[마케팅] 나이키 마케팅 분석 (영문)

목차

1, Introduction
- Nike, Inc. : Foundation, Product, Marketing, Manufacturing

2, Market share - BCG matrix
- Using BCG matrix to check their market share & position

3, Marketing strategy analysis
1) STP analysis
2) 4P analysis
3) SWOT analys

4, Marketing environment
- Development of technology, Changes in consmuers

5, Cases - applied marketing strategy
- Their slogan “Just Do It”, Star marketing, Woman’s race

6, Conclusion

7, Reference

본문내용

1. Introduction
1) Nike, Inc. : foundation
Nike, Inc. is an American multinational corporation. Main field of Nike’s industry is worldwide selling for footwear, apparel, equipment, accessories and product services. Historically, Nike, Inc. is founded by Bill Bowerman and Phil Knight in 1964. First, Nike, Inc. started their business as ‘Blue Ribbon Sports’. But in 1978, they rearranged their organization and became the ‘Nike, Inc.’ that today we are known for Nike.

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Nike’s commercials use famous sports star and give very sensuous image. After remarkable success ‘Air Jordan series’ using top basketball player Michael Jordan, Star marketing is one of major marketing method of Nike. Nike selected many big sports players such as Tiger Woods, Rafael Nadal, Cristiano Ronaldo, etc. The sports stars worshiped by many public give Nike the synergistic effect. People who want to be like the stars also want to wear Nike items and they give Nike special place in their minds.
However, Nike is not always appoints successful star players. Sometimes

참고자료

· http://en.wikipedia.org/wiki/Main_Page: Nike, Inc.
· http://www.nike.com/kr/ko_kr/
· http://www.nyse.com : financial information, market share
· http://www.standardandpoors.com: about growth rate, credit level
· http://www.marketingteacher.com/swot/nike-swot.html
· http://www.quality-assurance-solutions.com/swot-analysis-nike.html
· http://www.fluffylinks.com/nike-digital-marketing
· http://www.wikiswot.com/SWOT/7_Apparel/Nike.html
· Nike she runs Seoul 7K (facebook page),
· https://www.facebook.com/NikeRunningKR?v=app_467176826671545 - 2013. 6. 9
· "Nike Classic Branding, with slogan "Just Do It."". SeekLogo. Retrieved July 13, 2012.
· "The Birth of ‘Just Do It’ and Other Magic Words". New York Times. Retrieved August 26, 2012.
· "Mini-case Study: Nike’s "Just Do It" Advertising Campaign". CFAR. Retrieved July 13, 2012.
· Just Do it, Wikipedia, en.wikipedia.org/wiki/Just_Do_It, 2013
· Nike, Doopedia
· http://terms.naver.com/entry.nhn?cid=200000000&docId=1192409&mobile&categoryId=200000384