Major assignment of principles of marketing

lOMoARcPSD|12114775 UNIVERSITY OF ECONOMICS AND BUSINESS FACULTY OF BUSINESS ADMINISTRATION -*** Major Assignment of Principles of Marketing : Hoàng Thị Bảo Thoa Teachers Lê Thanh Hương Class of subject : 212_BSA2002- E* Student : Lê Quyền Giang ID’s student : 20050239 Class : QH– 2020- E QTKD CLC Gmail : quyengiang.jizh@gmail.com Hà Nội – 2022 lOMoARcPSD|12114775 Table of contents I Introduce about Nike Company II Analyze factors related to marketing environment PEST(LE) Analysis of Nike SWOT Analysis of Nike Five Forces Analysis of Nike 16 III Analyze the process of market segmentation, choosing targeted market and identifying product 19 Market Segmentation of Nike 19 Targeting of Nike 19 Identifying products of Nike 20 IV Analyze customer’s behaviors to the product 20 V Create a marketing mix strategy and analyze that strategy 21 Product Strategy of Nike 21 Price Strategy of Nike 22 Place Strategy of Nike 22 Promotion Strategy of Nike 23 lOMoARcPSD|12114775 I Introduce about Nike Company An overview of Nike The world’s largest athletic apparel company, Nike is best known for its footwear, apparel, and equipment Founded in 1964 as Blue Ribbon Sports, the company became Nike in 1971 after the Greek goddess of victory One of the most valuable brands among sport businesses, Nike employs over 73,000 people worldwide It sells its apparel through the Nike brand, as well as its Jordan Brand and Converse subsidiaries The company specializes in athletic wear, providing footwear, apparel, athletic equipment, and accessories Its sponsors top athletes and sports teams around the world, including LeBron James, Serena Williams, Rafael Nadal, and Alex Morgan In 2021 the company announced plans to begin refurbishing returned sneakers to sell at a lower price as part of an attempt to reduce consumer waste and combat climate change Nike’s primary goal is to supply athletes with exceptional products and wearable that aids them in better sports performance However, due to the success, Nike has gotten the company now provides athleisure wear as well Currently, Mark Parker is the CEO of Nike lOMoARcPSD|12114775 Company Information: Company Country CEO Year founded Headquaters Industry Website Company type Ticker symbol Employees Nike U S John J Donahoe II 1964 Beaverton, Oregon, USA Apparel https://www.nike.com/ Public NKE 73,300 people Nike’s main production Footwear Among the company’s products are shoes for basketball, football, golf, soccer, baseball, snowboarding, hockey, tennis, and volleyball, among other sports lOMoARcPSD|12114775 II Analyze factors related to marketing environment PEST(LE) Analysis of Nike • P (Politicial) Political factors are especially important to the backend of a company - the part we don’t normally see Most of today’s political changes only affect how a company can produce their goods or how much profit they make, for example This may seem insignificant, but Political factors decide the survivability of an organization For Nike, some of these are: - The United States, Nike’s ‘home country’ so to speak, has fantastic policies for growth which are especially valuable to this corporation These include low-interest rates and well arranged international tax agreements - As a company that produces and sells physical goods, Nike is, however, always subject to changes in tax and manufacturing laws - Various political conflicts can always make customs related processes difficult, or prevent imports and exports lOMoARcPSD|12114775 • E (Economic) Nike sells a well-respected medium range product, so they are less vulnerable to economic factors than others, but nevertheless here are some of the Economic variables: - A market collapse could mean bad news for Nike, along with many other big brands Consumers may choose to switch to lower-end, cheaper products if this were to occur, or even just as a decent level of quality becomes easier to produce - Nike’s revenues are to some extent dependent on the low cost of labour in Far Eastern countries This is changing, though, which might mean higher Nike prices across the globe come with the development in Less Economically Developed Countries - With its ‘deep pocket’ of finances, Nike has the resources to chase after small emerging markets in which they could sell products • S (Social) Public Relations has never been more relevant than today A good social status means a lot for modern corporations, so it’s definitely worth considering these factors: • Worldwide increases in ‘health consciousness’ means that more and more individuals are moving towards better lifestyles These people will undoubtedly buy plenty of sports apparel, something which would make Nike very happy • T (Technological) Technology gives companies the ability to innovate in so many different ways From interacting with customers to designing products, technology provides value to organizations just like Nike Here are some of the Technological factors affecting it: • Social media allows things to blow up or whittle away faster than ever Nike is doing well with using social media to build their brand, but it can be a double-edged sword if used incorrectly • Nike also gets the opportunity to use valuable information based metrics thanks to technological advances, allowing for them to optimize targeting and production, and maximize revenue lOMoARcPSD|12114775 • L (Legal) Legal factors are sometimes grouped together with Political factors in ‘PEST’ analyses, but in a PESTLE analysis, the two are separated