Nike

Abstract

The phrase “My heart will go on” lingers in the hearts of almost every one of us. Yes, it’s the catch phrase that was made famous from the movie “Titanic”. Many would remember it for its great love story theme but many do not remember it for the message it conveys. That message is to never underestimate the danger of a problem. This lesson shares the similar meaning as the iceberg principle which is use by marketing researchers.

The iceberg principle indicates that the dangerous part of many marketing problems is neither visible to nor understood by marketing managers.(Zikmund, 2000) Like the iceberg in the movie Titanic, only the tip of the iceberg was visible to the crew, what lied beneath was a danger far greater. What cannot be seen does not necessarily mean that it’s not there. That was something the captain of the Titanic found out the hard way. This is very similar when compared to the task of a marketer, in a marketing problem, only the symptom of the problem is visible to him very much like the tip of the iceberg is visible to the captain of the Titanic.

The actual danger is unseen and by making a decision without knowing the actual danger can be extremely costly, much like the faith the Titanic suffered when the crew failed to see the actual danger of something which was thought to be much smaller. In short, when making a decision relating to a marketing problem, the marketer has to be sure of the actual danger rather than just the making decisions based on assumptions of the symptoms which are visible to him.

Thus in order to generate continued growth, Nike needs to frequently re-assess its strategy and as well as taking full advantages of their strengths to counter their competitors’ weaknesses. To gain competitors edge towards its competitors such as Reebok, Adidas and etc, Nike need to create values to put them one step ahead of their competitors.

VALUES

By exploiting their core competencies to meet if not exceed the demanding...