Marketing plan for Nike (running shoes) Coursework

Marketing plan for Nike (running shoes) - Coursework Example Since the inception of Nike Company, the firm has been able to expand its market base to different parts of the world. Despite the increasing levels of globalization which results from liberalization of markets, efficient flow of information, and integration of economies, the firm has been able to maintain its strong competitive base. This is through the use of audio, visual, and print media in order to reach its target customers (Lamb, Hair, & McDaniel, 2012). Nike competitive advantage in the market are based on its strong goals which are to carry out on its legacy of innovative thinking whether is through developing products that will help athletes reach their potential or even to create a business opportunity that provide values to its shareholders. The company has an objective of helping the athletes unleash their potential irrespective of their background. Moreover, the firm focuses on improving the lives of less fortunate through participating in corporate social responsibility. Nike has been able to improve its competitive advantage through diversifying its markets. For instance, the company has positioned its running shoes strategically in the Europe and American markets (Lamb, 2012). This provides the company with a reliable source of revenue, an aspect that has enabled it to create a barrier of entry to other interested investors. Nike’s corporate strategy focuses on innovation and research. Over the years, the company has invested heavily on innovating new products through intensive research. This has enabled the firm to come up with innovative running shoes that helps in eliminating injuries and enhancing the comfort of the athletes. In addition, the strategy focuses on expanding the operations of the business in different parts of the world. Over the years, the firm has expanded to different markets across the world. This has reduced the risks and uncertainties associated with concentrating on a single market. The company’s business strategy