There aren’t many legal variables which affect Nike • It shouldn’t surprise to hear that, like most massive corporations, Nike also dodges substantial amounts of tax In recent years, there hasn’t been too much of a crackdown on this, but it’s still valuable to consider • Also, Nike occasionally meets legal repercussions for its shady marketing practices, which include false discounts • E (Environmental) Environmental issues are of ever-growing importance Of course, there are only a few factors which affect Nike with regard to this, but they are worth stating ❖ Nike’s mass production factories are, without a doubt, harming the environment Not only they release plenty of aerial pollution like most factories, but Nike’s production centers occasionally go as far as directly polluting rivers ❖ However, Nike also shows promise of a change in their current practices, with a strong resolve to become more ‘eco’  That’s a wrap for this PESTLE analysis of Nike They may have a strong brand and healthy finances, but they need to pay careful attention to the morality of their practices and watch out for other growing, cheaper outlets lOMoARcPSD|12114775 SWOT Analysis of Nike ❖ Nike’s Strengths – Internal Strategic Factors Strong Brand Awareness and Brand Value Nike is one of the most recognizable brands in the world as its name alone is memorable, easy to pronounce, and very unique Its swoosh symbol is easily recognized by everyone According to Interbrand, Nike has a brand value of $42.5 Billion Huge Customer base Nike has millions of customers from around the world who loyally follow Nike’s trends, participate in Nike events, and even provide customer feedback Due to its huge popularity, Nike’s market cap has grown to $232 billion as of Jan 2022 Aimed For Sustainability Nike’s CEO Mark Parker has addressed that they will continue to acknowledge the environmental issues in the communities The CEO ensures that Nike will help to contribute in finding a solution against these environmental issues lOMoARcPSD|12114775 Iconic Relationships Nike’s long-term partnership with Michael Jordan has proved to be beneficial in terms of sales for the company Their collaboration resulted in “Air Jordan Shoes” Additionally, Nike teamed up with the famous basketball player to help design the “Air Jordan Shoes” Side Brands Nike’s ability to maintain and enhance its side brands such as converse and Hurley have enabled it to enjoy unparalleled success for decades Low Manufacturing Cost Most of Nike’s footwear is manufactured in foreign countries In the fiscal year 2021, Vietnam produced 51%, China produced 24%, and Indonesia produced 21% of total Nike’s footwear Other operations are in Argentina, Brazil, India, Italy, and Mexico In-house Professionals Nike has a team of professionals that design its shoes and other athletic accessories Nike believes that their business has flourished due to the thorough research that is conducted for each product Superior Marketing Capabilities Nike has excellent marketing campaigns The brand heavily relies on demand creation expense, which includes advertisement, promotion, endorsement contracts, media print and complimentary products In the fiscal year 2019, 2020 and 2021, Nike spent $3.7 billion, $3.6 billion and $3.1 billion respectively The brand has successfully utilized social media and marketing campaigns to target more customers Black Community Support The brand has excellent marketing campaigns and recently released “Don’t Do It” ad campaign in support of Black communities against racism 10.High Market Share Nike is a market leader in footwear industry Nike has captured approximately 39% of the global athletic footwear market and 13% of global athletic apparel market lOMoARcPSD|12114775 ❖ Nike’s Weaknesses – Internal Strategic Factors Poor Labor Conditions in Foreign Countries: In the last 20 years, Nike has been consistently targeted regarding their poor labor conditions These issues include forced labor, child labor, low wages, and horrific working conditions that were deemed “unsafe Retailers Have a Stronger Hold: Nike’s retail sector makes Nike weak due to its sensitivity against pricing 65% of Nike products are sold directly to wholesalers or retailers With retailers serving as their core customers, Nike does not put up a fight against their pricing structures whatsoever Pending Debts: Although Nike’s income statements prove to be prosperous, a quick glance at their balance sheet could paint a different picture Nike is still facing financial threats As of FY21, Nike’s total long term debt was $9.4 billion Dependency on US Market: Even after having established itself globally, Nike still relies on the U.S Market in terms of sales and revenue In the fiscal year 2021, about 39% of Nike’s sales came from the North America, while the rest of 61% came globally Despite its fame, Nike depends on the U.S for substantial sales and growth Lawsuits: + Recently, a former employee accused Nike of discrimination based on his Croatian origin + Four former female Nike employees filed a class-action lawsuit against the company in August 2018 According to these women, Nike has a toxic company culture for women The women filed their case against the sportswear company claiming that the company violated the Equal Pay Act The women said the company engaged in systematic gender pay bias where men were paid more than women for the same amount of work Lack of Diversification: Nike’s over-dependence on sporting apparel or lack of diversification is a major weakness The