This document provides a report on Nike's marketing management. It includes an acknowledgement, table of contents, background on Nike's founding and growth, objectives of the report, analysis of Nike's business portfolio and strategic business units, marketing mix, opportunities for business growth, strategic alliances, and competitor analysis. The report was prepared by four students for another student, Tahsina Nimmi Khan, at American International University Bangladesh.

1. A Report On
NIKE
Marketing Management
American International University
Bangladesh
Date:10 July 2019

2. Prepared for
TAHSINA NIMMI KHAN
American International University Bangladesh
Prepared By
ABDULLAH,MD TUSHAR 17-35769-3
RAHMAN,MOHIUR 17-35823-3
KHAN,FAHIM SHABAB 17-35631-3
TOPU,NILOY BASAK 17-34885-2

3. Acknowledgment
1
It gives us immense pleasure to be associated with this project. The project was a joyous learning
Process. The presentation of the report in the way required has been made possible by the way of
Contribution of various people.
First of all we would like to express my gratitude to TAHSINA NIMMI KHAN for her help and
Encouragement. We are very thankful to her for her valuable advice, assistance and constant support
Throughout the preparation of her report.
We would also like to express to deep gratitude to all respondents whose response was of utmost
Importance for the project.

4. Table of Content
Serial Topic Page
1 Acknowledgement 01
2 Company background 03
3 Objectives of the report 04
4 Business portfolio & SBU's 05-06
5 Marketing Mix Analysis 07-08
6 Business Growth opportunities 09-10
7 Strategic Alliances Development 11-12
8 Competitor Analysis 13-14
9 Conclusion 15
2

5. 3
Company background
Nowadays, Nike is one of the most popular trademarks which is basically focused on the production
of athletic shoes, sports equipment and apparel. Oregon where it was initially founded on the basis of
its predecessor Blue Ribbon Sports in late 1960s. Nike’s philosophy was based on the idea that the
company provides its customers, who are actually average people, with sports products of the highest
quality, which use super stars in different sports. It should be pointed out that during the first decade
of its existence the company has managed to attract leading sportsmen in its advertising campaign.
In such a way, within more than 30 years of its existence Nike has managed to become the world
leading company basically producing sports equipment and athletic shoes and operating worldwide. In
actuality, it has a few rivals among which Adidas is the most significant one but Nike’s position
seems to be quite strong and its perspectives are really good.

6. 4
Objective Of The Report
The main objective of the report is to complete our course MARKETING MANAGEMNT and the
Increase the research sagacity. The objective of the report is to increase the knowledge about company of
Nike Inc. The main research Is to identify company background, business portfolio and SBU’s,
Marketing Mix Analysis, Business Growth opportunities, Strategic alliances development, Competitor
analysis and various type of Nike Business strategy.

7. 5
Business portfolio
Cole Haan, designs and distributes Dress and
casual footwear, apparel and Accessories for men
and woman.
Converse Inc. offers a diverse portfolio
Including premium lifestyle men’s and woman’s
Footwear and apparel.
Harley International LLC designs and
Distributes a line of action sports apparel
For surfing, skateboarding and snowboarding
And youth lifestyle apparel and footwear.
Nike golf designs and markets golf Equipment,
apparel, balls, footwear, Bags and accessories
worldwide.
Umbro Ltd. Design, distributes and License
athletic and casual footwear Apparel and
equipment, primarily For the sport of football.

8. 6
Strategic Business Unit’s
Nike
Footwear Sportswear
Esports
Equipment Body care Accessories
For different need people choose from Nikes different Categories of product.People actually go
crazy for buying from Nike. “One queue became an "angry mob" after a limited-edition midnight
shoe sale was cancelled because of "safety concerns", that’s what ABC news reported. This
report explains the popularity of Nike products very clearly. It’s on the top of the list when people
thinking about buying something sporty.

9. 7
Marketing Mix Analysis
Product Price Place Promotion
Footwear $120
Authorized
Showroom of
Nike, BATA ,
Sports World
Sportwear $65
Authorized
Showroom of
Nike-US, India
$55
Authorized
Showroom of
Nike-US, India
Accessories

10. 8
Product Price Place Promotion
Apple Watch
Nike Plus
$529
Authorized
Showroom of
Nike-US, India
$99
Authorized
Showroom of
Nike-US, India
Nike Glasses
Place: Nike Authorized showroom almost all over the world. People can easily buy their product from
Physical showroom or Virtually. Though unfortunately in our country did not reach yet any authorized
Showroom But Our Neighborhood country Like India has authorized showroom of Nike Inc.

11. 9
Business Growth Opportunities
A generic strategy, according to Michael Porter, defines how a business achieves and maintains its
competitiveness. On the other hand, Nike’s intensive growth strategy reflects the company’s focus on
innovation to develop the business. An intensive strategy shows how a company grows.
Product Development. Nike’s primary intensive growth strategy is product development. This intensive
strategy involves the introduction of new products to grow sales revenues. For example, Nike’s Mission
Statement highlights innovation applied through new designs for shoes and related products. New
technologies enhance the products and set them apart from the competition. In product development, these
products remain attractive despite changing consumer preferences. Thus, this intensive strategy supports
Nike’s differentiation generic competitive strategy via product innovation. A suitable strategic financial
objective based on this intensive growth strategy is to increase Nike’s market share through cutting-edge
technologies integrated in the design of sports shoes, apparel and equipment.

