Marketing Plan for Nike Golf

3174 Words13 Pages
in 1964, began by importing Japanese brand Onitsuka Tiger running shoes. By the late 70’s Nike had increased from $10 million to $270 million in sales and now they are world leaders in the innovation of athletic footwear, clothing, equipment and accessories. They have a vast foothold in the athletic shoe market boasting a 41% share in 2012. Nike is positioned as a premium-brand, selling well-designed and expensive products. Nike treasures its customers with a marketing strategy which centers on a brand image which is attained by its distinctive Tick or swoosh logo and the advertising slogan: "Just do it". Nike promotes its products by sponsorship agreements with celebrity athletes, professional teams and college athletic teams. (www.nikeinc.com) For this report I will be focusing on Nike’s Golf business, which began in 1986 due to changing consumer preferences and a decline in earnings. Before going into more detail about the Nike Golf business specifically, it is important to gain a brief overview of the golf industry as a whole. In 2003 the sales of golf equipment dropped from around $4 billion to about $3 billion. After this it picked back up to an approximated total of $3.8 billion in 2007. The changes in these figures are greatly influenced by the total number of golf players and the amount of golf rounds played. The number of golf players from 1998-2007 has dropped just over 20%, being one of the largest decrease rates in comparison to other sports. (www.ngf.org). In 2010 golf participation figures in the USA were 26.2 million (www.nancyberkley.com) and in Europe 4.25million (www.kpmg.com). Over the last 10 years the participation in the USA has been roughly 6.5 times more than Europe, this has influence over Nikes Marketing strategy and inevitably means that more of their finance will be invested into the US side of the business. In the golf

More about Marketing Plan for Nike Golf

Open Document