The Set of Controllable Tactical Marketing Tools

Marketing Mix

MKT421

July 15, 2013

Marketing Mix

Marketing mix has been defined a number of ways. According to Armstrong and Kotler (2011), it is “the set of controllable tactical marketing tools…that the firm blends to produce the response it wants in the target market” (p. 53). The marketing mix contains the elements of product, place, price, and promotion that are known as the Four P’s. These marketing mix elements are considered controllable because the organization’s marketing department controls them (Kerin, Hartley, & Rudelius, 2011). Each element affects the development of the marketing strategy and tactics at Nike. The elements are implemented in various ways to help Nike achieve its mission of bringing inspiration and innovation to athletes around the world (Nike, n.d.). Companies like Nike engage in market analysis, planning, implementation, and control to find the best marketing mix for their marketing strategy and adapt it to the actors and forces in the marketing environment (Armstrong & Kotler, 2011).

Summary of Nike and Athletic Apparel Industry

When it launched its initial public offering in 1980, Nike was an athletic footwear producer in the textile sector. They have expanded within and outside that sector. They manufacture and distribute athletic related apparel and equipment through 10 divisions: Nike Action Sports, Nike Athletic Training, Nike Basketball, Nike Football, Nike Soccer, Nike Running, Nike Sportswear, Nike Tennis, Nike Women’s, and Digital Sport (Nike, n.d.). They also have several wholly owned affiliate brands including Converse, Hurley, Jordan Brand, and Nike Golf. In addition, they have formed various strategic partnerships with other major companies like Apple and Champs Sports.

Product

Nike offers a wide range of shoe, apparel, and equipment products. Many are top-sellers in their categories. Nike is continually evolving their product lines to meet the ever-changing needs of the customer. Currently, they offer a line of digital products through Nike+. Nike has partnered with Apple to bring fitness apps for iPod and iPhone to the public. They have a Kinect training program for Xbox. They offer a Nike+ Sport Watch personal activity tracker and the Nike+ Fuel Band. Under their Nike Athletic Training category, Nike recently launched a new customized outside cross training shoe, Nike Free Trainer 5.0. “With NIKEiD, you can choose distinct colors and customize the outsole traction…the tongue top can also be customized with a name and number” (Nike, n.d., para. 3).

Nike is still the global leader in athletic shoes. They also offer a full line of fitness apparel and equipment for a wide range of sports, casual wear,