NIKE marketing plan report版.docx

NIKE marketing plan report版.docx

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NIKEmarketingplanreport版

MarketingPlan

OfNike

Class：

1215922

Team:

team3

Name:

林春秀、黄茜莹、

谢曼、欧阳彤、张琼丹

Content

1.Executivesummary

2.BusinessOverview

3.Marketingstrategies

4.Targetmarket

5.Goal

6.ImplementationTactics

7.Budget

8.EvaluationofResults

1.Executivesummary

1.1CompanyIntroduction

Nikeiswellknownbrandfortheapparelsandathleticshoesandistheworld’sleadingsupplierofsportsrelatedproductsinspecific. Themajorportionoftheathleticshoeandaccessorymarketiswithheldbythecompanybyowningtheshareof47%.TheinitialnameforthecountryatthetimeofitsestablishmentwasBlueRibbon;howeveritconvertedtoNikein1978. ThesuccessstoryofNikeisbecauseofitsinnovativedesign,wisemarketingstrategiesandproduction.

1.2StatementoftheMarketingGoal

Themaingoalaroundwhichthemarketingstrategyofthecompanyspinsistoleadtheworld’ssportsindustryandtobecomepilotproduceroffitnessproductsaroundtheglobe.

2.BusinessOverview

2.1NikeStrengths

•Thecompanyhascommendablecompetitivetendencies.

•Thewiderangeofproductdesignwithawideinnovationsbeingintroducedtimetotime.

•ThecompanyLogoenhancestherecognitionofthebrandworldwide.

•Thequalitystandardsareaccompaniedwithaffordableprices.

•Thecompany’sleadingarticlesarepresentinalltheleadingmarketsaroundtheglobe.

2.2NikeWeaknesses

•Companywhileaddressingthesportsgoodsatitmainfocusisunabletoadjoindiversitytoitsproducts.

•Thecompany’sretailersarenotspecifiedmakingtheretailerssensitiveaboutthepricingissueofthearticles.

•Sizesarealsolimitedaccordingthosesizerangesthatexperiencesmaximumsales.

2.3NikeOpportunities

•Thedifferentiatinglinehasbecomenecessaryforthecompaniestobemarkedasthesportsgoodandapparelindustryhasreachedthesaturationlevelwithmaturityhostingmoreorlesssimilarproductline.

•TheUnitedStateseconomicalsetbackthathasresultedfrominflationwouldaffectthespendingpercentageofthecustomersinversely.

•Thelackininnovationmayleadthetargetedcustomerstoroamaboutthemarketfortheunconventionalproducts.

2.4NikeThreats

Thedifferentiatinglinehasbecomenecessaryforthecompaniestobemarkedasthesportsgoodandapparelindustryhasreachedthesaturationlevelwithmaturityhostingmoreorlesssimilarproductline.

•TheUnitedStateseconomicalsetbackthathasresultedfrominflationwouldaffectthespendingpercentageofthecustomersinversely.

•Thelackininnovationmayleadthetargetedcustomerstoroamaboutthemarketfortheunconventionalproducts.

2.5Competitors

ThemajorcompetitorsthataregivingastrongedgecompetitiontoNikeincludes;

•Adidas（toughestcompetitortoNike）

•Reebok

•Converse

•NewBalance

3.Marketingstrategies

NikeTechFleece

3.1Product

TheNikeTechPackCollectionreturnsforthe2013seasonwithintroductionoftheNikeTechFleeceCollection.Fleeceisoneofthemostclassicsportswearmaterials,andwehavepresentedarevolutionaryreinterpretation.TheNikeTechFleecefabricofferstheultimateinlightweightwarmththatrespondstothenaturalmotionofthewearer.Plushfoamplacedbetweenlayersofcottonjerseycreatesatri-layerfabricthatprovidestheultimateincomfortandwarmthwhenneeded.Thesmoothjerseyfacinggivesthegarmentsamodern,streamlinedlookbothinsideandout,whiletheinnerfoamenhancesthefleece’sfunctionality.Itislighter,warmer,morebreathablethanitspredecessors,andlooksasgoodasitperforms.Thecollectionisavailableforbothmenandwomenandknownforitstechnologyandstyle.

3.2Price

Thepriceoftheproductisavitalpartofmarketing.Nikehaspromoteditsbrandtothetopoftherange.Correspondingtothecompanysituation,Niketakesthepriceleadershipstrategy.Comparingwiththeothercompetingproducts,mostofthecustomerswouldbewillingtopaysuchareasonablepriceonNikeTechFleece,notonlyforthebrand,butforitsquality.Andthecompetitivepricingstrategyisbeingfollowedbythecompany.

3.3Place

Throughouttheworld,morethan100countriesaretargetedbyNike.ThemajorsellingstationsareinAmerica,AsiapacificandEurope.Besidescompanyownedstores,differentmallsalsosellNike’sproducts.Andtherearemorethan20000retailersintheUnitedStatesandothercountries.SoitmakessuretheNikeTechFleecehaveeffectiveschannelsofdistribution.

3.4Promotion

TheNikeTechFleeceispromotedinvariouschannels,suchasInternet,television,magazines,outdoorbillboardsandposters.ManyathleteshaveworkedforNike’sproducts.ToexpendtheinfluenceofNikeTechFleece,Nikeinvited17championsliketennisplayerLiNa,basketballplayerKerryIrvingtoadvertiseit.