pandemic has discouraged physical interaction and gathering with sporting events canceled or postponed Several sporting teams are on the brink of collapse If the crisis discourages sporting events for longer, Nike’s losses can be catastrophic Contradicting Strategies: lOMoARcPSD|12114775 Nike pledged to shift all its facilities to 100% renewable energy with netzero carbon emissions under the “Move to Zero” scheme While the strategy is great and welcomed, it contradicts Nike’s strategy that favors innovation over sustainability This creates the perception that Nike is not committed to addressing climate change and its pledge is just a marketing stunt Sexual Harassment: Former female employees also pointed out that sexual harassment and misconduct was very common in the company The New York Times conducted interviews with 50 former and present Nike employees to investigate the company culture Through the interviews, it was established that Nike did have a toxic working environment, where sexual misconduct was rampant Multiple female employees reported that they had complained to the HR but saw no action being taken from their part The women were left devastated and felt unsafe while working at Nike Some even left their jobs The entire controversy has significantly affected the company’s image ❖ Nike’s Opportunities – External Strategic Factors lOMoARcPSD|12114775 Emerging Markets Although Nike already has a presence in many foreign countries, there is still plenty of opportunities for Nike This is because emerging markets like India, China, and Brazil are gradually flourishing Innovative Products Although Nike has produced many products, there is still a lot to innovate Nike has extended its reach in technology in association with fitness and health Products like wearable technology that monitors physical activities, is the first step in building innovative technology products Combining technology with athletic wear can prove to be beneficial as it is an aspect of the fashion industry that still hasn’t been explored much Efficient Integration The supply and production of Nike’s products depend on independent manufacturers The brand can either acquire a few of these or make some of its own for a more efficient and streamlined supply chain Cutting ties with big retailers: Nike has decided to cut ties with some of the biggest multi-brand retailers and wholesale partners According to the report, Nike will no longer work with wholesale retailers such as Zapoo’s, Dillard’s, Fred Meyer, Bob’s Stores, etc The step is taken for better product positioning and greater customer experience Acquired Artificial Intelligence Start-up With its vast financial resources, Nike can acquire small or medium companies or startups It recently acquired predictive analytics platform – Celect to expand its online sales capabilities and predict customer’s shopping behavior Merges with the Metaverse Recently, Nike acquired RTFKT, a digital shoe-making company Yes, you heard that right, the company designs shoes, but for the virtual stratosphere only However, RTFKT also claimed that it partnered with FEWOCiOUS (a young artist) to sell real shoes along with their digital versions Nike is banking on the opportunity to market their digital shoes on the Metaverse, where players can use their Metamask wallets to purchase different types of in-game merchandize Exiting From Wholesale Distribution Recently, Nike announced it’s going to be exiting the wholesale distribution market in the U.S The company plans to only market its products at Nike stores, app, and websites According to Nike, the move away from distributors is going to help them double their profit margins Moreover, lOMoARcPSD|12114775 Nike will also have the opportunity to spearhead the customer shopping experience as well as control prices Consumer Direct Strategy Nike has accelerated the consumer-direct strategy, which means shifting its focus to digital business and subsequently closing physical stores In fiscal year 2021, 38.7% of its Nike brand revenue comes from online sales Clearly, the pandemic is shaping up how Nike interacts with its customers ❖ Nike’s Threats – External Strategic Factors lOMoARcPSD|12114775 Counterfeit Products Counterfeit products can significantly affect the revenue and reputation of Nike The company deals globally and the risk of counterfeit products has become higher A number of merchandisers and retailers offer counterfeit Nike products at lower prices The low-priced products are made from low-quality materials but still have the Nike label This can tarnish the image of the brand as the customers might feel that Nike has started producing low quality products Increased competitive pressure Although, Nike is a dominating the athletic industry, competition, and new emerging brands are still potential threats to the company With higher competition ratio, Nike has to spend more money on marketing and advertising Nike spent $3.5 Billion specifically on marketing and demand generation in fiscal year 2020 To overpower competition Nike’s safest bet is to design innovative products that are tailored according to the needs of athletes Marketing Budget Pressure Companies like Under Armour , Adidas and Lululemon are spending more on marketing and advertising campaigns, increasing the pressure on Nike Currency Foreign Exchange Risks Since the brand operates globally, it is affected by fluctuating foreign exchange rates Nike reports its financial earnings in U.S dollars This affects its revenue as the U.S dollar