Marketing Plan Nike - 3380 Words

INTERNATIONAL UNIVERSITY COLLEGE Sofia MARKETING PLAN Market entry/grow opportunity for Nike in Bulgaria INDIVIDUAL ASSIGNMENT Coursework in MARKETING Student registration No: 20019402 Program: MBA Lecturer: Dr. V. Blagoev Executive Summary Our approach to developing a market-entry strategy follows a structured process, based on in-depth understanding of all aspects that feed into a commercial launch. A comprehensive analysis, using market data and market research, allows us to assess all areas affecting Nike’s strategic direction: – Current market situation: detailed consumer and business market segmentation and analysis of market drivers will be undertaken to identify the most valuable†¦show more content†¦The main consumers of Nike products can be divided into the following major segments: proffessional athletes (approximately 65 000); †¢ active amateurs (between 20-55 years of age, 368 728), †¢ students (fashion or trend fostered, approx. 896 734); †¢ young active people (between 15-19 years of age, who practice sport for good body shape or just for health, approx. 220 937) and †¢ people from upscale market (usually earn above the average for the country, who would like to feel comfortable and look good when training, approx. 600 000). (Ministry of physical education and sport, 2011, National Statistical Institute 2011) Professional athletes seek better performance and to reach the best of their potential. Product characteristics include light weight, high innovation and cushion technology. For instance Carl Lewi’s custom-designed pair of golden-colored Nike racing spikes made with Zytel, sources state that each shoe weighed about 94 grams. Active amateurs and people from upscale market are concerned with low risk of injuries and better performance. Product can be viewed with light weight and cushioning technology. Air Max a renowned running shoe by Nike, specially designed to provide the ultimate in impact protection — reducing shock and distributing pressure, best characterizes the product. (www.footlocker.com/searchresults/keyword:nike+air+max/)Show MoreRelatedNike Marketing Plan Essay1675 Words   |  7 PagesABSTRACT This paper endeavors to recommend a viable marketing plan for the footwear giant, Nike. The plan has been adequately substantiated with thorough research on different factors affecting the firm along with various ways of addressing future challenges. This research paper highlights that Nike is confronted with multifarious issues which need to be negotiated amicably. Result of the study concludes that there is still a world waiting for the Nike to be exploited, outsmarting its competitors employingRead MoreMarketing Plan For Nike And Gatorade Essay1679 Words   |  7 Pagescompanies together as partners in more than just the way of marketing. The product idea for this assignment is a tube of lip balm with the electrolyte replenishment of Gatorade with the Nike logo. This marketing plan is designed for Nike and Gatorade and is meant to secure funding for a new product development project. The goal of this project is to increase the value of Nike cooperation as well as financial growt h for the companies’ employees. Nike has launched several new products over the years sinceRead MoreEssay on Nike Marketing Plan1729 Words   |  7 PagesAustin Wang Dr. Sean Jasso Section 22 May 24, 2012 Marketing Plan Stage 2 Nike: Executive Summary: - Bill Bowerman and Phillip Knight found the company as Blue Ribbon Sports in 1964 - Changed the name to Nike in 1978 - Nike Headquarter is located in Beaverton Oregon - Global marketer of footwear, apparel, equipment and accessory products - Offers footwear and products to sports such as tennis,golf, baseball, football, bicycling, volleyball, wrestling, cheerleading, aquatic activitiesRead MoreNike Marketing Plan Essay7652 Words   |  31 PagesNike Marketing Plan By: Marketing Management Ââ€" MM522 March 2004 Outline I. Executive Summary II. Table of Contents III. Company History IV. Marcoenvironment a. Demographic b. Economic c. Social d. Political e. Technological f. Ecological V. Competitive Advantage a. Industry Environment b. Operating Environment VI. Four Ps of Marketing a. Product b. Place c. Promotion d. Price VII. Core Competencies a. Strengths b. Weaknesses c. Opportunities d. Threats VIII. BusinessRead MoreNike s Marketing Plan For Nike Essay962 Words   |  4 PagesFounded January 25, 1967, NIKE, Inc. (About Nike, 2016) became one of the biggest designing and marketing companies across the globe. A designer and marketer, Nike sells athletic footwear, apparel, equipment and accessories for men, women and children/infants. The company has three major brands as found on their product portfolio: NIKE, Jordan, Hurley and Converse. Their product is sold through-out North America, Central America, South America, Asia-Pacific, Africa, the Middle East and Europe andRead MoreNike Intergrated Marketing Communication Plan3554 Words   |  15 PagesIntegrated Marketing Communication Plan Nike Running Shoes I. Background Nike Incorporated, the leading innovator in athletic apparel and accessories, traces its roots to the University of Oregon track and field team of the early 1950’s. The team’s coach was determined to give his athletes a competitive advantage by always finding the newest and most efficient gear, and began designing and producing sneakers with very limited resources. After twenty-one years of creative turmoil and a superficialRead More Nikes Plan for China Essay940 Words   |  4 PagesNikes Plan for China Nike is already a global power house, however the potential to increase sales in China was the topic of the most recent annual investor meeting. One may question Nike’s preoccupation with China. After all, Nike China is dominant. They are currently the number one brand with the number one market share while competitors Reebok and Adidas are in 4th and 5th places respectively. They have tripled revenue in the last two years. With 2000 points of sale, 400 stores in the topRead MoreLi Ning Marketing Plan2787 Words   |  12 PagesInformation Technology and Management Science Engineering Lecture Notes in Information Technology, Vol.14 Marketing Plan for Li-Ning Product Expansion in UK Xin Zhang Dept. of Sports Economics ï ¼â€  Management, Wuhan Inst. of P.E . Wuhan, China Keywords: marketing Plan; expansion; Li-Ning Company Abstract. Through the analysis of UK market situation for Li-Ning Company. This paper makes a marketing strategy for Li-Ning product expansion in UK and also includes the financial forecast, evaluation and controlRead MoreChapter 2 : Developing Marketing3141 Words   |  13 PagesHome assignment-kotler-12th edition- 2nd chapter CHAPTER 2 : DEVELOPING MARKETING STRATEGIES AND PLANS MARKETING DEBATE—What Good Is a Mission Statement? Take a position: Mission statements are critical to a successful marketing organization versus mission statements rarely provide useful marketing value. MY OPINION:Pro: A well-crafted corporate mission statement reflects the values of the firm as they relate to the community at large, its stakeholders, its employees, and its customers. Once theRead MoreRed Bull Case : Digital Marketing3423 Words   |  14 PagesOnline marketing : The Red Bull case Content Introduction A closer look at Red Bull’s strategy Red Bull’s customer base Red Bull’s strategy Red Bull marketing strategy Red Bull’s online marketing Leveraging the use of Internet and social media When Red Bull tends to cross the line How get Red Bull become even better? Appendices Bibliography Introduction : short review of Red Bull’s history 1 While travelling in Asia, the autrian business man and