Corporate targeting: Nike on the Russian market

Marketing (Beograd. 1991)

Sekulović Ana¹ 

[1] Megatrend University, Faculty of Geoeconomics, Belgrade, Serbia;

关键词: Nike Co;    market;    Russian Federation;    strategy;    marketing;    distribution;   

DOI  :  

来源: DOAJ

【 摘 要 】

Nike Corporation is one of leading global players in sports apparel and footwear market. Strategic development of Nike Co has always been based on superior marketing and engagement of world-class sportspersons in its advertising campaigns. When USSR collapsed, Nike immediately started with penetration on Russian market. By relying on its outstanding innovativeness in product development and marketing, Nike has become one of three biggest players in the market. As its distributor for Russian market, Nike has chosen Serbia-based company, Delta Sport. The strategy of penetration on Russian market is based on four major pillars: sport marketing, public relations retail marketing and advertising. The most relevant competitors on Russian market are Reebok and Adidas. Trying to increase its market share in the Russian Federation, Nike has used following competitive advantages: global brand, retail discounts and cost decrease. Regarding further development of the company's activities on Russian market, long-term objectives are as follows: maintaining the leading position, unfurling production on whole RF and CIS territories, new contracts and improvement of contracts with existing partners, expanding of retail network, establishment of own production on RF and CIS markets, and orientation of marketing department toward "Sport Marketing". Delta Sport, as an agent of Nike Co, has certain freedom in creating business policy but it still has to comply with basic principles adopted for the whole corporation. The most important factors considered when selecting a strategy are: positive sides of firm, its goals and interests top management relationships, financial resources, personnel qualifications influence of external environment, and time factor. Delta Sport has entirely adopted these principles and also developed internal ones, which are complementary with Nike's.

【 授权许可】

Unknown