is exposed to volatility against other financial currencies Patent Disputes Regardless of whether a company is wrong or right, patent disputes are hotly and fiercely contested in the public domain and expose some dirty secrets about sides in the dispute Nike and Adidas have been engaged in a fierce patent disputes over Primeknit and Flyknit shoes in U.S and German courts Economic Uncertainty Regardless of the industry, all companies are susceptible to the negative effects of a global recession Already, Nike has registered a 38% decline in sales in Q2 of 2020 and can drop further in the future if the recession strikes as hard as predicted by experts Trade Tensions Nike depends on different markets across the world evidenced by the recent increase in its stocks rallied by an increase in sales in China With lOMoARcPSD|12114775 China and the US as its biggest markets, a large chunk of Nike’s sales will be threatened if the trade tensions between the two giants escalate Patent Conflict towards Adidas Primeknit Shoes In an appeal to a U.S agency, Nike filed a complaint that Adidas has been infringing on the company’s Flyknit shoe technology patent The company also stated that the German shoe manufacturer had used Nike’s Flyknit tech in 49 shoe designs (which uses Primeknit tech) However, according to an Adidas representative, the company will fight these claims and stated that Adidas has started using their Primeknit technology after numerous years of research and development Risk to Kangaroo Population Nike has been accused of putting the Australian kangaroo population at risk of extinction The leading athletic brand uses kangaroo skin to manufacture leather football shoes Animal rights activists and advocates have urged Nike to rethink its strategies and to use plant-based alternatives So far, Nike hasn’t responded to these allegations lOMoARcPSD|12114775 Five Forces Analysis of Nike ❖ Bargaining Power of Supplies The bargaining power of Nike’s suppliers is low The company has outsourced its entire production to external suppliers There are 191 factories in 14 countries that make footwear for Nike (as of 2021) A large part of its footwear supply chain is located in Vietnam, Indonesia and China mainly There are 344 apparel factories in 33 countries that manufacture apparel for the company While individual suppliers are small in size, they not have the ability of forward integration either This reduces the chances of competition from suppliers Moreover, the number of suppliers is high and they are scattered throughout the world It is why individual suppliers cannot exert any pressure on Nike The brand sets standards for its suppliers to comply with If a supplier does not adhere to the standards, Nike can easily switch to another However, in such a case, the supplier would be losing a major source of revenue Overall, Nike holds strong control over its suppliers and audits them regularly through third party auditors for compliance “Nike requires its finished goods suppliers to verify they are sourcing materials from vendors that are compliant with Nike’s Restricted lOMoARcPSD|12114775 Substances List (RSL) and with the principles and guidelines outlined in Nike’s Code of Conduct Nike is also working towards mapping and understanding impacts further up the supply chain, to develop standards for upstream suppliers of contracted manufacturers Nike’s Supply Agreements also explicitly require Suppliers to comply with all local and country-specific labor laws” (Nike Supply chain disclosure) Thus, the overall bargaining power of Nike suppliers is low ❖ Bargaining Power of Buyers The bargaining power of Nike’s buyers is low to moderate The number of its competitors is not so small if not very large Apart from Adidas and Under Armour, there are other competitors like Puma and Reebok There are many other local and international brands also that compete with Nike The switching costs for customers are low To some extent this force is moderated by the quality and marketing of Nike’s products Nike focuses on performance and design It is why it has been able to build good customer loyalty This reduces the bargaining power of individual buyers which is low to moderate However, Nike still heavily focuses on customer satisfaction and customer experience and invests a huge sum in R&D as well as marketing ❖ Threat of Substitute Products or Services The threat of substitute products is moderate for Nike It is because a large number of competing brands make similar or matching products There are several brands in local and international markets that make lower priced shoes compared to Nike These brands offer lower priced substitute products for Nike To some extent this threat is moderated by the quality and design of Nike products Overall, the threat from substitute products is moderate Nike is a world famous brand and its strong brand image and focus on quality have helped the company mitigate the threat from substitutes to a large extent Its marketing has also played a central role in helping the brand gain an edge over its rivals lOMoARcPSD|12114775 ❖ Threat of New Entrants The threat of new entrants for Nike can be considered low to moderate It is because while the investment for starting the business is not very large, still there are other considerations that prevent the entry of new players Any new competitor may have to start at a local or small level initially Apart from production, there are marketing, distribution and supply chain management that would require heavy financial