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    External Influences For NIKE

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    Sumeth Daluwatta
    Nike's marketing strategy is likely to be affected by several external influences, including ethical, social, and environmental factors. Ethically, doping scandals could cause customers to stop supporting Nike and sponsors to drop contracts. This would require Nike to find new athlete sponsors, but there is uncertainty if replacements could generate similar interest. Socially, increasing women's sports participation means Nike must market more women's products and send inclusive messages. Environmentally, producing less waste could give Nike a competitive advantage, but customers may care more about aesthetics than environmental friendliness. Overall, ethical and social changes pose greater risks to Nike's marketing strategy than environmental impacts.

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    External Influences For NIKE

    Uploaded by

    Sumeth Daluwatta
    79 views2 pages
    Nike's marketing strategy is likely to be affected by several external influences, including ethical, social, and environmental factors. Ethically, doping scandals could cause customers to stop supporting Nike and sponsors to drop contracts. This would require Nike to find new athlete sponsors, but there is uncertainty if replacements could generate similar interest. Socially, increasing women's sports participation means Nike must market more women's products and send inclusive messages. Environmentally, producing less waste could give Nike a competitive advantage, but customers may care more about aesthetics than environmental friendliness. Overall, ethical and social changes pose greater risks to Nike's marketing strategy than environmental impacts.

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    External influences for NIKE

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    Nike's marketing strategy is likely to be affected by several external influences, including ethical, social, and environmental factors. Ethically, doping scandals could cause customers to stop supporting Nike and sponsors to drop contracts. This would require Nike to find new athlete sponsors, but there is uncertainty if replacements could generate similar interest. Socially, increasing women's sports participation means Nike must market more women's products and send inclusive messages. Environmentally, producing less waste could give Nike a competitive advantage, but customers may care more about aesthetics than environmental friendliness. Overall, ethical and social changes pose greater risks to Nike's marketing strategy than environmental impacts.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    79 views2 pages

    External Influences For NIKE

    Uploaded by

    Sumeth Daluwatta
    Nike's marketing strategy is likely to be affected by several external influences, including ethical, social, and environmental factors. Ethically, doping scandals could cause customers to stop supporting Nike and sponsors to drop contracts. This would require Nike to find new athlete sponsors, but there is uncertainty if replacements could generate similar interest. Socially, increasing women's sports participation means Nike must market more women's products and send inclusive messages. Environmentally, producing less waste could give Nike a competitive advantage, but customers may care more about aesthetics than environmental friendliness. Overall, ethical and social changes pose greater risks to Nike's marketing strategy than environmental impacts.

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    Evaluate the extent to which Nike’s marketing strategy is likely to be affected by external influences.

    [20]

    Ethical – Doping, Sponsorships, bad things, Nike will need to terminate that contract. Is there
    an athlete that can replace them? There may be some uncertainty with a contract for a new athlete,
    because of previous scandals.

    Social – “2019 Women’s world Cup brand winner” – may be more orientated around
    women, but also focus on footballers in general. Women may feel more interested in buying in Nike
    because they have been spoken well of by famous thing. Nike need to make sure their advertising
    also includes sportswear for women.

    One way that Nike’s marketing strategy may be affected by external influences is through
    ethical reasons. One ethical impact is “the 2019 doping affair” that will affect Nike’s marketing
    strategy. Because of this, many customers may not want to support their brand any more.
    Furthermore, sponsorships they have with athletes may be dropped because they don’t want to be
    associated with such activities. This will lead to Nike needing to find other athletes which may take
    time, therefore affecting their marketing strategy and dropping sales and therefore profit.
    Moreover, the previous sponsorship may also go to competitors such as adidas, which may create a
    huge domino affect as many followers of the athlete will start purchasing products from them. To
    ensure Nike’s Marketing strategy will remain competitive, Nike will need to find another
    sponsorship. However, Nike is a successful company, so they might be able to find another athlete to
    sponsor quite easily. However, is there an athlete that can “fill the shoes” of the previous athlete?
    Furthermore, it depends if the Athlete wants associate with Nike after their huge Scandal. Therefore,
    causing a great affect on Nike’s marketing strategy.

    Another external Influence that may affect Nike’s marketing strategy is a social change. For
    example, Nike was the “2019 Women’s world cup brand winner”. With an increase of more women
    playing sports, Nike will need to change their marketing strategy that will also fit women. Nike will
    need to ensure that they send the right message to them to ensure that in the short-term, this may
    intrigue more women to shop at Nike. However, in the long-term, Nike will need to change their
    marketing strategy to the latest sportwear for Women so they will stay engage. This will help build
    brand loyalty and therefore repeat female customers. However, with social changes, sales mainly
    come from the aesthetics especially for women. If customers don’t think they will look good wearing
    it, they will not purchase it. Nike will need to change their marketing strategy so that when female
    customers watch their adverts, the sportswear will be aesthetically pleasing for them. However, I
    don’t know how they will find out what looks good and doesn’t, that’s up to them to find out.

    Another external influence that may affect Nike is the environmental factor within the
    external factors. For example, “Nike’s Free RN fly kit produces 60% les waste during manufacturing”
    and also their “recycled organic cotton”. This may be seen as a USP for Nike, which will help gain a
    competitive advantage (Porter’s Generic strategy’s). By advertising less waste, Nike will be opening
    themselves up to a new target market that they will be able to sell their products to. However, this
    may only benefit Nike in the short-term. Many customers who buy Nike products, mainly care for
    the aesthetics of the shoe, or the use of it. Therefore, customers may not care as much if the shoe is
    environmentally friendly. Therefore, should Nike advertise that their shoes are environmentally
    friendly? In my opinion, Nike should just leave it out and carry on with their original marketing
    strategy. An environmental impact will not affect Nike as much as an ethical or Social change.

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