Description
This week you will complete your strategic marketing plan for your selected business by identifying customer segments, developing an implementation plan, evaluating communication channels, and determining metrics. You will submit all 3 parts of your strategic marketing plan you have worked on in this course in 1 document.Complete Wk 6 – Part C: Market Strategy, Marketing Channels, Implementation, and Monitoring of the Strategic Marketing Plan in the same document that contains your completed Parts A and B.I have attached the file, the items highlighted are the ones that need to be completed. The file is Part A and Part B Strategic Marketing Plan Template. Please complete part CAlso attached is the Week 5 for reference and assistance for this.
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Outline for Nike Brand
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Nike is a global leader in sportswear and athletic equipment. The company has always
been at the forefront of innovative marketing strategies, setting the benchmark for how brands
communicate with their audience. Nike’s prowess extends beyond just crafting premium
products; it’s about building a narrative, a movement, and an emotional connection with
consumers across the globe. In an era where attention spans are dwindling, and competition is
fiercer than ever, Nike recognizes the paramount importance of selecting and leveraging the right
communication channels. The company combines traditional mediums with contemporary digital
platforms to cater to its diverse demographic. These traditional or digital channels are tailored to
resonate with Nike’s brand ethos and ensure consumer engagement.
1. Television Advertising
•
Functionality: Television remains one of the most influential mediums to
captivate a widespread audience. The marketing communication strategy
possesses visual and auditory combinations, which provide a canvas for brands
like Nike to paint compelling narratives (Bruce et al., 2020).
•
Application for Nike: Major sporting events, such as the Olympics, World Cup,
or the NBA Finals, are prime opportunities for Nike. During these times, millions
tune in, making it the perfect platform to launch new products or campaigns.
Through evocative storytelling – showcasing the journey of an underdog athlete
or the innovations behind a new shoe line – Nike leverages TV advertising to tap
into the viewers’ emotions.
•
Key Message: “Find your greatness” – a call to individuals to break barriers and
achieve personal bests. On the other hand, the “Just Do It” television advert is a
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marketing communication strategy that is a call for action that urges viewers to
overcome challenges, both in sports and life, embodying the spirit of triumph.
2. Social Media Marketing
•
Functionality: The digital age demands a robust presence on platforms where
consumers spend significant time.
•
Application for Nike: Platforms like Instagram, Twitter, TikTok, and Facebook
allow Nike to engage directly. Through these platforms, Nike can showcase
behind-the-scenes looks into product development, share user-generated content,
and even run interactive campaigns (Karra, 2023).
•
Key Message: “Nike as a lifestyle” – weaving sports into the fabric of everyday
life.
3. Influencer Partnerships
•
Functionality: Tapping into the reach of popular personalities to build brand
credibility and widen reach.
•
Application for Nike: Collaborating with athletes, celebrities, and influential
figures on social media can create authentic product endorsements (Schouten et
al., 2019). This strategy allows Nike to leverage these influencers’ trust with their
audience.
•
Key Message: Authenticity in every stride and leap.
4. Retail Experience
•
Functionality: Merging the tangible with the intangible, creating memorable instore experiences.
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•
Application for Nike: Nike’s flagship stores, immersive pop-up events, and AR
integrations can transform traditional shopping. Customers can physically engage
with products, experience the brand’s ethos, and understand Nike’s commitment to
innovation (Chandukala et al., 2022).
•
Key Message: Every visit is a journey through Nike’s world.
5. Email Marketing
•
Functionality: A direct line to Nike’s loyal customer base, offering tailored
content.
•
Application for Nike: In the crowded world of digital communication, email
marketing, when executed with precision, stands out as a direct and personalized
bridge to consumers (SABBAGH, 2021). For Nike, this channel represents an
opportunity to engage their loyal fanbase with tailored content that resonates.
Leveraging sophisticated data analytics, Nike segments its subscribers to send
targeted emails. The company can subsequently utilize AI-driven insights to
ensure content relevance.
