AMITY UNIVERSITY

GREATER NOIDA, UTTAR PRADESH

“NTCC REPORT”

“A STUDY TO ANALYSE MARKETING STRATEGY OF NIKE”

SUBMITTED TO: SUBMITTED BY:

Ms. Silky Sharma Dolly Singh
B.Com (Hons.)4th semester
A42304618011

Declaration:

Topic of the Report: Study on Marketing Strategy of Nike

 All the work in this report under the particular is done by me and not copied from anywhere else.
  The guidelines and the methods of the report that are to be followed are strictly followed without
any ignorance.

PREPARED BY: DOLLY SINGH

B.COM (HONS.) 4TH SEMESTER
2018-2021

Certificate
This is to certify that Dolly Sing pursuing B.COM (HONS) bearing Enrollment No. A42304618011 from
Amity College of Commerce and Finance (ACCF), Amity University Greater Noida has done the work
under the teaching of Ms. Silky Sharma from 17/12/2019 to 02/02/2020 and have successfully fulfilled the
criteria of submitting Report.
 Acknowledgement
I would like to present my gratitude towards all those people who have come up in order to help me out with
this task of completing this report on time.

Firstly I would like my college which gave this subject to us so that we can collect different information on a
particular topic. I would like to thank all those people who presented their views on my topic. I would also
like to thank my teacher in charge of this subject Ms. Silky Sharma for her constant follow ups and friendly
support, perfect teachings or guidelines and motivational or encouraging words.
Thanking you.

INDEX
 ABSTRACT

 INTRODUCTION

 LITERATURE REVIEW
  RESEARCH METHODOLOGY

 CONCLUSION

 REFERENCES

Abstract:
This report investigates a popular organization named Nike, popularly renowned for its sportswear items.
Nike is a Quick Moving Purchaser Great (FMCG) is positioned at the top from all around the world and
English market holds an incredible notoriety for Nike items. Right now, took a gander at various viewpoints
about the organization which prompted its achievement in English market. The report likewise incorporates
a writing audit with informative surveys and inside and out subtleties into various insightful diaries, books
and scholastic assets.
A blended approach was set up for look into discoveries, consolidating subjective research. The product
market of Nike was sectioned with the help of talking about limited time methods, its market quality,
separation and its intended interest group. A few components including, value, commercials are likewise
remembered for the report along with the conversation has been made concerning how it influences Nike
brand and its clients as well as rivals.

Introduction
When a company makes its marketing strategies its reference is with the overall plan that is made in such
way that its catches the mind of the consumer and make them turn into their customers of their product or
services. A marketing strategy should have the value and main brand messaging of the company and also
should target the demographic of the customer.

In this report discussion will be done on Marketing Strategy of Nike.

History of Nike:

The largest world’s seller or vendor of sports shoes and other attachments in today’s time is Nike. Nike was
established during the year 1964 by a “University of Oregon track and Field athlete”, Phillips Knight and the
coach who coached him, Bill Boweman. At the starting it was called by the name of Blue Ribbon, but this
company made more revenue as distributer of a Japanese shoemaker than from its own product(Reference
for business.com, 2014). The coach Boweman has been experimenting on shoes for his team and this helped
Blue Ribbon improve its design and this improvement of the designs lead the company towards a bright
future and success. After doing good in the market it had not left that Japanese company as it was helpful to
compete with the two leading brands Puma and Adidas.

During 1966 Blue Ribbon started its 1st departmental store in the city named Santa Monica in California and
later on also in Massachusetts in order to spread its sales. During 1970 company Blue Ribbon separated
from another Japanese company named Onitsuka Tiger as it was not letting Blue Ribbon expand its market
more and grow its financial abilities. After the period of one year, launch of a product of its first own line
footwear was done and a new name was given to the company as “NIKE”that was taken from the Greek
mythology which says it’s the name of goddess of victory.

