Case Study $1-1$: Nike Marketing Analysis

Assignment Objectives:

Critically assess strategies and methodologies utilized in marketing efforts.

Utilize marketing concepts to evaluate a firm and construct an action plan

Purpose:

This case analysis serves to analyze a firm$$s marketing position and actions. Students are expected to critically analyze the current situation and formulate strategies and action plans based on provided actions.

Assignment Description:

Read $$Marketing Excellence Nike$($Kottler & Keller, $2016,$ pp$.30-31).$ Provide an analysis that both answers the questions on page $31$ and utilizes the following method:

Read the case to understand key marketing issues that are surfaced by the case. Determine what models, processes and information are relevant to the case.

Identify and succinctly articulate the primary issue in the case. Avoid staying at the surface level and only seeing the lag issues $($decline in profit$).$ Instead, focus your attention around the root issue $($i$.$e$.,$ increased competition, shifts in demographics$).$

Identify the pivotal decisions that need to be addressed.

Utilize the case to analyze the situation based on external $($environmental scan and competition$)$ and internal $($SWOT analysis$)$ factors.

Identify and describe alternative strategies to address the problems uncovered. Include assumptions you are making that would allow for the alternative strategies to work. Spend the majority of your focus on evaluating pros and cons of each alternative.

Recommend an action plan based on the alternative selected that includes specific tactics to implement the plan. Describe the alternative you believe would be most useful to solve the problem in $2$ from the analysis you completed in steps $3$ and $4.$