OPPapers.com

Nike Marketing Project

Executive summary

The purpose of this text is to give a comprehensive look over the past achievements of Nike Inc. The author is offering a brief history and is presenting, Nike Inc through the Marketing Mix of a company. All 4P’s Product, Price, Place and Promotion are presented and systematically defined and explained. Examples about the 4P’s are given and suggestions are made. Some opportunities that Nike must try to achieve and threats that the company has to overcome are described. In the conclusion the writer is presenting its own opinion about the future development of the company.


1. Introduction:

The story of Nike Company started in the year 1962 when an accounting student from Oregon University Phil Knight and middle-distance runner Bowerman started a “crazy” idea to import innovative sporty shoes from Japan into USA. The beginning was encouraging and in the year 1965 the first full-time-employee joined the company a middle-distance runner called Johnson. Following, in 1966 the first retail store opened its door under the name of Nike Inc. Starting with 500$ capital and a handshake , after 35 years Nike Company is the biggest sports shoe and sportswear company in the world.

Nike Inc is counting on the Marketing mix of the 4P’s to continue it’s growing pace and maximize profits. Although all 4P’s are important for the company, product and promotion are the areas where Nike is most striving to achieve.

2. Product:

Product is” anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or a need” .Nike Inc. fully comprehends the brilliance of the 4P’s and tries to follow strictly all points of the Marketing mix. The company offers great diversity of products to its customers. Starting from sport shoes, sportswear collections and finishing with equipment for practicing extreme sports. Every year Nike is offering to its customer’s new collections with big assortment of...