Individual - Marketing report
Nike Inc. is one of the world’s largest multinational retailers of athletic shoes, apparel and sports equipment. With world headquarters in Beaverton, Oregon, USA, Nike operates through more than 930 retail stores across 190 countries, an e-commerce site and independent distributors and licensees.
Nike created a portfolio of brands capable of reaching across multiple sports, lifestyle categories and price points; some of which include wholly owned subsidiaries Converse, Hurley and Jordan.
Over the years Nike has been widening its target audience and in 2015 opened its first UK women’s only store in London’s King road, to inspire women of London to reach their athletic potential (Nike, 2015).
The store offers women free weekly Nike+ training classes and a Nike+ run club. Sessions can be booked in store and online at www.Nike.com/London. Additional services offered in store are bra fitting, gait analysis and pant hemming alongside product advice.
As a newly joined marketing assistant of the Nike marketing team, you have been asked by the director to write a report addressing the following task areas:
(Word counts below are indicative)
Task 1: Marketing orientation
Task 2: Marketing environments
Explain the components of a marketing environment analysis (200 words)
Identify three (3) macro environmental factors that impact Nike’s marketing decisions. Discuss whether these factors create marketing opportunities or threats for Nike (250 words)
Discuss two (2) forces in Nike’s micro environment that should be monitored (150 words)
Identify and explain three (3) internal environmental factors that could be considered as either strengths or weaknesses in Nike’s operation, from a marketing perspective (200 words)
Task 3: Marketing strategies
Explain the importance of market segmentation in planning a marketing strategy for Nike (150 words)
Discuss whether Nike uses a differentiated or undifferentiated targeting strategy for its women’s product range, use examples to illustrate your points (250 words)
Task 4: Marketing mix
Using the 7ps, Identify and describe Nike women’s current marketing mix ensuring you provide detailed descriptions (400 words)
Individual – Communication Campaign (A4 Poster and 500 words rational)
The Marketing Director has announced a new objective for the company:
To increase awareness of Nike’s women’s only store free training services in London, from 12% to 25% by December 2017
In order to communicate Nike’s new objective, the marketing director requires you to prepare:
Task 1: A visual illustration following the guide below:
The content of the poster should be appealing to both internal and external stakeholders (i.e. employees as well as customers).
The content must include image/s and brief written message/s that will increase awareness of Nike’s women’s only store free training
Task 2:Rational to support the communication campaign (the poster) which should:
Include an explanation of the promotional mix theory
Describe the campaign target audience and the response sought in relation to the new objective.
Outline the chosen channelto be used
Include an explanation of the communications key message
Apply / use a marketing theory such as ‘AIDA’ (Attention, Interest, Desire, and Action) or ‘DRIP’ (Differentiate, Reinforce, Inform and Persuade) to explain how the poster created will achieve the objective set.