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This paper aims to analyse the market position, competitive advantage, and marketing strategy of NIKE.
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Running head: NIKE MARKETINGMKT306 Marketing Strategy
Marketing Analysis
SIM336
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The Word Count: 3719.
,NIKE MARKETING
Executive summary
Nike, Inc. is the largest sportswear and equipment manufacturer and retailer in the
world with a revenue of 36.39 billion USD in 2018. This paper aims to analyse the
market position, competitive advantage, and marketing strategy. The report contains
two sections. The first is concerned with investigating the market position of the
company, and the second the launch of a new product. Political, economic, social,
technological, environmental, and legal factors affect the business operations of Nike.
Marketing analysis assesses how the customers, suppliers, and competitors affect the
business of Nike. The major competitors are Adidas, Puma, Under Armour, Asics,
Fila, and VF Corps. Part 2 of the report launches the FXBoost (not a real name)
product to the market. It analyses the STP framework and recommends how the
company can achieve its marketing objectives.
, NIKE MARKETING
Table of Contents
Executive summary..................................................................................... 2
Part 1........................................................................................................... 4
Introduction................................................................................................. 4
Macro-environment analysis........................................................................6
Political..................................................................................................... 6
Economic.................................................................................................. 6
Social........................................................................................................ 7
Technological........................................................................................... 7
Legal......................................................................................................... 8
Environmental.......................................................................................... 8
Marketing strategy analysis.........................................................................9
Customer.................................................................................................. 9
Supplier.................................................................................................... 9
Competitors.............................................................................................. 9
Evaluation of current marketing performance...........................................10
Nike/Adidas rivalry................................................................................. 11
Competitive advantages............................................................................12
Part 2......................................................................................................... 13
Product rationale....................................................................................... 13
Product specifications................................................................................14
Segmentation Targeting and Positioning...................................................14
Segmentation......................................................................................... 14
Targeting................................................................................................ 16
Positioning.............................................................................................. 16
Marketing objectives................................................................................. 17
Recommendations..................................................................................... 17
Conclusion................................................................................................. 18
References................................................................................................ 19
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