The paper "Nike Company Marketing Plan" is a great example of a marketing case study. Nike Company, originally known as Blue Ribbon Sports is a firm which is situated in America and operates globally through manufacturing, designing the development of products including the footwear, accessories, services and apparel equipment. Phil Knight, a track athlete in the University of Oregon together with his coach, Bill Bowerman founded the Nike organization. The company has its headquarters around Beaverton, Oregon, in the metropolitan region of Portland. The company originally was distributing shoes in Japan Onitsuka Tiger.
The company made many sales due to the presence of Knight’ s automobile where tracks assembled. The company’ s title, Nike signifies the goddess of victory. The company marketing is majorly anchored on its brand as well as, Nike Dunk, Air Force 1, Air Jordan, Nike Golf, Nike Pro Nike+, Air Max, Nike Skateboarding as well as the company’ s branches including the converse and Brand Jordan. Additionally, the organization operates several retail shops which are branded the town name. Most of the sponsors in the organization are celebrity sportsmen as well as sports teams all over the world.
Nike has gained different apparel and footwear entities since the time of its establishment, for example, Cole Haan which is an upscale footwear firm. The promotion of products by the organization is mainly done through agreements between Nike Company and college teams of athletes, celebrity sportsmen and the professional teams (Lappalainen 2016, p. 92). Overview of the company Nike is the leading world shoemaker. The company constitutes 45% of the market of footwear in the United States of America. The firm also has control of over 20% of the market in the United States which deal with athletic footwear.
The company makes shoes for different types of sports which including football, tennis, cheerleading, golf, volleyball among others. Nike Company distributes its product throughout the world with 160 operating countries and mainly operating in the United States of America. The business model at Nike is aimed at the marketing of consumer products with high ends at a supply chain and at a low cost. In the last decade, the firm has been challenged by the issues concerning management.
In recent times there have been improvements in the financial department hence better cash management that before; additionally, timely receipt processing, accounts receivables and payment of vendors have been achieved. The financial changes in the Nike Company were majorly recognized in 2015. The revenue increased from 12 to 13.7 billion while the net income rose up to 1.2 billion (Lappalainen 2016, p. 92). There has been great improvement in the return, especially on the invested capital hence increasing the cash flow within the organization. 69% of the revenue earned by the firm last year was attributed by the footwear sales (Tan 2016, p.
283). Nike Company has different ways of distributing its products to its customers. For instance, the company may deliver the commodities directly to the customers, or involve intermediaries such as the licensing companies and the independent distributors. The company has 41 operational centers in the United State. The company also works together with approximately 142 companies which also deal with footwear companies in 15 different countries. The firm also works with 39 countries with 394 apparel factories.
As mentioned earlier the company markets its products through various promotional programs and campaigns. It also markets through diverse advertising (Usha 2012, p. 17).
Alfadly, A. A. 2011. Kuwait National Petroleum Company Marketing Strategy in Oil Sector. International Journal of Marketing Studies, p. 54.
Engel, F. A. 2016. Is there evidence that runners can benefit from wearing compressionclothing? Sports Medicine, pp. 1939-1952.
Kokodey, T. A. 2013. Strategy Development for Food Company Based on the Patterns of Consumer Behavior. Journal of Food Products Marketing, p. 336.
Koksal, M. H. 2008. How Export Marketing Research Affects Company Export Performance. Marketing Intelligence and Planning, p. 430.
Kornum, N. 2017. Interplay between intended brand identity and identities in a Nike related brand community: Co-existing synergies and tensions in a nested system. Journal of Business Research, pp. 432-440.
Lappalainen, A. 2016. Company and Asset Specific Risk Factors: Short Overview on High Yields Bonds. Coporate Ownership and Control, p. 92.
Lebron, W. J. 2010. The Latest Style of Nike in June- Nike SB 2010. SSRN Electronic Journal, p. 43.
Marsh, R. 2011. A new company discriptor takes us into a new era. Marketing Intelligence and Planning, p. 94.
Milisavljevic, M. 2012. Social Responsibility of a Company. Marketing, p. 175.
Mohammad, M. L. 2012. Eastablishing a Marketing Plan for Nowdar Company Applying a Taxonomy Method. Advanced Materials Research, p. 428.
Movsisyan, S. A. 2016. Social Media Marketing Strategy of Yerevan Brandy Company. Annals of Agrarian Science, p. 247.
Schneider, R. J. 2008. Supply Chain Risk Management. Mnaging Pricipal, Risk Mangement , ISO, p. 3.
Strebinger, A. 2014. Rethinking Brand Architecture: a Study on Industry, Company and Product Level Drivers of Branding Strategy . European Journal of Marketing, p. 1804.
Tan, B. S. (2016). Some Economics of Audit Market Reform. Australian Accounting Review, 271-283.
Usha, D. L. 2012. Company Law Reforms in India-An Overview. International Journal of Scientific Research, pp. 16-17.
Wang, M. 2015. Brief Analysis of Sports Marketing Strategy Adopted by Coca-Cola Company. Asian Social Science, p. 32.