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The marketing decisions of Nike Inc. are influenced by a series of macro and micro environmental factors. These factors could be described as follows:
1a. Macro environmental factors (Petzer et al. 2006): a) political; the political environment of UK is stable; Nike would have no pressure to face from unexpected changes in the country’s political environment (Stewart 2013); b) economic; the economy of UK shows signs of recovery, after 5 years of severe financial turbulences (Stewart 2013); c) social; in UK the social environment can be characterized as quite stable; no conflicts are likely to appear between social groups, or, at least, such conflicts have occurred decades earlier, d) technological; in UK technological advances are highly appreciated by consumers; products that are based on the use of advanced technology are expected to be welcome; and e) legal; the country’s rules on company taxation are considered as the most favourable in Europe; corporate activities are highly supported in UK, a fact that keeps the country’s performance in regard to FDI quite high.
1b. Micro environmental factors (Petzer et al. 2006): a) mission and objectives: the firm’s mission has been described as “To bring inspiration and innovation to every athlete in the world” (Nike Inc corporate website 2013); b) organizational departments: In Nike Inc. operational activities are distributed among departments with different responsibilities; in this way, customer services are kept at high levels since the firm is able to respond successfully to its obligations towards its customers (Nike Inc corporate website).. ...Show more


Current paper explores a series of marketing issues related to Nike, Inc. a firm quite popular in the global sports industry. The success of Nike is the result of a carefully designed and closely monitored marketing strategy which is characterized by the emphasis to customer needs rather than to the firm’s…
Author : runolfsdottirra
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