Unit 2 Marketing Process and Plan Marketing

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Name: CRISTINA CARAGIA
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Table of contents:
➢ Introduction
➢ Objective
➢ Task A
➢ Conclusion
➢ Recommendations
➢ Introduction
➢ Task B
➢ Summary
➢ Conclusion
➢ Recommendations
➢ References

➢ Introduction
Nike is an international company that designs develops and markets sporty footwear
apparel, equipment, and accessories. Over the years, Nike has become known for innovative
designs and marketing campaigns that often feature high-profile athletes. Nike Inc.'s total em-
ployees are 73,100 (Bouredji, et al., 2020). Its annual revenue in 2022 is £46,710 and its net
income of £1.33 billion in 2022 (Chaffey and Smith, 2022). This report will cover the role of
marketing in the business environment of Nike, internal and external environment on the
marketing, PESTLE analysis, STP analysis, marketing mix, resource plan etc.ke mot-
toSource: (Lindsay Kolowich Cox,2023)
➢ Objective
Nike, Inc. has kept its values of producing the best quality sports equipment and
footwear for everyone. Make a shoe for females which is comfortable for female daily
routine. Nike Inc. is a leading global sports brand that has been successful in imple-
menting the marketing concept. Nike has done this through its effective marketing
strategies which include the customer focus that Nike has always focused on under-
standing its customers and their needs (Chernev, 2020). Nike has also engaged with
its customers through social media and other channels to gather feedback and incorpo-
rate it into its product development and marketing efforts and include product innova-
tion, brand building and integrated marketing communications (Fahy, and Jobber,
2019).

Figure 1: Content Marketing Process

Source: (Ben Sailer, 2019)

Nike’s marketing operations are focused on building a strong image and connecting with
consumers through various channels. The company’s use of sponsorships, advertising, prod-
uct launches and retail presence helps it to keep its position as a leading global brand in the
athletic footwear and apparel industry (Fahy, and Jobber, 2019).
Nike Inc. is one of the world’s biggest suppliers of athletic footwear, apparel, and acces-
sories. The company works in a highly competitive market, and marketing plays a critical
role in differentiating Nike's products and services from those of its competitors (Fahy,
2019).
The role of the marketing department of Nike includes various responsibilities which may in-
clude that marketing and Communication groups at NIKE, Inc., help set the brand tone. They
act as an imaginative force of specialists, driven to tell Nike's stories of innovation and sport
through product presentation, advertising, digital engagement and brand strategy (Bouredji, et
al., 2020).
Nike’s marketing strategy has focused heavily on creating a powerful brand image
through innovative advertising campaigns and sponsorships. The company has used its fa-
mous ‘swoosh’ logo and slogan" Just Do It” to create a brand identity that is recognised and
respected worldwide (Chernev, 2020).
Nike's marketing strategy focuses on product differentiation to create a unique value
proposition for customers. The company uses advanced technology and innovation to create
high-performance products that are marketed as superior to those of its competitors (Fahy,
and Jobber, 2019).
Nike’s marketing strategy targets specific market segments such as athletes, fitness en-
thusiasts, and fashion-conscious consumers. By understanding the needs and preferences of
its target markets, Nike can create products and marketing campaigns that appeal directly to
those customers (Ferrell, et al., 2021).
Nike has invested heavily in digital marketing, using social media, influencer market-
ing, and e-commerce to reach customers worldwide. The company has also developed an in-
novative digital experience (Fahy, 2019).
The operations department and the marketing department are two critical functions of
any organisation that work closely together to achieve the company’s goals. The operations
department and the marketing department work together to develop new products or services.
The operations department supplies information about the company’s capabilities, manufac-
turing process and supply chain, whilst the marketing department supplies information about
the target market, consumer preference and trends (Fontaine, 2020). The operations depart-
ment handles supporting the quality of the products and services offered by the company. The
marketing department supplies feedback from customers on the quality of products and ser-
vices. This information is used by the operations department to improve the quality of prod-
ucts and services (Merikanto, 2019).
The finance department and the marketing department are two crucial parts of any or-
ganisation, and they need to work together to achieve the company's goals. Here are some
ways in which the finance department can collaborate with the marketing department: The fi-
nance department handles managing the company’s finances and comparing the budgets
(Merikanto, 2019). The marketing department can work closely with the finance department
to ensure that their plans align with the company’s financial goals and capabilities. Marketing
campaigns are often expensive, and the finance department needs to know if they are generat-
ing sufficient returns (Fahy, 2019).
Collaboration between the human resource and marketing departments can be benefi-
cial for a company in several ways. HR and marketing can work together to create and pro-
mote a strong employer brand (Fontaine, 2020). Marketing can use its ability in branding and
messaging to develop an employer brand that reflects the company’s values and culture,
whilst HR can ensure that the brand is consistent with the employee experience (Nguyen,
2023).
Nike's company culture, including its values and mission, can affect its marketing strat-
egy. For example, Nike's focus on innovation and sustainability may influence the types of
products it develops and how it markets them (Merikanto, 2019).
Nike's financial resources, workforce and other resources can affect its marketing strat-
egy. For example, if Nike has limited financial resources, it may need to focus on cost-effec-
tive marketing tactics such as social media marketing and influencer partnership (Nguyen,
2023).
Nike’s brand image, including its reputation for quality and innovation, can change its
marketing strategy. For example, Nike may use its brand image to market new product
launches and generate hype amongst its target (Nguyen, 2023). Overall, the internal environ-
ment of Nike Inc. can have a significant strategy. By understanding these internal factors,
Nike can develop a more effective marketing strategy that aligns with its business goals and
aims (PAYMENT, 2022).
Nike external environment
Economic environment
The economic environment plays a crucial role in Nike's marketing strategies. Changes in
economic conditions, such as inflation, recession or currency fluctuations can affect con-
sumer buying power, which in turn affects Nike's sales and revenue (Fontaine, 2020).
Technological environment

