Essay on Nike Marketing Plan

1729 Words7 Pages
Austin 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 activities, hiking, outdoor activities and other athletic and recreational activities
-Nike is the number 1 distributor of althletic footwear bringing in 20 Billion in 2011
-materials Nike flywire,

Current Marketing Situation:
Segmentation:
- Nike
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- consumer price sensitivity is a potential external threat to Nike

Short-Term Objectives:
- Nike Athletic Footwear recently release their new shoes like Nike Free Trainer 5.0, Nike Zoom Kobe VII, Lebron 9 PS Elite, Nike Zoom KD IV, Nike Shox Gamer, Nike Lunar Spider, etc.
- All these shoes will significantly increase their revenue because of its brand value and their high price represents that they have the best quality shoes that is out there.
- Nike should receive more sponsorship of tennis and running as they are not as popular as shoes from other sports.

Long-Term Objectives:
- As it is already the number distributor of athletic footwear, it is their job to maintain that position as long as they can
- “Nike brand’s share among leading footwear brands in the U.S. athletic shoe market, its top market, has risen 1.6 percentage points this year through June 18 to 43.1%, according to SportScanInfo data compiled for Susquehanna Financial Group” (Market Watch).
-Because of Nike innovation and athletic shoe trends in the industry and upcoming London Olympics and European Championships, the athletic shoes will continue to produce sales and will have a better promotion of the Nike brand.
- “ Nike’s future growth should continue in the double digits and remain solid in the
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