B207A- Shaping Business Opportunities I

Business Innovation at Nike
Nike is US based footwear and sportswear company. Today, Nike is considered the world’s leading supplier of athletic shoes and apparel and one of the world’s most famous and strongest brands. Almost all of Nike shoes are made outside the US.
Nike implements lots of innovative approaches to run the business. Nike shoes became successful due to the innovative design created especially for athletes. The company continues to make new innovations and surprise the world community with novel approaches to innovation.
Question 1: Innovation at Nike (30 marks, 300 words)
A. Why is Nike an innovative company? Support your answer with examples. (10 marks)
B. Discuss the role of four business functions at Nike. Give at least two innovation examples for each business function at Nike (20 marks)

Question 2: Product offering and targeting (30 marks, 300 words)
A. Discuss the three levels of a product by using the Lebron 17 Basketball shoes as an example. (15 marks)
B. Discuss the four targeting strategies. Which targeting strategy does Nike use for its Lebron 17 Basketball shoes. Justify your answer. (Check Nike website if you are not familiar with the Lebron Basketball shoes) (15 marks)

Question 3: The marketing mix and innovation (40 marks, 500 words)
Nike’s marketing strategy consists of market segmentation, targeting, positioning and the marketing mix. Nike’s marketing strategy enables the company to be a successful player in the global market. Using your B207A course material, evaluate how the innovation in Nike’s marketing mix elements is used to position the products within the minds of consumers. Your answer should contain the following:

1- Nike’s market segmentation and targeting
2- What is positioning. How is it related to the marketing mix?
3- Examples of Nike’s marketing mix elements and their contribution to brand positioning.

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