•
Key Message: A personal touch from the world’s leading sportswear brand.
Conclusively, Nike’s holistic approach to marketing communication showcases the
brand’s deep understanding of its diverse and evolving audience. The company harmoniously
blends traditional channels like TV advertising with contemporary mediums such as social media
and influencer partnerships. The utilization of diverse marketing communication mediums
demonstrates Nike’s adaptability and vision. The retail experiences further echo their
commitment to tangible interactions, while email marketing underscores their value on
individual relationships. In an ever-competitive market, it’s more than just having quality
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products but also effective storytelling and audience engagement. Nike excels in both these
arenas. Their communication strategies are testimonies to their mission of inspiring everyone,
whether athletes or casual consumers, to embrace the mantra: “Just Do It.
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References
Bruce, N. I., Becker, M., & Reinartz, W. (2020). Communicating brands in television
advertising. Journal of Marketing Research, 57(2), 236–256.
https://doi.org/10.1177/0022243719892576
Chandukala, S. R., Reddy, S. K., & Tan, Y. C. (2022, March 31). How augmented reality can and can’t – help your brand. Harvard Business Review. https://hbr.org/2022/03/howaugmented-reality-can-and-cant-help-yourbrand#:~:text=Based%20on%20our%20recently%20published,%2C%20customer%20be
havior%2C%20and%20sales.
Karra, S. (2023, January 20). Council post: How social media is changing business strategies.
Forbes. https://www.forbes.com/sites/forbesbusinesscouncil/2023/01/19/how-socialmedia-is-changing-business-strategies/?sh=710e81802f5f
SABBAGH, F. (2021). Email marketing: The most important advantages and disadvantages.
Journal of Economics and Technology Research, 2(3).
https://doi.org/10.22158/jetr.v2n3p14
Schouten, A. P., Janssen, L., & Verspaget, M. (2019). Celebrity vs. Influencer endorsements in
advertising: The role of identification, credibility, and product-endorser fit. International
Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
MKT/574 v2
Strategic Marketing Plan Template
Use the business you selected in Week 1 and complete the prompts provided for Parts A, B, and C in
the weeks they correspond to. Delete the provided prompts from each section when you finish each part.
Complete the References section as you progress through Parts A, B, and C.
Include your name in the document’s file name when you submit it.
Wk 2 – Part A: Environmental Analysis and SWOT
Analysis
Use the information you researched in your Week 1 assignment for the sections they correspond to in this
part.
For additional resources that may be helpful with components in Part A, refer to the resources provided
on the Week 2 University Library page.
Business Description
Describe the business you are designing the plan for. Include the mission statement, vision statement,
product line description, and business information (such as the size of the business).
Nike, Inc. has undergone a transformative journey since its inception in 1964. Originating as Blue Ribbon,
co-founded by Philip Knight and Bill Bowerman, the enterprise initially operated as an importer of Japan’s
Tiger Company, now recognized as Asics (Meyer, 2019). After a commercial dispute in 1971, the
company rebranded itself as Nike. Its roots were laid in an era dominated by Adidas and Puma. Currently
headquartered in Oregon, Nike has expanded its presence with over 1,000 physical outlets globally and a
robust online retail network encompassing third-party platforms and its proprietary e-commerce site (Nike,
Inc., 2023a). The brand’s ascendancy is notably attributed to its strategic association with controversial
athletes such as Joe McEnroe and Michael Jordan. Moreover, their mission, “To bring inspiration and
innovation to every athlete in the world,” coupled with their vision, “To do everything possible to expand
human potential,” resonates with their commitment to fostering human potential (Nike, Inc., 2023b). Nike’s
diversified product portfolio encompasses six primary lines: Nike Basketball, Jordan Brand, Football,
Running, Training, and Sportswear. Although beginning as a shoe manufacturer, Nike’s modern-day
operations are primarily in research & development, marketing & distribution.
Environmental Analysis
Analyze the forces that affect the business and marketing efforts.
