Table of Contents
- 1Nike’s product lines and brand.
2.2 Nike marketing mix (4p’s)
2.3 Nike brand image and brand elements.
2.5 Nike’s brand perception, awareness, and appearance.
2.2 Competitors’ products, brands, and strategies.
2.3 Nike’s international markets.
Nike’s market share in the global market in 2015.
Nike’s SWOT Analysis.
2.4 Use of product management tools (product life cycle, and BCG matrices)
Nikes’ product lifecycles in China and US markets.
Nike’s products (in China and the US) in the BCG Matrix.
3.1 Nike products’ positioning in more than one country.
3.2 Nike products’ positioning in more than one country.
3.3 Which markets are covered by Nike and with what products.
3.4 Nike’s gaps in the product portfolio.
5.1 Market development in China.
5.2 Strategy development in China.
5.3 Increase promotional activities in China and the EU market
5.4 Increase product lines in global markets.
5.5 Proposed timeframe to implement the recommendations.
6.2 How the competitors might react to the recommendations provided.
6.3 Recommendations for reaction to competitors.
This paper conducts an international brand audit and plan for a chosen company. The chosen company is Nike. The first section of this paper conducts research on Nike’s product lines and brand, its competitors’ products, brands, and strategies, international markets, and the use of product management tools. The second section of this paper works on findings providing evidence of Nike’s product position in the global market, competitors’ positioning in the global market, markets covered in the global market, and defining potential gaps. The third section of this paper provides a conclusion through the analysis and examination of Nike products and their competitive situation. Finally, this paper provides recommendations for Nike on effective product portfolio management in the global market.
2. 1Nike’s product lines and brand
Nike and its sub-brands and their product lines
Nike is one of the leading designers, developers, manufacturers, marketers, and sellers of sportswear, footwear, accessories, apparel, equipment, and services in the global market (Nike, 2016). Nike is a famous brand in the footwear and related products industry. Nike has a number of sub-branding lines including Air Max, Air Jordan, and Hurley and Converse (Reuters, 2017). NikeID is a service provided by Nike that allows consumers for personalizing and designing their own Nike merchandise. Nike Air Force is a range of athletic shoes with Air Force made by Nike. Under air Jordan brand, Nike produces basketball footwear and athletic clothing. Nike Air Max is a range of shoes produced by Nike in 1987. Under the Nike Vision brand, Nike produces prescription eyewear and sunglasses. Nike Total 90 is a sub-brand of Nike that produces sportswear and equipment. Nike has also a number of other sub-brands included in Appendix A.
Our Recommended Resources:
Image: Logos of Nike sub-brands Source: Kim (2012)
Nike marketing mix (4p’s)
|4Ps||Analysis of Nike|
|Products||Nike has a wide range of products including sportswear and footwear items, accessories, and others (Gregory, 2017).|
|Place||Nike covers a wider range of markets across the world including US, EU, greater China, Japan, and another emerging market. Nike sells its products through different distributing channels including its website, direct selling from its stores (Gregory, 2017).|
|Price||Nike’s value-based pricing strategy provides sustainable competitive advantages and ensures higher revenue and profits (Gregory, 2017).|
|Promotion||The key promotional techniques applied by Nike are direct selling, personal selling, sales promotion, and advertisings (Gregory, 2017).|
Nike brand image and brand elements
Figure: Score of Nike’s brand elements (scale from 1 (very poor) to 5 (very good)) Source: Dominiquevanbennekom (2016)
Nike’s brand perception, awareness, and appearance
Nike’s brand awareness among customers across the world is very high. This is because it is an international brand that has more than 700 stores and been operating for more than 35 years across the world (Jazz, 2014). Nike’s brand perception among the customers is very high because it ensures quality and integrity in its products along with value-based pricing. Nike’s brand appearance is also very high because it provides an attractive and sustainable design with innovation and creativity (Nike Annual Report, 2016)
2.2 Competitors’ products, brands, and strategies
Nike has a number of competitors. According to D&B Hoovers (2016), the top competitors for Nike are Adidas, Puma, and New Balance Athletics. Erma (2014) said top competitors for Nike are Adidas, New Balance, and Puma, and other competitors are Columbia Sportswear, K-Swiss, Skechers USA, Russell Brands, and Rawlings Sporting Goods. According to Forbes (2014), the main competitors of Nike are Adisa, Asics, Avia, Fila, Kswiss, Lager, New Balance, Puma, and Reebok. MorningStar (2017) said key competitors of Nike are Adidas, Kering SA, Foot Locker, Puma, Samsonite International, Yue Yuen Industrial Ltd, and Belle International Holding Ltd.
2.3 Nike’s international markets
Nike’s market share in the global market in 2015
According to Monahan (2013), Nike gained 31% of the total global footwear market share in 2013, whereas it’s key competitors gained 16% of the global market share. The other competitors gained 53% of the total market share in 2013. This means Nike is the leading footwear marketer that dominant the entire footwear industry across the world………………..