Marketing Management Essays

5728 Words Jan 1st, 2013 23 Pages
Executive Masters Program in Business Administration (E-MBA)
(Semester I)

Note :- Solve any 4 case study All case carries equal marks

ANSWER SHEET

NAME:
REF No:
SPECIALIZATION: HUMAN RESOURCE MANAGEMENT
COURSE: EMBA
DATE OF EXAM: DECEMBER 1, 2012

Case NO. 1

MARKETING SPOTLIGHT- NIKE
Nike hit the ground running in 1962. Originally known as Blue Ribbon Sports, the company focused on providing high-quality running shoes designed especially for athletes by athletes. Founder Philip Knight believer that high-tech shoes for runners could be manufactured at competitive prices if imported from abroad. The company’s commitment to designing innovative footwear for serious athletes helped it build a cult following
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The victory led Nike to sign other winning teams, and by 2003 overseas revenues surpassed U.S. revenues for the first time. Nike also topped $10 billion in sales for the first time in the year as well. Today, Nike dominates the athletic footwear market. Nine of the 10 top-selling basketball shoes, for example, are Nikes. Nike introduces hundreds of shoes each year for 30 sports – averaging one new shoe style every day of the year. Swooshes abound on everything from wristwatches to golf clubs to swimming caps.
Discussion Questions
1. What have been the key success factors for Nike?
2. Where is Nike vulnerable? What should it watch out for?
3. What recommendations would you make to senior marketing executives going forward? What should they be sure to do with its marketing?

ANSWER SHEET

NAME:
REF No:
SPECIALIZATION: HUMAN RESOURCE MANAGEMENT
COURSE: EMBA
DATE OF EXAM: DECEMBER 1, 2012

1. What have been the key success factors for Nike? ANS: The key factors for success of Nike are as follows: a) Able to create strong brand preferences among the customers b) Quality products and strong marketing concepts c) Commitment to design innovative footwear for athletes d) Use of Professional and leading athletes in their advertising campaign e) Nike’s attitude of self-empowerment through sports.

2. Where is

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