In the event Track and Field Olympic Trials held in U.S. during the year 1972 Nike promoted its products in
at a high rate with its brand new swoosh Trademark (Referenceforbusiness.com). Nike came up with an idea
of marketing by attaching the name of Nike with the famous and popular athletes which turned out to be an
amazing idea towards success (Flynn, 2014). Nike for the first time endorsed its product by providing it to
60 athletes who ended up winning many medals at global scale during the year. 1984. It resulted in increase
of international sales of Nike which overall was approximately 918.4 million dollars.

During year 1989 Nike became No. 1(a number 1 brand till now) in his field of industries leaving behind
reebok by opting strategy of “Guerrilla Marketing” in order of doing promotion of its different products.
Nike changes its strategy after becoming No. 1 industry in its field and then they remold their whole culture
of marketing and turned out to be more sequenced and work accordingly. Nike left its competitors far behind
by controlling and grabbing it hands over the latest markets like that of female sportswear and outside
market. During the year 2018 the income earned by the organization was $36.397 billion which was 5.96%
more tank that of 2017 and 12.4% as compared to that of 2016.

Mission of Nike:

To bring inspiration and innovation to athlete in the world” is the mission of Nike, along with
givinginnovation and inspiration they also make the athlete to think and have a mindset of a winner. If a
person has a body then that person is capable of becoming an athlete. Nike gave a slogan “Just Do It” which
implied as a inspirational thought that a person can follow its goal and can attain it if they wear Nike
products. There are many innovations done by Nike in their products which are helpful to their customers
and fulfill its mission of providing innovation in their new products and making them happy. They have a
tagline for this i.e. “We dare to Design the future of Sport.

Brand Portfolio:

The portfolio Brand of the company includes the NIKE Brand, Hurley and Converse, Jordan Brand (was
taken over for $305 million during the year 2003).

Jordan is the most famous and highly demanded section of Nike products.

History of Air Jordan:

Michel Jordan one of the best basketball player was convinced by Nike during the year 1984to sign a deal
for endorsement of its products which turned out to be an amazing decision for the business, this made a
different brand within Nike called as Air Jordan. Many individuals and team accolades were compiled by
Michel Jordan during his career which lead to become one of the greatest athletes and thus the Brand on his
name became the most famous and popular brand in the market. Michel was a huge athlete celebrity and
everyone wanted to be like him and would take everything having his symbol over it, and this made Brand
Jordan make a great impact on the market of sneakers leading with the modification of the industry.

Air Jordan after becoming a popular, famous, and recognized brand raised its price and reduces its supplies,
this made Jordan Brand products to be a luxury product. For example: a product of Jordan brand which was
advertised by Kayne West named Air Yeezy was sent for 225 dollars to retails and was further resold at
$1000 (Columbus Business First." Widgets RSS, 2014).Every year Nike brand releases its new sneaker and
his release is advertised in different newspapers and advertising methods.

This authorization represents all different values which are to be mainly considered among the projects of
Nike and carries on with its ways of giving new shapes to sportswear and its equipment organization for the
future ('Advertising Campaign for Wrangler Jeans , 2013). The only reason behind Nike being separate from
the other brands was because of Jordan from the year 1980 and has also helped them out in maintaining the
largest and the only market share of athletic shoes and accessories in the whole market.

Literature Review

1. Brand Identity:

Brand Identity is the image that is present in the minds of the customers for a brand. So it is very important for
every business to have a distinctive identity so that its customers can distinguish between them and the other
brands. If you have a Brand then many people connect themselves along with your brand therefore it allows
them to value your brand products (Heaston, 2002). The various ways to make people know about the brand is
through advertisement, ideas, portfolio of the company, mouth to mouth promotion, individual experience etc.
of that particular brand (kottler, 2004)

In today’s time everyone is running behind anything that sounds cool or is seemed to be cool, doesn’t matter
whether its useful for the consumer or not (pesce, 2002). The brand having a good brand identity will attract
most of the customers and also the customers are ready to give more amount to have the product of that
particular brand (Sims, 2001) and the only thing on which the success of a company depends is its Brand
Identity i.e. how well the image has been maintained for a long period of time (Michell, 2001). Positioning is
how a brand wants itself to be perceived in the marketplace so it is the responsibility of the companies to create
that awareness about itself so that its positioning in the market is maintained and is always heard, preferred and
liked by the consumers. Branding is a modified form of positioning i.e. when a company remains at a good
position being consistence it becomes a brand as it becomes likes of many users.

