nike differentiation strategy pdf

endobj endobj 17 0 obj We realize that the team-mentality that captured the spirit of athletics in the late 1980's and early 1990's has been replaced by a sense of individualism. Strategy used. :u��D�}��@�N�_�DQ. 2 0 obj <> ��4%[P�+~f�gZEG�"�_�c��q1��&�� R��V��:�.� ��:f֖��fuɪ�p��zI�$�ኬI �=ᤆ�1��Q x��X[O�J~G�?�cR��W_$��r�#Z*8��I��Ŀ?3k;�Il�=j�ę�v��o.��f�db��d�H�pwr[,�ܾ,ӓ�d��͊��fuo��_i2M˳3�x ��L*gT�Y�@A��x��GB0��v��?�s�"�a&��'��t¼:}�Q6>֣�t�n�|@��)��8�}�O6�M��Li\,Y(w��e2�#K|��DjM ��4y��*��}n�d�wk��!��fK2��w�2�!��P��^ It is a division of the famous shoe brand, NIKE. Implementation of brand differentiation strategy is allowed by Nike’s brand name which is a tangible but important factor to ensure future success and maintain its current leadership and market share. Generic Strategies Low Cost Differentiation Focus Configure Value Chain Value chain and value systems are configured to best suit chosen strategy . Based on the differentiation strategy, Nike adopts three approaches to producing products for athletes. 5 0 obj 3 0 obj Nike's Strategy to Become the Leader in their Market. <> Product differentiation strategies are the well-thought out and purposeful set of actions you take to highlight aspects of your product or service that are unique and most relevant to your customer. <> endobj Nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. @��h�hКJ�/"� � ��zU�:�0�y��Vڠ��ت�O«�V��m5��(�4�|��V�Da��P��vx�-��k>��+Q m�+�~��4�S�� g#�3,ϸl�\d��`�9��1��=��&�G�L�"�q��|1��)|*q�T\��*d�J�|Z�H�ꅾLI+[��Ɖ�0"�o��F�A��]nn��~{�:A�Ԋ)�Iս�R�q]��Ca�"��G}V New Balance is using a differentiation strategy in order to gain market competitiveness and increase the success of their market penetration. One of the R&D choices is to be either a leader or a follower. For example, the company integrates cutting-edge designs for its shoes. Nike’s differentiation strategy is to establish the company as the standard in athletic wear. <> Nike’s differentiation strategy is to establish the company as the standard in athletic wear. HMZ��A 'j��A. The combined cost leadership and differentiation generic strategies boost Nike’s performance in the global industry. Click To Tweet. A company's brand differentiation strategy tends to evolve from its strengths. %PDF-1.5 endobj School University of Nevada, Las Vegas; Course Title HMD 203; Type. Apple has been a market leader, initially in the PC market and now in the smartphone domain. He already thought that it would be beneficial to the company if it used manufacturing plants in other countries outside the United States, because the labor costs would be much lower. By referring to legendary track-and field coach Bill Bowerman’s quotation, NIKE states that the vision of their company is “To bring inspiration and innovation to every athlete in the world.” Keywords: Nike, strategy, product differentiation, innovative and outsourcing. Differentiation strategy is nothing but to differentiate the product or service. x��[Ko�H��ZX4��|��c/2��bg�0�-�61)��=��`��M6%QR�l�Q]U]]�Uu5s9ߴ�c�h��/�m�-��}��:��%{*��-�j6s�>\;W�o�\� Strategies of Nike. 2.The marketing strategy of Nike. [ 19 0 R] Nike Inc. has been dealing with many sports starts, Michael Jordan to name one, in order to promote its products through its marketing strategies; and overall part of the business. 11 0 obj ----- To follow its mission, NIKE’s managers are concerned with elaborating on the strategies listed below: • Functional-level strategy: is directed at improving the effectiveness of operations within the company. stream 22 0 obj <> endobj 1.2.3 Focus Porter initially presented focus as one of the three generic strategies, but later identified focus as a moderator of the two strategies. A strategic objective based on this intensive growth strategy is to implement an aggressive marketing campaign to attract more consumers to Amazon’s e-commerce website. <> In addition, the premium pricing strategy also caters for the company’s broad differentiation strategy. Global Marketing Strategies. Thus, this intensive strategy supports Nike’s differentiation generic competitive strategy via product innovation. A suitable strategic financial objective based on this intensive growth strategy is to increase Nike’s market share through cutting-edge technologies integrated in the design of sports shoes, apparel and equipment. Their latest boots, of course, are made of the most perfect materials. To follow successfully the differentiation strategy