Critical Analysis of Nike and Nike's Marketing Strategies ---------------------From the US to China on Cultural Basis
Miao, Jinyan (2011) Critical Analysis of Nike and Nike's Marketing Strategies ---------------------From the US to China on Cultural Basis. [Dissertation (University of Nottingham only)] (Unpublished)
Nike as the world biggest athletic brand, it has expanded abroad for many years. During its international business in the overseas markets, it drew many experiences from the initial failures. There are many different factors that influence Nike's expansion outside the US, and cultural differences are main of them. Therefore, a research was carried out to seek out how Nike made its marketing strategy based on cultural gaps between the US and China. Three main questions were asked to relevant staffs in Nike store. First, what are Nike's strengths, weaknesses and opportunities in international market? Second, what are the marketing strategies for Nike in China? Third, based on culture differences, are there any suggestions for Nike to launch new products which are special for China market?
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