About 3% of the annual revenues of the Nike is spent on capital expenditure and around 10% of its revenue is
spent on promotions, advertisement in order to maintain its brand identity. Billions of money is spent by Nike
from past 21 years till now. So much of spending money on promotion and marketing has made Nike
consumer’s favorite brand.

2. Segmentation:

Nike not only sells shoes, equipment or accessories but it also gives a story, a lifestyle and for sure an
inspiration.
Segmentation of Nike is done according to the different factors like Demographic, Geographic, Psychographic
and behavioral.

Demographic: the primary focus of Nike are the consumers of age group 18-45 years out of which most of the
buyers are the teenage group people who are more interested in sports, Nike has provided them all the required
accessories. Many different products according to their price ranges are available for all the social class. Nike
changing the fact that the main focus is only on men’s sportswear it launched a new segment for women
sportswear too, therefore the company is giving a huge amount of variety to choose for both the genders with a
idea of promoting both the genders are equal and also came up with unisex products. Nike does not focus on
any one segment of people whether its age or gender i.e. Nike is not having any particular target market it has a
much diversified market. Nike does not have well defined demographic segmentation they target every
categories of demographic factor therefore they have a diversified market.

Geographic (regional): Nike stores are seen in almost all the countries in the world but its main target is
United States people in that also main focused group is teenage group. After capturing market in North
America, Nike made a move to target Asia Pacific and Western Europe and further extend it to China then
Middle East and Africa.

Psychographic (product image): “Nike sells the image of success” this is the image what Nike has made in
the minds of people and this because Nike’s most of the market campaigns show the hard-work of the people
and many big sport celebrities like Jordan, Woods, Williams. Nike makes people realize that they can achieve
their goal and can fulfill their dreams. Many people buy Nike products because of the image that Nike has made
in the minds of the people that u can achieve anything in life. “Nike products are more than just shoes, they tell
story”.
Behavioral: many different sub segments of lifestyle which are targeted by Nike such as shoes for golf,
basketball, football, jogging etc. now Nike has also come up with casual shoes also. Products are made
according to the demand of its customers.

3. Targeting:

There are different markets that are targeted by Nike. It has the target on the shoes market so that it remains on
the top. Nike has provided its products in every range and of every type i.e. it provides shoes for the
professional athletes or sports person and also provides shoes for people having less budget and want shoes for
fashion, there are offers of personalization also in which the customer can personalize their products. There are
many mediums by which Nike reaches and interacts with its customers. Nike has 800+ shops and apart from
that it also has websites for online shopping.

The main technique of Nike for targeting its customers is with the help of making advertisement with any
winning athlete, social motivator i.e. sponsorship of victorious groups. There advertisements with these sports
celebrities targeted the people psychologically who want to achieve their goals and fulfill their dreams and want
to succeed in life. That is the reason that why it is said “Nike sells Dreams”.

4. Positioning:

The leading brand in sports products industry is Nike. Nike’s positioning of all products are done as good
quality, innovative and fashionable”. It connects its products to victories and achievement and also the slogan
given by Nike is “JUST DO IT” which makes the customer more ambitious and courageous.

5. Marketing Mix

Product: As per Merchant (Jobber, 2006), 'Item choice' is the kind of administration or item that ought to be
advertised. On the off chance that an organization has a solid brand picture client will purchase organization's
item regardless of whether they need to pay more for it (Sims, 2001). Item model ought to be inspected before
propelling their items. (Lury, 2001) Stated that dealing with the item is thusly crucial for the brand's prosperity.
An organization for becoming successful needs to improve its administrations, overhaul its position in the
market, and its picture other than overseeing it.

