Nike: S E-Marketing Strategy: Analysis Of Nike's Marketing Environment

Firms today are showing a great interest in finding effective ways to attract and retain customers, simply because e-commerce is moving quickly and the competition has been rapidly increasing throughout the years. As a result, most of the firms are focusing more in the development of their e-marketing methods since it can form a better relationship between the customer and the firm and possibly lead to stronger consumer loyalty. E-marketing is also a main focus as it has become increasingly and internationally popular throughout recent years, since it is a very fast and easy way to portray messages and promote company products and services. It is also an entertaining way for companies to show their individuality and range of offerings in terms of products, services, and communications. Essentially, e-marketing allows for firms to create strong ties with consumers, engaging them, and allowing them easy access from almost anywhere. This project is going to examine Nike’s e-marketing environment through the analysis of Porter’s five forces, to eventually show that firms can face both threats and opportunities in a marketing environment (Kotler et al, 2001). Furthermore, it is going to illustrate how Nike uses sources of social media such as YouTube, Facebook, Twitter and Instagram to entice new customers to its own web-site. It does so by providing motivational videos including famous professional athletes wearing their gear. It also promotes its services by providing photos of products, along with detailed descriptions of their functionality, along with inspiring messages. This report is also going to show the relation of some of the eight different factors called the 8C’s to what Nike’s marketing department has done in order to obt...

... middle of paper ...

...rstand the e-marketing environment in which it operates. This project uses this model in order to identify Nike’s situation , focusing on its intensity of competitive rivalry, bargaining power of suppliers, bargaining power of customers, threat of new entrants and threat of substitute products. The next section portrays the importance of social media for Nike in attracting customers to its website. However, the key aim of Nike is to preserve the customers in the web-site and it manages to do that by focusing in to the factors of 8C’s such as the innovative idea of “Nike+” which is under the factor of “Choice”. The last part of this essay provides some recommendations which focus on “Contact interactivity” and “Care” factors with examples such as the 24/7 online chat service and a “products availability service” for customers who prefer to shop in stores.