Nike Marketing Plan

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Nike Marketing Plan Date of Submission: August 30th, 2012 Title of Assignment: Term Project – Marketing Plan ***************************************************************** Instructor's Grade on Assignment: Instructor's Comments: Table of Contents Executive Summary 4 Company Description 6 The Origin of Nike, Inc. 6 Today’s Nike 7 Mission and Goals 8 Core competencies 10 Situation Analysis 11 Macro-Level External Environmental Factors 11 Competitive Environmental factors 12 SWOT Analysis 15 Competitors 16 Reebok 16 Adidas 17 Puma 17 Target Market 19 Segmentation 19 Target Marketing 19 Marketing Mix 20 Product Strategy 20 Distribution Strategy 21 Promotion Strategy 21 Pricing Strategy 24 Customer Relationship Management 24 Budget and Monitoring 26 Summary and Conclusions 28 List of References 30 EXECUTIVE SUMMARY Nike is a leader in sportswear providing high quality innovative products. Our mission is to continue pushing boundaries with innovation thinking and product development. We create products for the everyday athlete to enhance his/her activity experience. Our company works continuously to improve its social responsibility and we maintain a sustainable approach to creating quality products. Nike was founded by college athlete and present Chairman, Phil Knight, and his former coach, Bill Bowerman, to create quality shoes that help athletes reach their full potential. Our company’s headquarters are near Beaverton, Oregon. We operate in more than 160 countries and have more than 44,000 employees worldwide. Our goal is to meet the needs of athletes and the everyday customer. We have expanded our product lines to include sports performance equipment, clothing and accessories. We have also paired with technology trend-setter, Apple, to offer customers a unique and sophisticated product line that enhances their product experience.

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