Promotion: Advancement covers the correspondence zones which incorporate, deals advancement,
commercial, advertising, web showcasing and so forth (Sims, 2001). These assistance improve the familiarity
with the items benefits among the purchasers. The entirety of the correspondence zones referenced have their
own qualities and shortcomings (Jobber, 2006).

People: Individuals can end up being an extraordinary resource or an incredible soft spot for organizations. The
effect of factors featured as connected in appendice during statistical surveying help in fundamentally dissecting
the statistical surveying factors and deciding on best instruments of estimating of Specialty items. (Lury 2001)
makes reference to that brand connection is significant with clients to make consciousness of the brand.
Similarly, for an organization to conquer its shortcomings the focused on crowd (individuals) assumes a critical
job and enables an organization, to like Nike to move from a section of dangers to circumstances. Auspicious
comprehension and statistical surveying of an organization's shortcomings will demonstrate accommodating in
conquering the dangers and move towards circumstances in short and since quite a while ago run.

Place: Place resembles a key of marking procedure, provided that clients don't have a guide with respect to
where to discover the item in what capacity will they purchase the brand (Lury 2001). Organizations need to
Focus on their crowd and afterward arrangement their shops as indicated by the interest of their items. Nike has
been advancing its items all inclusive and has focused on each nation as per their market request. Clients expect
that an organization conveys them great items in most brief time accessible. Access is improved through multi
site areas (like McDonalds, KFC, Pizza Cabin), where clients dont need to sit tight for long for their item
conveyance. Nike synchronizes supply in pretty much every significant nations in Europe, Asia, Center East
and Africa and efficiency issues are comprehended through its Multisite chains.

Then again, Nike is exceptionally dynamic in networks. They are teaming up with in excess of 60 associations
to make sway the world over. They have amazing efforts about sex equity, LGBTQ rights and numerous others.
For instance, they have a committed page on YouTube named NikeWomen. Furthermore, it isn't about items
focusing on ladies. Despite what might be expected, it is advancing the women's activist competitor picture,
exhibiting the significance of ladies inside networks and their accomplishments.

6. SWOT Analysis

Strength:

Nike is driving the games wear advertise with its creative items and client administrations. One of the best
strength of Nike is that it has overcome its rivals very easily and has mained that top position till now. The
manged revenue was 9.2% more in year 2007 than that in 2006 that was about 16,325.9 million. Nike works in
more than 160 nations, covering America, Europe, Asia Pacific, Center East and Africa. Olympics that was
organized at Atlanta, Nike likewise supported the top competitors which increased important exposure as well
as inclusion. At various stages Nike aligned itself with big names and stars. In 2006, Nike divulged its new
ladies wellness hit the dance floor with music recordings including some popular stars like Rihanna and
craftsman def Jam, big name executive Jamie lord. This Nike demigod work out and its snappy moves show
that Nike shoes are classy as well as adaptable and take into account greatest execution. The exercises are
accessible for review at nikewomen.com for wellness cognizant ladies.In 2006, UK contributed the biggest to
generally speaking deals of footwear and apparel in Western Europe with a volume deals portion of 27%
('Advertising Campaign for Wrangler Jeans , 2013).

Nike is the main games footwear brand in the district, put ninth by and large among footwear producers. In
Spain, Speak has done quite well, with 2006 deals becoming 37% over earlier year (strategic marketing
analysis of nike, 2016). In light of the value drove rivalry welcomed on by more affordable Asian imports,
numerous significant players will keep on moving their creation offices to nations where work costs are
considerably lower (GMID 2009). Easygoing footwear was evaluated to represent 56% of all footwear sold in
2006, up from 49% in 2004. (GMID 2009) In any case, the market is developing a direct result of value limiting
and advancements.

Weakness:

Nike advances and sells differing scope of items. The only segment made by Nike is of sports and in that also
mainly depends on the footwear part that can be a drawback as if there is loss in the footwear segment then
Nike can go into losses. Another weakness of Nike is that it has been accused for poor labor work as they have
been targeted for having child labor and giving very low amount as wage to those labors and also it ahs been
said that the working conditions of Nike is not so good for health as it is unsafe.