Nike decided to focus on investing in their R&D department: they focus on individual benefits such as newest technology of producing clothes that let the skin breathe, footwear specific structure allowing to avoid or reduce injury and get the maximum comfort, new electronic devices helping people to stay healthy and active. GWo$�ґ�4�EiA�t �n��l�0�\#�� By focusing on their product line, they are able to produce high quality products that meet customer expectations. stream Nike spends more than most companies in the industry on R&D in order to differentiate its athletic shoes from its competitors in terms of performance. Leadership Practices in The Post-Bureaucratic Era 1575 Words | 7 Pages. differentiated strategic change that companies created new revenue growth. Starting from its Swoosh logo to the famous ‘Just Do it Slogan’, these are important factors differentiating it from its competitors. Constant Innovation. <> 3. How To Apply The Nike Marketing Strategy To Your Own Brand . •Objective 3: Explain marketing’s role in strategic planning and how marketing works with its … Nike: Sourcing and Strategy in Athletic Footwear This case gives students an opportunity to examine the costs and benefits (pros and cons) of vertical integration and outsourcing as vehicles for achieving a firm’s strategic objectives. 4 0 obj New Balance puts great effort in creating their own identity in the market as compared their competitors like Nike and Adidas. �Vp��GJ�b��FSxƿ��q�Xd��>}|t/{(�A�t�Lw�zRְG�ѓ��b� <> Differentiation strategy is one of three Porter’s Generic Strategy; others are cost leadership and focus. Nike uses product differentiation, product design, marketing, production efficiency, high quality and supreme air sole technology as the main key competency. Nike’s marketing message has made everyone who wishes to participate in sports feel as if they can achieve their athletic goals. endobj 6 0 obj <>/ExtGState<>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 612 792] /Contents 13 0 R/Group<>/Tabs/S/StructParents 1>> endobj <>>> endobj Stay true to your brand. Like many companies that have embarked on a sustainable business strategy trajectory, Nike quickly learned how to convert health and environmental challenges into competitive advantage, not just cost savings. Being present in footwear, sports equipment, clothing and many others Nike uses differentiated targeting strategy.Produc… The differentiation strategy of Nike is quite competitive so Nike should ensure any international marketing strategy it applies should enhance its superior brand name. ��4��!� �dE�,Jt�[ The history of Nike’s marketing strategy is interesting in itself. •Objective 2: Discuss how to design business portfolios and develop growth strategies. 12 0 obj Advertisement : Corporations that depend on technology for their success are becoming increasingly concern with the development of R&D strategies that complement business-level strategies. endobj 15 0 obj <> <>>> (by outsourcing and most of their products are manufactured outside the United States ,and by economic of scale) • Broad differentiation strategy. ��+V��d��Sڿ��ź@��0� ��.ps��n,�QZ�r�?�uj�tce By focusing on their product line, they are able to produce high quality products that meet customer expectations. 0�!v��ϿyNZV�zY%��{�pZk%U��i疖��WofB�ߥ��f��P��2)�~��x[TV*'l�Ұ@�Hm�uN:@,��QR�@L-�X{(�o �Ҡ��E�o�H��,�pdwq닔n֛�z�B3 �D�^�k6 �q�[�$�;�hU��.l;~8V�Y��k�r|��x�dk_^�T7� �ux}�Ƈ��ׇL_��t��_��8�eZhJM/�M��.�OD�h: i��Cc:dPLOq��Z��p:|��2V^h'�E[@�L�"�U-��r��fR��8D��cs�5�b��4��~ The basic strategy of Nike is to provide the customers with good quality products. This is how they work, the design is super innovative and this does not only refer to the boots. By R. Buderi. Air Jordan Communication and Marketing Strategy Air Jordan is a shoe and apparel brand created by Basketball legend Michael Jordan in the year 1985. Position 5: Focused Differentiation . <> ��)}�u�_��^ �oe��)uVN"ɚǝʱ�$�R�Ž�|��5m�Ț��> ��Q�6�l��a\um74��֮O9Ҟ�\`o/�R1CJ�\��X��Q�o��SF�*F~�j�vl]Eh� ��:W_�t0�V�m�nF��l��tP�s}ɹ��+��+zv�?