Fresh Kick Athletic Company

Marketing Management Project PROJECT OUTLINE: Choose one company which has a turnaround in the past and one company which failed in the past. Discuss each company’s marketing strategy and reasons for their success or failure. Marketing Strategy Failure: Gap Inc. How Gap turned into Crap! What went wrong?

, What differentiates the organization from its competitors in the eyes of customers and other stakeholders? and Which skills and resources should be developed within the

Company Description Nike believes diversity and inclusion drives innovation that lead to a competitive advantage. Nike has a broad base of suppliers that actively and significantly support their business requirements. Nike’s Global Procurement team manages the procurement process, including selecting and contracting with the right suppliers for the right goods and services. They have also begun to reduce Nike 's footprint and lessen their impact.

serves multiple purposes in terms of identifying competitors who exhibit the same or similar competitive capabilities and market position in relation to its competitors (Strategic Group Mapping, 2010) Understanding the strategic tendencies of the organizations you are competing against is just as important as knowing who your competitors are. As depicted in Figure 1, QSSI’s market position is currently at the bottom of the low profitability quadrant for the Health IT industry. The high end of the low profitability quadrant is shared with larger and highly competitive organizations like Accenture and Deloitte.

1) a. current liability: Money that a business owner must pay to a creditor within 12 months of the balance sheet date is a current liability. Ideally, short-term assets, such as cash and accounts receivable, should more than offset short-term liabilities, such as accounts payable, notes payable and payroll. If they do, the company 's short-term liquidity position is positive, which suggests the company will likely meet its cash-flow needs and remain a going concern. It is wise for a business owner to remain alert to his company 's current liabilities and the cash and assets that will be turned to cash within one year to meet these obligations. 1) b. Long-term liabilities are due more than a year after the balance sheet date.

In the section of R&D, Nike has a major capability and it includes the core competencies in the R&D section. The company heavily focuses and invests in staffing specialist to enhance and improve their products performance. In addition, the marketing section of Nike has an important core competency and a competitive advantage in being able to market its products. Other competitors might have the resources to contest but they don’t have the ability to use them appropriately. VRIO:

Their swoosh logo and "just do it" slogan are highly recognized among the public. Innovation is the key aspect to Nike's competitive advantage. According to an article posted in Chicago Now, Nike President Charlie Denson said, "Our ability to be authentic, stay connected, and remain distinctive through innovating across all areas of our business is a definitive competitive advantage." The Nike Corporation prides itself in being a leader in their industry because of their innovation, and protecting these ideas with patents. Nike currently has approximately 3,750 patents to this date, which is way more than any other competitors including Adidas and Under Armour which are in the same

The major challenges relate to customer services, quality of employees, distribution networks, marketing research, product introduction in the market and so on. Accordingly, these challenges depend upon the skills of an organisation and to some extent, it depends upon marketing team and teamwork within an organisation as well (Capon et al., 2009). 3.1 Customer

Vonage’s cash position appears to be improving. However, the higher cash balance shown in 2007 did not mean that the company was doing well. It only showed the company did not make any profitable investments that year. As a result of not making any investments, they held on to higher cash balances during those years. The company’s net cash flow and net income both improved in 2008 when they made investments along with reducing debt that resulted in improving their cash flow.

Operation decisions are influenced by marketing strategies while marketing strategies are affected by the outcomes of other KBF’s. Marketing is largely concerned with strategies to ensure the sale of product which include influencing consumers to buy product by altering, design, pricing, the image of the product in the market, promotion and the quantity produced. These can all be restricted by other KBF’s. Pricing strategies, for example, can’t be set lower than the costs of making the products (reaching break even point). Every key business function has affects on marketing and physical limits on the amount that can be produced and the sorts of marketing strategies that can be implemented.

Introduction Nike is a company that manufacturing, designing, developing and selling about the footwear, apparel, equipment, accessories and services. The location of where the Nike headquartered is in Beaverton, Oregon which is in the Portland metropolitan area. It is one of the world 's greatest producers of athletic shoes and apparel and manufacturer of sports equipment. The company was founded in January 25, 1964 which was named as Blue Ribbon sport by then changed the name to Nike in 1978 which was taken from the name of the Greek goddess of victory. It repetition has been known world widely.

If both of these are looked at, nowhere is the other company mentioned as being a competitor of other company. Due to this it can be ascertained that the companies do not take the other company to be a

Nike was an early target for the very reason it's been so successful.

It is recognized for the quality and has gained the reputation all over the world. Due to its higher quality, its Prices are usually higher than the normal brand which makes the customers to perceive it as high-end product. Some of the major competitors of Nike include Adidas, Reebok, and Under Armour. Illustration 1: Nike’s revenue break- down by product category: 2Q15 Case Study: A Compelling Logo and Tagline: In Greek mythology, the name-Nike is associated to the “goddess of success”.

The Future of Management. Boston: Harvard Business School Press Jobber, D. & F. Ellis-Chadwick, (2013) Principles and Practice of Marketing, 7th edition, Maidenhead: McGraw-Hill Education Kotha, S. & Orne, D. ( 1989). Generic manufacturing strategies: A conceptual synthesis Strategic Management Journal, 10.3( 211). Koter, P. & Keller, K. (2011). A Framework for Marketing Management, 4th edition, Pearson Education,