Thinking about the product, Nike considers not only providing high-tech and high-quality shoes for runners, but also committing to design innovative footwear for athletes to built brand image.
For promotion strategies, Nike advertised “just do it” campaign in 1988. Moreover, Nike signed Michael Jordan as a spokesperson for their Air Jordan line of basketball shoes in 1985, and also continues to feature basketball superstars such as Kobe Bryant and LeBron James. In addition, it formed a partnership with Foot Locker to create a new chain of store. Besides, Nike extended to Nike Golf brand, and built its relationship with Tiger Wood. Recently, Nike+ tech appears into Apple, and promoted an eco-friendly message to costumers.
Furthermore, Nike expanded overseas to Europe in 1994 when the Brazilian won the World Cup, and then focus on international markets, especially in China during 2008. With these marketing strategies, Nike began a successful brand in the world.
Today, Nike dominates the athletic footwear market with a 31 percent market share globally and a 50 percent market share in the U.S.Key points of ‘Marketing Myopia’
Levitt demonstrated that the reason for growth industry is threatened, slowed, or stopped is because there has been a failure of management.
There is a wrong direction for the industry that they just focus on products. Fateful purpose, error of analysis, shadow of obsolescence, self-deceiving cycle etc. these all reasons can lead to failure markets. However, a successful industry always defines customer-oriented, creating customer and satisfying customer is the way to achieve value satisfaction. For example, DuPonts and the Cornings have successful products or research orientation but they have been thoroughly customer-oriented also. Furthermore, the manager has responsibility not only to create friendly atmosphere, positive attitude, viewpoint and aspiration for buying customers, but also to set their style, direction, and goals. A clearly specific marketing plan can lead to successful market.
E.g., railroads assumed…