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BTEC level 3 Unit 3 P1
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BTEC level 3 Unit 3 P1
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in this P I will explain a little about the two companies that I will be using for this unit, Nike andAdidas. I will also explain their aims and objectives and finally I will explain the marketing techniques
that are used in marketing products or services.
Nike is an international company that focuses itself on producing and selling sport products such as
shoes, clothing and products that you need to be able to sport such as tennis rackets and footballs.
Nike wants to make products for everyone that’s why the now a days also have Jordan’s and they
make just normal shoes. Nike’s mission is to bring inspiration and innovation to every athlete in the
world (according to them everyone with a
body is an athlete) 1. Nike is part of the private
sector that’s because they aren’t owned by
the government.
Nike has different kinds of aims and objectives
that’s because they have such a big target audience. One of the objectives of Nike is best described
within the SMART theory SMART stands for Specific, Measurable, Achievable, Realistic and Time-
bound. One of their SMART objectives is to increase the revenue from 2 million to 3 million in the
next financial period2. One of the aims of Nike can be sell as much sport products as possible.
Nike uses different kinds of marketing techniques. They use all the tree kinds of marketing
techniques (growth, survival and relationship marketing techniques). Within the growth strategies
they make use of the Ansoff matrix. within the Ansoff matrix Nike uses diversification that’s because
they want to innovate products to everyone around the world. They say that this same philosophy
also drives them in changing markets3. They also use product development because they very often
take some kind of boot, like the Tiempo boot. This boot has been available since 19944 and has been
changing ever since. Because of the small product changes the boot changes but the market doesn’t
because it’s still targeted on a soccer players. Nike also uses survival strategies because the company
needs to be coming with something new every time to be able to survive because if you produce a
single pair of trainers for two years people won’t buy it anymore. They focus on buyer behaviour
because it’s important for them to know how a customer acts when he buys a product so Nike can
adapt on that behaviour. They also use relationship marketing because when you buy products from
Nike you can sign in for their newsletter where they let you know about certain sales. If you register
with Nike+ you will get things like personal service and you are able to control your shopping
preferences.
1 http://about.nike.com/
2 http://www.academia.edu/8732771/The_objectives_of_Nike_Objectives
3 http://www.nikebiz.com/crreport/content/strategy/2-1-1-corporate-responsibility-strategy-
overview.php?cat=cr-strategy
4 https://en.wikipedia.org/wiki/Nike_Tiempo
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