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Category: Business
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Introduction
This project addresses how Nike has applied principles of marketing (STP and 4 Ps of marketing) in their business. Much of the data presented in this project is based on publicly available information for Nike. Pricing has not been sufficiently addressed in this project due to lack of freely available data.
Nike being recognized as a very strong brand in the marketing world, it would have been very easy to address the "advertising, branding and promotion" aspects of Nike. Lot of papers or projects however would have addressed this in the past. During this study I came across interesting information that could not have been left out of this project. Two of those topics are mentioned below:
Mass Customization: Nike has been one of the world leaders in the space of Mass Customization. One of the publicly available papers (written by a Stanford University student in year 2000) has helped me understand the concept of Mass Customization and how it helps Nike maintain Brand Loyalty with a user segment that is tech-savvy and stylish.
Adidas-Reebok Merger: Two of Nike's competitors got together early this year. Needless to say, this poses a marketing challenge to Nike. They may face a threat of losing market share globally due to this merger. In this project, I have made some recommendations on how Nike should face this challenge.
Nike ? Birth and Growth
Nike got its start in 1962 as Blue Ribbon Sports, when Phil Knight started selling shoes out of his car. Knight was an avid runner, and thought there was a market fo ...