Study of Nike’s strategy

Type :

Presentation

Pages :

11 pages

Format :

.doc

Published date :

01/20/2009

Category :

Business & market

Sub category :

Business strategy

Oboulo.com selection criteria

$ 19.95 Add to cart

Summary :

Introduction.
Analysis of the situation.
The market: Nature of the market, evolution of total turnover, distribution and market trends.
Advertiser: Nike.
1. History, situation and weaknesses.
Product, competition, consumer and problems to be solved through communication.
Communication strategy.
1. Marketing and communication objectives.
2. Target of communication.
3. Positioning and strategy of creation.
Strategy of resources.
1. Media: Television and display.
2. Outside media: Promotion and sponsoring.
Conclusion.
Bibliography.

Abstract

Sport has taken an important place in the society: L'Equipe is now the leading newspaper in France, ahead of Le Monde. The most purchased video games pertain to sports (GranTurismo, Fifa Soccer....). Young people dress with clothes (Adidas, Reebok, nike, Fila, Caterpillar, New Balance, Aigle, Timberland, Quicksilver, Oxbow...) that represent the majority of the sports lifestyle. One way of personal development and communion: sport embodies the will to "win", to cultivate one's appearance and looks. Major sporting competitions are great moments of public life (communion in stadiums and on the streets to celebrate) broadcasted on channels worldwide. The practice in a club or association is developing: the staff of sports associations have increased much over the last twenty years: they accounted for 16% of the population in 1999 (Source: Credoc), or one in five adults. We have also counted 14.3 million dismissed in 1998 as against 9.5 million in 1980. (Source: Francoscopie 2001). Sport has also evolved with society: modes succeed faster, amplified and relayed by the media. This trend has been fueled by technology which helped invent new disciplines or renew old: winter sports (skate board, inline skating, snowboarding, jetski, ULM ) and outdoor (climbing, hiking, mountain biking ) are in full "boom".