Question

• Why did you choose Nike? Provide examples of how this company reflects your own hobbies or interests.
• How have data and technology, social marketing, and ethics changed the game for these global brands?
• Why do you think they are successful global marketers?
• What would you do differently to further the company’s success? Would you introduce a new product, or maybe improve a current process? Give examples on how this change would impact the company.

Answer 1

Answer :

Nike is incredible at many things: manufacturing quality shoes; providing numerous professional and college athletic teams with equipment and gear; and making a lot of money. But where the firm is truly excelling is its marketing. Regardless of their clever promotional strategy, few brands like Nike. Nike dominates the sports apparel market. Most existing firms have very modest advertising campaigns, choosing to sit on their laurels and success story. Nike isn't one such firm. Rather, it's constantly tinkering, innovating and pushing the envelope to create campaigns about which people will be talking. My hobby is athletics, and Nike is synonymous with it. NIKE inspires athletes around the world. Nike has spent nearly $ 1 billion on endorsements for athletes. This allowed Nike to pair its brands with the world's best athletes (e.g. LeBron, Ronaldo, Serena Williams) and further market their brand to an avid and loyal audience of sports enthusiasts and customers. Nike promotes its products by getting endorsement deals with celebrities, professional and college athletes. It is noted that Nike owns 48 per cent of the United States athletic footwear market. Nike has 96 per cent of the market exclusively for basketball boots. Nike has also moved from not only targeting the professional athlete market but also encouraging customers to discover their inner athlete-being fit and safe with the products of Nike. You can see this change in how Nike has a saying that you are an athlete if you have a body.

Nike will launch Nike Fit, a foot-scanning solution designed to find the right match for every person to extend their shoe community and become part of their customer's journey, Nike has entered the digital gadget domain by launching a tiny, unique chip. Having Tim Cook, then Apple's COO, on Nike 's board created an effortless collaboration with Apple by leveraging its hardware as the receiver chip to monitor the distances and speeds of users. Nike also introduced a multitude of Nike+ mobile application platforms that collect real-time data from users while incorporating themselves into the fitness lives of users. From running on to applications for preparation, Nike+ has developed into a personal assistant who not only monitors workouts but also creates digital and physical communities which connect users and suggest local events. It connects consumers with tailor-made fitness routines and pro-athlete driven workouts that in turn drive knowledge of the Nike brand. Using technology, Nike immerses customers into their environment and automates past human functions to provide them with customized, on-demand service that offers each customer a unique experience. Nike's approach to social media is evolving — it's concentrating more on marketing now than on Facebook's public material. In the last few years, the brand has invested more in dark posts than in public content. It's also surprising to notice that Adidas recently deleted a number of its Facebook and streaming media posts and videos. Their ambitious "Breaking2" initiative brought immense exposure to social media for the brand. Nike doesn't follow a clear pattern of posting. Instead, the frequency of posting is topical, with Nike frequently posting at their campaigns or around international sporting events featuring their brand ambassadors.

Storytelling has proven to be an incredibly successful marketing tool for brands. Regardless of the product is the focus, the quality of Nike 's narrative does the talking. The brand uses images and videos to express its core principles efficiently. Nike will also consider offering instruction to everyone to enhance organizational capacity. It will not only add value and resources to the staff at Adidas but would also help to will ethical problems and increase the quality of the factory. Organizations also recruit cheaper labour abroad, but bad choices have led Nike to use sweatshops rather than healthy and ethical environments. Hence, it could be suggested that Nike needs to change managerially. By doing so, ethical managers should be set up to ensure that all facets of production deter and mitigate unethical behaviour. Despite the concerns posed above, there is evidence to indicate that Nike has adopted initiatives that could prove effective in the long term, but the issue of weak branding identity is still being exacerbated by Nike 's insufficient emphasis on its environmental impacts. Besides, Nike will concentrate mainly on a holistic strategic management strategy involving social as well as environmental aspects

Due to socio-cultural differences across different borders, international marketing can be tricky. Some countries may be against the methods of Nike but Nike will find a way to reach out. Using promotions, celebrity endorsements, ads, and sustainable production are techniques for foreign marketing that most people would agree on. Using social media means Nike will capitalize on e-commerce. Nike uses these marketing tactics to its full extent, making it the largest sportswear company on the market and establishing itself as a strong global marketer. In effect, the celebrities and athletes wear the Nike apparels and sell the items from Nike. Nike also has plenty of actors and athletes participating in the commercials. Nike 's international marketing strategy reaches all corners of the world by spending more than three billion dollars in advertising per year. In the athletic apparel industry, Nike Inc. has opportunities to boost its results. This component of the business analysis covers the external strategic factors which facilitate business growth. The following are Nike Inc 's major opportunities, such as improving labour/employment practices, Increase market presence in developing countries. In this area of the business, Nike has the opportunity to improve its labour practices to address controversies. Proactive approaches will contribute to an enhanced brand image for that concern. Another opportunity is for Nike to improve its product mix to attract more customers, especially non-athletes. The company also can strengthen its position in emerging markets to benefit from the strong growth potential of these markets. The company has the resources required to sustain its global leadership in the market for sports footwear, equipment and apparel. The company has, however, to address concerns about competition, labour practices, imitation and patent protection. Therefore Nike Inc. is recommended to change its approaches in these regions. The company must also work with government units to address issues relating to patent protection. Online sales have many benefits, including the opportunity to attract more consumers who may not be in a Nike store or third-party retailer, and Nike also gets to retain all that valuable customer information. It also has the advantage of a higher gross margin by allowing Nike to create custom gear and other higher-priced items, as well as keeping the full sale instead of allowing a percentage to go to a third-party retailer. Nike may create a stronger brand by capitalizing on such events such as the Olympics and team-based activities, as well as improving working conditions in factories manufacturing overseas.