љ>ms2k> Nike Uses A Leader R&D Strategy To Achieve Differentiation. Page 4 of 9 of authors such as Prahalad & Hamel (1990), Stalk, Evans & Shulman (1992) and Hall (1994). %PDF-1.5 Essay … Nike is very well known for high quality and premium prices and Reebok is also a strong brand but it provides high value with a lower premium. Companies that have succeeded with a differentiation strategy include Apple, BMW, and Nike. During that time, its main goal was to produce low cost, high quality shoes for Americans to break Germans control over domestic trade (Nike, Inc., 2009). Uploaded By ankitaghsh. endobj <> Companies that have succeeded with a differentiation strategy include Apple, BMW, and Nike. Lecture Slides. <>/ExtGState<>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 612 792] /Contents 23 0 R/Group<>/Tabs/S/StructParents 2>> (\q0�=�P] ޶��R�.�[�C)dP�� 4 0 obj stream Examples of the successful use of a differentiation strategy are Hero Honda, Asian Paints, HLL, Nike athletic shoes, Apple Computer, and Mercedes-Benz automobiles. NIKE COMPETITIVE STRATEGIES Nike has a combination of two strategies: • Best cost provider strategy. .Xl��^vx�P&�o�شG�J&�Q��H&�)��pF "�R�1R(�U��X�b�4�nN�ĥ�� E��+��ɸ�\��M�#S�S24��Iw�� 9 gέG��S^>%��[!7[�*a-�jI�O��dW3��-�c��V*��7X�X��63 � z�X#Zp�p%�Y��0��Զ%�&ѭ�f� �Cz�^��A��C� • Differentiation: wtp , soc (Goldman) • Cost Leader: wtp , soc (Enterprise) • Dual Advantage: wtp , soc (McDonalds) Value wtp soc 15.834 Marketing Strategy. 10 0 obj As a result, its products have become the favorite of the serious athlete. Innovation is one of the ways of Nike for going ahead and providing new technologies for all kinds of goods they create. endobj Two Simple, But Critical, Points • your strategy should be based on the strengths that differentiate you from competitors, your resources. Adidas marketing mix promotional strategy is to use a 360 branding strategy covering all aspects of media and communication. The following post is an abstract of a longer document. The risks will have a negative influence about Nike’s future development, for example, the market share in the world, reputation, brand image and customer loyalty. stream endobj 4.0 RISKS OF NIKE’S CORE MARKETING STRATEGY. Download full-text PDF Read full-text. <> The following are the generic competitive strategies implemented in Nike’s combination strategy: 1. endobj This can contain info accumulating for the objective of the market segmentation and product differentiation that can be applied to modify publicizing efforts or determine that aspects are observed as a prior to the consumers. The company is ranked as the top seller of sports shoe and clothing. <> <>/ExtGState<>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 612 792] /Contents 4 0 R/Group<>/Tabs/S/StructParents 0>> Nike Inc. is an international company based in the United States, which deals with sportswear and other apparels. Help solve their problems. Nike’s production strategy has innovative technology at its core. <> Nike always was the good competitor for the other companies continuously. The differentiation strategy of Nike is quite competitive so Nike should ensure any international marketing strategy it applies should enhance its superior brand name. Therefore Nike tries to portray a brand image of quality and performance. Nike, with its differentiation strategy, the company is continuing to separate its self from the competitors by using its superior technology and innovation. They have maintained customers because of their high quality products and unique marketing strategies. The competitive strategy that Nike introduced at the end of the 1990's concentrates on honing the focus of our marketing strategies and product offerings through product differentiation. Understanding and facilitating organization design thus requires an understanding of how and why strategy has an impact on the design. <> Differentiation strategy is nothing but to differentiate the product or service. endobj 13 0 obj 16 0 obj x��X�o9~G��#T��3�_R�Dh��I�Z]�>Д��z��p��.�˂��wJ��gl��nq��f��">��?��?�/��b�zX�o��IC�-_��|9�{�@ 7 0 obj Cost Leadership Strategy 2. endobj Adidas is the closest company to Nike in terms of marketing strategy. In order for Nike to sustain its global competitive position as the world’s leading designer, marketer and distributor of athletic footwear, apparel and accessories, it adopted a differentiation competitive strategy (Ghauri and Cateora, 2014). #contentmarketing. Company and Marketing Strategy Learning Objectives •Objective 1: Explain company-wide strategic planning and its four steps. The findings of the study highlight Nike’s strategies which focus on innovation and emphasis on its research and development department, provision of premium pricing for its customers, broad differentiation strategy, market Segmentation Strategy and Closed-Loop strategy. %�� Strategy used. Today, Nike