Marketing-Plan-Analasysis PDF

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Marketing Plan Analysis and Presentation: Part 1 – Research Template Directions: Visit the website for the company you have selected and obtain a copy of the annual report. Locate three to five additional resources that will provide data and information related to the brand story; the company vision, mission, and marketing objectives; and strategies and tactics the company is currently using to meet the marketing objectives. You will also use this information to complete a SWOT analysis. Apply your research findings when completing each item below. Company Name: Nike Brand Story: In 250 words, provide a thorough description of the company and brand. Reference and cite your research sources within the summary. Nike is a multinational corporation that is the prime manufacture for athletic footwear, apparel and other athletic equipment. Their headquarters is currently located in Beaverton Oregon were their biggest company store is also located. They market their athletic products in six different categories such as running, basketball, the Jordan brand, football, training and sportswear. Their brand name was inspired by the Greek goddess “Nike” that was represented to resemble victory. The company was originally founded in 1964 by Bill Bowerman who was the previous track and field couch for the University of Oregon and his past student Phil Knight. They first kicked off their brand in 1966 by opening their first retail store and followed up by releasing their official shoe brand in 1972. Ever since then Nike began to gain major popularity and fast, so much so that Nike had retail stores in over 170 countries worldwide reaping their signature swoosh logo. Their brand started getting major attention when the began to represent athletes like Michael Jordan, Rodger Federer and Tiger Woods. Each athlete had their own role in marketing one of Nikes specific categories. As far as todays date Nike was recorded to be the most valuable global apparel brand holding a value worth over 32 billion dollars. Not to mention Nike has also held the largest market share of the global apparel market. Nike holds continues to hold this reputation due to their incredible sports technology that has been proven to boost performance in all athletic fields.

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Company Vision: Nikes vision statement is “To bring inspiration and innovation to every athlete in the world.”

Company Mission: Nikes Mission statement is “Do everything possible to expand human potential.”

Company Marketing Objectives: -Inspire a generation -Target new customers -Create awareness through social media -Create Brand loyalty Company Marketing Strategies and Tactics: In 250 words, provide a high-level summary of the strategies and tactics the company is currently using to meet its marketing objectives. Include discussion about the market and consumer data that was used in formulating the strategies and tactics. Reference and cite your research sources within the summary. Nikes marketing strategies are absolutely phenomenal. Almost all their marketing is based around trying to strike the emotion of motivation. They mainly only focus on selling you the emotional benefits of their product. They utilize emotional branding by connecting to current situations. An example of this is the most recent commercial they did relating to COVID-19. Through this ad they emphasize the importance about how we need to adapt to the situation and come back stronger despite the dramatic change this disease has caused. They used a situation that they knew everyone would connect to in order to get in touch with the customers emotional appeal. Creating advertisements that connect to real world situations is one of the many strategies that makes Nikes marketing so successful. One of the benefits of using world related problems is often times it starts trending on social media. An example of this was Nike ad of Collin Kaepernick after he took a knee to support the black lives matter movement, Nike utilized this controversial problem to gain the attention of social media. Nike also uses psychographic segmentation to make their advertisements more appealing to the target customers. Targeting is Nikes most successful techniques to achieving their market objectives. This the most influential strategy because they market different categories of their brand, so when someone sees an ad that targets them it creates a visual image in the consumers mind. These are the primary tactics that Nike uses to achieve their maximum marketing potential 2

SWOT Analysis: Using the data and information from your research, complete a SWOT analysis for the company. Reference and cite the topic materials for details on conducting SWOT analysis.

Strengths  Emotional appeal. -Motivational speeches -Visuals of products being used

Weaknesses  Not marketing all categories of brand.

 Connection to current problems



The affordability of the product being marketed  Only focusing on footwear

-Black live matter -COVID-19

 Target Marketing -Specific sports equipment shown being used.

Opportunities  Increase marketing in other countries

Threats  Backlash on sensitive topics 



Design products relating to worldwide problems

Competitive marketing pressure

 Unethical business practices  Market certain athletes representing the black lives matter movement.

Citation of Sources: Provide APA citations for the company’s annual report and the other research sources utilized in completing the assignment. Name of Source Britannica Marketing91

Citation Information Nike, Inc. | History & Facts. (2017). Encyclopedia Britannica. https://www.britannica.com/topic/Nike-Inc Marketing Strategy of Nike - Nike Marketing Strategy. (2018, March 6). Marketing91. https://www.marketing91.com/marketing-strategynike/

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Profitworks

Nike Strategy - How Nike Became Successful and the Leader in the Sports Product Market. (2018). Profitworks. https://profitworks.ca/blog/marketing-strategy/545-nike-strategy-hownike-became-successful-and-the-leader-in-the-sports-productmarket.html

Single Grain

Golubeva, H. (2019, November 7). Just Do It: What We Can Learn from Nike’s $39B Marketing Strategy. Single Grain. https://www.singlegrain.com/marketing-strategy/nikes-39-billionmarketing-strategy-just-do-it-like-nike-does/

Camconduit

Spyer, S. (2017). Just do it: turn marketing objectives into business results like NIKE. Camconduit. https://www.crmconduit.co.uk/blog/just-do-it-turn-marketingobjectives-into-business-results-the-nike-way

Forbes

Danziger, P. N. (2018, December 3). Nike’s New Consumer Experience Distribution Strategy Hits The Ground Running. Forbes. https://www.forbes.com/sites/pamdanziger/2018/12/01/nikes-newconsumer-experience-distribution-strategy-hits-the-groundrunning/#31f6afbcf1d0

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