marketing plan - NIKEnergy Samantha Zid Yang Yang MKT 291...

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NIKEnergy Samantha Zid & Yang Yang MKT 291 Section MA Thursdays 7:15-9 1
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It seems like Nike cant do anything wrong in this day and age. When looking at sporting products its impossible not to figure Nike into the mix. The company has endorsed the best of the best in athletics including Michael Jordan, LeBron James, Tiger Woods, and Venus Williams. Nikes famous tagline, “just do it” could be the most universally known in the world. Everything Nike touches is gold; it sponsors almost every major market sport and its every need, except for something that will quench athletes’ thirst. Nike has let Gatorade and PowerAde take over this market share, but our group has done research and found the Nike could have a very successful sports drink campaign. The market for water and sports drinks is one of the highest growing . Through researching Nike’s background and developing a strong marketing plan we feel the a Nike sports drink is the next big move Nike needs to make. Nike started in 1962 as an importer of Chinese shoes; today it is the world’s largest athletic shoe producer with a market share of 37%. The company is in over 160 countries and has expanded to many other successful companies including Hurley, Converse, and even high-end store, Cole Haan. Phillip H Knight, a graduate of Stanford where he ran track, started the company after a trip to Japan where he saw how cheap it would be to import their shoes and sell them in the US. During the 1980’s Nike developed its strong and aggressive marketing strategies that is used today. During this time Nike hit a road block and sales went down and to counteract these drops they began endorsing one of the most recognizable sports figures in history, Michael Jordan. The once only shoe producing company has expanded their products to apparel and sporting goods. Nike products have gained the reputation for being top of the line and Nike produces almost everything needed to play sports such as football, tennis, cycling, 2
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baseball, basketball, wrestling, cheerleading, and swimming. The company is headquartered near Beaverton, Oregon with more than 700 worldwide. Most of the Nike factories are located in Asia, which has gained the company controversy over their treatment of the factory workers. When Nike was first questioned about their factories the company refused to disclose any information, but after continued nagging the company investigated their factories and found numerous cases of mistreatment. Nike has developed audit told for their factories that has helped to manage and improve their factories. There are over 30,000 employees directly employed by Nike and 80,000 more are employed over seas through its factories. According to Forbes Magazine, Nike is one of the top 100 companies in the country to work for. Nike has prided itself on being about more than a sporting goods, but a company that is invested in its employees. Nike’s mission statement is "To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete."
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