B2B Marke)ng

By :
• Amine el Ouadghiri
• Ilyas Assab
• Mohamed Yassine amsiguine
• Kenza Rhliouch
1. Introduction:

In this report, our objective is to bridge the gap between

fashion and functionality by exploring a B2B venture in

Morocco's dynamic market. Nike, a renowned brand in

athletic footwear, takes the spotlight for an in-depth analysis

of a selected B2B product. The primary goal is to formulate a

strategic proposal for introducing a line of innovative

sneakers that seamlessly combines style and medical benefits.

Choosing Nike allows us to dissect the nuances of the B2B

operations in Morocco, providing an exclusive perspective to

apply theoretical frameworks and derive meaningful insights.

This report serves as not only an academic endeavor but also

as a practical guide for businesses navigating the challenges

and opportunities within Morocco's B2B landscape.

 2. Data Collection Methods and Sources :

During our research, we identified a growing need for footwear that blends

fashion with health benefits. Employees and professionals often face discomfort

due to prolonged standing or walking. To address this, we conducted surveys

and interviews to understand the challenges and preferences related to work

footwear.

Idea Generation: Recognizing the need for stylish yet comfortable work shoes,

we envisioned a line of Nike sneakers that not only exude coolness but also offer

medical benefits.

Thorough Research: Extensive exploration of existing technologies and market

trends led to the identification of features. The sneakers have the potential to

provide both style and comfort:

1. Ergonomic Design: Incorporate a design that supports proper foot posture

and reduces strain.

2. Shock Absorption Technology: Integrate technology that minimizes impact

on joints during movement.

3. Breathable Materials: Use materials that enhance ventilation, keeping the

feet cool and dry.

4. Arch Support: Include arch support for enhanced comfort, especially during

long hours of wear.

5. Trendy Aesthetics: Ensure the sneakers align with current fashion trends for

a stylish appeal.
Requirements Gathering: Based on the research, the sneakers should offer:

- Stylish design with various color options.

- Comfort features like cushioning and arch support.

- Different sizes and width options for a personalized fit.

3. Background of the Company:

Nike, globally established in 1964, made its presence felt in Morocco's market,

emphasizing not only athletic performance but also the fusion of fashion and function.

The company's diversified product range includes performance footwear, apparel, and

accessories.

3.1. Products and Services:

Nike's focus on innovation extends to various product categories, including running

shoes, basketball sneakers, and lifestyle footwear. The proposed line of Nike sneakers

aligns with the brand's commitment to performance, style, and comfort.

3.2. Customer Base:

Nike caters to a diverse customer base in Morocco, ranging from athletes and fitness

enthusiasts to professionals seeking stylish and comfortable footwear for daily wear.

The proposed sneakers target professionals looking for a blend of fashion and health

benefits in their work shoes.

3.3. Target Market:

The target market for the innovative Nike sneakers includes professionals in various

industries:
- Healthcare: Doctors, nurses, and healthcare workers who require comfortable shoes

during long shifts.

- Hospitality: Employees in hotels and restaurants seeking stylish yet supportive

footwear.

- Corporate: Professionals in office settings looking for fashionable and comfortable

work shoes.

3.4. Market Share:

While specific market share data for the proposed sneakers is not available, Nike's

strong brand presence suggests a competitive edge. The company's marketing

strategies and commitment to innovation contribute to a positive market perception.

4. Discussion on the Selected B2B Product:

The introduction of a line of Nike sneakers aims to revolutionize the work footwear

industry by combining cutting-edge style with medical benefits. These sneakers go

beyond the traditional concept of work shoes, addressing the common issues of

discomfort and lack of style in professional footwear.

One of the key advantages of these Nike sneakers lies in their ability to offer both a

trendy appearance and features that promote foot health. Employees can now enjoy the

comfort of a cool, stylish sneaker while ensuring optimal foot support during work

hours. The ergonomic design, shock absorption technology, and breathable materials

elevate the sneakers to a new standard in work footwear.

The target audience for these Nike sneakers is diverse, spanning across various

industries and professions. Healthcare workers, hospitality staff, and corporate

professionals can all benefit from the fusion of style and comfort that these sneakers
provide. The customization options in terms of design, sizes, and width ensure that

individuals can find the perfect fit for their unique preferences and requirements.

In conclusion, the introduction of Nike sneakers that merge fashion with medical

benefits is poised to redefine the work footwear landscape in Morocco. By addressing

the specific needs of professionals, Nike continues to demonstrate its commitment to

innovation and customer satisfaction.

