营销审计（英文PPT）.pptVIP

The Marketing Audit Fangxian Zhang 1. External Audit Nik Marketing Audit Company Description The Idea: Phil Knight The Partnership: Bill Bowerman The Foundation: Blue Ribbon Sports Birth of Nike: Jeff Johnson and Steve Prefontaine Cont. Nike Grows Exponentially Product Line - More than footwear Expansion - Cole Haan, Nike Bauer Hockey, Hurley International, and Converse The Internet: Its affect on growth Business Mission “To bring Inspiration and innovation to every athlete in the world” “If you have a body, you are an athlete” – Bill Bowerman Commitment to integrity and high ethical standards Nike’s change in mission over last decade Marketing Objective Global Dominance Brand Image Strong advertising - Leave Nothing Ads - Example /usnikefootball/?sitesrc=uslanding Strengths Competitive Organization Lean Organization No factories No cash tie ups with building and manufacturing workers Global Brand Weaknesses Income dependent on footwear market Retail sector is very price sensitive Opportunities Product development provides many opportunities Fashion brand Develop accessory products Internationally develop Global brand recognition Threats Exposed to the international nature of trade Very competitive market Price sensitive Product Product Research Design and functional “Tune Your Run” Working together with Apple “House of Hoops” Partnership with Foot Locker Acquired Umbro Mass customization Place 25,000 retailers in the U.S. and sold in 140 countries Online retailer Subsidiaries Converse Cole Haan Nike Golf Nike Bauer Hockey Hurley Int. Promotion Web marketing Updated interactive website Facebook profile Slogan: Just Do It Logo: Swoosh Professional Athletes/Celebrity Endorsements Price High price for high quality Move away from low end market High tech, performance driven, exclusive products Financial projection Implementation, Evaluation, and control Strength the 4 Ps on Nike’s future plan: Price—offer economical price to vari