NIke Marketing - 2781 Words

1. Introduction Nike Inc. is a global sportswear manufacturer with about $25 billion sales revenues in fiscal 2013. Nike is clearly a market leader of sport footwear compare with Adidas, Puma, New Balance and others. The global athletic footwear market share of Nike is estimated almost 20% in 2012. The U.S represents the biggest market for Nike, with nearly 60% of market share in 2013 (Powell, 2014; Team, 2014). The marketing plan is important for Nike understands the market environment and review strategies in order to maintain its competitiveness. 2. Macro Environmental Analysis The external environment of marketing management function is largely uncontrollable, potentially relevant to marketing decision making, and changing or†¦show more content†¦Asian American stressed that the reasons they purchased designer products are quality or craftsmanship (52%), as reward (46%) and to look good (38%) (Mintel, 2014). Hence, based on the survey of 2,000 consumers, the brand loyalty dropped to 25% and factor that influence buying decisions are price (89%) and quality (82%) (Olenski, 2012). In addition, the survey shows that outstanding visual merchandising such as colour, lighting, good interiors and display will make them spend more time in store and induces impulsive buying (Hefer and Cant, 2013; Kaur, 2013; Kerfoot, Davies and Ward, 2003; Kim, 2013). Nowadays, people are increasing emphasis and concern on their personal health. IHRSA (2013) stated that the health club membership was grew by 10% to around 50.2 million from year 2008-2012 and more than 58 million people went to health club in 2012. Thus, there is a complementary increase in demand for fitness products. But somehow, in U.S., the rates of adult obesity have increased more than doubled to 78.6 million (34.9%) for the past 35 years and obesity rates of children (aged 2-19) remained about the same of 12.7 million (17%) for the past 10 years (CDC, 2014; State of Obesity, 2014). It means that there are millions of people putting their health at considerable risk. Akcay (2012) claims that teenagers spent their free time on sports, shopping online, watching television, visit social media and so on. Teenagers between ages 15-19 spentShow MoreRelatedNike s Marketing Plan For Nike Essay962 Words   |  4 PagesFounded January 25, 1967, NIKE, Inc. (About Nike, 2016) became one of the biggest designing and marketing companies across the globe. A designer and marketer, Nike sells athletic footwear, apparel, equipment and accessories for men, women and children/infants. The company has three major brands as found on their product portfolio: NIKE, Jordan, Hurley and Converse. 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