Marketing Management Essay

5742 words - 23 pages

Executive Masters Program in Business Administration (E-MBA)
(Semester I)

Note :- Solve any 4 case study
All case carries equal marks

ANSWER SHEET

NAME:
REF No:
SPECIALIZATION: HUMAN RESOURCE MANAGEMENT
COURSE: EMBA
DATE OF EXAM: DECEMBER 1, 2012

Case NO. 1

MARKETING SPOTLIGHT- NIKE
Nike hit the ground running in 1962. Originally known as Blue Ribbon Sports, the company focused on providing high-quality running shoes designed especially for athletes by athletes. Founder Philip Knight believer that high-tech shoes for runners could be manufactured at competitive prices if imported from abroad. The company’s commitment to designing innovative footwear for ...view middle of the document...

You can’t explain much in 60 seconds, but when you show Michael Jordan, you don’t have to.’’
In 1988, Nike aired its first ads in the ``Just Do It’’ ad campaign. The $20 million month-long blitz-subtly encouraging Americans to participate more actively in sports-featured 12 TV spots in all. The campaign challenged a generation of athletic enthusiasts to chase their goals; it was a natural manifestation of Nike’s attitude of self-empowerment through sports. The campaign featured celebrities and noncelebrities. One noncelebrity and featured Walt Stack, an 80-year-old long-distance nunnery, running across the Golden Gate bridge as part of his morning routine. The ``Just Do It’’ trailer appeared on the screen as the shirtless Stack ran on a chilly morning. Talking to the camera as it zoomed in, and while still running. Stack remarked, ``People ask me how I keep my teeth from chattering when it’s cold.’’ Pausing, Stack matter-of-factly replied, ‘’I leave them in my locker.’’
As Nike began expanding overseas to Europe, it found that its American style ads were seen as too aggressive. The brand image was perceived as too fashion-oriented. Nike realized that it had to ``authenticate’’ its brand in Europe the way it had in America. That meant building credibility and relevance in European sports, especially soccer. Nike became actively involved as a sponsor of soccer youth leagues, local clubs, and national teams. Authenticity required that consumers see the product being used by athletes, especially by athletes who win. The big break came in 1994, when the Brazilian team (the only national team fro which Nike had any real sponsorships) won the World Cup. The victory led Nike to sign other winning teams, and by 2003 overseas revenues surpassed U.S. revenues for the first time. Nike also topped $10 billion in sales for the first time in the year as well.
Today, Nike dominates the athletic footwear market. Nine of the 10 top-selling basketball shoes, for example, are Nikes. Nike introduces hundreds of shoes each year for 30 sports – averaging one new shoe style every day of the year. Swooshes abound on everything from wristwatches to golf clubs to swimming caps.
Discussion Questions
1. What have been the key success factors for Nike?
2. Where is Nike vulnerable? What should it watch out for?
3. What recommendations would you make to senior marketing executives going forward? What should they be sure to do with its marketing?

ANSWER SHEET

NAME:
REF No:
SPECIALIZATION: HUMAN RESOURCE MANAGEMENT
COURSE: EMBA
DATE OF EXAM: DECEMBER 1, 2012

1. What have been the key success factors for Nike?
ANS: The key factors for success of Nike are as follows:
a) Able to create strong brand preferences among the customers
b) Quality products and strong marketing concepts
c) Commitment to design innovative footwear for athletes
d) Use of Professional and leading athletes in their...

Other assignments on Marketing Management

Marketing Management Essay

875 words - 4 pages after ending these kind of public exam UIU can target some renowned institution of Dhaka city ,while the students are actually make their further educational decision . • For UIU market can be segmented into current users, ex-users and potential users. Here current users and ex-users are the potential group for advertisement--each will require different marketing appeals. • UIU can also segment their market by user loyalty –one is

Marketing Management Essay

383 words - 2 pages 1: What are the pros. Cons and risk associated with Nike`s core marketing strategy? Answer: Nike's excellence marketing strategies are their energy to achieve their market goals. Nike believes the "pyramid influence" that the preferences of a small percentage of top athletes influence the product and brand choice. PROS OF NIKE'S CORE MARKETING STRATEGY: Nike put heavily proportion in their marketing strategies and products deign. In

Marketing Management

1579 words - 7 pages Ethical marketing standards for business are important, particularly in the age of the Internet where information is accessible to anyone and may remain online indefinitely. False advertising is a familiar issue, and most business people are aware of the risk of exaggerated product claims, but the main implication is that because of the advertising “watchdogs”, companies indulging in this practice may be caught and punished. Other issues with