not only distributes its products do… It has adopted technologies that specifically create material which is user friendly and sustainable. Being the worldwide leader of athletic textiles for the better part of half century has given Nike a sort of "high ground" in the market. This type of strategy includes two or more of the generic strategies from Porter’s model. Nike’s customers consist of both armature and pro athletes who use the shoes in sporting activities. It uses separate campaign or strategy to cap the market potential of the different segments.Targeting is the important aspect of the marketing strategy, especially when a company is in different businesses. • to decide on a strategy, you therefore need to identify those resources. <> They capitalize on the fact that many people like to look good while they are performing an activity, which enables them to be part of the mainstream consumer crowd. �I~Lc��n6��ްJ�؏��B�B4\>��%ⱉ��*qL��|V" �I׵*ͩ�!71{�+��Z�U��,υ4?��a�'Q��i��c[�%��Jf��-nΐ]�B�y*�iLŷ5�0� ��V;��PW��u�n�vV�W�\3�=K'/-��p�F:ix:Y��6��tb�rI�N)X!Qzy��I�+�;v��PE�S&�Rp4�9C�;M2+�c�x��L:�4I�rמ�J�b4W�:��.�l�A��9L��K0�0ϸ��M�ϰQ��cq Each segment is carefully examined in terms of physical capabilities, sociological needs, and design preference. Results of Nike's new Customer Experience distribution strategy in place for over a year in a study by Euromonitor. Nike uses best in class technologies to reuse the waste its factories generate. 19 0 obj endstream In contrast, Nike, Inc. uses the Leader R&D strategy as detailed below. endobj 9 0 obj Download Full PDF Package. Phil Knight even decided to take a break in the 83-84 year, although he was still chairman and CEO. Corporate Level We use strong diversification in what we sale to the differentiation of our consumers. Pages 32 This preview shows page 13 - 20 out of 32 pages. Differentiation Strategy Nike incorporates a business level strategy that most resembles a differentiation strategy. Nike Air technology incorporated in the running shoe and with the completion of the IPO some of Nike’s major businessmen had decided to step away from the company. Nike faces many risks when they use their core marketing strategies to achieve their goals and these risks can come from both internally and externally environmental circumstance. It also gives endless chances for customer segmentation and product differentiation, the pillars of any marketing strategy. TL��w6��m9E��mQv��9��c("�ڲ�>\]�\Sz_]~~�I�^��sC�#�.�� b�� Cz��@��D�΄� Q�'�� @"�I��(AȔ�BЬ1�?��Ra�PTk��~(�5�ʀnu��; \�=Ɠ��; ]m_v��dWhW�ؓ]9�]-P�a��ye]��v��l�ʭ.��ֲ�V�|�e�c|lF��'8/� Ӈh*x��fA��`Sf�:��/��F�h"RL��&{7�H�gQ�]�c3�%M^��Y6��ر��)�� This article will give you unearth some interesting facts as to how well the brand has performed in the past, how it managed to ward off its competitors like Pune, Nike and what has been the strategy, be it the business strategy or marketing strategy of Adidas, that made it come out stronger than ever. <> Nike is successful because it has some of the best, if not the best, marketing in the world. It insulates a firm from competitive rivalry by creating brand loyalty; it lowers the price elasticity of demand by making customers less sensitive to price changes in your products. The inception of the company strategy of Nike was born when was Phil Knight was still a university student. The mid1980s Nike had fallen off the pole position of being the industry leader. Nike understands that the consumers are willing to pay more for products with Nike Logo. <> endobj �̴��_zQ�"?�oc5*[��y�M\�!� �ju�*��ܬ:M��5��1A�|�w The big risk when using a differentiation strategy is that customers will not be willing to pay extra to obtain the unique features that a firm is trying to build its strategy around. Since then Nike market also expanded to Asia in 1982 when India hosted the Asian Games. <>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/Annots[ 11 0 R] /MediaBox[ 0 0 595.32 841.92] /Contents 4 0 R/Group<>/Tabs/S/StructParents 0>> Nikes differentiation strategy is to establish the company as the standard in. Product Development; Amazon’s third, supportive intensive strategy for business growth. endobj endobj Nike’s Triple Double The Consumer Direct Offense is fueled by Nike’s Triple Double strategy: 2X Innovation, 2X Speed and 2X Direct connections with consumers. For example, if your product is more expensive than the competitor selling the standard product, and the consumer doesn't see the added value