Nike : The Art Of Selling Air

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Introduction Companies face countless challenges to preserve market share and to differentiate themselves in a highly competitive market place. Consumers are demanding greater product variety and enhancement as their requirements and desires change. Therefore marketing is central to a company’s continuing achievement. By definition marketing is the “process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational goals” (Kotler et al, 2013). It important to introduce products or services to the market by building brands and trust, nurturing innovation, developing relationships, creating good customer service and communicating benefits, thus differentiating the company from its competitors (Gilligan & Wilson 2009, p 3). The aim of this report is to use the “NIKE - The art of selling air.” case study and concepts from strategic marketing theory to identify marketing challenges and how those challenges could be best addressed using marketing principles. History Nike is one of the foremost companies in the sports apparel market. As the largest manufacturer and the most valuable sports brand in the world, developing, manufacturing and marketing footwear, apparel, equipment, accessories and services, in 2013 it had total worldwide revenue of $27.28 billion. Forbes magazine states its brand alone is worth $19 billion a $1.7 billion increase from last financial

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