order to purchase the product
from the brand (Haleem and Khan, 2017).
 Monitoring and managing social media: marketing manager roles to responsible for
overseeing and maintain the social media pages carefully so that they can analyse what's
posted about their brand by which the customer is making their perception and attitude
for their brand. In context of Nike, the marketing manager is emphasising on the social
media posts and ensure that they are valuing the ethics and not created the cultural
differences on social media by which they can installation good brand image in the
market. This help in increasing the profitability and productivity of an organisation.
 Producing internal communications: the company must understand their values goals
and priorities so that they can communicate with their employees in order to to run their
business accordingly. This helps in getting the effectiveness in the organisation and
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establish a good brand image, when they are operating their business as per the planed
Strategies and technology so that they can attains the higher productivity and profitability
within the organisation.
 Serving as media liaison and conduct market research: when the companies entering
in the social media show the marketing department have to act as a spokesperson for their
brand so that they can guide and execute their marketing executive that how they help to
respond the media queries. The helps establishment effective business plan and running
of business in smooth manner. Market research understanding the change among the taste
and preferences of the customers so that they can offer unique product and services in the
market by analysing the various need in the marketplace(Derwik and Hellström, 2017).
 Overseeing outside vendors and agencies: marketing department typically responsible
for managing and selecting the vendors and agency that are engage in producing a
marketing material for providing a various promotional tool so that the company can
promote their products and services in an appropriate manner. The various marketing
tools includes ad agencies, web provider and print vendors. In context of Nike, they are
complying with the various ad agencies in order to cover a large audience so that they can
contribute in increase in the overall sale of the company.
It is concluded from the above discussion that; marketing is the essential department which
play a vital role in success of an organisation as they are the face of the company who promote
their sales and product by using various sales promotional tools in order to attract a large group
of customers. This is the main consideration of every organisation to increase their sale and
profitability by establishing a good brand image in the market so Nike is also hiring a skilled and
talented marketing personal so that they can perform their job in an appropriate manner by
attracting a large group of customers for increasing their sales and profitability.
Stakeholder engagement and their impact on the marketing activities of an organisation.
Stakeholder engagement is the process by which the organisation communicates and get
to know about their stakeholders and the company able to understand what they want when they
wanted in the how they engaged in the various operational activities so that the company can
plan and action in order to attains the goal of the company. This improve the communication and
rethinking of the Strategies and operation which have been a long term benefit the reputation of
the company. When the organisation understands the power and interest of the individual in an
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organisation so that they can allocate them accordingly in the various operational activities so
that they can get their desired outcome.
Stakeholder engagement is the process by which an organisation engage there's
stakeholder for better purpose in order to achieve the agreed outcome within the organisation. It
is recognised as a fundamental accountability that the organisation must involve their
stakeholders in order to identify and understand the sustainability of the organisation by which
they can answer to their stakeholder for or decision, actions and performance. There are various
factors which shows the importance of stakeholders are explained as follows:
 It helps in improving the relationship between the company and their stakeholders.
 It gives the social license for the company to operate and expand their business as they
can in the large market ( Dangelico, 2017).
 It eliminates the cost on boycotts and other legal issues so that the computer can the real
operation with an effective manner.
 It helps the company to evaluate the emerging trend in the market so that they can make
the proactive approach and act as a first mover advantage towards their competition.
There are various methods that can be used in an organisation to have an effective
stakeholder engagement that are given below:
 Remain passive- As there is no active communication among the stakeholders. They
protest write letters complain on social media all the company's website.
 Advocate- there is pressure on regulatory body as they are given their efforts on social
media in order to make a better relationship among there is stakeholder by framing
appropriate strategy.
 Monitor- There is a one way communication as the organisation says and stakeholder
listen to them in order to discuss on a specific aspect of the business.
Stakeholder Analysis
All the internal people and the team who are involved in running the specific business are
called stakeholders. Stakeholder analysis is the process of identifying the individual before the
project begin and get together according to their level of skill and competencies interest and
influence in the specific project and determine how best to involve and communicate each of
these a stakeholder so that they can perform well in the given job role in order to get a better
outcome (Pahl-Wostl, 2019). After analysing their interest and influence the company map their
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name is usually used in a power interest grid in order to differentiate their stakeholders that are
explained as follows:
Stakeholder Analysis
Figure 3,Stakeholder Analysis,2020
 High power, high interest- these are the types of stakeholders who are actively take part
in the various of national activities as they are having high power, they can completely
involve in the major decision making which can change the Strategies and operations
within the organisation. Includes CEO, Managing director and leaders in an organisation.
