Marketing Phase 1

Nike Marketing Plan; Phase I

Intro

This paper will be the first phase in which Team C discusses the marketing plan to customize and personalize Nike brand shoes. We will bring forth a summarization of the Nike Corporation; along with describing the new customization services the company will be providing. In addition, this paper will go in depth to explain the importance of a well put together marketing plan and how critical data of the SWOT analysis can help to determine product feasibility, marketing strategies, and tactics in selling the new services.

Overview of the Organization

Nike opened their doors in 1962, by Phillip Knight and Bill Bowerman. Nike Inc was the world’s largest market competitor, in the world of sportswear in 2012. The two men shook hands in becoming partners, and later became the supplier known as Blue Ribbons Sports for Japanese shoe makers in Oregon, which would eventually become known as “Nike Inc”. They began by selling supplies for Onitsuka Tiger, which is better known as ASICS. Knight’s automobile made most of their annual sales at track meets, while Bowerman was in charge of handling new innovations for the company; since Knight managed the business aspect. Bowerman was responsible for creating the first shoe, by using his wife’s waffle iron which would in turn inspire Nike’s first ever “waffle shoe”. The waffle shoe was a stepping stone in helping Nike grow to an important position in the industry, which would be the beginning of launching their own top of the line soccer shoes, called the Nike; which would then be followed by their first trademark concept- the Nike Swoop in year 1974.

The early success of Nike allowed there to be a global market share more then 50%, and in turn became one of elite athletic shoe/apparel companies worldwide by the early 1980s. Nike started their first official and national campaign in 1982, by joining forces with an advertising agency based in Portland, Oregon and in1988; they came out with the...