NIKE

GROUP 3

MKT101

INC.
MARKETING
STRATEGY
 TABLE 1
2
INTRODUCTION

OF
SWOT ANALYSIS

3 4PS MARKETING STRATEGY

CONTENTS 4

CONCLUSION AND RECOMMENDATIONS

NIKE INC.

INTRODUCTION
Nike, Inc. is an American multinational corporation engaged in the design,

* About
Nike Inc.
development, manufacturing, marketing, and sales of footwear, apparel, accessories,
equipment, and services. related to sports.

Nike manufactures all kinds of sports equipment. Their first product was a running shoe.

Later, other product lines were introduced, such as the Air Huarache launched in 1992.
INTRODUCTION
BREAKING BARRIERS: "Nike exists to bring inspiration and innovation to every

* Target
customers
athlete in the world. Our purpose is to move the world forward through the power of
sport – breaking barriers and building community to change the game for all. If you
have a body, you are an athlete.".

* Target
market
Nike’s target market is for people who regularly exercise and for those who wear
fashion trends as it goes well with modern-day clothing.
Nike has classified their customers mainly into three product groups, men’s
products, women’s products, and kid’s products.
 SWOT ANALYSIS
STRENGTHS
01 WEAKNESS
02 OPPORTUNITIES
03 THREATS
04

STRENGTHS
Nike is the world's largest
supplier of athletic shoes
and apparel and a major
manufacturer of sports
equipment
STRONG BRAND
1 
AWARENESS
Nike having a unique name in the world is a brand that is easily
recognizable.
2  HUGE CUSTOMER BASE
Nike has millions of customers from around the world who loyally
follow Nike’s trends, participate in Nike events, and even provide
customer feedback.
BASE PRODUCT LINE
3 TOUCHES MOST PART
OF THE MARKET
Nike isn’t just shoes. It maintains a vast line of athletic wear for all
seasons and many different sports.
 AIMED FOR
4
SUSTAINABILITY
Nike’s CEO Mark Parker has addressed that they will continue to
acknowledge the environmental issues in the communities.

LOW MANUFACTURING
STRENGTHS
Nike is the world's largest
5 COST
Most of Nike’s footwear is manufactured in foreign countries.

supplier of athletic shoes

and apparel and a major
6
MULTI – CHANNEL
manufacturer of sports
equipment APPROACH
Nike distributes its merchandise via retail stores using various
physical and online channels.

WEAKNESS
Nike is the world's largest
supplier of athletic shoes
and apparel and a major
manufacturer of sports
equipment
LACK OF
1 
DIVERSIFICATION
Despite being one of the most well-known brands in the world, Nike
is heavily dependent on its footwear business to generate revenue.
DEPENDENCY ON US
2  MARKET
Even after having established itself globally, Nike still relies on the
U.S Market in terms of sales and revenue.
POOR LABOR
3 CONDITIONS IN
FOREIGN COUNTRIES
In the last 20 years, Nike has been consistently targeted regarding
their poor labor conditions.
OPPORTUNITIES
The company’s association with non-profit organizations
can allow them to create more products from recycled
goods if one of the top brands takes the initiative to
involve its R&D team to work on recycled products that
will surely encourage other small brands.
THREATS
There is an intense competition in the market by having
the players like Puma and Adidas. Nike has to maintain
competitive pricing in the market and maintain its
position as a market leader.
 4PS MARKETING STRATEGY
PRODUCTS
01 PRICING
02 PLACES
03 PROMOTION
04
 PRODUCTS
4Ps Marketing
strategy
Nike has a wide range of products to offer to its
target customers. The Marketing Mix of Nike
consists of products that fall under below three
categories includes footwear, apparel, equipment,
and accessories.
 PRICING
4Ps Marketing
strategy The company uses a Competitive and Skimming pricing
strategy for its customer base and normally targets the
upper middle class and high-end customers.

Nike is known for its superior quality and world-class

shoe designs and successfully manages to provide value
for money to its customers.
 PLACES
4Ps Marketing
strategy
Nike uses both Offline and Online channels for the
promotion of its products. For offline channels, Nike
uses its own dedicated Nike outlets and Multi-brand
outlets for distributing its products.
 PROMOTIONS
4Ps Marketing
strategy Five different statements but they all mean the same
thing and have the same essence – That’s what Nike as a
brand promotes through all the promotion that it does.

Nike uses a proper mix of Online and Offline channels for

promotion and creating awareness and is known for
creating some world-class advertisements that are
inspiring and high on energy quotient.
CONCLUSION
AND

RECOMMENDATIONS
NIKE INC. MARKETING STRATEGY
CONCLUSION
Therefore, their products are branded,
creating a large and growing market. They are
interested and develop in the following 4 areas:

Business areas
Business slogan
Advertisement
Marketing strategy
CONCLUSION
Business slogan

This is the iconic mark of the business.

Nike increased its market share in the North

American domestic athletic shoe business
from 18% to 43%.

CONCLUSION
Therefore, their products are branded,
creating a large and growing market. They are
interested and develop in the following 4 areas:

Business areas
Business slogan
Advertisement
Marketing strategy
 CONCLUSION
Marketing strategy
The four P's of marketing make it one of the
most recognizable brands in the world.

Product itself
Price
Placement
Promotion
 CONCLUSION & RECOMMENDATIONS

RECOMMENDATIONS
In order to be even more successful in the not-
too-distant future, Nike needs to continue to find
ways to connect athletes and loyal fans, but it also
needs to balance production costs with costs,
media advertisement.
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