Case Analysis
Nike Football: World Cup 2010 South Africa
Due Date: Thursday, March 24th
Length: approximately 3-5 pages, single spaced inclusive of tables, figures, calculations and
references. The case analysis should be written as a business report rather than an essay! Use of bullet points, figures, and tables to illustrate your points is acceptable.
Your task is to create a comprehensive analysis of the Nike Football case based on the material covered throughout the semester. In preparation for 2010 World Cup in South Africa, Nike has decided to change its marketing strategy and focus on a different target market, use social media platforms to connect with consumers, launch innovative new products, and engage in corporate social responsibility initiatives. You task is to evaluate Nike’s current position and make suggestions on how the company can integrate several different value propositions into a single, cohesive marketing plan. The pressure to succeed on the biggest stage in football is high, particularly with intense competition from Adidas.
In your analysis, make sure to address the following questions:
1. How was Nike Football able to increase revenues from $40 mil in 1994 to $1.4 billion in 2006/8?
To answer this question effectively, make sure to address the following:
– what was Nike’s challenge in 1994?
– describe the details of Nike’s marketing strategy between 1994 and 2008 (target market, products, positioning, media etc.)
– discuss why it was successful and how it helped the company overcome late-mover disadvantage.
2. What is your appraisal of the shift in Nike’s marketing strategy?
– describe how Nike’s marketing strategy changed in 2010
– list the potential pros and cons of changing the target market (in bullet points is fine)
– how will the change in the target market impact Nike’s overall marketing strategy? Specifically discuss the impact on positioning, value proposition, products, advertising, and media channels.
3. Propose details of the new marketing strategy not only for 2010 World Cup but also for the next several years.
– building on the last point in question #2, provide actionable recommendations to the company regarding their marketing strategy for the upcoming years
– What should be their positioning? Consider, what message should Nike Football communicate (inspiration/perspiration, emotional/functional benefits)? Should the message appeal to everyone (e.g., other people watching soccer) or just the target audience? Should the message reflect the overall Nike brand or should Nike Football use separate positioning? Why?
– What media should Nike use? What should be their long-term strategy for online marketing? Historically, Nike Football has been unable to reach online consumers. What should they do to fix it?
– Should the company use World Cups to introduce their new products? Should they focus on sustainability? (consider feasibility of communicating multiple messages during a single event)
In all responses, make sure that you draw on the case facts and that you provide justification for all of your recommendations.
Evaluation Criteria:
Assessment of the current strategy
1 2 3 4
Summary of case facts Brief evaluation of the current marketing strategy, that mostly reviews the case facts Detailed assessment of the current marketing strategy that goes beyond case facts Detailed assessment of the current marketing strategy that goes beyond case facts &
Clear understanding of the interactive nature of the elements of the marketing mix
Recommendations
1 2 3 4
No reasoning provided in support of proposed recommendations Limited argumentation in support of the recommendations/ recommendations do not match Nike’s new marketing strategy Some reasoning for recommendations provided/ the recommendations may reflect an optimal but not realistic strategy Well thought-out recommendations that are feasible and consistent with other elements of the proposed marketing strategy
Consistency
1 2 3 4
Various elements of your marketing strategy do not match
Some link among the elements of the marketing strategy is made The individual elements of your marketing strategy match, but the link is not explicitly stated The individual elements of your marketing mix match and their relationship
is clearly delineated
Marketing proposal
1 2 3 4
Only one choice considered Pros/Cons are mentioned Pros/Cons are analyzed vis a vis other possible strategies Pros/Cons are analyzed and the
issues of implementation considered
Quantitative support
1 2 3 4
No quantitative support provided Some numbers are mentioned to support the selected strategy Some recommendations are backed by hard numbers and case facts All recommendations are backed by hard numbers and case facts
Ideas/comments/data presented beyond case facts
1 2 3 4
No link (or erroneous) link to course concepts Some course concepts mentioned Linkage made to course concepts Linkage made to course concepts and other research (online, books, news etc.)
Form
1 2 3 4
The logic is fragmented and difficult to follow
Each step of the plan is conducted separately, no logical progression from one stage of the plan to the next Some internal consistency and progression from one stage of the plan to the next Logic throughout the paper and sensible progression from one stage to another is evident
1 2 3 4
Paper needs copy editing for spelling and/or grammar Rehashed a lot of case facts Well written
Little repetition of case facts Well written and well argued. Comprehensive.
Overall
1 2 3 4
Needs Work Acceptable Good Excellent
TAKE ADVANTAGE OF OUR PROMOTIONAL DISCOUNT DISPLAYED ON THE WEBSITE AND GET A DISCOUNT FOR YOUR PAPER NOW!
