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GET WRITING HELP!Nike is a well-known shoe and games uniform retailer; it was at first known as Blue
Ribbon Sports. The company is based in Beaverton, Oregon, United States. Nike deals with
deals with men, women and children shoes and games accessories. Being a company that has
been invested greatly, with the aim of making high profits and good sales, marketing has been
considered one of the most important strategic plan. The company believes that a good
marketing strategy will allow the company to overcome its barriers and thus achieve the set
standards allowing an effective competition environment to the global market (Tuten, T. L., &
Solomon, M. R. (2017).
Nike has made great reforms to improve on its market platform to enhance a good customer
relationship. Some of the reforms in marketing is introducing social media marketing strategy.
The company being a multi-millionaire investments did not strain in making the media
marketing strategy. Introduction of this strategy was not a difficult thing, but it required a good
strategic plan for it to be successful. The market segment of the company is distributed to the
entire population although it mostly targets people with the spirit of sportsmanship.
According to research conducted in 2007, the company has been said to follow the digital and
social innovation. Phil Knight explained that the company has appropriate methods of working
with the wide variety of influencers (Schlegelmilch, B. B. 2016). The company has been divided
into three segments system that divides potential clients regarding talent and interest thus fitting
their taste and preferences. First, the company has the top division at which the influencers and
talented clients are said to be capable of purchasing. The company values brand credibility and
good customer relations to the extent that they make calls directly within a specific time of the
year when launching new products.
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The middle division entails the involvement of internet marketers. NIKE has made middle tiers
that involve the use of bloggers; this has helped the company reach targeted customers. The
company has started working with different agencies who have assisted in determining and
establishing these influencers. Other possibilities pointed out by the director was the creation of
brand evangelistic groups who will help in creating awareness as brand evangelistic and through
this, assist in advocating for the company.
The company is aiming to create a third tier that will be designed to connect all its ambassadors
with its existing online sales data. The company aims at putting together there CRM database
with the social database that they had created earlier (Schlegelmilch, B. B. 2016). Their twitter
handle has also been ranked as a tool which the company can use in attaining its social media
marketing goal. The handle has assisted to reach potential customers from all over the world.
The social media segment has assisted in determining the customer’s needs, what they require
and their expectation of the companies’ products. Those who were termed not to know about the
company’s products are informed through the social media segments such as Facebook. The new
marketing strategies have assisted in capturing the attention of the new customer. Photographic
images of the newly released products have assisted in the communication of the new invention
from the company to its customers.
Facebook being a large social media platform has also contributed greatly to reaching large
numbers of retailers and other potential customers. The images on Facebook are created in a way
that they capture the attention of Facebook users thus increasing the market segments and the
number of customers subsequently. The NIKE marketing strategy has influenced interactions
between the company and the customers thus enabling an easy understanding of the customers’
needs. This aspect has been viewed as one of the most important aspects of the company’s
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SOCIAL MEDIA MARKETING STRATEGY
production as it helps the production department come up with relevant products to the
customers. The major supporters of the company are used as part of the ambassadors of the
company’s products to the outside market. Nike believes that a good market strategy by the
adoption of the social media marketing will boost the level of sale at a good percentage estimate
of around 33% (Schlegelmilch, B. B. 2016).
Adidas is the main competitor of Nike. The Adidas Company has posed a threat to the market
due to its effectiveness in marketing. The use of samples and showcasing has influenced a lot of
customers to opt for Adidas than Nike something that Nike should adopt. Adidas has in the past
few years used social figures such as famous football players to act as there ambassadors, it is
expensive, but it has brought great profits to the company. The Nike Company are greatly feeling
the impact and are coming up with counter strategies for this threat.
Recommendations
The company should come up with an algorithm that determines the number of logins to the
NIKE social networks such as Facebook, Instagram and Twitter handle. This will allow them to
determine the number of customers they are able to reach using the social media. The use of
Facebook as a place to communicate with the customers should be used to influence creativity to
the production department to suit the customers’ needs and demands as to comments they post.
The company should sample out its products to customers to counter the strategies of their
competitors and eventually create a positive public image. The company should engage in further
research in understanding ways to maximise the effectiveness of the social media marketing
technique this will allow a better performance in the marketing department.
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References
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
Schlegelmilch, B. B. (2016). Organizational Design for Global Marketing Strategy. In Global
Marketing Strategy (pp. 177-193). Springer International Publishing.
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