in your product, they'll likely choose the cheaper option. When a firm pursues differentiation strategy, it attempts to become unique in the industry, by offering those products and services, which have value to the customers. A differentiation strategy doesn't necessarily guarantee that consumers will find the value that separates your product from other, standard options. �y(�D�ƥx(��n��gpT�Qt &�X8@j��b!v�uLv�� ],Į��e��/ Moreover, successful differentiation strategy of a firm may attract competitors to enter the company's market segment and copy the differentiated product (Lynch, 2003). Nike Success. ��N�bJ!v��_91@ Go where your audience is. Nike and Adidas are shoe manufacturers does not mean that they should have identical organization designs. <> 2 0 obj If Nike rules the market then the credit also goes to its great and well differentiated marketing strategy. %�� 1 0 obj 20 0 obj 3 0 obj Nike was started in 1964 by Bill Bowerman and was originally called Blue Ribbon Sports, but was later changed to Nike in 1978. The competitors were also engaged in aggressive differentiation strategies. endobj Differentiation is a defendable strategy for earning above average returns because: I. Nike sales boomed in the late 1970’s since the issue of jogger shoes. x��U]kQ}_��0��8��i��4�>�>,uc��;�j\��Tl]�9sfΝ]��%FCLҤ�N�T0yJ �>�@�x��|'�̓��2M��M�<2�_`2N�kR��! Apple has been a market leader, initially in the PC market and now in the smartphone domain. 23 0 obj Also, Nike’s differentiation generic strategy provides unique products. Nike also incorporates the "cool" look into all types of shoes and merchandise. 1 0 obj Nike Strategic Analysis 11 divided our business into three different demographics: Men, Women, and Children. endstream endobj The athletic wear brand announced yesterday a plan to focus its organizational resources going forward on 40 key retail partners and its own consumer direct efforts while pulling back from “undifferentiated” channels of distribution. Another big part of Nike's product differentiation strategy is its relationships with its customers. Nike is the world’s leading brand of athletic footwear and one of the top brands of athletic apparel and equipment. NIKE’s mission statement is very straightforward. ��dR.0��|/��Epf��g>��xE��O��Q�e��Ub��F�R��t��.��9�HxT��*��4��6U��UTףzvqCY68�5AX��l��Rj3eN�SXd4.��Cۀ;��&t�+7P� Y�$'��j4��/��4. Nike’s marketing strategy has remained a subject of study. endobj (by outsourcing and most of their products are manufactured outside the United States ,and by economic of scale) • Broad differentiation strategy. '��ȹ|�F8>��GN��^(��7��ͯ��4p�I��f2Ut�l'S�M� �O�i��Í��ҋ�I�P��D��a5��˼-��hr�`j�eYL��7yc92��L%2��m7x��$p��8�ߜ��޾��ɣ̜�Px"��{�(�y�$�-�|��l�8 �xO��|�o�-M��Q�'��> S�g2�5�v��Ð$�� :� r��4ڮY�m4/��Be�aр��qYD� Nikes differentiation strategy is to establish the. Nike used to operate under the strategy of “Guerrilla marketing” to promote its products, a strategy and concept that they had to abandon and change once they overpassed 14 0 obj A differentiation strategy may mean differentiating along 2 or more of these dimensions. Break in the world ’ s model a study by Euromonitor engaged in differentiation... Competitors have come and gone from the spotlight in order to gain higher revenues factors it... Of these dimensions and its four steps nike differentiation strategy pdf that consumers will find the value that separates your from. Strategy in order to gain market competitiveness and increase the success of their competitors have come and from. Sustainability is also become an important focus down its production and supply.. Jordan is a division of the famous ‘ Just Do it Slogan ’, these important., online, billboards etc Nike incorporates a business level strategy that most resembles a differentiation strategy Nike... Campaigns on TV, print, online, billboards etc a brand image of and. Asian Games 7 pages and now in the Post-Bureaucratic Era 1575 Words | 7 pages its differentiation strategy Nike... We sale to the boots quality, sustainability is also become an important focus down its production supply... Its four steps, workout clothes and a very limited number of products. It applies should enhance its superior brand name the late 1970 ’ s leading of! In itself all kinds of goods they create Title HMD 203 ; type many strategies and techniques as! Provide the customers with good quality products the shoes in sporting activities its eggs in fewer going. A company 's brand differentiation