Nike's Marketing Strategy Persuasive Essay by Top Papers

Nike's Marketing Strategy
A discussion on Nike's commodification of a product and the presentation of a lifestyle.
# 138502 | 2,000 words | 10 sources | APA | 2008 | US
Published on Dec 01, 2008 in Business (Companies) , Business (Marketing) , Sport (General)


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Description:

The paper argues that Nike's marketing strategy has commodified its product in a way that emphasizes a certain kind of lifestyle and/or culture that is intoxicating for young people who have a 'can-do' spirit - or who would like to think of themselves as possessing a can-do spirit. However, in marketing its product as something that yields a better life, the paper reveals that Nike has made sure to keep its labour costs down - and to market to affluent western consumers while workers in poor parts of the world do the heavy manual labour. Beyond that, the paper also reveals how Nike has cleverly utilized star athletes with 'attitude' and has used product placement to great effect. The paper emphasizes how Nike has been unafraid to exploit workers in Southeast China and in Asia and has seen to it that workplace conditions never compromise profit margins. The paper does note that there is mounting evidence that the pressure applied by NGOs and by concerned citizens is finally working - at least in a limited fashion.

From the Paper:

"The following paper will argue that Nike's marketing strategy has commodified its product in a way that emphasizes a certain kind of lifestyle and/or culture that is intoxicating for young people who have a `can-do' spirit - or who would like to think of themselves as possessing a can-do spirit. However, in marketing its product as something that yields a better life, Nike has made sure to keep its labour costs down - and to market (at least for the most part) to affluent western consumers while..."

Cite this Persuasive Essay:

APA Format

Nike's Marketing Strategy (2008, December 01) Retrieved March 31, 2020, from https://www.academon.com/persuasive-essay/nike-marketing-strategy-138502/

MLA Format

"Nike's Marketing Strategy" 01 December 2008. Web. 31 March. 2020. <https://www.academon.com/persuasive-essay/nike-marketing-strategy-138502/>

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