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INTRODUCTION

SWOOSH THERE IS NO FINISH LINE. Few corporate brands rise in our consciousnesses faster than Nike. Who can deny the ubiquitous swoosh and its impact on the psyche of every person who has ever wished to achieve in life. Achieve a win. A win that elevates him to a different plane. A win that is possible only if you Just Do It. Major credit to its aggressive marketing strategies, Nike has transformed itself from an average shoe company to a legendary dynasty. A mythical powerhouse which gives birth to urban legends, sports stars from a different league, winners in every right all adorned in Nike. Synonymous with honoured conquest, Nike is the twentieth century footwear that lifts the world's greatest athletes to new levels of mastery and achievement. The NIKE 'swoosh' embodies the spirit of the winged goddess who inspired the most courageous and chivalrous warriors at the dawn of civilization. That’s the power of the brand. Sitting right atop the business pyramid, Nike has managed to remain there longer than most companies could even dream of. Consistently re-inventing its appeal, Nike works to gear its products toward the utopian level of “cool” one which remains forever fresh and vibrant in public memory. Yet amongst all this Nike still follows a set of principles and work culture that contributes majorly to its continued success. This paper attempts to take a look at the way how marketing will help Nike in achieving goals it has set for itself for the future. Using the history of Nike as the starting point, the paper begins to list down the various aspects of marketing theory, the P’s of marketing, SWOT analysis, in relation with the objective set for study.






HISTORY

The Nike story began as a small distributing outfit located in the trunk of Phil Knight's car. From these humble beginnings, Knight's pet project grew to become the shoe company that would become the...