국제경영학 Nike(나이키) 마케팅 전략(영문)

국제경영학 Nike(나이키) 마케팅 전략(영문) [국제경영학] Nike(나이키) 마케팅 전략(영문).hwp 목차 Contents 1. Introduction 2. Who is Nike? 3. Globalization 4. SWOT Analysis 5. STP Strategy 6. Marketing Survey 7. Marketing Mix Strategy(4p) 8. Conclusion 9. References 본문 1) Segmentation Objective – Function / fashion Price – High price / Middle-low price Age – Teenagers/ 20~30 / Over40 2) Targeting (1) Professional Sports players and people who want to be professional -By providing them with technology that can support the activity of sports player. (2) Ordinary people working to enjoy spare time -Comfortable feeling of wearing, proper price. (3) Teenagers who think convenience and style as important thing. -Distinction, Sense of kinship within a group (4) Age of 20-30 high income bracket that are sensitive to trend andfashion. 3) Positioning (1) Strong brand power and the best quality NIKE gradually differentiates from other companies by devising ‘AIR’ based on high-end technology that is able to attract consumers. Marketing strategy that enables NIKE to promote easily, global star marketing, etc made NIKE the best sports brand in the world. Nowadays, the company keep trying to pioneer new technology field in order to proceed other sports brand companied by introducing SHOX (Technology setting up a spring behind shoes). (2) High price NIKE has a large number of distribution networks over the world with the surge of brand power. By procuring a distribution network, sales revenues 본문내용 sis 5. STP Strategy 6. Marketing Survey 7. Marketing Mix Strategy(4p) 8. Conclusion 9. References 1. Introduction Nike is the most popular sports brand among many brands and it boasts a lot of loyal fans. It is the global 26th brand which Interbrand selected in 2009. Also its brand value is almost $13,100,000,000. However, when Nikes founder started the business, it was a small sports shop. Over 참고문헌 9. References Nike web page (www.nike.com) Wikepedia (http://en.wikipedia.org/wiki/Nike,_Inc.) CFAR(http://www.cfar.com/Documents/nikecmp.pdf) SBS CNBC TV ‘나이키 제국 속으로’ (http://news.naver.com/main/vod/vod.nhn?oid=374&aid=0000001964) Company Overview, History : 1950s, Nikebiz. Nikes Just do it sloga celebrates 20 years, Oregon News(www.OregonLive.com) Nike profit up but shares tumble on U.S. concerns, Sage, Alexandria, June 26, 2008 Albert Morgan, NIKE PRO - BE INVINCIBLE, Manchester United (www.youtube.com) Nike Pro Combat Jersey Info, WVU Sports Insider. September 1, 2010. Michael Jordan Nike commercial 1987 (www.youtube.com) Logos that became legends: Icons from the world of advertising (London: The Independent. 2008-01-04) http://blog.naver.com/bumnalnale?Redirect=Log&logNo=150038379198 Nike Labor Practices in Vietnam Sweatfree Campus Campaign Launch, Studentsagainstsweatshops.org. 2005-09-28. 마이클 조던이 나이키를 살렸다, 허원무, 살림, 2004 마케팅 가치에 집중하라, 밥 길블리스, 비즈니스맵, 2001