Apart from the primary data collection method the secondary data collections methods are much easier to collect data, and it is also much less time consuming Smith, , Pg — 3. In this case study the author is going to use secondary data more often, which means use of primary data is much less. There are many ways an author can execute its research and they are case study, report writing, essay, journal and many more.
There are two types of research and they are practical research and theoretical research Bergh and Ketchen, , Pg — The Author is going to do a case study on Nike football and all of the research is going to be theoretical.
This method inquires why and how the decision are taken by the consumers. The qualitative method is used to collect information for a particular study and the conclusions are accurate Silverman, Quantitative date collection — In this research methods all the investigation and conducted and the results are shown through statistical or numerical data form.
The purpose of quantitative research is to collect data from certain range of population and sample them to get numerical results. In this research method the information are collected through questionnaires or interviews. In this research feedbacks are taken from a random population of people in a structured way which produces facts and statistical conclusion Kumar, , Pg The Author is going to use both of the methods for the case study.
The SWOT analysis also helps to determine the opportunity and threats an organization has in a certain industry or market. A SWOT analysis can be used for a product, place, industry or a person.
With the help of this analysis an organization can identify its internal and external factors which can be favorable or unfavorable for a specific project Minton, Strength — With the help of this analysis an organization will be able to identify its strength within the market, with which they can take advantage and gain market share HUI, Weakness — to run a successful business an organization must know what their weaknesses are, because if they know what they are lacking they will be able to draw up strategies to overcome these weakness and stay competitive in the market HUI, Opportunity — An organization should always look for room for improvement which will help them to stay competitive.
Threats — there are various kind of threats which can affect a business or a project, any kind of environment threat can create problem for an organization. To gain competitive advantage in the modern global business an organization must have a market plan which will give them competitive edge.
In marketing mix it suggest that it is very important to have the right mix of product, price, promotion and place. If a company can blend this factors perfectly then it will gain a competitive advantage over it competitors. For a business the most important thing should be to satisfy their customer, and they should take every possible steps to make this happen. To gain competitive advantages organization can always go for product differentiation, this way customers will have less option of alternatives Needham, Price — This is one of the most important factor to run a successful business, so an organization must draw up different pricing strategies to attract customers.
The pricing strategies eventually effects the marketing strategy because the effect of price elasticity of the products it will determine the demand and sales for a company. Organization should create their price strategies in such way that can complement the aspects of its marketing mix. There are three basic pricing strategies which the organization can use and they are market skimming, market penetration and neutral pricing Tracy, Promotion — It is very important for a company to have a very explicit communication system with its customer, promoting the brand towards the customers help organizations to decrease the communication gap with its customers.
To spread information about the product or service a company can use promotional tools like advertising, sales promotion, TV commercials, public relations, root marketing and etc. In the last decade media and information systems has changed a lot, so it is important for companies to adapt to this kinds of changes.
Promotions can be done through internet advertising, print media, social media and many more. Place - To gain profitability a company must under the geographical segmentation so that it can provide its products in right places. It is very important for a company to have a good distribution channel so that customers can easily reach its products.
For example if a product has a high demand in a certain region but the company has failed to distribute its products then it will lose market share hence it will lose profitability, which a company must avoid to stay competitive. So it is very important for an organization to have effective distribution strategies which will help them to reach out to their customers easily.
There are many distribution strategies like intensive distribution, exclusive distribution, franchising and selective distribution. This strategies can also complement other factors of the marketing mix too Dawar, With the help of this analysis the business strategies are generated, it helps to identify the five forces that derives the industry.
This analysis is helpful for organizations who are planning to enter into a new market Porter, Bargaining power of supplier — this part of the five forces determines the power of supplier in the industry, which means it analyses the freedom of suppliers to manipulate product price. More in Appendix 3 Bargaining power of customers — this force determines the market situation of a company by determining the power of customers or buyers.
But if the products that the business is offering has good or better alternative than the customers will have options to switch hence they will have more bargaining power Forbes.