Nike, Inc., the world’s foremost athletic apparel, footwear, and accessories company, has navigated an
intricate web of environmental forces since its inception as Blue Ribbon in 1964 (Meyer, 2019). These
forces are pivotal in shaping its business strategies and marketing efforts. Firstly, the socio-cultural force
is evident in Nike’s longstanding commitment to aligning with prominent and sometimes controversial
athletes. From McEnroe’s rebellious spirit in tennis to Jordan’s audacious colored shoes in basketball,
Nike has historically capitalized on the cultural zeitgeist, resonating deeply with its audience. Their
association with figures like Kaepernick signals their continued engagement with socio-political
discussions, reflecting societal values and ideals. Economically, Nike’s substantial presence in diverse
regions, from North America to the Asia Pacific, underlines the need to adapt to varying economic
conditions. While North America is its largest market, accounting for 42.2% of annual revenues (Nike,
Inc., 2023a), emerging markets present opportunities and challenges. These regions’ economic
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dynamics, purchasing power, and consumer preferences necessitate tailored marketing strategies.
Technologically, Nike is at the forefront of innovation. Its emphasis on research & development ensures
that the company stays ahead of its competitors in introducing cutting-edge designs and technologies.
This focus on innovation aligns seamlessly with its mission to inspire every athlete and expand human
potential (Nike, Inc., 2023b). Competitively, the athletic wear market is intensely contested. While Nike is
a dominant player in North America with a 21.1% market share (CSIMarket, 2023), it faces stiff
competition globally from brands like Adidas. Their diversified product lines and target markets and iconic
branding efforts like the swoosh have maintained this leadership.
Competitive Forces
Analyze the business’s key competitors. You may choose to use a BCG matrix or attribute checklist to
compare your selected business against its competitors. Describe any strategic moves the competition
has recently made. Estimate the business’s market share. Identify key competitive advantages against
your selected business’s competitors.
Nike’s primary competitors include Adidas, Puma, and newer entrants in the sportswear industry.
According to data from CSIMarket (2023), Nike dominates the North American market with a 21.1%
share, significantly overshadowing Adidas at 5%. This dominance can be attributed to Nike’s relentless
innovation, strategic athlete partnerships, and iconic brand elements like the swoosh. A valuable tool for
comparative analysis is the BCG matrix, positioning Nike as a star – high market share in a high-growth
market.
Economic Forces
Analyze the economic environment in the areas affecting your selected business. Consider differences
within their industry and the economic impact on suppliers.
As a global entity, Nike is susceptible to economic fluctuations in various regions. Economic downturns
influence consumers’ purchasing power, whereas surges could enhance sales. Additionally, the economic
health of suppliers, primarily in Asian markets, significantly influences Nike’s production and distribution.
As a global entity, Nike is susceptible to economic fluctuations in various regions. A nuanced
understanding of the economic environment, both globally and in specific regional markets, is paramount
for the brand’s sustained growth.
Global Economic Landscape: The broader global economic trends impact consumer purchasing power. In
times of economic prosperity, consumers are more likely to invest in premium brands like Nike.
Conversely, discretionary spending might be curtailed during economic downturns, potentially affecting
sales.
Regional Economic Disparities: Nike’s sales data reveals its dependency on different geographic regions.
North America, for instance, contributes to over 42% of its revenues (Tighe, 2023). Therefore, economic
fluctuations in this region could have a pronounced impact on Nike’s bottom line. Similarly, economic
growth and expanding middle classes in regions like China and the Asia Pacific offer lucrative market
penetration and expansion opportunities.
Industry-Specific Economics: The athletic wear industry is marked by fierce competition. Brands
constantly innovate, not just in product design but also in manufacturing processes, to reduce costs and
enhance product appeal. For instance, economic forces that influence the cost of raw materials can
impact profitability.
Economic Impact on Suppliers: Nike’s decision to outsource most of its production means it is intrinsically
linked to the economic health of its suppliers. Factors like wage inflation in manufacturing hubs or
geopolitical issues affecting trade can disrupt supply chains or inflate costs.
