NIKE-marketing-plan-report版

MarketingPlanOfNikeClass：1215922Team:team3Name:林春秀、黄茜莹、谢曼、欧阳彤、张琼丹Content1.Executivesummary2.BusinessOverview3.Marketingstrategies4.Targetmarket5.Goal6.ImplementationTactics7.Budget8.EvaluationofResults1.Executivesummary1.1CompanyIntroductionNikeiswellknownbrandfortheapparelsandathleticshoesandistheworld’sleadingsupplierofsportsrelatedproductsinspecific.Themajorportionoftheathleticshoeandaccessorymarketiswithheldbythecompanybyowningtheshareof47%.TheinitialnameforthecountryatthetimeofitsestablishmentwasBlueRibbon;howeveritconvertedtoNikein1978.ThesuccessstoryofNikeisbecauseofitsinnovativedesign,wisemarketingstrategiesandproduction.1.2StatementoftheMarketingGoalThemaingoalaroundwhichthemarketingstrategyofthecompanyspinsistoleadtheworld’ssportsindustryandtobecomepilotproduceroffitnessproductsaroundtheglobe.2.BusinessOverview2.1NikeStrengths•Thecompanyhascommendablecompetitivetendencies.•Thewiderangeofproductdesignwithawideinnovationsbeingintroducedtimetotime.•ThecompanyLogoenhancestherecognitionofthebrandworldwide.•Thequalitystandardsareaccompaniedwithaffordableprices.•Thecompany’sleadingarticlesarepresentinalltheleadingmarketsaroundtheglobe.2.2NikeWeaknesses•Companywhileaddressingthesportsgoodsatitmainfocusisunabletoadjoindiversitytoitsproducts.•Thecompany’sretailersarenotspecifiedmakingtheretailerssensitiveaboutthepricingissueofthearticles.•Sizesarealsolimitedaccordingthosesizerangesthatexperiencesmaximumsales.2.3NikeOpportunities•Thedifferentiatinglinehasbecomenecessaryforthecompaniestobemarkedasthesportsgoodandapparelindustryhasreachedthesaturationlevelwithmaturityhostingmoreorlesssimilarproductline.•TheUnitedStateseconomicalsetbackthathasresultedfrominflationwouldaffectthespendingpercentageofthecustomersinversely.•Thelackininnovationmayleadthetargetedcustomerstoroamaboutthemarketfortheunconventionalproducts.2.4NikeThreatsThedifferentiatinglinehasbecomenecessaryforthecompaniestobemarkedasthesportsgoodandapparelindustryhasreachedthesaturationlevelwithmaturityhostingmoreorlesssimilarproductline.•TheUnitedStateseconomicalsetbackthathasresultedfrominflationwouldaffectthespendingpercentageofthecustomersinversely.•Thelackininnovationmayleadthetargetedcustomerstoroamaboutthemarketfortheunconventionalproducts.2.5CompetitorsThemajorcompetitorsthataregivingastrongedgecompetitiontoNikeincludes;•Adidas(toughestcompetitortoNike)•Reebok•Converse•NewBalance3.MarketingstrategiesNikeTechFleece3.1ProductTheNikeTechPackCollectionreturnsforthe2013seasonwithintroductionoftheNikeTechFleeceCollection.Fleeceisoneofthemostclassicsportswearmaterials,andwehavepresentedarevolutionaryreinterpretation.TheNikeTechFleecefabricofferstheultimateinlightweightwarmththatrespondstothenaturalmotionofthewearer.Plushfoamplacedbetweenlayersofcottonjerseycreatesatri-layerfabricthatprovidestheultimateincomfortandwarmthwhenneeded.Thesmoothjerseyfacinggivesthegarmentsamodern,streamlinedlookbothinsideandout,whiletheinnerfoamenhancesthefleece’sfunctionality.Itislighter,warmer,morebreathablethanitspredecessors,andlooksasgoodasitperforms.Thecollectionisavailableforbothmenandwomenandknownforitstechnologyandstyle.3.2PriceThepriceoftheproductisavitalpartofmarketing.Nikehaspromoteditsbrandtothetopoftherange.Correspondingtothecompanysituation,Niketakesthepriceleadershipstrategy.Comparingwiththeothercompetingproducts,mostofthecustomerswouldbewillingtopaysuchareasonablepriceonNikeTechFleece,notonlyforthebrand,butforitsquality.Andthecompetitivepricingstrategyisbeingfollowedbythecompany.3.3PlaceThroughouttheworld,morethan100countriesaretargetedbyNike.ThemajorsellingstationsareinAmerica,AsiapacificandEurope.Besidescompanyownedstores,differentmallsalsosellNike’sproducts.Andtherearemorethan20000retailersintheUnitedStatesandothercountries.SoitmakessuretheNikeTechFleecehaveeffectiveschannelsofdistribution.3.4PromotionTheNikeTechFleeceispromotedinvariouschannels,suchasInternet,television,magazines,outdoorbillboardsandposters.ManyathleteshaveworkedforNike’sproducts.ToexpendtheinfluenceofNikeTechFleece,Nikeinvited17championsliketennisplayerLiNa,basketballplayerKerryIrvingtoadvertiseit.3.5OtherStrategiesIntegratingSustainabilityIntoOurGamePlan-Expandingaccesstosport,inordertobreakandpreventintergenerationalcyclesofinactivity.Engagingconsumersandemployeesdirectlytohelpcreateinnovativesolutionstosocialandenvironmentalissues.InvestinginthepowerofadolescentgirlsinthedevelopingworldviaTheNikeFoundation.Usingsporttohelprebuildandstrengthencommunitiesdevastatedbynaturaldisasters.4.Targetmarket4.1TargetMarketSegments：Thecompanyistargetingthegroupsofcustomersseparately;asthetargetmarketofthecompanyishuge.Thecompanytargetsatfulfillingthepeoplesexpectationsthatarebelongingtodifferentagegroups.Theseparatefocusondifferentgroupsmakesitpossibleforthecompanytogeneratemaximumrevenues.4.2TargetAudience:Nikeathleticfootwearlinetargetsspecificallytoathletesaroundtheworldbecauseoftheutilitythatcomeswiththeshoe.Anathleteismorelikelytobuyansportsshoethanwhodon’texercise.Niketargetsthesecustomersb