The Nike Sports Brand And Its Non -Market Strategy

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The Nike sports brand and its non -market strategy

In this essay I will talk about Nike, this is a company that is dedicated to the sports market mainly, offering its customers products such as clothing, shoes, football balls and others, it is a very important brand worldwide with a value 15.900 million dollars and income of more than 24.100 million dollars.

On the other hand, this company is known for its famous phrase "Just do it" (just do it) thus referring to fulfilling personal goals. This phrase has a great impact on society to “break the rules“ or “yourself regardless of what will say“ for this reason players like Michael Jordan or Tiger Woods, some of the ambassadors of the sports brand, used the phrase causingThus a great controversy in society. (Wikipedia, S.F.)

The non -market is a strategy which helps you gain competitive advantage against your competition (in my case against Adidas or Puma for example) or in your market in general, whether clothing, shoes or others. The non -market strategy, mainly tries to see beyond the simple market, this is all that in one way or another is part of our company, without counting financial issues, whether society, governments or others, in addition toNo market strategy seeks to influence society. In the case of Nike and his phrase "Just do it" in addition to forming a storytelling, he encourages society in a certain way to break the fears, in achieving your minds cost what it costs, fulfilling your dreams, a phrase that today is todayAn icon in sport winning more reach in the sports market.

One of Nike’s best strategies is to use athletes recognized for his talent, and that these form some controversy in a form of protest or simply breaking the rules and that in one way or another Nike benefits, for example at the beginning of the raceDeportiva de Michael Jordan, this in its basketball matches broke the rules when wearing shoes that were not allowed by then, the NBA fined $ 5000 for each fault, which the fine was paid by Nike, because the company knew that aPlayer as recognized as Michael Jordan could make society buy the shoes for the simple fact that Michael used them and that he also didn’t care what “the rules“ said.

Nike also tries to gain competitive advantage with campaigns such as "Dream Crazy" or "Unstoppable Boards", these campaigns in addition to encouraging society to compete also encourage exercise which helps in the health of people thus creating value forthe company. These campaigns make the brand not only known for the quality of its products but also for its good actions influencing society in a positive way. "Dream Crazy", the last Nike campaign, encourages athletes unless they are only good in sport and follow your dreams, but also be good people, to be an example to follow, not only as an athlete but also as a human being, byAnother part, "unstoppable together", campaign focused mainly on women, talking about society’s stereotypes, "women can be and do whatever they want, leaving aside what people say", this campaign like the previous one causedA great controversy in society, but Nike knew how to handle this "problem" in its favor having more scope in the market in addition to a competitive advantage against its competition. (COOBIS, S.F.)

To conclude this essay, Nike is the most important sports industry in the world, and the strategies used helped to achieve this title, Nike knew how to make society speak in a positive or negative way of the company, thus causing the mouth inBoca, Nike is a company which has been in many controversies, but this realized that in this way the brand becomes better known and thus be able to have more reach in the market and therefore gain competitive advantage. 

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