Nike Inc.’s Marketing in the US and China

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Table of Contents

Introduction
Discussion
Conclusion
Reference

Introduction

Companies utilize marketing to appeal to customers and overshadow competitors, and Nike is a brand with a strong marketing strategy. Nike is one of the most considerable suppliers of such sporting goods as sportswear, footwear, and apparel (Zhu, 2022). While having many international rivals, like Adidas and Under Armor, Nike remains among the most popular trademarks (Zhu, 2022). Nike’s marketing can be characterized by distinct segmentation and unique advertisement approaches that support the corporation’s success in the United States and overseas.

Discussion

Nike concentrates on different groups of clients and uses distinct methods to attract customers. First, the business’s marketing is oriented toward young people, especially teenagers, who love sports, value fashion, and admire celebrities (Zhu, 2022). Nike strives to produce high-tech products that are promoted through collaborations with famous sports players, such as those from the National Basketball Association (Zhu, 2022). Notably, such campaigns may have negative outcomes if a popular athlete is associated with unfavorable news (Zhu, 2022). On the other hand, the company is interested in the older generation. The corporation advertises comfortable and practical items for adults who prioritize their well-being by promoting a healthy lifestyle (Zhu, 2022). While Nike is innovative, the firm also has a cost advantage as its products are marketed as moderately affordable in the US (Zhu, 2022). The business seems to focus on digital advertisement and places its offers on various e-commerce platforms (Zhu, 2022). Nike has a sufficient presence in overseas markets, such as Chinese, by promoting the brand primarily to the young middle-class population (Zhu, 2022). Nike concentrates on two main types of clients for whom the company employs distinct approaches.

Conclusion

In conclusion, Nike’s marketing is oriented toward youth and adults in different countries, including the US and China. The firm promotes a love for sports and fashion for the former group and a healthy lifestyle for the latter. Nike has an advantage due to being both innovative and affordable and advertises primarily digitally while collaborating with famous athletes. Nonetheless, the firm is likely to face challenges if individuals the business cooperates with are involved in undesirable situations. Overall, Nike’s marketing appears well-organized and efficient due to the brand being one of the leading providers of sports products.

Reference

Zhu, X. (2022). A comparative study of Nike’s marketing strategies in China and the US. Advances in Economics, Business and Management Research, 654, 467-470.

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Nike Inc.’s Marketing in the US and China

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