Marketing Assignment 3321

Assignment 2

Nike FINGERTRAP MAX shoes

1. What type of orientation does the organization follow? What type of competitive advantage does the organization have? How do you know?

Nike follows the market orientation. Nike’s competitive advantage is product differentiation. Nike has target consumers that they focus on by providing new trending footwear, apparel, and other recreational products for a ”fair price” for the quality you get. Nike differentiates its self from the rest of the athletic wear competition by providing customizable products and providing a diverse range of products that can be used for multiple occasions. I have a pair of Nike FINGERTRAP MAX shoes that I use at gym, work, school, etc. The shoes stood out to me from the rest because of the appearance, use, and brand.

2. Select 2 factors within the external environment that would be important to marketing managers of the organization. List those factors and indicate why they are of importance.

Two factors within the external environment that are important to the marketing managers at Nike would be social and technological factors. Nike has the slogan of “just do it” which motivates the way people live. The styles provided and how a person presents themselves gets them into different social groups/clique. Technologically Nike has to be able to move the shoes across the world which requires information technology and systems information to successfully delivery to consumers around the world.

3. Create a scenario following the consumer decision making process for the product.

I tore up my old Nike shoes after a year and a half and need new shoes. I liked the shoes I had but they are discontinued so I’m looking for some shoes that can go anywhere. I remember seeing some shoes that caught my eye at school the other day. I see someone with similar shoes and asked their opinion of the shoes. As I observe the shoes that are passing by I get on the web and search department stores to see...