Free Essay Sample on Nike: Maximizing Athletes' Potential & Shareholder Value

Introduction

Nike is considered the largest seller of athletes gear in the world, with a thirty percent market share of its perfect products. Innovative thinking is the primary goal of Nike. It focuses on developing products that enable athletes of each level to attain their potential and create business opportunities that provide vital value to its shareholders. However, the marketing research problem is evident with the company that corresponds with the management decision problem.

Is your time best spent reading someone else’s essay? Get a 100% original essay FROM A CERTIFIED WRITER!

Save 25%

Marketing

Innovation and inspiration in Nike's marketing is a problem that has been identified as the management spent massive amounts of funds on sales promotion, endorsements, and even promotions to ensure that it adapts to the consumer changing needs and globe sports. It is through the research that it tries to understand the future of the sports world. A perfect example entails a shift from traditional sports marketing like running to the current ones that are soccer and golf, where it has had challenges over time. It is evident that their existing an awareness problem of Nike among the golf and soccer players and that the management has to spend more money for license purposes in the area for its brand to be well known (Ayungga, 2018). Another research problem relates to the discovery of pyramid influence, and the management has spent funds on celebrity endorsements to dimensionalize the company. For instance, famous sports figures like Ronaldo have endorsed various brands as they represent particular excellence in their sports life (Schweizer & Dietl, 2015).

Research

A company employs qualitative research to inform about the initial branding, product testing and gaining insight of the potential customers in the market and for Nike primary goal of the research is to create an innovation and inspiration to all athletes and therefore requires Nike to be competitive and be well informed of the customers purchasing habits and needs. A Focus group is a perfect research technique. The company will get a deeper understanding of the cultural norms and needs and other broader views of people in various aspects.

Conclusion

Nike employs marketing research towards building its brand in the world, and it's the well-known athlete's gear production company. Various strategies, like celebrity endorsements, have played a key role in its business. They will continue to depend on the research to identify new opportunities and expand its market size in the globe. Qualitative research is vital as it enables the company to get more information about customer needs.

References

Ayungga, R. (2018). customer benchmarking analysis of brand imageformation in brand Nike. Sinergi: Jurnal Ilmiah Ilmu Manajemen, 8(2). doi: 10.25139/sng.v8i2.1005

Schweizer, N., & Dietl, H. (2015). Brand Management Throughout Professional Athletes' Careers. SSRN Electronic Journal. doi: 10.2139/ssrn.2571871