The technological environment is another factor that affects Nike’s marketing. Ad-
vances in technology have led to new ways of advertising, such as social media and influ-
encer marketing, which Nike has used effectively in its marketing campaigns (Nguyen,
2023).
Political and legal environment

The political and legal environment, including trade policies, tax laws, and regulations, can
affect Nike’s marketing strategies. For example, changes in trade policies or import/export
regulations can Nike’s ability to source materials and manufacture products, which can
change its marketing strategies (Ferrell, et al., 2021).
Sociocultural environment

The socio-cultural environment, including cultural values, beliefs, and lifestyles, can
influence Nike's marketing strategies. Overall, the external environment has a significant im-
pact on Nike’s marketing strategies (Fontaine, 2020). The company must be aware of and
adapt to changes in the economic, technological, political, and legal, socio-cultural, and com-
petitive environment to remain successful in the global marketplace (Nguyen, 2023).
The marketing mix (7ps)
Nike Inc. is a multinational corporation that designs, develops, and markets footwear,
apparel, equipment, and accessories. Its marketing mix includes products like a range of ath-
letic and casual footwear, apparel, equipment, and accessories. Nike uses premium pricing.
Nike has 1048 stores worldwide such as North America, Europe, and Asia (Teng, 2020).
Nike uses various channels to promote its products, including television, print, online and so-
cial media.

Figure2: Target market

Source: (Sonya Kisbee, 2019)
Nike Inc. uses the marketing mix (7ps)
Product
Nike offers diverse types of products, like athletic footwear, accessories, and apparel for
women, men, and children. It also offers a diverse type of shoes of varieties and suited for use
in different sports. Like sports shoes for basketball, gym, running, football, and other shoes
available from Nike. It also sells sportswear like t-shirts, pants, and shorts (Nooh, 2022).
Place
Nike Inc. has a strong distribution network and sells its products online and buys through an
outlet. Many retail outlets in us. The company has a total of 1048 stores over all the world in-
cluding 325 stores found in the UK (Chaffey and Smith, 2022).
Price
Nike Inc. uses a premium pricing strategy for its products to convey a sense of exclusivity
and high quality to its customers. They also offer various discounts and promotions through-
out the year to attract new customers and keep existing ones (Merikanto, 2019).
Promotion
Nike Inc. uses various advertising and promotional tactics to create brand awareness and
drive sales. It advertises its products through online and offline channels. The company uses
celebrity endorsements, sponsorships, and social media marketing to promote its products
and engage with its target audience (Ferrell, et al., 2021).
People
In 2020 the company employed 75,400 people. Nike Inc. has strong teams of employees who
are passionate about sports and fitness... Nike also consists of CSR programs. The company’s
employees are trained to supply excellent customer service and are knowledgeable about their
products (PAYMENT, 2022).
Process
Nike Inc. has a streamlined process for designing, manufacturing, and delivering its products
to customers. The company uses innovative technologies and processes to create high-quality
products and ensure efficient delivery (Gurumoorthy and Santhiya, 2019).
Physically evidence
Nike Inc. has a strong brand image and reputation, which serves as physical evidence of its
high-quality products and exceptional customer service. Nike's physical stores are designed
to offer a unique and immersive shopping experience to customers (Teng, 2020).

