Marketing Strategy Plan: Nike Marketing Plan by The Research Group

This paper presents options for Nike's marketing strategy.
# 71355 | 857 words | 5 sources | MLA | 2003 | US
Published on Dec 01, 2003 in Business (Companies) , Business (Marketing)

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The paper focuses on the three areas of particular concern to the Nike company that are the dispute between Nike and Foot Locker, Nike's strategies for dealing with outlets and the company's overall retail strategy. The paper develops two suggested marketing strategy options for the company to consider in relation to each of these three issues.

Foot Locker Objective
Outlet Objective
Retail Objective

From the Paper:

"In the Nike, Inc. (4) Form 10-K filed with the Securities and Exchange Commission reporting on Nike's Fiscal 2002 (closed 31 May 2002) results, the company revealed that it anticipated substantially lower order levels from its largest customer during the remainder of calendar year 2002 and in calendar year 2003. Foot Locker, Inc., which accounted for 10.9 percent of Nike's total sales in fiscal 2002, informed Nike in April 2002 that it was dropping all Nike foot ware products with a retail sales price of $120 or more per pair (Nike, Inc. 4-5). Foot Locker projected that it would reduce its total order volume with Nike in the range of $150-to-$250 million in calendar year 2003 (Herzog B1).
"Nike must decide between marketing strategy alternatives that essentially involve (a) efforts to cause Foot Locker to change its policies or (b) develop alternative marketing strategies concerning the sale of the company's higher-priced products."

Cite this Marketing Plan:

APA Format

Marketing Strategy Plan: Nike (2003, December 01) Retrieved December 09, 2022, from

MLA Format

"Marketing Strategy Plan: Nike" 01 December 2003. Web. 09 December. 2022. <>