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Marketing Plan Phase 1

In: Business and Management

Submitted By Lizbeth
Words 1412
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Nike Marketing Plan; Phase I
Eddie Chantaniyom, Lizbeth Geary, Chris Marlow, Dean Nicholson
MKT/421 Marketing
Stephen Oaks
September 13, 2012 Nike Marketing Plan; Phase I Discussed in this reading will be the beginning phase of the marketing plan to customize and personalize Nike shoes. Discussed will be a summarization of the Nike Corporation along with a description of the new customization service being provided. In addition, this reading will also explain the overall importance of a proper marketing plan and provide critical data of a SWOT analysis to help determine product feasibility, marketing strategy, and tactics for the new service. Good intro.
The largest market competitor in the world of sportswear for 2012 is Nike Inc. A company that opened the doors in 1962 by two individuals Bill Bowerman and Phillip Knight with a gentlemen handshake and became the supplier called Blue Ribbons Sports for Japanese shoe makers in Oregon later known as Nike Inc. They started selling supplies for Onitsuka Tiger, now known as ASICS, from Knight’s automobile making most of their sales at track meets. Bowerman handled the innovations for the company as Knight managed the business operations. Bowerman created the first shoe using his wife’s waffle iron, giving Nike the first ever waffle shoe. The waffle shoe helped the growth of the company position into the market, by starting their-own innovative brand of soccer shoes, called the Nike; that followed the first trademark concept the Nike Swoop in 1974. Is it Swoop or Swoosh?
The name Nike came from a Greek language “Greek Goddess of Victory.” The early success of Nike created a global market share beyond 50%, and became one of the top athletic shoes and apparel companies in the world by the 1980s. Nike started their first national campaign in 1982 by joining with an advertising agency in Portland and with…...

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