Explore BrainMass

Nike - Marketing Strategy

Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall.

Case studies are an important learning strategy in business classes as they provide an opportunity for you to analyze real-life events that have occurred in business and industry. You will examine situations that managers have dealt with in a variety of situations, applying theoretical concepts from the textbook and researching supplemental information that will aid you in responding to the questions. Typically, this will chart the way for a managerial response involving changing the business or corporate strategy.

Evaluate Nike on page 29 of the textbook. Respond to each of the questions using theory as well as practical managerial thought with a minimum of 400 words. In order to support your academic writing, remember to use correctly formatted intext citations within your responses and a minimum of three sources included on the reference page.

Solution Preview

1. What are the pros, cons, and risks associated with Nike's core marketing strategy?

Kotler and Keller (2012) point out good marketing is the "result of careful planning and execution" (p. 3). Nike displays this in their core marketing strategy by creatively bringing to market not only products but also events and experiences. Nike has worked to create demand by understanding their target market. The case study mentions the company switched the focus of its marketing in Europe, when the American ads were seen as "too aggressive" (Kotler & Keller, 2012, p 29). This ability to differentiate the marketing concept, responding to consumers, has been strength in the company's strategy.
Nike's strategy fails to address societal benefits. An article in the Harvard Business Review (2014) suggests the importance of brand purpose, which includes functional benefits (e.g. Nike's products help athletes run faster), emotional benefits (Nike's advertisements satisfy customers' need to be part of a movement), and societal benefits. It is in the societal benefit segment that Nike is currently lacking. While the case study mentions that Nike recycles old shoes, this is "kept quiet" ...

Solution Summary

This solution addresses the case study questions in Kotler and Keller's marketing text regarding the pros, cons and risks of Nike's marketing strategy, and how Adidas should compete with Nike. Includes APA formatted references. 730 words total.