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NIKE,나이키,스포츠마케팅,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

저작시기 2012.05 |등록일 2012.05.21 파워포인트파일MS 파워포인트 (pptx) | 19페이지 | 가격 3,000원

소개글

NIKEGroup 4 Contents1. Introduction1.1 Overview 2. Strategic Analysis2.1 Industry Analysis2.2 Marketing strategy3. Comparative Analysis3.1 SWOT3.2 Competitor 4. Conclusion4.1 problem 4.2 future OverviewIntroductionStrategic AnalysisComparative AnalysisConclusionOVERVIEW1.1 OVERVIEWOverview : HISTORY1964 Bill Bowermanports1972 Nike introduced by BRS(Waffle Racer and Air Max 97)1978 Invention of Air-sole unit1983 Went Public1984 Endorsement contract with Michael Jordan1985 Release of Air Jordan1988 Introduction of Nike`s "Just Do It" sloganAcquisition of Cole Haan1990 The first Nike Town store1995 Contract with National Soccer Team(Brazil)1996 The company signed Tiger Woods 1999 Death of Bill Bowerman, Nike`s co-founder2002 Acquisition of Hurley Int. LLC2003 Acquisition of Converse ($305million)2004 Phil Knight stepped down as CEO and president

목차

1. Introduction
1.1 Overview

2. Strategic Analysis
2.1 Industry Analysis
2.2 Marketing strategy
 
3. Comparative Analysis
3.1 SWOT
3.2 Competitor
 
4. Conclusion
4.1 problem
4.2 future

본문내용

Industry Analysis : Five Industry Analysis

? Segmentation
① U.K, Scandinavia - Demand potential ↑↑, Adidas’s market share ↓
② Benelux, Swiss - Demand potential ↑, Adidas’s market share ↑
③ Germany, Italy - Demand potential ↑, Adidas’s market share ↑↑
?Targeting
① Germany, France, U.K - Large population
② U.K - English usage
Reapplication of marketing strategy

?Positioning
① “The shoes for champions”
② “American Athletic shoes”
Marketing Strategy : STP Strategy

?Individual Sponsorship
- Build common image - “Player + Nike” ? Hero
- Global Marketing ? Localization in advertising and
sponsorship perspective.
Marketing Strategy : Brand Value Strategy

?Ambush Marketing
- What is ambush marketing?
- 1998 France World Cup ? Not official, but individual sponsor
?“Just Do It” Campaign
① New Nike - Traditional/Functionality + Suitability/Lifestyle
② Campaign among 80countries simultaneously
③“Air” technology products
Marketing Strategy : Brand Value Strategy

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