Competitive Rivalry — it is very important for a business to know its competitors well, and in order to do so a business must understand who its competitors are. This force determines the number of competitors and their capability to surplus a certain business. Threat of new entrant — there is always a risk of new entrants who can offer products which the existing businesses cannot. When the entry barriers in country are very low new companies or foreign companies tries to enter the new market and dominate the market with its unique product or services Wilkinson, This planning tool helps a business to realize it room for improvements and how to grow the existing business, and it also indicates the risk that are associated with the growth strategies.
Every organization always looks out for ways to develop their profitability and they need to come up with new strategies to adapt with change in customer demands. The ansoff matix suggest four different ways how a company can increase its profitability ansoffmatrix. Market Penetration — this segment of the ansoff matrix suggests that company can launch an existing product in an existing market to match the customer demand and gain more profitability.
When there is an increasing demand for a product the companies can simply do a market penetration Geppert, Market Development — this segment suggest that to match the growing demand companies can develop their market by offer existing products into new market.
This will enable them to expand their business and gain more profitability Olenski, Product development — in an existing market sometimes customers start to lose interest on using same products and always want something new.
This segment suggests that companies should always try to use innovation and create new product to launch in the existing market to achieve growth. Diversification — to suffer in this competitive world of business a company must always try to go for diversification. If a company only relies on one business segment then it has risk of going down with that particular business hence it can lead to bankruptcy.
When a company will go for diversification it can cover up for the declining business and the growth of the company will be ensured entrepreneur.
Immediate competitors - this are the competitors who are already considered as the major players in a particular industrial segment. The model suggests that top level manager must formulate strategies to compete with these level competitors Kahn, Impending competitors — these are the competitors which are considered as small players in a particular industry, but these players have the capability to grow and gain market share and may intimidate the big players.
So it is also important to have knowledge about them so that a firm can compete with them when they challenges West, , pg Invisible competitors — these are the competitors who are not very active in the market and their market share is very low.
But the model suggests for studying their situation because they can make unanticipated growth and can challenge the large players to gain market share Knowles, Castillo, This helped them to gain profitability. For example — their advertising slogans has always been up to the mark. For example — In the world cup their footwear sponsors was better than their apparel sponsors because they failed to sponsor more teams and rather focused on sponsoring individual superstars.
This is way they gained less profit from the apparel market. All of these accusations had a negative impact in their brand image and eventually affected their sales. By this they will able to create a new economical productions project that will encourage recycling and be more environmental friendly.
So Nike has a change of capturing a different market which will help them to gain more profits. Nike has mainly depended on the pull strategy, by which is has created a tough competition with its major competitors like Adidas and Puma. In world cup Nike used a brilliant marketing campaign which was generated with the help of marketing mix Willigan, The Marketing Mix of Nike are — Product — In world cup Nike used an innovation strategy to make their products more market able.
For example — for the first time ever Nike took the initiative of producing the most environmental-friendly and technologically advanced kits in the history of world cup.
They decided to produce the kits with recycled polyester, and each kits required eight plastic recycled bottles. These kits were donned by famous teams like Brazil, Portugal and Netherlands.
Jump to Page. Search inside document. Jahanzaib Javaid. Madhavi g. RJ Marquez. Miha Loredana Stoica. Eunice Yap. Charles Arnestad. Ernest Mallett. Eriq Gardner. Colby Evans. Mede Nix. Fatima Cortez. Pasupuleti Sivakumar. Popular in Politics. Dacian Barbosu. Janice Bollozos Alcomendras. Vidya Singh. Cedric Vanguardia. Abegail Galedo. Jack Ryan. Tasnim Mumu. Jerrica Kaikai Escasinas. Clark Lim. What's included: Teaching Note Educator Copy. Not teaching at a university?
Register as a student Register as an individual. Overview Included Materials Related. Learning Objectives Devise a marketing strategy and communication plan to reach a new target market; how to integrate and promote several value propositions by the same company and use a high profile event to build brand connection. Discipline: Marketing. Subjects: Branding Business communication Communication strategy Competitive strategy Consumer marketing Digital marketing Environmental sustainability Innovation Marketing communications Marketing strategy Strategic planning.
Source: Harvard Business School. Length: 23 page s.
0コメント