12. Market Penetration. Nike’s secondary intensive growth strategy is market penetration. In this strategy, the
company grows by increasing sales revenues in existing markets. For example, Nike increases its stores and
retailers in the United States to sell more athletic shoes to American consumers. However, market
penetration is just a secondary intensive growth strategy because the company already has significant
presence in the global market. The cost leadership generic competitive strategy empowers Nike to penetrate
markets based on product affordability. A strategic objective linked to market penetration is to increase
Nike’s market presence by increasing the number of authorized retailers. In addition, a financial objective
related to this intensive growth strategy is to increase Nike’s sales revenues through more sales to sports
enthusiasts in current markets.
Market Development. One of Nike’s supporting intensive growth strategies is market development. This
strategy facilitates the company’s growth by targeting new markets or market segments. For example, Nike
enters new markets in Africa and the Middle East to increase its shoe sales revenues. Alongside product
development, the company applies the market development intensive growth strategy by investing in new
technologies to penetrate new market segments, such as segments composed of bodybuilders. However, the
saturation of Nike stores and retailers around the world means that this intensive strategy has only a
supporting role in the company’s growth. The generic competitive strategy of differentiation helps the
company enter new markets, based on product attractiveness. A strategic financial objective under this
intensive growth strategy is to increase Nike’s profitability by entering new markets in Africa and the
Middle East
.
Diversification. Diversification is the least significant in Nike’s intensive strategies for growth. This strategy
involves developing new businesses to achieve growth. Nike implemented this intensive strategy in its early
years, such as when it introduced apparel and sports equipment to its product mix. Initially, the Nike brand
was on athletic shoes only. Diversification can support Nike’s generic competitive strategy of differentiation
through new businesses that supply materials for product innovation in the athletic shoes, apparel and
equipment business. A strategic financial objective based on this intensive growth strategy is to improve
Nike’s financial risk by entering other industries.
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13. Strategic Alliances Development
The concept of strategic alliances is also of beneficial to Nike when the company does not have the
muscle and brand to infiltrate certain unrelated markets.
Products or service alliances: Air Jordan is a brand of basketball shoes, athletic, casual, and style
clothing produced by Nike. It was created for former professional basketball player Michael Jordan. The
shoes were designed for Nike by Peter Moore, Tinker Hatfield, and Bruce Kilgore.
Promotional Alliances: Apple and Nike are collaborating to promotion Their sales. They using their
collaborative strategy to ger promoting Two companies. It helps to get increase their sales day by day.
In Images Using apple pay to purchase shoes of Nike. So, they are promoting Both their company.
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14. Logistic Alliances: The alliance is strategic and calculated and they have pinpointed an opportunity for
both brand names to benefit from a couple of products/services. For example, if you buy a Nike Epic
React Fly knit shoe in an exclusive color you’ll get four months free of Apple Music. This collaboration
provides opportunities for Nike to link physical experiences with many apps and digital rewards.
Pricing Alliances: The alliances is strategic of financially both are benefited Through a promo code.
Nike user got $20 discount on those are using Nike pay app. This pricing alliances collaboration is huge
helping to increase Financially benefitted.
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15. Competitor Analysis
Nike has the annual revenue of $36.4 billion in financial year 2018 with a market capitalization of $120.3
billion and 11000 stores worldwide. It is having more than 73000 employees. The Tax Act offset it revenue
growth as Nike net income of $1.9 billion as a result of 54% decrease as compared to previous FY 2017.
Nike is amongst the top three companies i.e. Nike, Adidas and Reebok and these two companies are the top
competitors of Nike Inc.
Adidas: Adidas formerly known as Dassel Brother Shoes is the designer, manufacturer and marketer of
shoes, clothing and accessories. In 2005, Adidas acquired Reebok for $3.8 billion. After takeover both the
companies Reebok and Adidas have strong position to compete with Nike in North America. Adidas group
consist three subsidiaries i.e. Reebok, Run tactic and TaylorMade. According to this, Adidas is the strong
competitor of Nike and the second largest shoemaker in the world. Adidas brand valuation is $14.3 billion
and revenue amounted for 21.218 billion (Euro).
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16. Reebok: Reebok is another competitor of Nike Inc. Reebok is a footwear and apparel company that
designs, manufactures and distributes CrossFit, fitness, running footwear and clothing. Reebok is a
subsidiary of German company Adidas Group. Reebok manufactures variety of assortment but
according to Reebok, customer top rated product is Reebok CrossFit Nano 8. The company considers
itself distinctive and authentic with is consumers. Reebok revenue is amounted for $2 billion in 2017.
Puma: Puma is a German multinational brand that designs and manufactures variety of athletic and
casual footwear, apparels and accessories. The company offers many sports-inspired products like training
and fitness, golf, basketball, football and motorsports. Interestingly both the founders of Adidas and Puma
were brother and founders of Dassler Brothers Shoes. In 1948, they were agreed to split the company and
founded two companies Adidas and Puma. Annual revenue of Puma is amounted $5.5 billion. Puma is
considered as Nike competitor in sport footwear and apparels.
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17. 15
Conclusion
Nike aims to bring inspiration and innovation to every athlete in the world - and it considers everybody to
be an athlete! As a high profile, industry-leading sports company, Nike continually strives to keep itself at
the forefront of product innovation and design. Through extensive research and development, the Nike
Free shoe was created in response to the recognition that barefoot running can strengthen athletes' feet
and legs naturally. Nike Free was developed after extensive research and product testing. With a strategic
promotion campaign, Nike hopes to deliver the message that Nike Free is not designed to replace athletic
performance footwear but to be an important part of training, thus improving performance.
Reference
https://www.academia.edu/15149567/Nike-brand-research-paper
https://www.coursehero.com/file/21306051/A-Research-Paper-On-Nike-Inc/
https://www.ukessays.com/essays/sports/a-report-on-nike-company-sport-essay.php
https://www.essaytown.com/subjects/paper/marketing-nike-company-analysis/9197361
https://www.essaytown.com/subjects/paper/business-strategy-report-nike/1569762
https://www.researchgate.net/publication/299889166_Strategic_Marketing_Plan_of_Nike