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NIKE SCENARIO TO ANSWER THE QUESTION/TASK - Essay Example

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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…
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NIKE SCENARIO TO ANSWER THE QUESTION/TASK

Download file to see previous pages... 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).....
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); c) resources; in Nike emphasis is given to R&D; there is no barriers in regard to resources required for securing quality of products and on-time delivery (Nike Inc corporate website); d) processes; Nike emphasizes on the high performance of its supply chain management so that products meet customers’ needs in terms of time and in terms of quality (Hutt and Speh 2009); and e) culture; the firm’s products have been related not just to specific daily needs but also to specific lifestyle (Van Tulder and Zwart 2005); thus, the firm’s culture has incorporated the firm’s willingness to inspire athletes with the consumers’ needs for a unique lifestyle, as presented in the firm’s campaigns (Van Tulder and Zwart 2005). 2.2 Criteria for market segmentation In Nike specific segmentation criteria are used for the ...Download file to see next pagesRead More
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