List of recommendations for Nike Inc. to enhance their market competitiveness:

® Expand products Nike Inc. should consider expanding its product lines to reach a
wider range of consumers. For example, they could develop products specifically for chil-
dren, senior citizens, or people with disabilities.
® Invest in sustainable production practices, Nike Inc. should continue to invest in sus-
tainable production practices and communicate these efforts to consumers.
® To improve customer experience, Nike Inc. should invest in improving the customer
experience both in-store and online.
® Focus on innovation, Nike Inc. should continue to focus on innovation to stay ahead
of the competition. This could involve developing new materials, experimenting with new
product designs, or exploring modern technologies. And emphasise brand values.
➢ Conclusion
It can be concluded from the above analysis, the marketing operations of Nike are highly
effective in their betterment, and however, Nike has also faced challenges in the areas of
labour practices and supply chain management. Overall Nike, Inc. is a successful and influen-
tial company in the athletic footwear and apparel industry, but like a large corporation, it
faces ongoing challenges and opportunities for improvement. It uses different marketing
strategies to overcome its challenges and promote successful market strategies for its devel-
opment using marketing mix, PESTLE analysis and the role of other departments for support
of marketing in Nike.
 ➢ Recommendations
There are some general media plan recommendations for Nike Inc. it is important to note that
a media plan should be customised to the company’s goals, budget, and target audience. A
comprehensive media plan can help Nike Inc. increase brand awareness, engage customers,
and drive sales. Sell an Identity, not a Product, Make Yourself Relatable and Establish Strong
Core Values.

➢ Introduction
Nike has targeted consumers according to age, gender, and generation. Mostly Nike
targets the age group 13-50 (Merikanto, 2019). It has separate lines of female, male
and children's products. Nike does not segment their market based on religion, nation-
ality, ethnicity, and race.

Figure 3: Product Design

Source: (Fahy, 2019)
Nike uses geographic segmentation through different countries, religions, and cities. In
America, Nike focuses on baseball and football on these sports. In North America, including
the US, Canada, and Mexico. And retail stores in Europe, the Middle East and Africa (Chaf-
fey and Smith, 2022).
Psychographics is a marketing technique that involves analysing consumers' personality
traits, values, attitudes, interests, and lifestyles to better understand their needs and prefer-
ences (PAYMENT, 2022). Nike Inc. is a global leader in the sports and athletic footwear in-
dustry, and its marketing plan incorporates psychographic segmentation to target consumers
with different lifestyles and preferences.
Nike is a company that has always been committed to understanding and focusing on con-
sumer behaviour. Nike has successfully used consumer behaviour to understand their target
audience and develop marketing campaigns that appeal to them. Few ways Nike Inc. incorpo-
rates consumer behaviour in its marketing plan, understanding consumer needs and prefer-
ences, creating an emotional connection, and offering personalised experiences (Fahy, and
Jobber, 2019).