3.5OtherStrategies

IntegratingSustainabilityIntoOurGamePlan-Expanding access to sport, in order to break and prevent intergenerational cycles of inactivity.

Engaging consumers and employees directly to help create innovative solutions to social and environmental issues.

Investing in the power of adolescent girls in the developing world via The Nike Foundation.

Using sport to help rebuild and strengthen communities devastated by natural disasters.

4.Targetmarket

4.1Target Market Segments：

The company is targeting the groups of customers separately; as the target market of the company ishuge. The company targets at fulfilling the peoples expectations that are belonging to different agegroups. The separate focus on different groups makes it possible for the company to generate maximumrevenues.

4.2Target Audience:

Nike athletic footwear line targets specifically to athletes around the world because of the utility that comes with the shoe. 

An athlete is more likely to buy an sports shoe than who don’t exercise. 

Nike targets these customers by agreements between Nike and athletic teams, college teams to promote the basketball shoe out to a large audience.

5.Goal

5.1Themaingoal

Toleadtheworld'ssportsindustryandbecomepilotproduceroffitnessproductaroundtheworld.

5.2Ourultimatedestination:

Todecoupleprofitablegrowthfromconstrainedresources. 

•Thevisionofthefutureisoneinwhichcanbeseenaworldintransitionfromanindustrialeconomytoasustainableeconomy.

•NIKEisdeterminedtosetNikeuptoleadandthrive,inthisenvironment.

•NowNIKEhasalaserfocusonwhatismostrelevanttotheirbusinessandtheirvariousstakeholders,andtheirtargetsreflectadeeperunderstandingoftheirimpactsontheworldandtheintegrationofsustainabilityworkacrosstheirbusiness.

•Nikecontinueraisingthebarandreachingnewheightsininnovationandperformance,enablinglong-term,sustainablegrowthofourbusiness,and,inturn,abetterworld.

6.ImplementationTactics

Thissectiondetailstheactivitiesneedtoaccomplishtolistedstrategiesabove

6.1Thepersonresponsibleforthetask

Nikecreatedamanagementframeworktoensureexecutiveaccountabilityforcorporateresponsibilityacrossthecompany.TheVicePresidentforSustainableBusiness&InnovationreportsdirectlytoPresidentandCEOMarkParker,andco-managesdedicatedteamswithbusinessandfunctionalexecutivestodevelopandreviewpolicieswithBoardoversight,approveinvestmentsandevaluateandrefineourapproachanddirection.

6.2MonitoringandControl

ThemonitoringandcontrolofthecompanyisdrivenintothehandofNGO’sthatclaimtomaintainthecompany’smonitoringandcontrolproperly.Reportsaregeneratedaccordinglyattheendofeachmonitoringandcontrolsession.

6.3Consumeraffairs

•CONSUMERAFFAIRSMISSION

Torepresentthehighestservicestandardwithinandbeyondourindustry,buildingloyalconsumerrelationshipsaroundtheworld.

•GETINTOUCH

USA:

Forquestionsandassistancerelatedtocorporatematters（Sponsorship/Donations,Idea/InventionSubmissions,GeneralFeedbackforNike）orforhelpwithproductyoupurchasedfromanauthorizedNikeretailpartner,pleasecontactat1-800-344-6453（7:

00a.m.-4:

00p.m.PT,MondaythroughFriday）.

Othercountries:

 VisittheFAQ forspecificinformationoncontactoptionsinothercountries.

OnTwitter, @nikesupport isavailablesevendaysaweektohelpanswerNikeproductquestionsandNike+technicalneeds. 

6.4Moredetailsoftactics

•Nikecanalwaysdobetterbyconstantlyrefiningthewaytodefineourperformancewithgreaterfocusandmoreattention.

•Nikerecognizethebarcanalwaysbehigherandthatsometimesitseemsjustoutofreach.

•Nikeareworkingtomanageourimpactsnotonlyinbusinessbutinitsreachacrossvaluechain.

•Nikehavelookedacrossourvaluechain,attheareasofgreatestimpact,andwheretheyhavesolidinformationtoassess,understandanddriveperformance.

7.Budget

Thetwo-yearfinancialincomeforNikeispresentedbelow.

Projections（$millions）

NIKE,Inc.

CONSOLIDATEDSTATEMENTSOFINCOME

FortheperiodendedAugust31,2013

Items

2012\8\31

2013\8\31

2014

change

Revenues

6474

6971

7529

8%

Costofsales

3646

3839

4052

5%

Grossprofit

2828

3132

3477

11%

Grossmargin

43.7%

44.9%

46.2%

2.75%

Demandcreationexpense

871

731

687

-6%

Operatingoverheadexpense

1188

1325

1484

12%

Totalsellingandadministrativeexpense

2059

2056

2056

0%

Incomebeforeincometaxes

800

1040

1352

30%

Incometaxes

215

260

345

21%

Netincomefrom

continuingoperations

585

780

1037

33%

Netincome

567

780

1076

38%

Comparedwith2012,therevenuesandthenetincomeofNIKE,Inc.in2013increased,butthetotalexpensesexceptthedemandcreatingexpensealsoincreased.Sobasedonthec