Read the case study below and answer the following questions:

Nike Case Study

Introduction

Nike is a global leader in the athletic footwear, apparel, and equipment industry. The company was founded in 1964 by Bill Bowerman and Phil Knight, and it has since grown to become one of the most recognizable brands in the world. Nike's success is due in large part to its effective marketing campaigns.

History

Nike's marketing campaigns have evolved over the years, but they have always been focused on inspiring people to achieve their goals. In the early days, Nike's campaigns focused on athletes who were breaking records. These campaigns helped to create a sense of excitement and possibility around Nike products.

In the 1980s, Nike launched its iconic "Just Do It" campaign. This campaign was a major turning point for Nike, as it helped to shift the focus from athletes to everyday people. The "Just Do It" campaign was successful because it tapped into the desire of people to achieve their goals.

In recent years, Nike has continued to evolve its marketing campaigns. The company has focused on using social media to connect with consumers and to promote its products. Nike has also partnered with celebrities and athletes to create endorsements that resonate with its target audience.

Question 1 (55 Marks)

1.1. What are the research types and techniques marketers can use, why are they important, and explain how you can use them to be a better marketer? [10 marks]

1.2. Explain the role and impact of successful marketing in organisational growth. [5 marks}

1.3. Explore some key marketing strategies employed by Nike to gain a competitive advantage. [15 marks]

1.4. Analyse 2 positioning methods and how Nike uses these to create a unique identity in the minds of its consumers? [10 marks]

1.5. Illustrate the importance of the 7 market segmentation strategies, and how it relates to Nike. [15 marks]