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Political Forces
Analyze relevant political forces. Examples may include an election year or a law to drastically reduce or
eliminate plastic waste in a county that would affect your selected business.
Political forces invariably influence business operations, and for global behemoths like Nike, Inc.,
understanding and navigating this terrain is vital for sustained success. A couple of political
considerations are especially pertinent. Firstly, as a multinational company, Nike operates in various
political environments (Khoo, 2017). In countries where Nike has significant operations or sales, different
election cycles could lead to policy shifts affecting trade tariffs, import-export regulations, or labor laws.
For instance, protectionist policies in a major market could increase operational costs or impede market
access. Thus, Nike must remain politically astute, anticipating policy changes and devising strategies to
mitigate potential risks. Secondly, there’s a growing global emphasis on sustainability, with many
countries legislating against environmental degradation. For example, laws aimed at reducing plastic
waste could directly impact Nike’s production processes, especially its footwear and apparel packaging
(Khoo, 2017). Moreover, regulations promoting eco-friendly manufacturing practices might necessitate
modifications in Nike’s supply chain, urging the brand to adopt more sustainable raw materials or
production techniques. Incorporating these political considerations into Nike’s marketing plan is crucial.
Emphasizing sustainability in marketing campaigns, not just as a reaction to political pressures but as a
core brand value, can resonate deeply with eco-conscious consumers.
Legal, Regulatory, and Ethical Issues
Analyze the legal, regulatory, and ethical issues that may affect your selected business. Considerations
may include local laws such as a ban on the use of plastic bags, the ability to post billboards, or a
possible increased regulation on direct mail.
In the intricate milieu of global commerce, enterprises like Nike, Inc. are continuously navigating a web of
legal, regulatory, and ethical complexities. Based in Oregon, U.S., Nike must adhere to multifaceted legal
frameworks, both domestically and internationally. The adherence to the law must especially be present
in light of past controversies over working conditions in offshore manufacturing units, which are
particularly salient. U.S. laws, such as the Foreign Corrupt Practices Act, can impact how Nike oversees
its operations abroad (SEC.gov, 2020). Environmental regulations, such as those governing waste
reduction in states with bans on single-use plastics, can significantly impact Nike’s packaging
methodologies. Besides, as a significant importer, Nike’s operations are influenced by U.S. customs laws,
tariffs, and trade agreements. Equally crucial are advertising standards that ensure companies like Nike,
known for their robust marketing strategies, maintain transparency and avoid misleading consumers. U.S.
regulations govern truth in advertising, ensuring companies do not mislead consumers. With Nike’s
aggressive marketing campaigns, ensuring compliance is crucial.
Ethical considerations further complicate this landscape. The global emphasis on sustainability places an
onus on Nike to adopt and promote eco-friendly production practices. Additionally, ethical imperatives
require Nike to guarantee fair wages and safe working conditions. The company must also rigorously
oppose child labor throughout its vast supply chain. Navigating these challenges, especially in marketing,
demands a multi-pronged approach. Nike can further engender consumer trust by emphasizing
transparency in its operations. Embracing sustainable initiatives can position the brand as a trailblazer in
eco-conscious production and resonate with environmentally aware consumers.
Technological Forces
Analyze whether your selected business will be affected by emerging technologies or trends in hardware
and software industries.
In an era of rapid technological progression, Nike, Inc., a brand synonymous with athletic excellence,
finds itself navigating the tumultuous waters of emerging technologies. Given its position as the world’s
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premier apparel, footwear, and accessories company (CSIMarket, 2023), it is paramount to understand
the impact of technological forces. The retail sector, where Nike prominently operates, is witnessing a
seismic shift due to advancements in e-commerce and digital technologies. Nike’s online retailing
presence on third-party platforms and its own e-commerce site (Nike, Inc., 2023a) is a testament to its
early adaptation. However, as augmented reality (A.R.) and virtual reality (V.R.) technologies mature,
there’s potential for a more immersive online shopping experience, allowing users to “try on” products
virtually or engage with them in novel ways. Furthermore, the rise of wearable technology and the Internet
of Things (IoT) offers tantalizing prospects for Nike. Smart footwear or apparel that tracks athletic
performance, offers feedback, or adjusts to weather conditions could align seamlessly with Nike’s mission
of “bringing inspiration and innovation to every athlete” (Nike, Inc., 2023b). Moreover, in manufacturing,
technologies like 3D printing present opportunities for customized product offerings, allowing consumers
to tailor designs to their preferences. This could revolutionize Nike’s approach to production, reducing
lead times and bringing some manufacturing processes closer to the consumer.
