Marketing conducted in this day and age is an ever evolving process. The marketing process can be dictated by current trends, economic and societal changes, as well as technological advances. Evolution in technology and the social media phenomenon for how people communicate and interact with one another have contributed significantly to the manner in which business research is conducted. Research studies have shown that it goes beyond just traditional promotional marketing to connect with consumers. Marketing has to attract consumers on a socially responsible level. Today’s consumers want to know that the business or brand being marketed towards them supports an important cause. This requirement has become a focus within management at both …show more content…
and Reebok International have been leading the way in design development, worldwide marketing, and sales of footwear, apparel, and athletic equipment for nearly half a century. The companies have grown to a magnitude that is disproportionate amongst most of the industries competitors. There are many factors that have contributed to Nike’s and Reebok’s success but none more than the effective management practices of recognizing issues and implementing valuable business research techniques. Both companies can attribute their leverage and knack of staying ahead of the curve because of their ability to develop strategic research designs and productively following through with the process. Nike and Reebok management appear to have a superior ability for understanding the purpose of their research studies which is the most critical stage of the research …show more content…
The Director of Global Community Affairs for Nike Inc. has recognized this and states "It is our intention to participate in the communities where we do business and to act as a catalyst to improve quality of life through job creation, employee involvement, contributions and partnerships."(Nike Inc., 2004). Consumers have also come to require a more socially conscientious business, brand, and product especially after both companies were shown to have used unethical business practices with their utilization of foreign child labor. In response to this issue, management for both businesses implemented similar research designs to test their hypothesis that by partnering with nonprofit organizations and devising affinity marketing campaigns they can satisfy expected social
Through the restructuring that started in 2005, the restructuring involved are explained as below. Adidas had lineup sporting goods comprise of three different business segments, including Adidas, Salomon and Taylor Made. Adidas business segment provides various Sathletes’ products. Adidas business segments has three different products line, including Adidas Sport Style, Adidas Sport Heritage, and Adidas Sport performance. On the other hand, Salomon business segment is the number one brand that provides winter sports like snowboard, Alpine and Nordic. The Salomon business segment has five different products line, including Cliché, Arc’ Teryx, Bonfire, Mavic – Adidas cycling, and Salomon. Next, Taylor made business segment provides a variety of golf hardware and accessories in full range. The Taylor made business segment has five different products line, including Adidas golf and MAXFLI.
Consumers must be aware of the changes that might occur in Nike through media and social awareness
Nike Case Study “Nike is criticized for using sweatshops in countries like Indonesia and Mexico. The company has been subject to much critical coverage of the often poor working conditions and the exploitativeness of the cheap overseas labor.” – answers.com. 1. What is the difference between a. and a. Should Nike be held responsible for working conditions in foreign factories that it does not own, but where sub-contractors make product for Nike?
Many global companies like Nike, Inc. are seen as role models both in the market place as well as in society in large. That is why they are expected to act responsibly in their dealings with humanity and the natural world. Nike benefits from the global sourcing opportunities, therefore areas such as production and logistics have been outsourced to partner companies in low-wage countries like China, Vietnam, Indonesia and Thailand. As a result the company is limited nowadays to its core competencies of Design and Marketing.
Phil Knight started his shoe company by selling shoes from the back of his car. As he became more successful in 1972 he branded the name Nike. In the 1980’s Nike Corporation quickly grew and established itself as a world leader in manufacturing and distributing athletic footwear and sports' attire. The Nike manufacturing model has followed is to outsource its manufacturing to developing nations in the Asia Pacific, Africa, South and Latin Americas; where labor is inexpensive. It quickly became known for its iconic “swoosh” and “Just do it” advertisements and products. Its highly successful advertising campaigns and brand developed its strong market share and consumer base. But, the road has not always been easy for Nike; in the late 1990’s they went through some challenging times when their brand become synonymous with slave wages and child labor abuses. During this period, Nike learned that it paramount that the company understands its stakeholders’ opinions and ensures their values are congruent with their stakeholders. Nike learned that their stakeholders were concerned with more than buying low cost products; their customers were also concerned with ethical and fair treatment of their workers. Because Nike was unwilling to face the ethical treatment of its employees, the company lost its loyal customers and damaged its reputation. Nike has bounced back since the late 1990’s and revived its reputation by focusing on its internal shortfalls and attacking its issues head on. Nike nearly collapsed from its missteps in the late 1990’s. They have learned from their mistakes and taken steps to quickly identify ethical issues before they become a crisis through ethics audits. This paper is based on the case study of Nike: From Sweatsh...