Nike sells its 60 to 70% of the products directly to the vendors and this makes Nike weak as these vendors try to
give away the shoes at more higher cost than actual and Nike does not pay much attention to this. Some of the
female employee of Nike have done a case on Nike saying that it is partial regarding the gender of the workers.
They said that Nike pays more to the its male employees and less to female employees of the same post and
therefore they files a lawsuit against Nike.

Nike has about 42% of its sales and income from U.S and rest 58% is from all over the world so the main
market of Nike is US so if the sales of Nike in US decreases it will have to face losses in the business as its most
of the income depends on U.S. another weakness of Nike is that the duplicate products of Nike that are made by
small companies. These duplicate products have very less different from that of Nike and thus it reduces the
brand value of Nike and Nike does not pay any attention these companies. Nike being a profit making entity
still is not debts free in the year 2018 Nike was in debts of $3.49 billion.

Opportunities:

There are many opportunities for Nike even if it is having its sales all over the world. It is having its
opportunities in the country like China, India etc. which are still in developing stated. Nike has a good
opportunity in bringing innovations in its products. Nike has always came up with new innovation for
sportswear few time ago it came up with product like wearable technologies that as u wear it will adjust itself
accordingly so it has more opportunities to come up with more such innovations and technologies in sportswear
field. Most of the teens and youths are attracted by the design of the shoes and want to look cool and
fashionable so Nike should come up with more fashionable and attracting shoes design.

Threat:

Substitute products of Nike that are present in the market are threat for Nike as they sell the products with the
logo of Nike but with lower quality this reduces the brand value of Nike and make people think that Nike has
degraded its quality of products and hence will not buy Nike products. These substitute products are made by
some small companies who do not copy the exact logo but they copy that a person is unable to differentiate
between the original and duplicate product.
Although Nike is at the top of Athletic Products it still has threat from its competition as they are increasing. So
in order to reduce its competition Nike has to spend a lot of its revenue on marketing of its products so that it
can be above its competition. The only way by which Nike can be ahead its competition is by coming up with
more innovations that are comfortable and better for athletes.

Nike has to report its annual report of total sales and purchase in US dollars. So it faces problem in foreign
money exchange as the value of US dollar keeps on changing and sometimes it can go in losses and sometime
in profit.

7. BCG Matrix

Stars:

Nike’s product that has been categorized under STARS is its apparel and clothing market. There has been an
immediate growth of about 2.8% in this particular product sector. There was observed a growth of about 9%
in market shares of Nike during the year 2018, in 2017 the total income noticed was about $9.65 billion
which increased to $10.73 billion in the year 2018.The unit contributed 29.5% to Nike's yearly income in
2018. Be that as it may, the attire showcase is relied upon to develop at a CAGR of 7.1% from 2017 to 2023
which gives Nike a few market chances to improve its piece of the pie and incomes.

Also the Brand Image of Nike is included under this head of star as the brand has made the mindset of
people as they can help them achieve their goals and fulfill their Dreams. The diversified market of Nike
also helps it to grow itself in different countries and different countries.

Question Mark:

The product category to be included under this category of Question Mark is Nike Equipments. Nike
Equipments are considered under this because there was a decrease in sales of the product in the year 2018
than that of 2017, the total sales decreased by 4% i.e. it was $1.43 billion in 2017 and $1.40 billion in 2018.
Anyhow equipment business still has the opportunity to grow as a research from (Annual Report, 2017)
states that there can be growth of this product in upto the year 2023 i.e. it can be $619.28 billion. So
therefore Nike can invest in its market of Equipment so that it can go further and sustain in market and earn
profit from it.

Cash Cows

Footwear category of Nike comes under Cash Cow as its product contribute the most of the part of the total
sales done i.e. its contribution is 61.2% of the total sales. According to Nike’s annual report it was seen that
there was an increse of 4% in total sales of footwear from 2017 to 2018, in 2017 the amount was $21.08
billion while in 2018 was $22.27 billion. According to (Technavio , 2018) there will be a growth of about
3% in the athletics from year 2018 to 2022 and hence Nike doesnot need to invenst much in this particular
product category but instead of this it must invest in some other of its product to increase it revenue.

