Purchase Solution

Nike - Marketing Strategy

Not what you're looking for?

Ask Custom Question

Textbook:
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall.

Case studies are an important learning strategy in business classes as they provide an opportunity for you to analyze real-life events that have occurred in business and industry. You will examine situations that managers have dealt with in a variety of situations, applying theoretical concepts from the textbook and researching supplemental information that will aid you in responding to the questions. Typically, this will chart the way for a managerial response involving changing the business or corporate strategy.

Evaluate Nike on page 29 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted intext citations within your responses and a minimum of three sources included on the reference page.

Purchase this Solution
Solution Summary

This solution addresses the case study questions in Kotler and Keller's marketing text regarding the pros, cons and risks of Nike's marketing strategy, and how Adidas should compete with Nike. Includes APA formatted references. 730 words total.

Solution Preview

1. What are the pros, cons, and risks associated with Nike's core marketing strategy?

Kotler and Keller (2012) point out good marketing is the "result of careful planning and execution" (p. 3). Nike displays this in their core marketing strategy by creatively bringing to market not only products but also events and experiences. Nike has worked to create demand by understanding their target market. The case study mentions the company switched the focus of its marketing in Europe, when the American ads were seen as "too aggressive" (Kotler & Keller, 2012, p 29). This ability to differentiate the marketing concept, responding to consumers, has been strength in the company's strategy.
Nike's strategy fails to address societal benefits. An article in the Harvard Business Review (2014) suggests the importance of brand purpose, which includes functional benefits (e.g. Nike's products help athletes run faster), emotional benefits (Nike's advertisements satisfy customers' need to be part of a movement), and societal benefits. It is in the societal benefit segment that Nike is currently lacking. While the case study mentions that Nike recycles old shoes, this is "kept quiet" ...

Solution provided by:
Sally Baldwin, Ed.D
Education
  • BA, University of Southern California
  • MSS, United States Sports Academy
  • Ed.D, Boise State University
Recent Feedback
  • "Thank you!:)"
  • "Thk u"
  • "Thank you!:)"
  • "Thank you!:)"
  • "Thank you!:)"
Purchase this Solution
Free BrainMass Quizzes
Transformational Leadership

This quiz covers the topic of transformational leadership. Specifically, this quiz covers the theories proposed by James MacGregor Burns and Bernard Bass. Students familiar with transformational leadership should easily be able to answer the questions detailed below.

Organizational Leadership Quiz

This quiz prepares a person to do well when it comes to studying organizational leadership in their studies.

Team Development Strategies

This quiz will assess your knowledge of team-building processes, learning styles, and leadership methods. Team development is essential to creating and maintaining high performing teams.

Understanding the Accounting Equation

These 10 questions help a new student of accounting to understand the basic premise of accounting and how it is applied to the business world.

Writing Business Plans

This quiz will test your understanding of how to write good business plans, the usual components of a good plan, purposes, terms, and writing style tips.

View More Free Quizzes
Related BrainMass Solutions

  • Marketing Strategy for Nike Sports

    472681 Marketing Strategy for Nike Sports Sports figures and sponsorships play a major role in the marketing plan. What aspects of marketing should be included in the strategy for Nike sports?

  • Nike's International Strategy

    253957 Nike's International Strategy Discuss Nike Inc's major international strategy and why they use it. Do strategic choices differ depending on country? Why?

  • Nike's business-level strategies

    To do the marketing of its brands, Nike has focused on marketing as a part of its business strategy to the highest extent. The advertisements are given by the company on the Net, TV and in magazines.

  • The Internal Environment & Corporate Strategy

    For those reasons, it is possible to conclude that the criticisms against Nike are warranted. 2. Nike's success can be attributed to adopted strategy in manufacturing, marketing, and selling athlete's shoes.

  • Develop a portion of the strategic marketing plan

    While Nike has experienced failed attempts to capture the attention of this target segment, the firm has reworked its organizational, product, and marketing strategy to get there this time around.

  • Nike: Promotional Analysis Evaluation

    Plus, individual consumers help communicate Nike's marketing: proudly displaying the swoosh and Nike name on sport gear, athletic shoes, and clothing. Nike is also represented in world class venues like the World Cup.

  • 4-Ps and international marketing: compare Nike and Reebok

    This becomes easier for the consumer to analyze the product, which is a positive point of Nike's strategy (Nike Inc., 2009).

  • IMC and Promotional Strategies of Nike

    Earlier Wieden and Kennedy was the sole agency responsible for marketing communication of Nike but the agency's failure to cope with the digital marketing communication strategy led to division of the account of marketing communication of Nike between

  • Marketing Mix, Pricing Strategy, Media Strategy for a product chosen to market

    While Nike has experienced failed attempts to capture the attention of this target segment, the firm has reworked its organizational, product, and marketing strategy to get there this time around.

View More Related Solutions