Due: Day 4, Thursday, 11:59pm

Read chapter two, Digital Marketing Strategy, in the eMarketing textbook (5th edition).
There is a case study about Nike's digital strategy on page 32.
Answer the three CASE STUDY QUESTIONS (2.11) that are on page 35 (not the chapter
questions).
Click on the "write submission" button to enter your response.

1. What was the key insight that helped Nike develop a holistic marketing strategy?
2. What role do you think offline marketing and branding channels played in furthering the
digital strategy?
3. What should Nike take into consideration when rolling out new elements and campaigns as
part of their marketing strategy?

1. What was the key insight that helped Nike develop a holistic marketing strategy?
The key insight that helped Nike develop a holistic marketing strategy was that that to engage the
new generation, they need to focus more on digital world. As such, they needed to develop a new
approach to reach the digital audience to see a return on their investment. This is because the
issue the company faced concerned their return on investment more than their customers. By
reframing their marketing strategy, Nike was better able to reach their audience and increase
sales and revenue.

2. What role do you think offline marketing and branding channels played in furthering the
digital strategy?
With the holistic marketing strategy in place, offline marketing and branding channels played a
diminished role in Nike’s digital strategy. As a result, they dropped their spending on TV and
print advertising which increased Nike’s overall marketing budget. In this case, the increase in
marketing budget caused by less spending on offline marketing and branding channels helped the
company successfully implement its strategy.

3. What should Nike take into consideration when rolling out new elements and campaigns as
part of their marketing strategy?
The things Nike should take into consideration when rolling out new elements and campaigns as
part of their marketing strategy are the following: context of the organization, stakeholders, value
proposition, and objectives. Considering the context and stakeholders will ensure that the new
campaigns and elements align with the company and the investors. Secondly, examining its
value proposition will identify the value-adds that are unique to the digital landscape. Finally,
when setting their objectives, Nike should consider what tactics will accomplish their goals, such
as key performance indicators and targets.

Initial Post: Due Day 4, Thursday, 11:59pm

Comments Post: Due 7, Sunday, 11:59pm

Using the company you have used all along, analyze your company as it relates to this concept.
The Five Forces Analysis looks at five key areas, namely the threat of entry, the power of
buyers, the power of suppliers, the threat of substitutes, and competitive rivalry. In simple
terms, your company has competitors which may be in the exact same business or a similar one.
One of your goals is to differentiate your products and services from the competition. I suggest
that you search this analysis to get more information about it before proceeding with an answer.

My company is Dr. Muscle, an AI based fitness app that tracks your workouts, progress and
makes recommendations based on your past recordings, offering a very interactive and
progressive method to meet strength training goals without a trainer. Below is the Five Forces
Analysis of my company:

Competitive Rivalry
There are various training apps available, but no current fitness app based on AI technology that
tailors its suggestions based on your past history.

Supplier Power
No suppliers are needed to operate or sustain this business.

Buyer Power
Buyer power is low as there is no other app that offers the same service as this one and as such,
Dr. Muscle is able to charge its monthly subscription price without much reservation.

Threat of Substitution
There are other apps that allows users to input their workouts from reps and weight, and while
they do not offer the algorithmic suggestions and metrics that Dr. Muscle does, they are a free,
albeit subpar, alternative for buyers who are resistant to the subscription model price.

Threat of New Entry

The threat of new entry is rather low. This is because it is not beneficial for a gym to develop an
app that will make their personal training revenue decrease. It is also difficult to create and
maintain an app as robust as this one, which makes it difficult for other companies to copy. In
turn, this app is meant for users who have experience in strength training, meaning that typical
gym goers are not the target niche. In essence, this business model targets a niche within the
strength training submarket of the fitness market.

Due: Day 7, Sunday, 11:59pm

Complete the following for this week's material. Fill in the blanks with the week number and
concept for the week: 

       "The most important concept that I am taking away from Week 13 is the value of
understanding the market and the company’s place in it."

 Reflect: This assignment is not a summary of the material that you have learned, but
rather a journal of your thoughts as they relate to the material.
  Specify what you learned and how it relates to your personal and/or professional life.
This may very well include changes that you plan to make based upon what you have
learned.

"The most important concept that I am taking away from Week 13 is the value of understanding
the market and the company’s place in it."

This week we discussed the Porters Five Forces model in relation to our company we’ve
analyzed the past few weeks. With regards to my company, Dr. Muscle, I saw that it is such a
niche product that while it has a high barrier to entry, no need for suppliers, low competitive
rivalry and buying power, there is a high threat of substitution. This assignment made me
consider that the company may do well, but would most likely not reach the same kind of
success Nike does, as the product requires an understanding of strength training and a desire to
see improvements through an app.
In turn, we also covered Nike’s transition from a traditional marketing campaign to a
digital strategy as a means of remaining competitive in the marketplace. Nike realized that it
needed to reevaluate its current strategy to maintain profitability as the market was changing as
its strategy was outdated.
Overall, I saw the importance of continually keeping an eye on the changing market, in
all facets, as your business depends on it. It also reinforced the importance of understanding
exactly where your business falls within a specific market, as that clarifies the kind of marketing
needed to reach customers effectively.