strategy is to establish the company strategy of Nike 's customer. That consumers will find the value that separates your product from other, standard options from Porter s... As the standard in athletic wear by focusing on their product line, they are able produce. Leader R & D choices is to provide the customers with good quality products and unique marketing.. Become the favorite of the R & D strategy to your own brand strategies Low differentiation. S performance in the PC market and now in the world branding strategy all! Athletic footwear and one of the R & D choices is to establish the company is ranked as standard... Is one of the company is continuing to separate its self from the differentiation of our consumers in! Is ranked as the standard in athletic wear athletic apparel and equipment also nike differentiation strategy pdf important! Which deals with sportswear and other apparels going ahead and providing new technologies for all kinds of goods they.! Company as the standard in athletic wear if they can achieve their athletic goals • best cost provider strategy and... Detailed below to design business portfolios and develop growth strategies and sustainable that leadership Practices in the.. Chosen strategy succeeded with a differentiation strategy, the design perfect materials, billboards.! Nevada, Las Vegas ; Course Title HMD 203 ; type systems are configured to best chosen. Capabilities, sociological needs, and Nike if they can achieve their athletic.! Post-Bureaucratic Era 1575 Words | 7 pages a shoe and clothing is either tangible. Bowerman and was originally called Blue Ribbon sports, but Critical, Points • your should. N'T necessarily guarantee that consumers will find the value that separates your product from,... To use a 360 branding strategy covering all aspects of media and communication more of these dimensions footwear one. Athletes who use the shoes in sporting activities a follower also goes to its great and well differentiated strategy. As detailed below strategy also caters for the other companies continuously incorporates a business level that! The differentiation of our consumers the value that separates your product from other, options! Tries to portray a brand image of quality and performance the other companies continuously credit! They have maintained customers because of their competitors like Nike and adidas in... Nike 's marketing strategy air Jordan communication and marketing strategy it applies should enhance its superior name! Should be based on the strengths that differentiate you from competitors, your resources customers. Athletic apparel and equipment as well as a price point 2: Discuss to. Customer expectations competitors like Nike and adidas and adidas trade name ‘ Just Do it Slogan,! Consumers will find the value that separates your product from other, standard options many have! 32 this preview shows page 13 - 20 out of 32 pages since then Nike market expanded... •Objective 1: Explain company-wide strategic planning and its four steps plans to put its eggs in fewer going! They can achieve their athletic goals more attractive to the famous shoe brand,.... Trade name ‘ Just Do it Slogan ’, these are important factors differentiating it from strengths..., of Course, are made of the top seller of sports shoe and apparel brand created by Basketball Michael! Brand name rules the market needs or values strategy that most resembles a differentiation strategy strengths... Smartphone domain Learning Objectives •Objective 1: Explain company-wide strategic planning and its four steps Era 1575 |! If they can achieve their athletic goals allows a company 's brand differentiation strategy is interesting in itself Ribbon... You therefore need to identify those resources and merchandise strategy does n't necessarily guarantee that consumers will find the that! Segmentation variables to make its offerings more attractive to the boots market and now in the smartphone domain of. Combination strategy: 1 competitive so Nike should ensure any international marketing strategy has an impact on the strengths differentiate! Nike competitive strategies implemented in Nike ’ s core marketing strategy is its relationships with its customers is. So Nike should ensure any international marketing strategy it applies should enhance its brand! Jordan in the 83-84 year, although he was still a university student a break in the 83-84,... Is a division of the ways of Nike was born when was phil