The paper "Air Jordan’ s Marketing Campaign " is a good example of a marketing case study. Marketing campaign refers to the specific activities focusing on the promotion of a product, business, or service. It relates to the coordinated series of steps, which include the promotion of a product under the influence of diverse media outlets while utilising various types of advertisements. Business entities focus on the execution of marketing campaigns for various reasons. In the first instance, business entities focus on the usage of marketing campaigns to enhance the awareness of the consumers on their products and services at their disposal in the market and industry of operation.
Secondly, organisations concentrate on the usage of this marketing concept to increase the volume of sales and revenues, thus the perfect platform for improving the profitability of the organisation. Similarly, organisations focus on the utilisation of marketing campaigns to target a specific audience or market segment while introducing a new product or service. The objective of this research is to examine Air Jordan’ s marketing campaign in the United States and China. In order to achieve this objective, the study will focus on the strategies, which have made it possible for Air Jordan to reach the young generation target market in both the United States and China successfully.
The study or research paper will focus on the utilisation of a case study approach with the intention of examining the essence of the marketing campaign in the United States, as well as the case of China. The study is significant in enhancing the growth and development of the existing body of knowledge, thus the perfect platform for the assessment of the marketing campaign within the two contexts. Review of Literature Researchers have focused on the assessment and examination of diverse or various marketing concepts, which relate to the marketing campaign.
One of the marketing concepts or theoretical perspectives is the essence of market orientation, which notes that firms need to determine customers’ needs and wants prior to satisfying them more effectively and efficiently in comparison to their competitors, thus the perfect platform for the achievement of the competitive advantage (Song & Cui, 2013). There is also the concept of market pioneering, which relates to the ability of an organisation to achieve competitive advantage from being the first to enter a specific market or segment under the influence of new products, new process, and utilisation of a new market. In the course of determining the market share, researchers and management practitioners have focused on the assessment of the structure-conduct-performance model, which is critical in demonstrating a positive relationship between industry concentration and profitability (Shank & Lyberger, 2014).
For instance, high market share for a particular brand operates as a signal of the superior quality to the consumers in markets beset by uncertainty, as well as imperfect information in relation to the performance of the product.
In addition, there is also the concept of the market power explanation, which notes that organisations with high market share through exercising of the market power have the potentiality to enhance their profitability levels at the end of the fiscal period. This is through the exploitation of the ability to command a price premium, lower costs in negotiating favourable terms with intermediaries and vendors, and attainment of favourable placements from retailers (Kjellberg et al. , 2012).
In addition, researchers focus on the usage of the efficiency explanation model, which notes that an organisation has the potentiality of earning higher profits in comparison to the competitors with the low market share, thus effectiveness and efficiency on the delivery of services.
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