1. Marketing Plan Presentation
Presented by Christine Fulton
AET/552
June 29, 2015
Dr. Dennis Morrow

2. Introduction and History
Communicate the Learning Program
History of the Company
Founder
Slogan
When developing a marketing plan it is important for the organization to communicate the learning program. To do this the message, creative strategy, communication methods, budget, and evaluation techniques must be clear. It is important the organization integrate key concepts, such as target market and competitive analysis into the learning program and ensure key components are expressed as well. To do this the organization need to address everything from organization background and environmental analysis to stakeholders and program objectives.
The giant of sporting goods want always Nike. It was Puma and Adidas that dominated the global market in sporting goods. The Nike started out as a small company founded by a shoemaker Onitsuka Tiger (now known as Asics) in 1964 as Blue Ribbon Sports. A businessman from the United States, Phil Knight, was certain that the way to contend with the Germans, the makers of Puma and Adidas, was to introduce cheap but high-quality running shoes that would come from Japan. Knight found his way to Japan and brought back samples he took to his coach, Bill Bowerman and Bowerman tweaked the shoes to make them lighter and more comfortable. In 1964, Blue Ribbon Sports was created but in 1970 it fell apart from its partner in Japan, Onitsuka and in 1971 Blue Ribbon Sports started what we know today as Nike.

3. A few facts about NIKE: Nike employs about 56,500 people worldwide
The name Nike
The Slogan
“Just Do It”
The Nike Swoosh
Nike employs about 56,500 people worldwide
Nike has 756 retail stores worldwide
Largest supplier and manufacturer of athletic shoes,
apparel and other sports equipment
“The Nike name comes from the Greek goddess of victory, and it’s pronounced "ny'-kee." Nike's first employee, Jeff Johnson, came up with the name.” (O'Reilly, 2014)
“The slogan “Just Do It” was inspired by serial killer Gary Gilmore, who said “let’s do it” just before he was executed by a firing squad in The revelation was made in a 2009 documentary about advertising called “Art & Copy.” (O'Reilly, 2014)
“The Nike swoosh was designed by Portland State University student Carolyn Davidson, for just $35 (just over $200 in today's currency). At a later stage she was given stock that is now worth more than $640,000. (O'Reilly, 2014)
According to Statista (Facts, 2015), “Nike, Inc. is the world's largest supplier and manufacturer of athletic shoes, apparel and other sports equipment. The company employed about 56,500 people worldwide in 2014.” (Facts, 2015) These employees made up the greater parts of retail stores as well as international corporate locations. In terms of store locations according to Statista (Facts, 2015) “…Nike operated a total of 756 retail stores throughout the entire world.” (Statista, 2015)

4. Learning Program Positioning Targeted Demographics Pricing
Nike has developed a successful relationship with its consumers thus far. Focusing their angle on utilizing previous selling points will help continue the uprising trend of profits and notoriety. A learning program for employees within the marketing department should specifically focus on organization position and differentiation strategies. The program features should primarily focus on the success factors that have brought this organization to their current status, areas of trial and error, as well as a forum where employees can collaborate on how to innovatively continue to grow the organization. Here are some key areas for the learning program features:
Positioning. In what areas can this organization propel its self for its current position and how can it continue to captivate current and future generations?
Targeted Demographics. How can this organization appeal to an array of individuals with different needs? According to Edmunds (2015), “Makers of athletic equipment offer different models of the same equipment for beginners and advanced players, making those products more attractive to specific consumers.”(Small Business - Chron.com, 2015)
Pricing. What specific price points should the organization aim for and most importantly looking at current pricing points for Nike it is important to continue the strategy of high pricing points as it has been a successful component to the organization. According to Edmunds (2015), “Some companies price their products or services higher than their competition to create a perceived value. Consumers wonder why a particular company is able to sell its product for more or why their fellow consumers are willing to pay more for the product. In the end, they may believe that the higher-priced product or service is worth more.” (Small Business - Chron.com, 2015)
Focusing on these three key areas in the learning program will help sustain the current uprising trend of success as well as allow employees to think critically about how to develop innovative strategies to continue their strong position in the marketing place.

