Comprehensive Marketing Analysis of Nike: Strategies and Objectives

This report provides a comprehensive marketing analysis of Nike, examining its business functions, market situation, and target demographics. It includes a detailed SWOT analysis, evaluating Nike's strengths, weaknesses, opportunities, and threats within the competitive landscape. The report explores Nike's product offerings, key success factors, and critical issues, such as building brand dominance and managing growth. It also analyzes Nike's marketing strategy, including its mission, objectives, financial goals, target markets, and positioning within the footwear industry. The report highlights Nike's marketing communications, financial resource management, and strategies for market dominance. The analysis covers various aspects of Nike's business, from product design to marketing strategies, providing a holistic view of the company's operations and market position.

Nike is a very popular supplier of shoes and sportswear. NIKE, Inc. was installed in 1968 below
Oregon state laws. The product can be found everywhere, examples of targeted areas are:
USA, Europe, Asia Pacific and America.
Our main business function is to design, develop and market and market sports
shoes, clothing, equipment, accessories and services. NIKE is the best-selling sports shoe too
sportswear in the world. We sell our products in store accounts, through stores that are also sold by
NIKE online websites (which we call our “Customer-oriented” services) and a mixture of autonomy
distributors and licensors, in almost every country around the world. Almost all of our products are
available made by private contractors. Almost all footwear and clothing products are manufactured
without United States, while machinery products are manufactured both in the United States and in
other countries.
The business has gained a prominent position in the marketplace for these areas due to its design
and appeal.
design, product quality production and clever marketing strategies.
2.0 Situation Analysis
The NIKE marketing scenario represents amazing opportunities. It also contains some challenges that
the firm believes it can meet successfully. They are well-returned products, and marketing will be
key in belt and product development and customer base growth. Nike built some amazing power
while looking forward to new opportunities. Its dedicated founders, a growing number of
honest customers, and good financial management puts the company in a good position to grow.
However, building strong relationships with buyers, sellers, and suppliers should help prevent
competitors.
2.1 Market Summary
NIKE is a consumer products company, associated with the popularity of various sports activities and
fitness as well changing construction styles affects the demand for our products. Therefore, we must
respond to trends and changes in
consumer preferences by adjusting the mix of existing products, creating new products, styles and
categories, influencing the popularity of sports and fitness through a wide range of marketing.
NIKE has a good knowledge of the market. This information helps to better understand who is being
offered, what their specific needs are, and how Nike can better communicate with them.
NIKE product performance based on our local internal organization. Each NIKE Brand geography is
functional mainly in the same industry: the manufacture, development, marketing and sale of sports
shoes, clothing,
equipment, accessories, and services. Our reported performance components for NIKE Brand are:
North America, Western Europe, Central and Eastern Europe, Greater China, Japan, and Emerging
Market. Our NIKE Brand Direct on consumer performance is managed within each component of the
facility.

Target Market
 Recreational
 Fitness
 Athletes
 Sports
 Students,
2.1.1 Market Demographics
Profile for the typical NIKE customer consists of the following geographic, demographic, and
behavior factors.
Geographics
Nike's world market has major markets around the world. Until 2009 the Nike site
markets included the United States, Asia-Pacific, the United States and an area covering Europe, the
Middle East and Africa. Nike, however, has announced its plan to restructure its global business to
bring goods closer markets and consumers as well as reducing management volatility. Following the
program Nike then decided to develop its market share in North America, Western Europe, Eastern /
Central Europe, Greater China, Japan and Emerging Markets.
Demographics
Male
•Running• Training• Basketball• Nike Sportswear• Soccer• Action Sports• Football• Golf•
Jordan• Lacrosse•
Outdoor• Baseball• Tennis• Track & Field
Female
•Running• Training• Basketball• Nike Sportswear• Walking• Soccer• Action Sports• Golf•
Outdoor• Softball•
Tennis• Track & Field• Volleyball
Youth
•Pre School• Infant/Toddler• Kids•
Age:
From 13-46 years (80%)
Education:
64% have an undergraduate degree
Income:
Median personal income around $50,000