5. Framework Analysis on Selected B2B Product:

Analyzing the innovative Nike sneakers, we can utilize key frameworks such as

SWOT analysis, Porter's Five Forces, and the Marketing Mix to assess their potential

success in the B2B market.

5.1. SWOT Analysis:

5.1.1. Strengths:

- Unique Value Proposition: The sneakers offer a unique combination of style and

medical benefits, setting them apart in the market.

- Established Brand: Nike's strong brand presence enhances the perceived value of the

sneakers.

- Customization: The availability of various design options and sizes caters to diverse

customer preferences.

5.1.2. Weaknesses:

- Higher Price Point: The integration of advanced features may result in a higher price,

potentially limiting accessibility for some customers.

- Learning Curve: Users may need time to adapt to the ergonomic features, leading to a

brief adjustment period.

5.1.3. Opportunities:

- Growing Health Awareness: The increasing focus on health and wellness creates an

opportunity for sneakers that prioritize foot health.

- Fashionable Workwear Trend: The rising trend of fashionable work attire opens up a

market for stylish yet functional footwear.

5.1.4. Threats:

- Competition: Other brands may introduce similar products, intensifying competition.

- Economic Factors: Economic downturns may affect consumer spending on premium

footwear.

5.2. Porter's Five Forces:

5.2.1. Threat of New Entrants:

Low - Entering the market with a similar combination of style and medical benefits

requires substantial investment and brand recognition.

5.2.2. Bargaining Power of Buyers:

Moderate - While buyers seek stylish and comfortable work shoes, they also have

alternatives, giving them some bargaining power.

5.2.3. Bargaining Power of Suppliers:

Moderate - Suppliers providing advanced materials and technologies may have some

bargaining power, but Nike's established relationships can mitigate this.

5.2.4. Threat of Substitutes:

Moderate - Alternative work footwear options exist, but the unique combination of

style and medical benefits makes the Nike sneakers less replaceable.
5.2.5. Intensity of Competitive Rivalry:

High - The market for innovative work footwear is competitive, with brands vying for

attention. Continuous innovation and marketing are crucial.

5.3. Marketing Mix (4Ps):

5.3.1. Product:

The Nike sneakers offer a blend of style and medical benefits, featuring ergonomic

design, shock absorption technology, and customization options.

5.3.2. Price:

The pricing strategy should consider the value proposition, market competition,and

potential customization options. While the sneakers may be positioned at a premium

price point due to their advanced features, Nike could explore offering different

pricing tiers to cater to various customer segments.

5.3.3. Place:

Distribution channels should be strategically chosen to ensure accessibility for

businesses. Partnering with medical supply distributors, corporate suppliers, and online

platforms can enhance the reach of these innovative sneakers. Collaborations with

healthcare institutions, hospitality chains, and corporate wellness programs can

facilitate direct access to the target market.

5.3.4. Promotion:

The marketing efforts should highlight the unique selling proposition of the Nike

sneakers. Campaigns could emphasize the stylish yet ergonomic design, featuring

professionals across industries showcasing the versatility of these shoes. Utilizing

social media platforms, industry influencers, and targeted advertising can effectively

communicate the benefits of the sneakers.

In conclusion, the integrated analysis using SWOT, Porter's Five Forces, and the

Marketing Mix provides a comprehensive understanding of the potential challenges

and opportunities for Nike's innovative work sneakers in the B2B market.

6. Servitization Strategies for Nike Sneakers:

6.1. Product-Service Bundles:

Pairing the sneakers with additional services, such as workshops on foot health and

ergonomics, can enhance their value proposition. Offering extended warranties or

customization options could also be part of bundled services.

6.2. Outcome-Based Pricing:

Adjusting the pricing based on the specific outcomes the sneakers deliver, such as

reduced foot fatigue or improved posture, can align the cost with the perceived value

for businesses.

6.3. Remote Monitoring and Diagnostics:

Introducing a monitoring system or app that helps users track their foot health and

provides suggestions for optimal usage can enhance the overall service attached to the

product.

6.4. Data Insights and Analytics:

Providing businesses with data insights on employee wellness, foot health, and usage

patterns can create an ongoing relationship and demonstrate the long-term benefits of

the sneakers.
6.5. Use-Oriented Servitization Strategies:

6.5.1. Develop Use Case-Specific Modules:

Create add-on modules for specific industries, such as slip-resistant soles for

hospitality or anti-static features for healthcare, addressing the unique needs of each

sector.

