Nike Marketing Report Essay

The purpose of this composition is to use concepts, models and theories to critically assess and evaluate Nikes digital mart activities. Within the report models such(prenominal) as the Marketing Mix and Assofs Matrix ar utilise to lay down the importance of Nikes digital campaigns and evaluate their validity.The report begins with an institution to Nike as a lodge this is a brief history into how the order was conceived. After this we explore differentproduct ranges Nike pee to offer and their portion deep down the clean-living goods market.I go on to discuss how Nike stool anecosystem of digital services that complement its product range and encourage consumers to plug into with the brand daily(Olander, S., 2012). I continue to use evidence to life the importance of digital foundd marketing at Nike. I demonstrate the fashion in which they target their specific markets using social networking sites such as Facebook and Twitter.My conclusion focuses on the flaws and strikements of the companies digital marketing efforts. Nike is a confederation that has an impeccable record when it comes to marketing and its reflected within the examples I present throughout. exploitation Assofs matrix model I assess what Nike will have to do to remain dominant within its market. These include Diversifying into emerging foreign markets such as Chine and India. Utilizing relationship marketing more goodly with marketing campaigns segmented to the consumers individually. Market development within its pre-established markets Product development to proceed up with current digital trendsIntroduction to NikeAs smaller companies are fading away and large multinationals are flourishing its hard to mobilize of them having any similarities. One company that boasts of being that largest sportswear company in the world, surfaceed out with humble beginnings. I have chosen to analyze Nike receivable in part to their large online presence, which continues to grow and adapt to their ever-changing environment.The way in which we consume information has drastically changed in the last 20 years causing companies to rethink their marketing strategies. I believe that Nikes success as a company is due in part to its effective use of marketing to create a strong brand video and its adaptability when faced with a digital revolution within the global markets. way of life athlete Philip cavalry and his coach, Bill Bowerman created Nike in 1964. Originally called Blue laurel Sports, the company started as an American distributer of footwear made by Onitsuka Tiger, a Japanese shoe maker that would later go on to found the sportswear company ASICS. Originally Blue Ribbon Sports conducted their employment out of the back of Phillip Knights car after training.Knights and Bowermans line of business grew and 2 years after they had premier created their brand they had opened their first store in California. This is when they adopted the constitute Nike , inspired by the ancient Greek goddess of victory. This was the time they would also start using the iconic image of the swoosh.After this point their business started to expand rapidly. It did so by Pursuing different advertising strategies in its various markets, while at the same time striving to take an identical brand identity worldwide (Von Borries, 2004, p19) . In 1988 Dan Wieden of the Wieden and Kennedy advertising mental representation coined one of the most famous advertising slogans of all time. The Iconic merely do it. The slogan has been chosen as one of the most iconic slogans of the 20th century by Advertising Age magazine. (Nike History and inheritance , 2012).Financially Nike has seen a massive growth from its humble beginnings of selling products from the form of a car to having revenue of $24.148 billion and a income of $ 3.040 billion in 2012 (United States Securities and Exchange Commission, 2011) Nike has been exceedingly effective at expanding beyond i ts domestic market of the United States to become a global brand that boasts 44,000 employees worldwide. When it comes to the products take ond by Nike it is ingest that they have diversified s get-goly over the years to produce an extremely broad range of sporting goods. Their range of products includes shoes, team kits, clothing and base layers to name a few.As a company they also produce goods for an array of sports including, ice hockey, track and field, tennis, football, lacrosse, baseball, basketball, and cricket. Like any other sporting goods companies they face manycompetitors within the market. These include Adidas, Reebok, Fila, Puma, New Balance, Asics, and Skechers though Nike is the largest company within the group. Adidas is its closest competitor with a 16 % market make do compared to 31% help by Nike.Not only is Nike the leader within its market but it also has the most creative marketing campaigns, which I believe to be the key contributor to its international su ccess. Though they have faced controversy over the years with accusations of poor working conditions and low pay for staff they have managed to continue their dominance within the market. They are a true testament to what branding and marketing can achieve within a retail company.