5. Program Objectives Producing top-quality merchandise for organizations
Supporting the ethics of the international businesses in representation of the merchandise
The objective of this organization is to compare benefits with several gatherings and supportable goals.
Strengthen the organization's achievements to advance merchandise that women want and desire.
Preserve and enhance Nike's place as the "Just Do It" number one athletic trademark in the world.
Nike's objectives designate the structured procedure to perform a merchandise plan. Besides, objectives must occur in definite words be reasonable and detailed when they are complete. Even today Nike is still one of the largest manufacturing of athletic attire and sporting apparel all over the world. Therefore, it has various recognizable purpose and goals. Again with all the public merchandise organizations, Nike's first objective is to create earnings for the shareholders (NIKE, Inc., 2015). These are some of Nike's small goals and objectives.
Producing top-quality merchandise for organizations
Supporting the ethics of the international businesses in representation of the merchandise
The objective of this organization is to compare benefits with several gatherings and supportable goals.
Strengthen the organization's achievements to advance merchandise that women want and desire.
Preserve and enhance Nike's place as the "Just Do It" number one athletic trademark in the world.

6. Environmental and Contextual Analysis
Political
Social
Economic
Technological
Nike is a company that like many others, its business can get affected by internal and external factors. These are political, social, economic and technological. In addition, the company has resources meant to work with the aforementioned environmental variables.
Social and technical. Nike has managed to link social and technologic factors. Society's views influences the company. After getting public backlash for the unfair treatment of the workers in the manufacturers, Nike now has an auditor’s team. It is the solution to keep areas like wages and excessive overtime monitored. The company understands its power to improve the lives of workers in Indonesia, for example, where they are members of organizations that promote free labor. This means that employees are not attached to the company, there is no obligation that binds them to the company in a way that may seem like slave work. Nike is very involved with its manufacturers, creating learning programs that enable the mangers with the understanding on how to prevent and/or reduce excessive working hours. Another aspect of society is how interest has shifted towards a healthier lifestyle. Nike has sponsored major sports events and has affiliated with athletes in order to create product lines that may interest consumers. Hence, Nike has used technology to achieve that sustainable manufacturing and to develop new products. These products like, the mile counting watch, are meant for those who want to keep track on their workouts.
Economic. The economy took a stumble on 2008 and Nike was not exempt of the devastating consequences. Sales were affected and there was a reinvention as a means to achieve prosperity.
Political. Politically, Nike has made profit thanks to the government's low interest rate policies. (PESTLE Analysis, 2015) However, Nike has encountered political and social pressure. The company has been known to outsource its manufacturing. (Nisen, 2013) Throughout the years it has been reported that the company has moved its factory to different countries in Asia, seeking cheap labor. Nevertheless, the working conditions of the employees have caused indignation amongst society that eventually lead to political intervention. As a result, a marketing plan was created to change the company’s negative public image. Also, policies that protect the environment have initiated a change on how to handle manufacturing in a way that is safe for the planet. (Nisen, 2013)

7. Conclusion Keeping excellence Keeps target market in sight
Keeps stakeholder’s informed
Keeping with customer needs and wants
Nike is a colossal corporation that employs thousands of people globally and is a giant in the sports equipment industry. None have been able to surpass their excellence of marketing and innovation of technology and staying power as they have and put into their product. Nike has kept their standards from back in 1971 when they began and keep the many stakeholders needs in mind as they continue to expand and grow. Like many other companies of its size, Nike keeps the target market in its sight as they develop new and trending products, which is smart and speaks for their marketing habits. Nike’s relationship with their customers are crucial in keeping the company growing and they have seen to it that they have listened to what the customers are saying and doing and making changes to keep up with the needs and wants of their target market.
Stakeholders in every company can be divided into two categories; internal and external. The first refers to the management, investors and employees. The latter refers to the customers, suppliers amongst others.
A successful marketing plan creates a balance between external and internal stakeholders. The ultimate goal for a company is substantial revenue/profits. Nike has prided itself for withstanding the poor economy and thrive as a company during recent years. Nike has managed to creatively reinvent its sports products.
Nike stakeholders are prominent business men and women who have already established themselves in the business world. Their expertise in certain areas is what helps the organization strive to and reach goals that make the organization better as a whole. These stakeholders are picked based on their subject matter expertise. The Expertise these stakeholders provide Nike with is what helps the company continue to be the world’s leader in Tennis, cross training, and basketball shoes. Nike’s apparel is one of the most popularly worn apparel and because of the stakeholders, Nike continues to stay at the top of their business class.

8. References
Facts, N. (2015). Topic: Nike. Retrieved 6 June 2015, from Nisen, M. (2013). How Nike Solved Its Sweatshop Problem. Business Insider. Retrieved 14 June 2015, from problem O'Reilly, L. (2014). 11 Things Hardly Anyone Knows About Nike. Business Insider. Retrieved 4 June 2015, from about-its-50th-anniversary #ixzz3c39DqbnZ PESTLE Analysis,. (2015). Political Factors Affecting Business. Retrieved 14 June 2015, from