Nike Inc. marketing objectives

Nike aims to increase its brand awareness by continuing to use innovative marketing tech-
niques, such as social media campaigns, celebrity endorsement and product placement. Nike
aims to expand its product line by introducing a new product that caters to the changing needs
and preferences of its target market. Nike aims to improve the customer experience by en-
hancing its e-commerce platform, offering to personalise recommendations, and supplying
excellent customer service. Nike aims to boost sales by increasing its market share, expand-
ing into new markets, and improving its distribution channel.
Nike aims to become a leader in sustainability by using eco-friendly materials, reducing
waste and emissions, and promoting sustainable practices throughout its supply chain. Nike
aims to continue to innovate and develop modern technologies to enhance the performance
and comfort of its products (Ferrell, et al., 2021). Nike aims to continue to invest in its digital
transformation, including developing new digital products and services and using data and
analytics to optimise its marketing and sales strategies.
PESTLE Analysis

Figure 4: PESTLE Analysis

Source: (Nike case STUDY by Experts, 2022)

Political
Government regulations and tariffs can affect manufacturing costs and international sales.
Changes in trade policies, such as traffic and sanctions, can affect Nike’s supply chain and
distribution channels. Political instability in some countries where Nike uses can change its
business operations and profitability (Merikanto, 2019).
Economic
Fluctuations in currency exchange rates can affect manufacturing and sourcing costs. Increas-
ing labour costs in some countries where Nike sources its products can lead to higher manu-
facturing costs. Nike's performance is heavily dependent on economic conditions including
inflation rates and currency fluctuations (Nooh, 2022).
Social
Growing consumer awareness of environmental and social responsibility can affect Nike’s
reputation and sales. Changing fashion trends can change Nike’s product design and sales.
Nike’s success is partially due to its ability to tap into changing cultural trends such as in-
creasing focus on health (Chaffey and Smith, 2022).
Technologies
Advanced technology, such as 3D printing, can change Nike's manufacturing processes and
supply chain management. Nike’s investment in technology, such as Nike FuelBand, can
drive product innovation and increase customer engagement (Ferrell, et al., 2021).
Legal
Intellectual property rights and trademark infringement can affect Nike’s brand and prof-
itability. Changes in labour laws and regulations can affect Nike’s manufacturing process and
sourcing practices. The company has faced lawsuits in the past related to a claim of false ad-
vertising.
Environmental
Climate change and natural disasters can affect Nike’s supply chain and operations, leading
to production delays and increased costs. Nike’s product design and manufacturing processes
can change the environment, leading to potential regulatory risks and reputational damage
(Gurumoorthy and Santhiya, 2019).
7PS of the marketing mix
Nike's marketing mix is well-balanced and focuses on creating a strong brand image and
connecting with its target audience. The company's emphasis on quality, sustainability and
innovation is reflected in its products, production, process, and promotional efforts (Ferrell, et
al., 2021).
STP Analysis
STP analysis is a marketing strategy framework used to show and evaluate opportunities for
a product or service in a particular market. In this report, the STP analysis is used to better
understand the marketing strategies used by Nike (Teng, 2020).

Figure 5: STP Analysis

Source: (Fahy, and Jobber, 2019)
Segmentation
Nike has a wide range of products that cater to different customer segments. Nike primarily
targets the following segments: Athletes: Nike designs and manufactures performance-ori-
ented products for professional athletes and sports enthusiasts. Fashion-conscious youth:
Nike has a range of trendy and fashionable products that appeal to the youth market (Nguyen,
2023).
Targeting
Nike targets its products to individuals who are interested in leading an active style. The
company targets its products to both men and women, across different age groups. Nike has
also expanded its target market to include casual wear consumers (Chernev, 2020).
Positioning
Nike positions itself as a company that designs and manufactures high-quality, performance-
oriented products that are both stylish and innovative. Nike has built a brand image that is as-
sociated with success, athleticism, and excellence (Fahy, and Jobber, 2019).

Resource plan:
® Budget: Nike Inc. is a large company with a strong financial position. The company
reported revenues of £6.5 billion and a net income of £5.6 billion (Fahy, and Jobber,
2019).
 ® People: Nike Inc. has a global workforce of over 75000 employees (Ferrell, et al.,
2021).
® Key units: Nike Inc. has several key units, including footwear, apparel, and equip-
ment, digital (Chaffey and Smith, 2022).
® Footwear units: budget: £500 million, people: 1000 employees (Fontaine, 2020).
® Apparel: budget: £400 million, people: 800 employees (Merikanto, 2019).
® Equipment unit: budget: £300 million, people 600 employees (Nguyen, 2023).
® Digital unit: budget: £700 million, people: 1500 employees (Chernev, 2020).

