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Marketing Plan
Student Name: Sherif Refaat
Unit No. and Title: Marketing Plan
Assignment no: 3
Assignment Due date: 16th Oct. ‘08
1-Executive Summary
Objective
Nike is a worldwide powerhouse in the athletic shoe and apparel industry. Nike's short, but yet effective mission statement is characteristic of such success. Nike paints a picture of their company for the world to see their, "inspiration and innovation", as well as their "commitment to serve everyone in the world". Through a continuous effort by Nike to remain at the apex of technology and innovation, they are the market leader by a significant margin. As a result of Nike's pursuit of selling a broad spectrum of products, they possess a fantastic competitive advantage.
Nike exhibits significant strength in market share, brand image and recognition, as well as research and development. Through the use of intuition and analysis I have concluded that opportunities exist for Nike to increase market share. Specifically, I recommend horizontal integration, global expansion, European concentration, and segmented marketing to target various generational demographical opportunities. The focus will lie using various methods of segmentation to develop the targeted markets and increase market share.
Market demands and competition
Nike, Inc. has dominated the athletic shoe market, but still has strong competition from Reebok and Adidas. Nike currently holds over 37% of the athletic shoe market, while Reebok maintains about 20% and Adidas 12%. This considerable market share has been achieved through many factors.
In addition to brand name recognition, ...