Dissusion 3

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School

Rutgers University *

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Course

4345345

Subject

Marketing

Date

Apr 3, 2024

Type

docx

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Uploaded by Rowann

General Guidelines 1. Discussions are not about demonstrating that you've read the assigned reading. 2. You need to apply the concepts and terms in the readings. The more you can apply (correctly), the better your response and grade will be. The key here is to integrate the learning from readings. For example, if you're asked about the CRM strategy for the Four Seasons hotel, you would want to get into details about the process they use for CRM, their strategy, and their outcomes. 3. Additional research is required on your part. You should cite news articles, white papers, academic papers, and industry reports. Remember to include a bibliography at the end of your posts. 4. Initial posts (not responses) to the Topics should be at least 300 words . The content should be detail heavy and well-integrated with the material. Err on the side of citing too many sources. Do not use the Discussion space to repeat definitions found in the text simply. 5. Bulleted lists are generally not going to garner a lot of points in the Discussions. 6. Responses to other students should add some value or insight to the discussion. For instance, your comment adds a perspective that the student missed or argues a viewpoint (with appropriate evidence). A response post like, "Yes indeed, Four Seasons certainly does have a great CRM strategy! I just stayed there last night, and it was wonderful!" will get you 0 points. 7. Use the library and librarians as a resource. RU has a rich and diverse array of sources available at ZERO cost. These resources can help you craft great quality posts. A. What are the pros and cons of Nike's core marketing strategy? Pros: Nike believed in a “pyramid of influence where the preferences of a small percentage of top athletes influenced the product and brand choices of others. Its campaigns marketing featured accomplished athletes. Nike natural manifestation attitude of self-empowerment through sports. Nike’s international image from a sneaker company into a brand that represented emotion, allegiance, and identification. Its new alliance with soccer helped propel the band’s growth internationally. Nike was the sole supplier to more that 100 professional soccer teams around the world which boosted Nike’s international presence and authenticity in soccer. Nike received special permission from the international Olympic committee to run Nike ads featuring Olympic athletes during the games. Nike aggressive sponsorship strategy helped ignite sales in the Asian region by 15 percent.

Overall, Nike’s employs an aggressive marketing strategy that benefits tthe company greatly. Foremost, Nike’s approach provide victory, transforming Nike’s foreign image from a sneaker firm into a brand that signified emotion, allegiance, and identification. Furthermore, its new soccer partnership, aided it international expansion with, foreign profits topping its 2007 US revenues. Nike’s aggressive marketing plan with China allow it to counter Adidas’s Olympic games sponsorship and secured special authorization from the international Olympic committee to run Nike ads during the game depicting Olympic athletes. Besides, Nike’s acquisition-focused approach made it the only supplier to over 100 professional soccer teams globally which increased Nike’s global reach and soccer authenticity. Nike strategy also allowed it to sponsor numerous teams and athletes, including virtually every Chinese team, boosting its Asian sales by 15 percent. Additionally, Nike effectively grown its brand into several sports and athletic areas, like footwear, equipment, and apparel. Nike also works with prominent athletes, coaches, teams, and leagues to establish credibility in such areas. Nike ‘s technological advancements resulted in more devoted and emotionally attached patrons. Finally, Nike strategy help expand Nike+ to center on important growth sectors, including basketball, exercise and introduced a bracelet app to tracks everyday task. Cons: Unlike many other firms, Nike marketing strategy failed to promote initiatives to make its products eco-friendly. The reason is because the executives consider it a distraction from it sleek high-tech image, thus they kept shoe recycling quiet. Also, Nike's strategy ignores societal benefits which are significant for brand purpose. Which include functional benefits. For instance, Nike's shoes aids athletes speed, emotional benefits Nike's commercials gratify consumers' desire to allied with a change, and societal benefits. Nike is currently weak in the societal benefits areas. Furthermore, because Nike focus on producing high-quality products using advance technologies, and offering them at competitive prices, they ignored the significance of the societies lower and middleclass. Representatives influence and fierce rivalry also presents threat to Nike’s strategy. Lastly, constant changes in customer demand and preferences and global expansion can also threaten Nike’s strategy.

B. If you were Adidas, how would you compete with Nike? I would concentrate on Nike ‘s vulnerabilities. For example, I would invest in special campaigns for the poor and offer products at discount prices, with two-third of the proceeds going to the underprivileged. Thus, enabling Adidas to boost their brand image and be competitive. Besides, I will introduce a new product to rival Nike, with the same quality but at a lower price to attract customers and maintain a competitive advantage. Furthermore, I would allow patrons to personalize their products on the company’s website and add environmentally friendly labeling. Also, encourage customers to join the design program which selects the most creative customer for the limited edition. These designs will undoubtedly entice customers. Also, I would target potential Gen Z customers to control the younger generation market shares, which has a high probability of becoming a long-term customer. Finally, Adidas can profit from unexplored markets in Latin America and Asia by sponsoring teams to become market leaders. All the above strategies will enable Adidas to compete with Nike. Brainly

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