Sample Essay On Marketing Strategies
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Using an Asian in the advert is the company’s new marketing strategy specifically by questioning the ability of Asians in athletics.
Possible Causes & Circumstances the led to the invention of the new technique (Forney 01)
The need to break marketing stereotyping that only uses the westerners in advertisements
The need to test new advertising techniques in the region
Chinese market was growing steadily; thus, there was need to tap it for the benefit of the company
Effects of the new marketing strategies
Increased sales by 66%
Nike became the symbol of the Chinese successful middle class individuals
Nike opened new stores across China
The new strategy reduced class between the poor and rich in the use of Nike products
Using the local athletic champion to tap the market
This made the local market to love and embrace the products
Providing quality products
Since time in memorial, Chinese have associated the western technology and products with class or status.
Nike ensures that only quality products are available for to the Chinese consumers
The prices of the products have been lowered during the period it launched its new campaigns and maintained the same
Increased sales; thus, profit
Attracting and retaining many customers
Increasing its services; thus, tapping a wider market
Increased consumers’ expectations
Increment in stores in the region may weaken the company’s performance if the long term expectations of the company are not met (Ferrell and Hartline 103)
The company intend to increase its stores in the region
Its products have been associated with quality and class
Potential weakness & Risk
Risk collapse due to increased expansion
The company has many years of experience in the region and in the business
The company will continue its positive performance in the region despite the introduction of new competitors
Ferrell, O C, and Michael D. Hartline. Marketing Strategy. Australia: South-Western Cengage Learning, 2011. Print.
Forney, Matthew. How Nike Figured Out China. Oct 17, 2004. Web. March 27, 2015.
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