STRATEGIC MARKETING

A case study of NIKE with identifying Marketing Challenges and addressing how those

challenges can be met using the principles developed in this subject.

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Abstract

Despite that fact that strategic marketing initiatives have their own benefits, there are certain

barriers which can prevent the realization of these benefits. Isolation in communications data

can badly impact the outcome. For example: If the structure of the organization is such that it

isolates the PR managers from the marketing managers, that is, the sales force people rarely

interact with the promotion people. In such a case the synchronization of messages is a very

difficult task to achieve. Also, Integration has to be done at different levels of management

which is difficult because many a time conflict of interest arises. Apart from that, proper

selection of an optimum communication mix is also very important. Finally message

selection is a very important criteria, the message has to be in line with the mission and vision

of the organization and should have the ability to cut across the ‘noise’ prevalent in the

current competitive market.