QUESTION TWO [25]

Nike has a clear-cut identity as a sportswear brand, which has been building for a long time with multifaceted marketing strategies. However, behind all of them, there is one element that plays a fundamental role, it is product positioning. Marketing objectives are derived from corporate objectives. The marketer has to develop a marketing strategy to achieve the marketing objectives. An integrated approach is followed by using the STP approach (segmentation, targeting and positioning) when developing a marketing strategy.

As the marketing manager of Nike, how would you develop this integrated approach.