Marketing audit of Nike

3562 Words Oct 9th, 2013 15 Pages
MARKETING AUDIT PROJECT ON:

SUBMITTED BY: ANOOP KHURANA -2012081
SHASHANK MAKKAR -2012***
MANRAJ SINGH SANDHU-2012136
OJASWI SHARMA-2012154
SUSHANT SHARMA-2012156
INDEX

SR. NO.
CONTENT
PAGE NO.
1
INTRODUCTION
2
2
ENVIRONMENTAL ASPECTS
• ECONOMIC
• CUSTOMER
• COMPETITION 3
MARKETING ASPECTS
• OBJECTIVES
• STRATEGIES
• TACTICS
6
4
4P’S
• PRODUCT
• PRICE
• PLACE
• PROMOTION
9
5
MANAGEMENT INFORMATION SYSTEMS
11
6
ENVIRONMENTAL ANALYSIS 12
7
CONCLUSION
16
8
RECOMMENDATION
16
9
BIBLIOGRAPHY
18

INTRODUCTION Nike is an incorporated company
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The company believes that demands from international markets will increase in future. Nike must cater to a large portion of the new generation that demands the latest trends and styles. Nike should take into account the changing US demographics due to the rising proportion of Hispanics, Asians, and African Americans. These groups have different preferences that Nike should be able to satisfy. Nike should identify the next generation of loyal customers and provide for their needs.

COMPETITION Who are the companies or brands with which the organization or brand competes? What are their sales and market share trends? How do their approaches to the market differ from the organizations, and from each other? Are there any specific weaknesses in any competitors that can be turned into opportunities? Are there any specific strength that are major threats? What adjustments have been made? Succeeded or not? What other changes are being contemplated? Why? Competition is very fierce due to the number of companies competing for sales. Lots of money goes to marketing and promotions using various channels to reach the young demographic group of consumers who spend the most money on Nike’s products. Growth is slowing down in the athletic footwear industry. But new markets are emerging with high growth rates. These markets include extreme sports market and the corporate merchandise market.
Nike’s global market share was an impressive 30.4% in 1998. The

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