Social Forces
Analyze social trends and how they may affect your selected business. Considerations may include if the
business will be affected by demographic trends or a growing dependence on computers, or whether
interest in your product might be affected by growing preferences in the way things are done or changing
social values.
Several prevailing social trends could profoundly influence the brand’s trajectory. Firstly, demographic
shifts are paramount. As emerging markets, particularly in Asia, witness burgeoning middle classes and
increased disposable incomes, there’s an expanding clientele for premium brands like Nike. The age
demographic is equally pivotal; younger generations, driven by digital connectivity and influenced by
global pop culture, are potential consumers of Nike’s diverse product lines, from basketball to sportswear.
Furthermore, Nike’s historical associations with global athletes, such as Michael Jordan and Cristiano
Ronaldo, resonate deeply with this demographic, enhancing its market outreach. Secondly, the escalating
reliance on technology, especially computers and mobile devices, cannot be overstated. Nike’s strong
online presence, encompassing third-party e-commerce platforms and its proprietary site (Nike, Inc.,
2023a), places it advantageously to leverage this trend. However, this digital shift also necessitates
robust cyberinfrastructure, enhanced user experience designs, and agile digital marketing strategies to
remain competitive. Lastly, changing social values, particularly those emphasizing sustainability,
inclusivity, and social responsibility, reshape consumer preferences. Brands are increasingly evaluated
on product quality and their broader societal impact. Nike’s association with controversial yet influential
figures, like Collin Kaepernick, signals its alignment with progressive social discourse. However, evolving
consumer consciousness also mandates transparent supply chains, sustainable manufacturing practices,
and holistic corporate responsibility.
Current Target Markets
Define the business’s current target markets. Describe the demographic, geographic region,
psychographics, and product usage of these targets.
Nike’s target market is vast and varied, catering to athletes, urban consumers, and working parents alike.
Their market diversification strategy has ensured no single consumer segment dominates their sales.
Geographically, North America emerges as a dominant player, contributing to 42.2% of Nike’s annual
revenues. Nike further has customers in regions like Europe, the Middle East, and Africa at 26.2%. China
and the Asia Pacific, including Latin America, also form significant portions of Nike’s market with 14.2%
and 12.6% respectively.
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Current Marketing Tactics
Review their current marketing tactics. Summarize how people find out about the product, how they get
information about the product or service, what might be involved in the buying process, and what money
is available for marketing. If your selected business is a start-up, describe their competitors’ current
marketing.
Nike’s marketing prowess is evident in its strategic alliances with top-tier athletes, paving the way for
brand recognition and loyalty. The company’s innovative designs are underpinned by cutting-edge
technology. The designs further help Nike differentiate themselves in a saturated market. Despite limiting
its offerings to three brands – Nike, Jordan, and Converse, Nike’s emphasis on brand recognition,
epitomized by the iconic swoosh, fortifies its global identity.
SWOT Analysis
Assess your selected business’s strengths, weaknesses, opportunities, and threats. Then, evaluate how
to address these in your marketing plan.
Strengths
Strong brand recognition: Worldly, Nike brands (Nike, Jordan, and Converse) dominate various sports
fields. This recognition has helped the company retain customers and attract top athletes such as Eliud
Kipchoge and Michael Jordan. Its association with these legends cements customer loyalty.
Wide market coverage: The Company’s global presence in more than 190 nations has allowed it to take
advantage of customer segments and diverse markets (Nike, Inc., 2023b).
