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Strategic Marketing Plan of Nike
Technical Report
· April 2016
DOI: 10.13140/RG.2.1.1558.3122
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2016
Strategic Marketing
Supervised by:
Dr. Rizwan Raheem
Ahmed
MBA-36 (J) - SZABIST
Group members
Arslan Bhutto
Hina Brohi
Joti Prithiani
Rabel Khubchandani
Sumit Kumar
Zaheer Abbas
[
STRATEGIC MARKETING PLAN OF NIKE
]
This is the comprehensive report that contains the components of marketing plan of NIKE Inc. in
terms of its new offerings and marketing strategies of its expansion worldwide.
January 1, 2016
[
STRATEGIC MARKETING PLAN OF NIKE
]
Contents
Executive Summary ........................................................................................................................ 1
Company Analysis .......................................................................................................................... 2
The Nike Company-Overview (History and Current Status) ...................................................... 2
Current Status .......................................................................................................................... 2
Future orientation .................................................................................................................... 3
Mission & Vision Statement ....................................................................................................... 4
Situation Analysis ........................................................................................................................... 4
Market Overview ......................................................................................................................... 4
Market Trends and Evolution ...................................................................................................... 5
Consumer Behavior ..................................................................................................................... 6
Competition ................................................................................................................................. 7
Environment Analysis-Pest Analysis .......................................................................................... 8
SWOT Analysis ........................................................................................................................... 9
Key Success Factors and Critical Issues ................................................................................... 10
Marketing Strategy ........................................................................................................................ 11
Objectives .................................................................................................................................. 12
STP (Segmentation, Targeting and Positioning) ....................................................................... 12
Market Segmentation ............................................................................................................. 12
Targeting ................................................................................................................................ 13
Market Positioning ................................................................................................................ 13
Strategy Summary ..................................................................................................................... 14
Competitive advantage .............................................................................................................. 14
Marketing Mix strategy ................................................................................................................. 15
Product ...................................................................................................................................... 15
Pricing ....................................................................................................................................... 16
Place/Distribution ...................................................................................................................... 17
