Swot Analysis Of Nike Energy Bars

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The objectives for the development of the Nike energy bars are: • To gain a foothold of 10% market share in the first year of sales. • To achieve a high rate of retention (at least 45%) of customers who trial the new energy bars. • Launch splashy new advertising campaigns in major metropolitan areas in the United States, as well as television ad campaigns within the budget of $5 million for promotion and marketing. • Create consumer rapport and initiate trials amongst consumers in the industry who already have built loyalty to the products of competing brands. 2.1.2 MARKETING OBJECTIVES Nike, Inc., through past analysis of its own strengths and weaknesses, evaluation of the market, and its own goals and objectives, has developed criteria to …show more content…

• The protection and enhancement of brand cachet for Nike, Inc. in the new industry space is of paramount importance, not least to maintain its ability to maintain a perception of exceptional quality and the attendant ability to charge a premium price for its products across a range of industries and product categories. 2.1.3 CURRENT MARKETING PLAN This marketing plan corresponds to the launch of a new product category within the company. As such, there is not incumbent or current marketing plan. 2.1.4 COMPANY RESOURCES The resources of Nike, Inc. include human resources as well as financial resources in the form of both cash and capital, and facility resources. The current status of Nike, Inc. resources is comprises of what follows. Human Resources. Nike Inc. has a very large staff in its corporate offices in Beaverton, Oregon, USA. The company also has staff that it uses on a contract basis, including marketing firms working on its various product and campaign accounts. The company has agents who optimize supply chains for products, including the new energy bars. The company also has sales people and buyers who make materials/ingredients choices for the products and initiate manufacturing runs to complete supply chains for final products sold to consumers under the Nike …show more content…

is a well-known international conglomerate, it is attempting to enter a market in which its products and efforts are still obscure. People are generally not aware of Nike’s push into this market segment, and of its intended differentiators with regard to its energy bars offering. 2.2.1 PRODUCT MARKET The product market for this marketing plan consists of a variety of elements described below: • Product/Service Type: Products offered are described in the section under “Product” • Customer Needs: Customers require a nutritional and energy-inducing, flavorful or at least tolerable-tasting food bar product that delivers on the promises made on the packaging and in marketing materials. Customers need to be energized, especially during athletic performance, and be given adequate or exceptional nutrition. • Customer Type: Athletes, young professionals, office workers, teenagers, and others are the primary customer types for the energy bars, but Nike Inc., is seeking to draw in as many demographics as possible. • Geographic Area: All customers within the contiguous United States that are reachable on a cost-effective basis given current distribution network and relationships. 2.2.2 DEMOGRAPHIC DATA OF TARGET

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