Weaknesses
Dependence on Suppliers: Nike relies on suppliers such as Pou Chen, PT Pan Brothers, and Fulgent
Sun International (Zhao & Zhou, 2023). During supply chain disruptions, the company becomes
vulnerable to slowed production or breakdown of the whole process due to a lack of essential supplies
from suppliers facing the disruptions.
Counterfeiting: Counterfeited Nike products have damaged the brand recognition, leading to a loss of
customer trust. For instance, ABC News revealed fake Nike shoes worth $5 to $200 on the counterfeit
market. Fake Louis Vuitton bags ranged from $5 to $1,500 (Hermawan, 2023).
Opportunities
Digital Transformation: The development of AI and data analytics presents a crucial opportunity for Nike
to invest in these digital technologies to improve customer experience and satisfaction. For instance, the
company can build an AI-enabled App to solve the challenge of ordering incorrect shoe sizes (Iyer, 2021).
Sustainability: The trend towards a sustainable environment implies that Nike can invest in waste
recycling and eco-friendly raw materials that appeal to environmentally conscious customers.
.
Threats
Competition: Adidas, Puma, and Reebok present stiff competition for sportswear products. This
competition erodes Nike’s market coverage.
Economic Downturn: Economic crises resulting from events such as the COVID-19 outbreak slow down
Nike’s progress. The recessions imply limited expenditure on non-basic things such as sportswear.
Trends
Athleisure: Athletic clothing is worn for daily activities. Thus, it continues to gain momentum.
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Health and Wellness Focus: The increasing global emphasis on health, wellness, and physical fitness is
a significant tailwind for Nike. Most fitness trainers and health enthusiasts advocate for lightweight,
comfortable sportswear for optimal performance (Di Domenico et al., 2022).
Tech-Infused Apparel: With the rise of wearable technology, there’s a growing demand for clothing and
accessories that incorporate smart features. The convergence of fashion and technology is an emerging
trend manifested in garments that monitor physical health metrics to shoes that adjust fit in real-time
(Perkovic, 2022).
Sustainable Fashion: Consumers increasingly seek eco-friendly products as environmental concerns
become mainstream. This trend extends to the fashion industry, with a growing demand for sustainable
materials and ethical production practices (Kumar, 2023).
Personalization and Customization: Modern consumers seek products that resonate with their identities.
Customized designs, personalized product recommendations, and bespoke experiences are becoming
integral to the shopping experience (Roggeveen et al., 2021).
Converting Weaknesses and Threats to Strengths & Converting
Strengths to Opportunities
Nike can embrace supplier base diversification to improve its negotiating power and eliminate
vulnerability to supply chain breakdowns. Likewise, the company can introduce anti-counterfeiting
technologies such as QR codes to authenticate its products to win customer trust and loyalty (Chen et al.,
2020). In utilizing competition as a strength, the company should invest in product innovation to develop
brands that stand out in the market. Primarily, competition should be a motivating factor for innovation.
Due to economic downturns, Nike can create its financial reserves during peak periods to provide a
cushion in case of economic downturns. This strategy will enable the company to sustain its financial
position to support its business operations irrespective of the economic situation. In changing strengths to
opportunities, Nike needs to utilize its wide market coverage to expand into untapped markets. Also, the
company can rely on its strong brand recognition to innovate and launch new products under the same
brand line.
Marketing Objectives
i.
ii.
Remain adjusted to sportswear trends in the dynamic market to expand the potential of
sportspeople by 15% over the next two years. The success of this objective will be measured by
the number of awards a sportsperson has won compared to previous performances.
Leverage the company’s expertise in sportswear to align with the health and wellness trend by
Nike’s brands that meet the desire of fitness enthusiasts, aiming for a 5% sales increase over the
next 12 months. An increase in sales of active-wear (Nike’s sports shoes and tracksuits) by more
than 5% worldwide will imply the objective’s success.