Dogs:

The category to be included is Nike's corporate business that incorporates contrasts among relegated and real
pieces of the pie, outside cash fence additions and misfortunes, among others, is viewed as a canine in the
gathering in light of the fact that regardless of substantial capital speculations, the specialty unit has
neglected to become famous like its footwear and has neglected to show any critical development. In 2018,
the unit had an income adding up to $26million that was a lessening from its $75million income in 2017 as
indicated by Nike's yearly report (Yearly report 2018). Notwithstanding, given development of real pieces of
the pie, the specialty unit can develop pulling in huge incomes. Along these lines, Nike can proceed with its
interest in the specialty unit.

8. Other strategies that Nike keep in Mind

Advertisement Strategy: In the case of publicizing or advancement aides or harms a brand, has still not been
inquired about (Minoer, 1988). Above of the huge commercial assistance is marked by making customer less
value delicate and faithful towards the brand. For the add to be seen it must catch the eye of its intended interest
group. 'Promotions innovation' were simpler for client to recollect than conventional advertisements by
expanding regard for it. They have advertisements in excess of 20 dialects how ladies can play whatever job
they need particularly in immature social orders (connect, interface, interface).

The greater point of the names battle are going on and testing; "young ladies who move the world", "kids are
made to play", "the ball should ricochet the equivalent for everybody". Advertising efforts as well as genuine
activities Nike is beginning to bring issues to light. Everything began as a reaction to the forceful pundits nike
got about its out of line direct approaches in assembling. Be that as it may, Nike continued on CSR and even
thought of different ventures to pick up its clients faithfulness. Which lines up with its qualities, the renowned
case of Kaepernick. Indeed, even Trump remarked and individuals shot recordings of consuming Nike's items.
Over work day 2017, deals expanded by 31%. It was confirmation enough that all promoting endeavors Nike is
putting resources into are paying-off.This accordingly expanded regard for the brand being promoted. So
despite the fact that the customers may like the include they see, it doesn't really mean they will go out and
purchase the brand promoted (see informative supplement).

Pricing Strategy: Cost is another type of ascribe utilized by purchasers to separate an item. Cost can some of
the time resemble a marker to pass judgment on quality; with a more significant expense demonstrating better
quality and lower cost showing low quality (Minoer, 1988)Shoppers see that a more significant expense can be
ascribed to the greater expense of value control(Siu and Wong, 2002). A few purchasers are profoundly value
delicate, whereby a significant expense may move shoppers to serious brands (Mowen and Minor, 1998). Value
assumes and significant job on the purchasing conduct of clients. Cost is a significant key in advertising blend
that raises incomes. Associations have their own diverse arrangement ways to deal with estimating. Costs
reflect corporate goals and strategies and are significant in the advertising blend. Value changes are made quick
and are anything but difficult to convey (bardley, 2003) As indicated by Evans et al, (1995), innovation has
given the methods by which customers could be independently focused on and keeps on driving development
and advancement inside ventures.

Right off the bat that clients are keen on the groups of advantages which a specific decent or individual
assistance offers as opposed to simply the item itself. Besides that clients see the advantages offered by the
merchandise or administrations distinctively inside a particular market.

Nike partnership with Apple:

 Nike+iPod

In year 2006 there was a partnership done between Nike and apple in order to come up with new techniques
and bring together the sports and music so they came up with a product names Nike+iPod which came up
with a full kit in which you can connect your shoes with a sensor that will count no: of steps and will be
displayed on the wireless iPod. This also make you feel like that u have a personal trainner for your worout
or practce that motivates you at every moment (Newsroom, 2006).

 Apple Watch Nike+

Another product they came up with was named as Apple Watch Nike+ which was specially made for the
runners. It was a combination of Sports Band of Nike with Apple Watch Series 2 in order to come up with a
new innovative product that was liked by many people who are into running.The specifications of this Apple
Watch Nike+ was that it has a brighter display, a GPS tracker, Dual Core Proccessor, water proof and
WatchOS 3. (Sporttechie, 2017)

Competition:
The biggest competitions for Nike are Adidas, Puma, Asics in many different ways.

