product, investigate competitors, and analyze customers. A distribution channel needs to be the right fit for the company. Identifying the product mix of the company can help to choose the most beneficial distribution channels. The type of product and its life will determine if the distribution channel is short or long. In this case, the distribution channel would be short. Push or Pull Distribution StrategyBoth strategies are important because, “Push and pull strategies are promotional routes to market (Chavey, Dave & Hanlon, 2013). Nike tends to lean towards the pull strategy but utilizesthe push strategy as well. Implementing both aspects of each strategy have proven effective. The brand loyalty of Nike is high, and the company has high brand awareness. For example, Nike often launches limited edition sneakers. These sneakers have release dates that are often sought after. Customers who seek this information can be one the first to purchase limited edition sneakers. People then wait in line for hours and hours to be one of the first to obtain these items. The push tactic is used by third parties. Many third parties stock Nike products. Nike is notoriousfor having videos and services that demonstrate and promote their products.
- Spring '20