➢ Summary
The market strategy for Nike is a plan of action designed to achieve specific business goals
and aims by showing and satisfying customer needs and preferences. A market strategy in-
cludes a target market, value proposition, marketing mix, STP analysis and resource plan in-
cluding budget, people, and key units.
The first step in creating a media plan for Nike would be to show the target audience.
Nike's target audience is active and athletic individuals who are interested in sports, fitness,
and an active lifestyle (Ferrell, et al., 2021).
Based on the audience analysis, Nike could consider a mix of traditional and digital media,
traditional media could include TV, print and out-of-home advertising, whilst digital media
could include social media, video platforms and mobile advertising (Fontaine, 2020).
Once the media mix and campaign goals are shown, the next step would be to figure out the
budget allocation for each media channel. Media buying could be done in-house or out-
sourced to a media agency.
The media plan should include tracking and optimisation strategies to measure the effective-
ness of the campaign in real time. The metrics used to measure success could include reach,
engagement, conversions, and ROI. Based on the data collected, the media plan could be ad-
justed to optimise performance continually.
➢ Conclusion
In conclusion, creating a media plan for Nike Inc. involves careful audience analysis, media
mix selection, campaign goal alignment, media buying and tracking and optimisation. The
media plan should be tailored to meet the specific needs of the target audience and the cam-
paign's goals. Nike Inc. was an extraordinarily successful and profitable company in the ath-
letic and leisurewear industry.
➢ Recommendations
There are some general media plan recommendations for Nike Inc. it is important to note that
a media plan should be customised to the company’s goals, budget, and target audience. A
comprehensive media plan can help Nike Inc. increase brand awareness, engage customers,
and drive sales. Sell an Identity, not a Product, Make Yourself Relatable and Establish Strong
Core Values.

➢ References
· Bouredji, K., Gupta, R. and Jester, G., 2020. EveryWear Marketing Plan.
· Cengage Learning. Chaffey, D. and Smith, P.R., 2022. Digital marketing excellence:
planning, optimising, and integrating online marketing.
· Cengage Learning. Chernev, A., 2020. The marketing plan handbook. Cerebellum
Press.
· Fahy, J. and Jobber, D., 2019. EBOOK: Foundations of Marketing, 6e. McGraw Hill.
· Ferrell, O.C., Hartline, M., and Hochstein, B.W., 2021. Marketing strategy.
· Fontaine, S.P., 2020. Analyzing the Social Media Presence of Nike, Adidas, and New
Balance Using Social Listening.
· Gurumoorthy, T.R. and Santhiya, M., 2019. MARKETING MIX IN THE GLOBAL
MARKET. Advance and Innovative Research, 6(2), p.15.
· Merikanto, S., 2019. Controversial Marketing-A successful strategy to grow a brand
or risky approach? Case study: Nike Inc.
· Nguyen, Q., 2023. Research on controversial marketing of Nike.
· Nooh, M.N., 2022. Designing A Sportswear Strategic Marketing Plan: A Data Analyt-
ics Approach. ASEAN Entrepreneurship Journal (AEJ).
· PAYMENT, M., 2022. MARKETING PLAN FOR NIKE’S NEW PRODUCT
RANGE. pat, p.0.
· Taylor & Francis. Ferrell, O.C., Hartline, M., and Hochstein, B.W., 2021. Marketing
strategy.
· Teng, J., 2020, December. Analysis of Female Marketing—Taking Nike as an Exam-
ple. In 2020 3rd International Conference on Humanities Education and Social Sci-
ences (ICHESS 2020) (pp. 286-291). Atlantis Press.
· Zintsova, M.V., Vovk, D.I. and Guriev, S.A., 2020. MARKETING THE PREMIER
LEAGUE BRAND: FEATURES AND FUTURE PROSPECTS. In Современные
проблемы управления внешнеэкономической деятельностью (pp. 395-403).