The contention in the games wear industry is extraordinary. Nike contends with various athletic and relaxation
shoe and attire organizations everywhere throughout the world. The brand faces wild rivalry in each part of the
professional its item contributions, advances, advertising, evaluating, expenses of assembling and client
administrations. With all the solid contenders, Nike has figured out how to hold the situation as the main brand
anyway this doesn't imply that Nike doesn't have steady serious weights to confront and different organizations
to pay special mind to.

One of the greatest serious weights that Nike faces is the situation of their stores. The area of a business is a key
factor in deciding achievement, and organizations are continually contending to discover a spot that will cause
them to have the most deals. Regardless of whether they are in retail establishments, independent stores, major
outdoor supplies stores or on the web, these all cost cash and organizations should go after the best shop space.
Another serious weight that Nike is confronting is the opposition for whiz supports. In spite of the fact that Nike
is driving as far as underwriting, different organizations have numerous whiz supports that present rivalry
between organizations. For instance, Adidas commands soccer, having underwriting manages geniuses, for
example, David Beckham and sponsorship of the top occasions like the FIFA World Cup. Another serious
weight that Nike is confronting is the consistent fight at the most reduced costs, purchasers currently have the
control over organizations, with such huge numbers of approaches to get to various shops now that there is
innovation and a wide scope of stores selling sports clothing and footwear, buyers can undoubtedly locate a less
expensive, better arrangement.

Still Nike is at the top leaving all its competitors behind.

Research Methodology:

There are some specific steps or procedures or techniques that are used for identifying, selecting, analyzing
and processing data and information on a particular topic. The research methodology gives the knowledge
about the collection of data. Design of the research, procedure of data collection, source from which data is
collected is the points that are to be discussed under this topic.
  RESEARCH DESIDN: the methodology and procedures employed to conduct a study is called
research design. It tells the type of study, methods to collect data and statistical analysis plan.
 The research design of this study is explanatory as it gives information about impact of HRM practices
on organizational performance. The case study is based on the selected HRM practices and policies to
get the data of how it affects the organizational performance.

 Another methodology used is correlational as it tells the relationship between two variables one is HRM
practices and other is organizational performance.

 SOURCE OF DATA: there are mainly two ways of source of “data collection i.e. ‘primary source’
of data collection and ‘secondary source’ of data collection”.
“Primary data” is the original data that is taken and analyzed by the researchers of that field.
Primary data is collected from the response from the people with the help of either a questionnaire,
observation, semi structured interview.

Secondary data source is the data that has been collected from the researches which have taken
place earlier. The type of data collection by using the information different researchers is not case
specific instead is related to studied problem.
The source opted for this study is secondary source which means collection of data and information
is done from the researches done in past by many different researchers.

Conclusion:

The conclusion to this report is that Nike is at the top of the market and it is only because of the different
marketing strategy that is opted by Nike. The best part of Nike is its Brand Image and that is made by how good
Nike works on Advertisement. Nike has chosen many different sports celebrity to promote its product which
came up to be a really amazing advertising technique. Other marketing techniques that Nike took up were its
segmented its products in different segments according to place, people, gender and age of the consumer, then it
sees its target market in which it can have max sales, also there is a image that is made in mind of people that
makes them think that they can fulfill their dreams after having any of the Nike products. Then it looks after 4
P’s of marketing i.e. product, price, place and promotion. Nike also knows properly about its Strength,
Weakness, Opportunity and Threats(SWOT) of or for Nike. Nike has determines its all the categories to be
considered every point of BCG matrix.

Then Nike’s partnership with Apple has also made it go high in the market. It came up with two different
products with Apple i.e. Nike+iPod and Apple Watch Nike+ which was very beneficial for the people who like
running and working out.

Then there are competitions of Nike which are Adidas, Puma etc. and Nike has to look after the weakness of its
competition and make itself better than all of them and be on the top in its field.

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