I have choose Nike\'s football boots as my product. To further enhance your unde

Question

I have choose Nike's football boots as my product.

To further enhance your understanding on Marketing, this is the continuation from your previous assignment. Now you are taking the role of marketing consultant making suggestions for ways to improve the effectiveness of the marketing mix.

After discussing the target market from your previous assignment, you should now discuss the marketing-mix (4-Ps) the organisation is using to attract the chosen target market.

(50 marks)

You should describe each of the 4-Ps, then discuss and analyze how each one is being used to attract members of the target market.

You should also address the synergy of the 4-Ps together, especially if you see that one, or more, does not fit the others.

Also make specific suggestions to further improve the organisation’s effectiveness.

(50 marks)

These suggestions can be in the form of changes to any part of the current marketing-mix to fix problems you identified.

It is important that you say why you make the suggestion and how it will result in better appeal to the target market. These suggestions should be specific and not generic.

Explanation / Answer

The marketing-mix (4-Ps) the organisation( NIKE) is using to attract the chosen target market:

Suggestions to further improve the organisation’s effectiveness:

In the digital era Nike can also concentrate more in digital marketing. In the universe most of the population are using mobile network for shopping. Mobile users are tremandesly increasing which gives increasing opportunity for the business to promote their business. All business are concentrating in social media marketing, mobile marketing, geo targeting and re marketing. Thus customers has wide rage of alternatives and can easily buy the products from one country to another. Hence Nike should concentrate more in digital marketing in order to improve the effectiveness.

• Nike is offering wide range of products of sport.
• Nike's product mix focuses on providing quality and wide variety of products of all type of sports.
• Nike's product mix inclues:
  • Shoes
  • Jerseys
  • Apparel
  • Equipments
  • Accesories
  • Baselayers
• Nike also offers shoes for different types of sports.
• Nike added more product lines in its product mix.

• Nike sell its products through large numer of outlets worldwide.
• Nike also sells its products through independent distributors, subsidiaries and other networks world wide.
  • Retailers
  • Nikes off line stores
  • Nike's online stores
  • E-commerce trade
• Nike's exclusive stores are common in all the countris to offer the products directly to the customers.
• Now a days on line shopping store and portals also included in Nike's marketing mix strategy.

• Nike is using value based prising strategy.
• Vertical integration pricing is mainly helpful for Nike's marketing mix.
• Nike also measures value customers and offers products to the segments.
• Nike's price is designed to meet it's competitors.
• Nike also concentrates on premium segment customers.

• Following are the promotional activities of Nike:
  • Personal Selling
  • Direct Marketing activities
  • Advertising
  • Sales promotions
  • Public relations.
  • Mobile marketing
  • Social medias
  • Digital marketing

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