The Case of Nike

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WEEK 1 – CASE STUDY: THE KEY MARKETING STRATEGY OF NIKE Nike is considered to be a leading athletic footwear manufacturer, which makes up over 30 percent and 50 percent of global and US market share respectively. In order to reach customers’ demands and get profits, Nike has executed/implemented a number of marketing strategies. This essay will examine Nike’s key strategies from1962 to 2009. The most essential marketing strategy called “Pyramid of influence” was expressed by Product, Place and Promotion strategies throughout targeting on athletes, sportsmen and sports loving consumers. Product (product variety, design, quality) Nike provided high quality running shoes designed for athletes by athletes with competitive prices in…show more content…
It is showed that the growth of business depends much on customers and the replacement of new potential products which are more useful and convenient. Population of Myth: Manufactures could not reply on population growth because if the products which have automatically expanding market, this will lead you to not give much thought to expand it. The absence of problems might lead to the absence of thinking. He took petroleum industry as an example. Consequently, the current industries probably did not pay attention on improving their products and could not compete with their rivals with the galloping industries. There is no guarantee against product obsolescence. If a company's own research does not make a product obsolete, another's will. Production pressures: Mass production was expected to reduce the unit cost of industry which could lead to a situation that companies tried to use all efforts to produce products and neglect marketing. Selling is preoccupied with the seller's need to convert the product into cash, marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering, and, finally, consuming it. The evidence could be found in the case of Detroit, they did seem to be “customer – orientation” by spending money on customer research, especially in urgent situations.

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