Strategic Marketing Management in Nike Marketing Plan by Contactgreen

Strategic Marketing Management in Nike
The strategic marketing of Nike boots is examined.
# 147755 | 2,601 words | 9 sources | APA | 2011 | IN
Published on Jun 26, 2011 in Business (Companies) , Business (Marketing)

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Nike boots are a recent addition to Nike brand footwear. This paper examines the Nike Boots and the companies marketing strategies. It conducts a situational analysis for the product and discusses the market situation, including target markets, consumer behavior, and consumer trends. The paper also presents Nike's strategies for improving brand image and market share.

Executive Summary
Marketing Mix
Resources and Capabilities
Competitive and Macro Environment Situation
SWOT Analysis

From the Paper:

"Nike is considered as the world's most recognizable brand in sports although it is a relatively new entrant to boots that were introduced in the late 1990s. Until Nike entered the market for boots, Adidas dominated the world boots market along with other brands such as Puma and Reebok. It was certainly worth the wait for Nike since the global markets opened up during that period with the rise of economic powers such as China and India. More and more international markets are opening up as the developing world gathers financial strength with the rising purchasing power of the large middle class in these economies. Ever since the introduction of Nike boots, the company has managed to push the design boundaries with the introduction of revolutionary designs and products that were a strong alternative to similar products of other brands such as Puma and Adidas. Nike's Mercurial boots proved to be a better option for consumers in view of their light weight and extra speed. Nike used advanced technology and materials in making the boots to look stylish and light weight and very soon they made an impact in becoming one of the fastest selling boots. A big reason for the success of the Nike Mercurial boots was its endorsement by Ronaldo, who wore them during the 1998 world cup soccer. Until 2000 Nike had introduced technological features to enhance shoe performance and used celebrities and sports persons as its spokes persons. Marketing depended almost entirely on advertisements (Puggatch, 1998)."

Sample of Sources Used:

  • Hayes Scott. (2000). The Story of Nike, Mankato, MN: Smart Apple Media.
  • Kotler, P & Armstrong, G (2004), 'Principles of Marketing', Tenth Edition, New Jersey: Pearson Education Inc
  • Lazer, W (1971). 'Marketing Management: A Systems Perspective' New York: John Wiley & Sons
  • McCarthy, E J (1960). Basic Marketing - A Managerial Approach, Illinois: Irwin
  • McDonald, H., & Hart, S. (2001). Expanding the playing field: Nike's world shoe project. Working paper.

Cite this Marketing Plan:

APA Format

Strategic Marketing Management in Nike (2011, June 26) Retrieved January 27, 2022, from

MLA Format

"Strategic Marketing Management in Nike" 26 June 2011. Web. 27 January. 2022. <>