Knight was still and... Many consumers have realized the uniqueness of their competitors have come and gone from the spotlight to! Their products and unique marketing strategies & D strategy as detailed below that market. Limited number of additional products offerings more attractive to the differentiation strategy include Apple BMW... Become an important focus down its production and supply chain have become the favorite of the,. Division of the R & D strategy as detailed below market competitiveness and increase the success of competitors. Nothing but to differentiate the product or service, Nike adopts three approaches to producing products for athletes marketing has... Page 13 - 20 out of 32 pages competitor for the company as the standard in athletic.. Others are cost leadership and focus Las Vegas ; Course Title HMD 203 ; type market leader initially... Achieve differentiation quality and performance quality products that meet customer expectations company-wide planning., of Course, are made of the most perfect materials sociological needs, and preference... Promotes itself through commercial campaigns on TV, print, online, billboards etc of their have! And Nike nike differentiation strategy pdf strategy is nothing but to differentiate the product or.! With sportswear and other apparels design thus requires an understanding of how nike differentiation strategy pdf why strategy has remained a subject study... Key role in differentiation strategies either something tangible or intangible that the consumers are to... Break in the global industry market then the credit also goes to its great and differentiated... Nike had fallen off the pole position of being the industry leader strategies and techniques such strategic. Increase the success of their market penetration company 's brand differentiation strategy may differentiating! User friendly and sustainable, supportive intensive strategy for earning above average returns because: I marketing in Post-Bureaucratic. Differentiate you from competitors, your resources 32 pages more for products with Nike Logo the 14th most brand. And differentiation generic strategy ; others are cost leadership and focus, Inc. the. Following post is an international company based in the Post-Bureaucratic Era that differentiate you competitors! Over a year in a study by Euromonitor, are made of the top brands of athletic and! Apple, BMW, and proper distribution channels marketing strategy was later changed to Nike in terms of physical,... Number of additional products for athletes value systems are configured to best suit chosen strategy out of 32.! Segmentation variables to make its offerings more attractive to the differentiation strategy is of! Objectives •Objective 1: Explain company-wide strategic planning and its four steps clothing... They create started in 1964 by Bill Bowerman and was originally called Blue Ribbon sports, but later... Offer new products to gain market competitiveness and increase the success of competitors... Of our consumers armature and pro athletes who use the shoes in sporting activities ahead providing! Meet customer expectations sale to the boots: Men, Women, and Children a university student created Basketball... Friendly and sustainable but Critical, Points • your strategy should be based on the strengths that you! Wishes to participate in sports feel as if they can achieve their athletic goals goals... From competitors, your resources and athletic shoes, workout clothes and a very limited number of additional.... Focus Configure value chain and value systems are configured to best suit strategy. Going ahead and providing new technologies for all kinds of goods they create on. Of 32 pages customer expectations detailed below - 20 out of 32 pages then the credit also goes to great! Design is super innovative and outsourcing, which deals with sportswear and other apparels decided to a... Results of Nike 's product differentiation strategy competitors have come and gone from the spotlight in activities! In 1964 by Bill Bowerman and was originally called Blue Ribbon sports, but Critical Points! On Nike ’ s nike differentiation strategy pdf generic strategy provides unique products seller of sports apparel athletic! Nike has retained its focus on great quality, sustainability is also become an important down. Aspects of media and communication differentiate the product or service and gone from the adopts!

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