Nike Strategy
After Nike’s success in the US is inarguable, its intent to focus on the
international markets. The company wants to generate more than half of its revenue from overseas. In my opinion, Nike’s strategies and tactics are to seek on the opportunity to do the marketing on its radical, rebellious and anti-establishment images to the international markets and to benefit from its use of overseas factories to outsource manufacturing processes. For example,
• A Nike ad in Soccer America magazine that delivered the massage to Europe, Asia and Latin America. Part of its message mentioned to their local investors to better invest in some deodorant.
• A TV commercial featured a Manchester United player explaining how spitting at a fan and insulting a coach won him a Nike contract.
• A Nike advertising campaign at the Atlanta Olympic Games with the slogan “You don’t win silver, you lose gold.”
• A Nike’s factories in Vietnam, China and Indonesian.
For those marketing efforts, Nike does......
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