product as we can see that the Nike Shox was a run away success in U.K
Research can be defined as a systematic method through which new knowledge is discovered. No matter what topic is being studied or analyzed, the value of research lies in how well it is designed and carried out. There are several types of research which include: surveys, interviews, content analysis and focus groups. As an advertiser it is important not only to be aware of your surroundings, but what goes on in people’s minds. Individuals’ needs and wants are not only essential but the base of an advertisement’s success. The purpose of this essay is to conduct my own research about a company that has transcended barriers such as race, disabilities, and gender with a phrase that has sparked interest, innovation and motivation all over the world: “Just Do It”. Since the 1980’s Nike has not only become one of the leading sports brands, but a corporation that learned just how to convey a message and reach their target consumers through successful advertisement. The question is: What is portrayed through Nike’s advertisement and slogans? How has this helped sales, and how far has advertisement pushed its success? The objective of this research paper is to find and understand in-depth answers to these questions that bring a
With the increasing awareness and publicity of poor working conditions in subcontracted factories in East Asia, Nike has stimulated an uprising of activist and watchdog groups working toward seeing these conditions changed. With Nike in the negative spotlight, various organizations have revolved around generating a negative outlook on Nike’s practices of social irresponsibility. Certain campaigns such as the “National Days of Consciousness” and “International Day of Protest” were organized to educate people on the deplorable working conditions in Nike’s Asian manufacturing plants, and were designed to get more people involved in global employment issues.
In this Case Study Analyses, an objective SWOT Analyses will be done to help identify potential strengths, weaknesses, opportunities, and threats within the Nike Corporation.
Marketing is a core pillar of an organization and contribute significantly in its prosperity through attaining the laid down targets as well as scope of development. The position of an organization is hugely based on its competitiveness and capacity to capture a significant portion of the market in relation to the prevailing needs of consumers. Interaction of the organization with the consumers and the potential consumer in the market arena is attained through the marketing wing of the organization (Ferrell& Hartline, 2012). The preferences of the consumer and avenues of satisfaction are aligned to the established marketing frameworks. However, the success of organization marketing is highly inclined to the marketing strategies formulated and adapted towards coping with competition and eventually enhancing firm competitiveness.
Nevertheless, Nike is an extremely diverse company with outstanding organizational structure, impressive marketing strategy, and innovative products. The organizational structure of the Nike Corporation helped them become a leading innovator for the world with creative apparels and shoes. Their intelligent marketing strategies assist them in advertising their products to motive their customers and sell them. Their innovative product motivates customers with great performance footwear and quality designs to take on any obstacles. The Nike Corporation discovers various ways to improve their organizational structure to inspire the world.
I will be using the Yale Five-Stage Development Model created by researchers at Yale University to evaluate the Nike campaign (Binder, 1971). Using this model I will be able to evaluate the five functional stages noted by the Yale researchers: identification, legitimacy, participation, penetration, and distribution. The first stage I will be using identification talking about Nike’s logo. Then, by viewing their impact on communities I will be able to analyze Nike’s second stage which is legitimacy. Third is the, participation stage I will identify how Nike as the recruitment and involvement of previously uncommitted people. Fourth, the penetration stage on how the product earned a meaning to Nike how their product earned. Final stage which is Five, I will identify the distribution stage by looking at how Nike’s rewards their supporters.
This project concentrates on the Nike Sports shoe; Nike is one of most significant shoe manufacturing company worldwide. Sportswear manufactured by Nike is known for quality and is most liked brand of athletes. (Daniel, 2011)
According to Diamond 2008, social media marketing is marketing that concentrates on people and not products. The company can represent the product through a promotional tool if possible, all that really matters is the customer’s feedback. Marketers are scared about social media marketing because people provide and control the content posted, therefore negative word of mouth can be said about the brand which can spread worldwide in the twinkle of an eye. Social media does not only help companies and brands expand or create awareness, it also influences consumer behavior in terms of gathering information, purchasing decisions, opinions, attitudes and brand evaluation. Marketers need to post topics that will create great conversations with consumers using the platform.
In reviewing the case of New Balance Athletic Shoe, Inc. it is clear that there are a few major problems that the company is facing. First of all, New Balance falls behind its other major competitors, Nike, Adidas and Reebok, in the area of marketing. Unlike its competitors, New Balance does not undertake celebrity endorsements. This puts them at a disadvantage when it comes to brand building. This also causes the company to lose out somewhat on gaining awareness on a global scale as it lacks endorsements in major sporting events. Most global brand names generate strong brand recognition through celebrity endorsements in sporting events that would give them the needed momentum to carry their brand name further into the global market.