Behavior Factors:
Users spend money on typically sports equipment .Users have active lifestyle, Users enjoy
fitness activities for
a healthy life and recreation.
2.1.2 Market Needs
As nike is a customer friendly company it gives most empasis on customer needs and choice.
The company seeks to fulfil the following benefits that are important to it’s customers:
Quality product: the customer work hard for their money and innterested to spend their
money only for quality product that have high working period.
Well-Thought-Out Desigs: NIKE have industry exprencece and personal dedication to
produce best designed
products.
Customer service: To build a sustainable business the most considerable factor is good
customer service. It
refers after sales service and loyality building program.
2.1.3 Market Trends
We believe Nike will be able to maintain its strong performance at a growth rate in 2014.
basketball and football sectors associated with healthy growth in North America, emerging markets,
and Central and eastern Europe well articulate the company's vision. We expect Nike to increase its
prices on the future, which will have a positive impact on its achievement. Extreme collections in
China indicate a near-term threat, and tackling this problem faster than expected could help the
company exceed expectations in the Nike market
The U.S. It snatched both “split toes” and “unsupported” shoe designs. After looking at some Nike-
sponsored one’s barefoot athletes, Nike introduced the free Nike shoe with a split, very flexible third
of the three different levels of support fall between shoes and shoes that are very supportive. Free
product by described by Nike as a “barefoot ride,” but a thick tent separates it from the truth
ground” shoes barefoot and has actually helped make this product more popular among non-
runners; therefore, the brand is usually excluded when measuring the sale of a portion of a less
functional shoe. Nike too introduced another lightweight running shoe, the Flyknit brand. These are
not for sale as bare feet the product but instead is classified as "perfect fit," in response to the
consumer's long-standing consumer desire for shoes they are lightweight and do not look like socks.
Flyknit shoes are part of Nike's most popular running shoe weight and made of expandable material
with the comfort of a sock.

2.1.4 Market Growth
Strong growth in the running, basketball and soccer categories is increasing the demand for Nike
products. Nike’s strategy of focusing on different categories (failure phase) has also helped to drive
its sales. In fiscal 2013, Equal sales of Nike brand in performance, basketball and football increased
by 18%, 22% and 9% consistently money goals. While new technologies promote growth in the
active category, the growing popularity of basketball worldwide is accompanied by Nike's support by
leading basketball players is what drives sales in the basketball category. We expect growth in the
soccer sector to be accelerated in the future due to upcoming sporting events such as FIFA World
2014
2.2 SWOT Analysis
Adjusted sneakers have a variety of strengths, weaknesses, opportunities, and threats in the market.
The following SWOT analysis identifies key strengths and weaknesses in the company, and describes
the opportunities and threats facing NIKE.
2.3 Competition
Sports giant Nike recorded a strong 2013, with stock prices rising by almost 60% a year. The rise in
stock prices was driven by strong activity across all categories, product types and geography. In Q2
2014, revenues from North America grew by 9%, while Central and Eastern Europe and Western
Europe saw a 14% increase in revenue. We expect strong growth to continue in 2014, following a
strong future and the presence of major sporting events such as the upcoming FIFA World Cup.
Future growth in orders at 26% in Western Europe was particularly strong at this time. However, the
region has traditionally been competing with rivals such as Adidas and Puma. After losing market
share in the region by Nike, these companies have expanded their marketing and are looking for
creative jobs to reclaim the lost space.
2.4 Product Offering
NIKE, Inc. (NIKE), introduced September 8, 1969, is involved in the manufacture, development and
marketing and sale of world-class footwear, clothing, equipment, tools and equipment. NIKE is a
worldwide shoe and clothing retailer.
The Company focuses on the distribution of its products in seven key categories: Running, Football,
Football (Soccer), Men's Training, Women's Training, NIKE Sportswear (its sports-sponsored
products) and Action Sports.
It also sells products for children, as well as other sports and leisure activities, such as baseball,
cricket, golf, lacrosse, outdoor activities, football (American), tennis, volleyball, martial arts. NIKE
sports shoe products are specifically designed for sports use.

2.5 Key to Success
Nike, one of the world's top shoe companies, started its business in 1962. The company focused on
high-end shoes made especially for athletes. They have been able to establish a large market for
customers worldwide with their high-quality products and strong marketing ideas.
A key feature of Nike is that it is able to create strong product preferences among customers. Nike
they created their brand image in the minds of consumers. The company's commitment to creating
new shoes of great athletes helped him build the next team among the buyers.
Another important reason for the success of Nike is that we learn consumers to be completely
sensible. Nike does not sell Nike air max shoes, it sells lifestyle, which is the key to its success. This
flag is an encouragement to the people, and a philosophy behind the power and determination, that
everyone involved, even if you are not an athlete. Nike uses a kind of motivating language to
motivate consumers.
2.6 Critical Issues
As a start-up business, Nike is still in its early stages. Critical issues for Nike:
*Build yourself up as Premier of Shoes.
*Pursue controlled growth which means wage costs will not exceed the income base. This will help
protect the economy.
*Always monitor customer satisfaction, and ensure that the growth strategy will not disrupt service
performance satisfaction levels.
3.0 Marketing Strategy
Nike's marketing strategy relied entirely on good brand image and allowed it to grow into one of the
world's leading companies after a while.
Nike's iconic brand icon has been maintained with confidence due to its strong relationship with the
company's very unique and unique logo and brand motto that has been used in advertising for so
long. Nike's marketing strategy is heavily invested in marketing and product promotion
3.1 Mission
The mission statement for Nike is "Inspiring and innovating for all athletes * in the world."
Famous University of Oregon track and field coach and Nike founder Bill Bowerman said, “If you he
has a body, he is an athlete.”
Bowerman has been a teacher who shows athletes the secrets of success. Nike invites you to hear
our story new and inspiring products.

