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Nike Scenario to answer the question/task Table of contents 1. Introduction 3 2. Marketing decisions of Nike Inc. – analysis 3 2.1 Macro and micro environmental factors 3 2.2 Criteria for market segmentation 4 2.3 Consumer wants 4 2.3.1 Targeting strategy for a selected product 4 2.4 Buyer behaviour and marketing activities in Nike Inc.


Conclusion 8 References 9 Appendix 10 1. Introduction The structure of marketing plans used by companies worldwide is not standardized. Different criteria are likely to be used by each firm when designing its marketing strategy; the availability of resources and the firm’s mission/ objectives are critical factors that influence a firm’s decision in regard to the promotion of its products/ services. Current paper explores a series of marketing issues related to Nike, Inc. a firm quite popular in the global sports industry. The review of the relevant literature has proved that the success of Nike in the international market is not achieved by chance; rather, it 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 profitability. 2. Marketing decisions of Nike Inc. – analysis 2.1 Macro and micro environmental factors 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. ...
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