6.5.2. Offer Customized Training and Support:

Provide training sessions for businesses on the benefits of ergonomic footwear and

how to maximize the advantages of the Nike sneakers. Tailor support services to each

customer's specific use case and requirements.

6.5.3. Co-Creation and Innovation Workshops:

Engage with businesses in co-creation workshops to understand their evolving needs.

Collaborate on designing new features or variations that align with industry-specific

requirements.

6.5.4. Community-Based Services:

Establish a community forum where businesses can share their experiences, best

practices, and suggestions for optimizing the use of Nike sneakers. Foster a sense of

community among users.

7. Marketing Strategy:

7.1. Ideal Customer Profile for Nike Sneakers:

7.1.1. Demographics:

- Age: 25-55 years old

- Location: Urban and suburban areas

- Income: Mid- to high-income earners

- Education: College degree or higher

7.1.2. Job Title:

Target professionals such as healthcare workers, hospitality staff, corporate

employees, and those with roles in sales, marketing, operations, and logistics.

7.1.3. Company Size:

Focus on small and medium-sized businesses (SMBs) with 10-500 employees, startups

with growth plans, and franchises with multiple locations.

7.1.4. Tech Savvy:

Appeal to individuals comfortable using smartphones and technology, as they are more

likely to appreciate the innovative features of the Nike sneakers.

7.1.5. Needs & Pain Points:

- Comfortable yet stylish work shoes for long hours.

- Solutions to reduce foot fatigue and discomfort.

- Interest in the health benefits of ergonomic footwear.

7.1.6. Values:

- Health and wellness.

- Professionalism and style.

- Innovation and cutting-edge technology.

7.2. Go-to-Market Strategy for Nike Sneakers:

7.2.1. Positioning:

Emphasize the unique selling proposition as the perfect blend of style and medical

benefits for professionals. The brand message could be "Step into Comfort, Stride in

Style with Nike Work Sneakers."

7.2.2. Target Audience:

Focus marketing efforts on SMBs, startups, and franchises, tailoring campaigns based

on industry-specific needs and pain points.

7.2.3. Marketing Channels:

- Content marketing: Create engaging content on blogs and social media platforms

showcasing the features and benefits of the sneakers.

- Social media advertising: Utilize targeted ads on platforms like LinkedIn, Instagram,

and industry-specific forums.

- SEO: Optimize online content to ensure the Nike sneakers appear in relevant search

results.
- Influencer marketing: Partner with professionals in targeted industries to promote the

sneakers.

7.2.4. Pricing and Promotions:

- Tiered pricing: Offer different pricing tiers to cater to businesses of various sizes.

- Limited-time discounts: Introduce promotional offers or discounts to incentivize

early adoption.

- Bundle promotions: Collaborate with corporate suppliers or wellness programs to

include the sneakers in bundled offerings.

7.2.5. Customer Acquisition and Retention:

- Seamless onboarding: Provide educational materials and resources to ensure

businesses effectively integrate the sneakers into their work environment.

- Ongoing support: Establish a responsive customer support system to address queries

and concerns promptly.

- Continuous innovation: Keep the product relevant with regular updates and

enhancements based on user feedback.

7.2.6. Metrics and Measurement:

- Track key metrics such as sales, customer satisfaction, and engagement rates to

evaluate the success of marketing campaigns.

- Utilize data analytics to understand user behavior and preferences for informed

decision-making.

7.2.7. Additional Considerations:

- Sustainability: Highlight eco-friendly practices in production to appeal to

environmentally conscious businesses.

- Inclusivity: Ensure a range of sizes and widths to accommodate diverse foot shapes.

8. Conclusion:

Combining insights from our comprehensive exploration of the B2B landscape in

Morocco and the innovative proposal for Nike's work sneakers, this report concludes

with a strategic vision for enhancing workplace comfort and style. By addressing real-

world challenges and weaving in academic theories, we present a roadmap that

enriches academic discussions and offers practical guidance for businesses in

Morocco's dynamic market.

Our journey into the potential of ergonomic work sneakers, strengthened by Nike's

commitment to innovation, reveals a holistic approach to elevating the professional

footwear experience. From enhancing health and well-being to fostering style and

comfort, Nike's proposed sneakers stand as a trailblazing solution that sets new

standards in work footwear.

As we look ahead to the future of workplace fashion and the transformative

potential of Nike's innovative sneakers, we envision a landscape where

professionals thrive on the power of stylish, comfortable, and health-

conscious footwear. With our collective efforts and Nike's dedication to

innovation, we're prepared to pave the way for a brighter, more comfortable

future in the Moroccan B2B landscape.