3.2 Marketing Objectives
Nike's marketing goal is to use a variety of marketing communications that can cater to the targeted,
multiracial market, gender, culture and age.
Nike continuously aims to use marketing strategies that are appropriate for the people living in these
continents or nations.
Nike uses active advertising communications and at the same time is still affordable
according to its marketing plans.
3.3 Financial Objectives
*Use Financial Resources Wisely
*Increase Revenue Growth Rate
*Build Accurate Financial Models
*Set Numerical Productivity Targets
*Include All Marketing Costs
*Create Realistic Financial Projections
3.4 Target Markets
With a wide range of products covering a wide range of different sports, Nike's Target market
has a very large margin. The company aims to meet the needs of its people of all ages at
various stages, and adheres to its mission statement, “Bringing inspiration and innovation to
all athletes in the world. If you have a body, you are an athlete. ”
3.5 Positioning
For Nike to become the world's leading retailer of sports shoes, they must have a good
position in the footwear market. More than half of Nike's sales are made through their shoe
products, especially their sports shoes. They have shoes for almost every activity from
aquatic to racing. As a company with such usability, it is not surprising that they dominate the
industry worldwide. It is difficult for consumers to do avoid Nike products when you buy
sports shoes. They are a family name, and everyone knows Nike's famous brand, swoosh.
Nike has a strong position in this market because it always seems to be at the forefront of the
technology and styles of their shoes compared to their competitors. Nike prices are also
competitive. They have high quality, professional shoes that people want to pay more for and
then shoes like Converse start at $ 44.99. Nike offers available products for people at many
levels of income so almost anyone can get their hands on a Nike brand. All of this together is
what allows Nike to be in a strong and stable position in the sports shoe market and will
continue to do so as long as it continues to do what it does as a company.
3.6 Strategies
* Work to pass all the leading sports companies and make them widely available around the
world.
* Maintain a leading position in the market by providing high quality products and innovative
designs and attracting a large number of customers of all ages and lives.
* Ensure the availability of all kinds of products in all leading stores and markets.

* Meeting the challenging needs of customers.
* Inform the activities, stakeholders and other communities in the implementation of all
strategies and decisions.
* Encourage environmentally friendly development and pollution by reducing emissions and
reducing waste activities with the help of various projects funded by WWF and other
organizations.
* The company will now focus on providing high quality products at low prices to have a
larger market share.
3.7 Marketing Mix
Nike marketing mix is comprised of the following approaches to pricing, distribution of
product, advertising and promotion, placement and customer service.
3.8 Marketing Research
Nike is involved in the design, development and global marketing of footwear, clothing,
accessories and access products. It sells its products to nearly 18,000 accounts in the United
States and to a mix of private, licensed distributors and companies under nearly 200
countries. Nike's sports shoe products are designed for a specific sport use, although some of
their products are worn for entertainment or leisure purposes. The company creates a mix for
men, women and children. Running, basketball, children's, crosstraining and women's shoes
are the Company's best-selling product categories. Nike also markets shoes for outdoor
activities, tennis, golf, soccer, baseball, soccer, cycling, volleyball, wrestling, cheerleading,
water activities, hiking and other sports and leisure activities. It sells functional functional
clothing that combines most of these categories, sports-inspired lifestyle clothing and more.
4.1 Break-even analysis
The break-even analysis indicate that $15520 will be required in monthly sales revenue to
reach the break-even point.
4.2 Sales Forecast
Nike feels that sales forecast statistics are being maintained. It will gradually increase sales as
the advertising budget allows. Although the target market forecast (Table 2.1) lists all
potential customers divided into two categories: Recreation and Competition. Reducing the
number of sections allows the reader to quickly see the details, which makes the chart more
effective.