[국제경영학] Nike(나이키) 마케팅 전략(영문)

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레포트 > 경제경영계열
2011.11.02
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[국제경영학] Nike(나이키) 마케팅 전략(영문)

[조직이론] 다국적 기업 나이키(Nike)의 조직분석

다국적 기업 나이키(Nike)의 조직분석

스포츠 마케터 레포트

스포츠마케팅 피피티자료, 스포츠 마케팅 ppt자료

나이키 마케팅 나이키브랜드전략 나이키 스포츠마케팅 나이키 글로벌전략사례 나이키 성공사례

[조직이론, 조직구조, 조직문화] 나이키 NIKE 의 조직구조, 조직문화

패션브랜드 빈폴, 패션브랜드 리바이스(Levi`s), 패션브랜드 나이키(Nike), 패션브랜드 샤넬(Chanel), 패션브랜드 루이비통(루이뷔통), 패션브랜드 아디다스(Adidas), 패션브랜드 베네통, 패션브랜드 구찌

나이키의 모든것(기업분석 마케팅)

[국제경영] 나이키 사례

소개글

[국제경영학] Nike(나이키) 마케팅 전략(영문)에 대한 자료입니다.

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

본문내용

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 and fashion.

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

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.
Nike's '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

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