NIKE marketing plan report版

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1、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.Executivesummary1.1CompanyIntroductionNikeiswellknownbrandfortheapparelsandathle

2、ticshoesandistheworld’sleadingsupplierofsportsrelatedproductsinspecific. Themajorportionoftheathleticshoeandaccessorymarketiswithheldbythecompanybyowningtheshareof47%.TheinitialnameforthecountryatthetimeofitsestablishmentwasBlueRibbon;howeveritconvertedtoNikein1978. Thesuccessstoryo

3、fNikeisbecauseofitsinnovativedesign,wisemarketingstrategiesandproduction.1.2StatementoftheMarketingGoalThemaingoalaroundwhichthemarketingstrategyofthecompanyspinsistoleadtheworld’ssportsindustryandtobecomepilotproduceroffitnessproductsaroundtheglobe.2.BusinessOverview2.1NikeStrength

4、s•Thecompanyhascommendablecompetitivetendencies.•Thewiderangeofproductdesignwithawideinnovationsbeingintroducedtimetotime.•ThecompanyLogoenhancestherecognitionofthebrandworldwide.•Thequalitystandardsareaccompaniedwithaffordableprices.•Thecompany’sleadingarticlesarepresentinallthelea

5、dingmarketsaroundtheglobe.2.2NikeWeaknesses•Companywhileaddressingthesportsgoodsatitmainfocusisunabletoadjoindiversitytoitsproducts.•Thecompany’sretailersarenotspecifiedmakingtheretailerssensitiveaboutthepricingissueofthearticles.•Sizesarealsolimitedaccordingthosesizerangesthatexper

6、iencesmaximumsales.2.3NikeOpportunities•Thedifferentiatinglinehasbecomenecessaryforthecompaniestobemarkedasthesportsgoodandapparelindustryhasreachedthesaturationlevelwithmaturityhostingmoreorlesssimilarproductline.•TheUnitedStateseconomicalsetbackthathasresultedfrominflationwouldaff

7、ectthespendingpercentageofthecustomersinversely.•Thelackininnovationmayleadthetargetedcustomerstoroamaboutthemarketfortheunconventionalproducts.2.4NikeThreatsThedifferentiatinglinehasbecomenecessaryforthecompaniestobemarkedasthesportsgoodandapparelindustryhasreachedthesaturationleve

8、lwithmaturityhostin