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Essay / Research Paper Abstract
A 3 page paper that begins by explaining that this company has a number of 'target markets' and reports the amount and proportion of revenue the company spends on marketing and advertising. The writer reports some of Nike's alternative and innovative marketing tactics. The writer reports that even Nike is reducing its expenses in this economy. Bibliography lists 5 sources.
Page Count:
3 pages (~225 words per page)
File: ME12_PGmketg9.rtf
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Unformatted sample text from the term paper:
SEC, Form 1-0-K states, they offer shoes, apparel and accessories in a vast number of sports that includes but is not limited to: running, training, soccer, basketball, baseball, golf, lacrosse,
cheerleading, basketball, tennis, walking, football, wrestling, volleyball, skateboarding, general outdoor activities and even for aquatic activities (Nike, 2009). The company also offers an array of athletic and sports apparel (Nike,
2009). Their products are for girls, boys, men and women. They have at least wholly-owned subsidiaries, like Cole Haan and Nike IHM, Inc. (Nike, 2009) and they conduct a great
deal of e-commerce through their Web sites. All products carry the Nike logo. Each sport or activity is a different target market. While it could be said that a general
target market for the company is the population between 18 and 35 years of age, that would be too narrow a statement. Golf, for instance, is a game for all
ages. Nike controls over 30 percent of the global market in both athletic footwear and apparel (Wikinvest, 2009). Global revenues for 2008 exceeded $18.6 billion (Wikinvest, 2009). The global
financial crisis has affected Nike as it has most other companies. Revenue increased by only about 3 percent in 2009 and its net income dropped by over 20 percent (Wikinvest,
2009). The company generally allocates about 12 percent of its revenues towards marketing and advertising (Wikinvest, 2009). In 2008, that totaled about $2.8 billion (Wikinvest, 2009). The current global
economy will lead to a decrease in marketing expenses (Alibaba.com, 2009). One analyst pointed out that Nike could reduce its marketing budget just through attrition as opposed to cutting off
existing contracts (Alibaba.com, 2009). In terms of dollars, Nike spent over $143 million in advertising during the first nine months in 2008 (Alibaba.com, 2009). Besides traditional print and broadcast
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