Marketing Principles
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- Date Submitted: 10/27/2014 04:56 PM
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Assignment Name : HND IN MARKETING PRINCIPLES
Student Name : IGOR
Student ID : XXXXX
Semester : XXXXX
CONTENTS PAGE
Introduction 02
A Brief Overview of Nike, Inc. 02
A Brief History 02
Section LO1 - Process of marketing 03
Elements of marketing process 03
Costs and benefits of marketing 04
Section LO2 - Segmenting, Targeting and Positioning 05
Macro and Micro environments factors that influence marketing 05
Segmenting strategies 05
Targeting strategy 06
Buyers’ behaviour activities that affect marketing 07
Positioning strategy 07
Section LO3 - Marketing Mix 08
Extended marketing mix 08
Product development and sustainable competitive advantage 09
Distribution strategy 09
Pricing strategy 09
Promotional strategy 10
Section LO4 - Marketing Mix in different context (activity) 11
Planning marketing mix for two different segments in consumer markets 11
Marketing products and services for B2B markets 11
International marketing strategy 11
Credits and references 12
A BRIEF OVERVIEW OF NIKE, INC.
Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon. It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment with revenue in excess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people worldwide. Nike and Precision Castparts are the only Fortune 500 companies headquartered in the state of Oregon, according to The Oregonian.
The company was founded in January 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight, and officially became Nike, Inc. in 1978. Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. Nike also owned Bauer...
Student Name : IGOR
Student ID : XXXXX
Semester : XXXXX
CONTENTS PAGE
Introduction 02
A Brief Overview of Nike, Inc. 02
A Brief History 02
Section LO1 - Process of marketing 03
Elements of marketing process 03
Costs and benefits of marketing 04
Section LO2 - Segmenting, Targeting and Positioning 05
Macro and Micro environments factors that influence marketing 05
Segmenting strategies 05
Targeting strategy 06
Buyers’ behaviour activities that affect marketing 07
Positioning strategy 07
Section LO3 - Marketing Mix 08
Extended marketing mix 08
Product development and sustainable competitive advantage 09
Distribution strategy 09
Pricing strategy 09
Promotional strategy 10
Section LO4 - Marketing Mix in different context (activity) 11
Planning marketing mix for two different segments in consumer markets 11
Marketing products and services for B2B markets 11
International marketing strategy 11
Credits and references 12
A BRIEF OVERVIEW OF NIKE, INC.
Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon. It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment with revenue in excess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people worldwide. Nike and Precision Castparts are the only Fortune 500 companies headquartered in the state of Oregon, according to The Oregonian.
The company was founded in January 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight, and officially became Nike, Inc. in 1978. Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. Nike also owned Bauer...