Management And Marketing

1453 words - 6 pages Cercetarea de marketing 1) Definirea cercetarii de marketing, continutul si sfera cercetarilor de markegting Orice activitate de marketing trebuie sa aiba ca punctde plecare cercetarea. Nu se poate face lansarea unui produs, adoptarea unei strategii de piata, de cucerire a unor noi segmente de piata fara ca in prealabil sa se realizeze o cercetare amanuntita a tuturor factorilor, variabilelor care pot influenta si pot asigura

Marketing

1759 words - 8 pages marketing, integrated marketing, and socially responsive marketing. The set of engagements necessary for successful marketing management includes, capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies and plans.[1] ------------------------------------------------- Marketing concepts [edit

Marketing

1659 words - 7 pages BACHELOR OF INTERNATIONAL RESTAURANT MANAGEMENT BACHELOR OF INTERNATIONAL RESTAURANT MANAGEMENT Course name: ADVANCED MARKETING Assessment: Assignment 1 : Essay Students name: SARAH BINTI ISKANDAR FAIZ Preferred name: SARAH Student # 640996 3. What is the purpose and what are the benefits of the marketing philosophy? How does it differ from past traditional philosophies? Give company examples (with appropriate

Marketing

6768 words - 28 pages should be considered important taking into consideration the interest of the organization, consumers & society. It is the way of life in which all resources of the organization are mobilized to create, stimulate and satisfy the consumer at a profit. It represents a distinct philosophy of business and consider marketing organizations in future customer value, profit oriented and applies modern management practices. Traditional Marketing Concept

Marketing - 3903 words

3903 words - 16 pages 10). Marketing Orientation. Retrieved October 26, 2012, from www.exforsys.com: http://www.exforsys.com/career-center/marketing-management/marketing-orientation.html Handlin, A. (2012). How Does the Type of Buyer or Consumer Affect a Marketing Strategy? | eHow.com - Google Chrome. Retrieved October 2012, from www.ehow.com: http://www.ehow.com/info_8150757_type-consumer-affect-marketing-strategy.html Kotler, A. (2012). Principles of Marketing

Marketing - 704 words

704 words - 3 pages and Michael 61). Works Cited American Management Association (AMA). The Concept of Modern Marketing: Fundamentals of Marketing. American Management Association Report, 2010. Print. Cleveland, Margit. The Potential for Social Media Marketing in Nigeria. Evolution Africa Report, 2010. Print. Endwell, Nyekwere, Jude Kur & Nyekwere, Ogedi. Awareness and Use of Social Media in Advertising: The Case of Facebook among Residents of Port Harcourt

Marketing - 1199 words

1199 words - 5 pages hairdressing salons (Barnes, 2000). This has given rise to demand for better customer-related data, a cornerstone of effective exchange relationship. REFERENCE: Barnes, J.G. (2000). Secrets of exchange relationship management. New York: McGraw-Hill. Dwyer, F.R, Schurr, P.H. and Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing. Vol. 51, pp. 11-27. Heath, R.L. And Bryant, J. (2000). Human communication theory and

Marketing - 1094 words

1094 words - 5 pages Introduction: You have recently joined as a marketing manager for a company that has been making a branded product X* for the past 10-20 years. The product has now reached its maturity and its sales have stabilized. The management is worried that the sales will soon start declining for this product. Before that happens, it wants to be prepared with its next plan of action. The management is thinking about either reviving the product or

Similar Documents

Marketing Management Essay 581 Words

581 words - 3 pages Marketing Vitamins PGP 1 Participants May 2011 Indian Institute of Management Indore Getting Started… The process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. What is Marketing? Simply put… Marketing is the delivery of customer satisfaction at a profit. More formally… Marketing (management) is the process of planning and executing the

Marketing Management Essay 3028 Words

3028 words - 13 pages Examination Paper of Marketing Management IIBM Institute of Business Management Examination Paper International Marketing Management Section A: Objective Type & Short Questions (30 Marks) MM.100    This section consists of Multiple Choice & Short Note Type Questions. Answer all the questions. Part One carries 1 mark each & Part Two carries 5 marks each. Part One: Multiple choices: 1. International marketing includes activities

Marketing Management Essay 289 Words

289 words - 2 pages Marketing Inventory Maximize Customer Service Have products always available Finance Minimize Inventory Cost Less Inventory? Operations Plan Inventory Multiple Objectives??? More Inventory? Production constraint of suppliers To retain supplier good will Economies of Scale in Procurement Take advantage of Quantity Discounts Cover time required for the procurement of materials Meet variation in

International Marketing Management Essay

3461 words - 14 pages International Marketing Management     TABLE OF CONTENT TOPIC PAGE NO EXECUTIVE SUMMARY OVERVIEW........ 5 QATAR KEY FACTS ................................................................................................................. 8 THE PESTLE FRAMEWORK.................... .............................................................................. 10 ECONOMIC ENVIRONMENT