investment, skilled workers and time Building a brand image and equity are also difficult These factors moderate the threat from the new entrants For any new brand, it is not possible to create the kind of brand image like Nike overnight It takes time, efforts and capital investment Nike’s strong position in the market mitigates the threat to a large extent Based on these factors the threat from new entrants is low While investment for production may be low, becoming a famous brand can be time consuming and requires a lot of capital investment ❖ Level of competitive rivalry: Strong The level of competition in the sports shoes industry is strong Some of the major competitors of Nike are Adidas, Under Armour and Puma The industry has grown saturated and the existing players are engaged in tough competition for deeper market penetration and to snatch away market share from each other Brands invest a lot in marketing and innovation Nike itself relies heavily on digital technology for sales, distribution and customer engagement The number of top players and direct competitors of Nike is low However, that makes the competition even intense Overall, the level of competition in the industry is quite strong Nike’s competitive edge helps it mitigate the threat arising from competitive pressure to a major extent Nike is the market leader and the most popular brand in the sports shoes industry It has maintained a strong focus on market research and product innovation and invests aggressively in these areas to maintain its superior position in the market and its competitive edge Apart from these things, its quality, popularity and brand image, make it difficult for the rivals to shake it from the number one position lOMoARcPSD|12114775 III Analyze the process of market segmentation, choosing targeted market and identifying product Market Segmentation of Nike For Nike, its market segmentation involves four categories - geographic, demographic, psychographic, and behavioral For Nike's demographic segmentation, the firm included various age groups, gender, and the customer's financial status Nike has classified its products according to gender and group, typically between 15 and 55 years old The company also categorizes its products from men, women, and kids Nike offers promos, discounts, or cuts prices to reduce costs in special cases The company's special offers sometimes fall on special occasions to entice customers to buy their products It's Nike's way to have customers buy products that they cannot afford before the discount The presence of physical stores in different parts of the world is one of Nike's strategies under its geographic segmentation This segment acknowledges that each country has varied lifestyle habits and cultures The company introduced different products for various countries that meet the customers' needs Nike conducts multiple promotional campaigns in the US, Europe, Australia, Asia, Africa since sports vary in regions and cities You might notice that most commercials in the US focus on baseball and football, while in Europe, ads refer to soccer Nike also customizes its campaigns in New Delhi, India, by promoting cricket equipment and rugby for England and Sydney Nike's most significant markets include North America, China, and Western Europe, where the firm performs segmentations more and focuses on urban areas Nike's psychographic segmentation tackles offering their customers a selection of products that can cater to their needs and suit their interests This stage in the Nike market segmentation allows Nike to explore the preferences of every customer Targeting of Nike Nike has three classifications of its target customers, including men, women, and kids For men, Nike designs shoes for running, lifestyle, gym and training, American football, football, tennis, golf, crickets, baseball, basketball, skateboarding, softball, and athletics Nike includes yoga in its shoe selection for women Meanwhile, the company targets young athletes in its kids' classification lOMoARcPSD|12114775 Besides providing quality shoes, Nike offers various colors for its products since the company believes that comfort and the products' physical appearance can give satisfaction and enjoyment to customers Identifying products of Nike Nike has strategically positioned its brand as a market leader for sports equipment that provides innovative and premium quality technology Nike's swoosh logo, "Just Do It" slogan, and its promotional initiatives to connect to magnificent achievements of great athletes convinced its customers that it's a victorious and ambitious brand Nike' speaks' into athletes' hearts through meaningful and unique feelings, making the firm exceptional from its competition The company has also solidified its place in fashion, where a part of its products defines specific markets' lifestyles Nike has effectively imprinted a strong belief in its customers' minds that its products are the best options every time they need to buy sports products IV Analyze customer’s behaviors to the product Nike become a corporate brand from last few decades, and captures the market on the basis of sports goods manufacturer Nike invests a huge amount in their research departments for statistical measurement of consumer behavior on the lOMoARcPSD|12114775 basis of their purchasing decision and how long it can generate the effective results More focused to recognize the need of existing and new customer comes on the top priority of the Nike products Distinguish feature of