A001426205 Bellamy Charles STMK Essay

2945 Words Oct 28th, 2014 12 Pages
Student name:
Charles Bellamy

Course name:
Masters of Business Administration

Subject name:
Strategic Marketing

Subject facilitator:
(not applicable for Distance Learning students)

No. of pages:
9

Word count:
2,626

DECLARATION

I, the above named student, confirm that by submitting, or causing the attached assignment to be submitted, to AIB, I have not plagiarised any other person’s work in this assignment and except where appropriately acknowledged, this assignment is my own work, has been expressed in my own words, and has not previously been submitted for assessment.

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Introduction
Bill Bowerman once said: “if you have a body, you are an athlete” (Nike 2010). We often forget that we are gifted with an amazing ‘machine’ that is virtually unstoppable – human will. This quote was conveying the characteristics of the brand along with the targeted market – they are athletes’ and anyone with a body. However, having a body does not necessarily grant you athlete status with humans suffering from numerous social and cultural influences that dictate their desire to achieve.
Marketing is a critical element of an organisation’s management system crucial to its long-term success. Marketing is defined by the core text (Kotler et al. 2013) as the “art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.” Or summarised as, meeting needs profitably.
Marketing helps to introduce products to the marketplace; build and maintain a brand; enhance product and services demand; deliver product acceptance and loyalty; generate shareholder value and profitable growth; and create focus on customer needs (Kotler et al. 2013).
The case study Nike – The art of selling air is a snapshot of the company’s business performance from 1962-2006. The document navigates Nike’s market entry, market dominance and subsequent missteps of the company’s brand equity. Throughout this discussion, I will use the Nike – The art of selling air case study, to investigate
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