Nike Marketing Plan Essay

7652 Words31 Pages
Nike

Marketing Plan
By:
Marketing Management – 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 P's of Marketing
a. Product
b. Place
c. Promotion
d. Price
VII. Core Competencies
a. Strengths
b. Weaknesses
c. Opportunities
d. Threats
VIII. Business Life Cycle
IX. Marketing Goals
X. Strategies and Implementation
XI. Conclusions and Recommendations
Executive Summary
Nike is a worldwide powerhouse in the athletic shoe and apparel industry. Nike's short, but yet effective mission
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The Tiger executives liked what they heard and Knight placed his first order for Tigers soon thereafter.
By 1964, Knight had sold $8,000 worth of Tigers and was steadily increasing his sales. Coach Bowerman and Knight worked together, but ended up hiring a full-time salesman, Jeff Johnson. After cresting $1 million in sales and riding the wave of the success, Knight paid Caralyn Davidson to design a logo that Knight could use on the side of a shoe. She handed him "the swoosh", and he handed her $35.
In 1971 Johnson made his most enduring contribution to the company. While sleeping, he dreams of Nike, the Greek goddess of victory, giving the company its new name. By the late 70's Nike was enjoying the success of the advent of the "waffle trainer" and escalated from $10 million to $270 million in sales. Nike began treading new ground within the matrix of the fitness revolution. The idea of exercise and game-playing ceased to be something the average American did for fun, instead Americans turned to working out as a cultural signifier of status. The circumstances surrounding the shift are not as simple as the wave of success Nike was riding during the era.
If Nike didn't start the fitness revolution, Knight says, "We were at least right there. And we sure rode it for one hell of a ride" (Katz, 66). The 80s and 90s would yield greater and greater profits as Nike began to assume the appearance of athletic juggernaut, rather
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