Nike sports shoes may attract the customer and build an intention to attach with product for a longer period i.e brand loyalty Most preferable factors for the customer are the quality and design of the product which gives a unique look in his/her personality Brand recognition and quality in sports shoes divert the negative approach of customer into positive ones and create a link with loyal customers Nike’s designer brings the innovative ideas and creativity in products after critical evaluation of the consumer demands The main focus of Nike is to design the close loop sports shoe that is comfortable for the consumer and give edge in sports activities V Create a marketing mix strategy and analyze that strategy Product Strategy of Nike Nike offers a vast selection of products, including apparel, shoes, and equipment Its products are generally focused on premium quality and a wide range of goods for every sports enthusiast from its marketing mix Nike has unique shoe designs for several sports, including basketball, football, and cricket, among others Surely as the company expands, its product portfolio also gets its corresponding lOMoARcPSD|12114775 expansion However, looking closely, one will discover that shoes are generally the most popular products of Nike Such as: The Nike Cortez, Air Max, Air Huarache, Nike Blazer, Jordan, Air Force 1…  About me, I think product diversification should be only one part, we should also focus more on price and product quality Besides, there should also be more limited products on special occasions to give or sell to customers Price Strategy of Nike Nike utilizes premium and value-based pricing strategies for all its products Value-based pricing refers to the company's consideration of the current price in the market while setting the prices for its products Before they implement the pricing on products, they assess the overall response of the customers, if they are willing to pay for the items Part of the Nike marketing mix is advertisements involving prominent celebrities, which can also be associated with its premium branding I n some cases, Nike also has discounts and promos, such as the “Easter sales” on its physical stores and website This strategy will help retain existing customers and attract new customers  In general, the price of Nike products is at a high level, in order to attract more new and reach out to more customers, Nike can sell products at lower prices, creating many discount opportunities to stimulate shopping Place Strategy of Nike Nike owns over a thousand stores and offices in forty-five various countries outside the United States Most Nike products are available and sold in retail stores since most customers prefer to choose products by trying them on physically Nike strategically positions its retail stores in areas where they are accessible for customers to find its products As the dynamics of the industry change, Nike also has to keep up While physical stores can be beneficial for most customers who prefer to try the product before buying them, some also want to avoid long lines in stores Hence, the Online Nike Store's emergence and other online stores like Myntra, Amazon, and Flipkart With people opting to shop from the comforts of their homes, online stores will always be their place to go lOMoARcPSD|12114775  In the 4.0 technology era, selling via the internet is a convenient and easy way to increase sales Nike can push into online sales besides direct Create multiple discount codes when shopping in Nike’s website shop so customers are more interested and ready to spend money to buy products Promotion Strategy of Nike Nike's primary sources of promotion are sponsorships and advertisements It does ads that involve prominent celebrities and high-profile athletes from different countries Nike partners with sports personalities such as Serena Williams, Mo Farah, Cristiano Ronaldo, Lebron James, Rafael Nadal, and Kunal Rajput, to name a few It also holds sponsorships on sports like cricket, the NFL, and the NBA The company's promotion strategy expands from conventional ads and other promos It does direct marketing through personal communication with schools, colleges, organizations, and local sports teams To strengthen its public relations, they provide financial support to Non-government organizations (NGOs) Its sales promotions strategies include giving great offers and discounts to customers Since younger people consume social media more, the company promotes its products through customer interaction and engagement using its social media channels like Facebook, Twitter, Instagram, and YouTube And who would not recognize Nike's iconic “Just Do It” slogan  Run ads across multiple media channels and locations Pick out the emerging faces in sports to promote the product Organization more charity programs for disadvantaged areas can also help Nike's reputation reach more people It is possible to deduct a portion of the revenue from sales at the campaign to raise funds  ... and requires a lot of capital investment ❖ Level of competitive rivalry: Strong The level of competition in the sports shoes industry is strong Some of the major competitors of Nike are Adidas,... Analysis of Nike 16 III Analyze the process of market segmentation, choosing targeted market and identifying product 19 Market Segmentation of Nike 19 Targeting of Nike... 21 Price Strategy of Nike 22 Place Strategy of Nike 22 Promotion Strategy of Nike 23 lOMoARcPSD|12114775 I Introduce about Nike Company An overview of Nike The world’s