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For example: The business will expand its marketing efforts to include a new market segment of 21- to
29-year-olds. This will entail the development of a customized product by June 2024 that will address the
specific psychographic and technological needs of this age group. This strategy is expected to attain a
20% growth in overall sales by January 2025. Customer loyalty (i.e., willingness to recommend the
product) will increase by 30%.
Wk 4 – Part B: Marketing Data Analysis
Internal Data
Evaluate internal data sources for information that would be available to you if you were employed by the
business and what information you will receive from each source.
Identify 3 to 6 sources of internal data and list them in the Source column of the Internal Data Table. For
each source, input what it measures, data, and potential data usage in the respective columns. Insert or
remove rows, as needed. Row 1 contains a completed example for reference.
Internal Data
Internal Data Table
Potential Data
Usage
Source
What it Measures
Data Type
Quarterly and Annual
Reports (10 Qs and 10
Ks)
Financial performance
Financial performance
including segment sales
and profits.
Trend analysis.
Operating reports
Operational performance
and event management
Provides information
about the company’s
latest activities and
events
Latest product
launches, marketing
campaigns, and
operational
performance
Nike’s website
including store
Provides updated
information about the
company
New product launches,
prices, promotions
Understand the
company’s sales
promotions
Nike’s ESG reports
Provides information
about the company’s
ESG and CSR activities
Company’s efforts to
reduce carbon footprint,
increase diversity and
inclusion, etc.
Consumers pay
attention to a
company’s
sustainability efforts
and Nike already
suffered severely
from bad publicity in
the past regarding
child labor.
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Primary Data
Primary Data Table
Potential Data
Usage
Source
What it Measures
Data Type
Online surveys or
social media surveys
Can be used to measure
several factors including
brand loyalty, customer
satisfaction, opinions, etc.
Qualitative and
quantitative data about
Nike’s brands
Understand strong
and weak points
Interview professional
and amateur athletes
What do they like most
about Nike’s products?
Why they choose Nike’s
products? Etc.
Qualitative and
quantitative data about
why athletes prefer
Nike’s products
Promotional
campaign aimed at
athletes
Interview consumers
that are not
professional or
amateur athletes
What do they like most
about Nike’s products?
Why they choose Nike’s
products? Etc.
Qualitative and
quantitative data about
why they prefer Nike’s
products
Promotional
campaign aimed at
customers that are
not professional or
amateur athletes
Interview store
managers
Customer preferences
and what promotions are
more effective (or least
effective)
Qualitative and
quantitative data about
Nike’s sales and
promotional activities
Improve current
promotional activities
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Secondary Data
Secondary Data Table
Source
What it Measures
Data Type
Potential Data
Usage
Yahoo Finance
Market expectations
about Nike, Inc.
Financial expectations
about Nike’s
performance
Understand what
investors believe
about Nike’s
performance
Semrush
Statistics about Nike’s
website and online store
How many people visit
Nike’s websites?
Conversion rates?
Repeat visitors? Etc.
Learn about the
effectiveness of
Nike’s online
strategies
HubSpot
Statistics about Nike’s
social media presence
How many people visit
Nike’s social media?
Conversion rates?
Repeat visitors? Etc.
Learn about the
effectiveness of
Nike’s social media
strategies
CSI Market
Market data and
competitive analysis
Nike’s competitive
position vs its industry
peers
Nike’s market
performance
Customer Relationship Management (CRM)
CRM Touchpoint Table
CRM Touchpoint
Purpose and CRM
Objective
Data Type
Potential Data
Usage
Nike Digital Sport
(NDS)
Nike’s CRM system
Consumer preferences,
surveys, FAQs,
complaints, etc.
Customer data and
preferences
Nike+
Part of NDS
Allows customers to
keep record of their IoT
devices linked to Nike
Plus
Customer data about
how they use Nike’s
products
Nike Connect
Specific CRM app for
basketball fans
Allows customers to
keep record of their IoT
devices linked to Nike
Connect
Customer data about
how they use Nike’s
basketbal