 High power, low interest-these are the type of stakeholders who are having high power
and can rule the whole organisation per their interest in the operational activities. Desert
satisfy features but they do not take an interest as they become for early in their given
task). (Bilan, Hussain and Kot, 2020). Context of Nike, the management must emphasize
on these statements as they are having the decision-making power that can reflect the
functionality of an business organisation.
 Low power, high interest- these are the type of stakeholders who is having a higher
interest in the various operational activity but having a less power in order to make
change in a specific task or they are not accountable to take the major decision in an
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organisation. In context of Nike, the stakeholders are very supportive and helpful that
give their best in attaining the organisational goal and they are employees and manager in
the organisation.
 Low power, low interest- These are the type of stakeholders not take part in the
activities nor they are having the power to take the decision. This includes lower level of
employee which is having no path to take any major decisions in an organisation which
reduces their interest in their given job role. In context of Nike, Lower level employees
are included in these shareholders as they are not the responsible one who is taking the
charge of whole organisation in order to run the business in an appropriate manner.
Impact of stakeholders engagement on marketing activities in an organisation
 Shipping the project- It is important for every organisation understand the viewpoint of
their stakeholders, which help in identifying the risk so that they can make the
appropriate change in order to reduce the risk within the organisation. In context of Nike,
there focusing on the viewpoint of their stakeholders so that they can analyse the risk
associated with them in order to take the appropriate action in the given situation.
 Winning additional benefits- when the organisation know the project and stakeholders
are known with the future Strategies and action plans to be implemented in the business.
This will help in managing the expenditure within the organisation. In context of Nike,
this can help the marketing person so that they can meet their expenditure in order to
conduct the advertisement activities for upscaling their business.
 Building trust- Effective stakeholder analysis help in evaluating and understanding the
need associated with the project development so that they can get that the required
resources by which the trust can be built among the organisation and their stakeholders in
order to run their business and an appropriate manner (Ardito and Dangelico, 2018). In
context of Nike, they are making the best use of resources in order to understand the need
in the business project so that they can procure the required resources within the
organisation.
 Stay ahead of competition- Attitude of the stakeholders reflect the growth and
profitability of the project and their related consequences. Anticipating stakeholder’s
expectation and giving good results can win the new project by them. In context of Nike,
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they are ensuring the effective strategies and action plan in order to meet the huge
competition in the large market by which they can establish a good brand image.
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CONCLUSION
It is concluded from the above report that marketing department and vital role in an
organisation as it helps in defining and managing the brand also help in reducing the promotional
material, providing internal communication, overseen outside vendors and agencies, creating
content providing Search engine optimisation and monitoring as well as managing the social
media platform. Moreover, the stakeholder engagement is the process of involving a person who
are entitled to run a specific business organisation with the aim of attaining higher profitability
and growth by establishing a good brand image in the market. Stakeholder engagement help in
meeting the competition in the large market and also help in building trust among the
organisation and their stakeholders buy shaping their project in an appropriate manner so that all
the activities and operation can be performed and well-defined manner with the approach of
attaining higher profitability and growth in an organisation.
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REFERENCES
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performance: Role of organizational learning and innovation. Engineering
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antecedents affect market performance? A survey of Italian companies with eco‐
labels. Business Strategy and the Environment, 26(8), pp.1144-1161.
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review. Supply Chain Management: An International Journal.
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decisions: A stakeholder theory approach. Business Ethics: A European Review, 26(2),
pp.97-111.
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conscious purchase behaviour and green scepticism in organic food
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Haleem, A. and Khan, M.I., 2017. Towards successful adoption of halal logistics and its
implications for the stakeholders. British Food Journal.
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communication theory and the persuasion knowledge model. Journal of Business
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responsibility initiatives lead to customer citizenship behaviour? The mediating roles of
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Responsibility and Environmental Management, 25(6), pp.1258-1269.
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