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Essay / Research Paper Abstract
This 5 page paper considers the decisions that may need to be made by a market leader. The paper looks at Nike and the decision to use standardised marketing in the management of the brand image and how this may have resulted from the use of information gained from secondary sources. The bibliography cites 6 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEnikemk.rtf
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Unformatted sample text from the term paper:
its namesake and become a major supplier, and in doing so has met with much success. This American based firm sells anything sports related from trainers and football boots to
T-shirts and sweatbands, however, only a small amount of this may be manufactured in the countries where it has the largest sales (Thompson, 1998. The brand name is recognised on
a global basis and perceived as a good quality brand with superior performance. It has also gained a reputation as a designer label, and as such has become very attractive
to many teenagers and fashion conscious young people. With the opening up of markets and a larger amount of pull factors we can see that Nike are making a
success of many markets, even Russia where the goods may cost the equivalent of a months salary (Singer, 1997). This company is a
brand leader and has many decision to make regarding the way that goods are marketed. Decision may include the identification of potential new target markets, the way in which current
target markets may be changing and developing. The presentation of company image on a local and national basis. The information needed for these decision ill come from a variety of
sources. Nike, despite being in a dominant position will hve to rely on secondary data for input to many of the decision. If we consider the approaches that have been
taken then it is apparent where data may be gained form, such as statistical sources, existing marketing models and paradigms developed by marketing professional. Often agencies will be used in
the gaining of this information. On decision that Nike has taken is in the way the brand is presented globally and managed to
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