Nike is primarily famous as one of the most recognizable American multinational companies occupying immense recognition in manufacturing, designing and developing footwear, apparel and other necessary accessories. With Worldwide social media presence, the brand has already grabbed immense attention in the international market. Every retail store of Nike is endowed with three primary counters where the clients can meet their individual demands. Women, Men and kids are the three primary sections where customers can get their preferable attire. In addition, ENPPI Club, Shanghai Greenland, Kitchee SC, Club Sportif Sfaxien is the sponsors associated with Nike. It is however observed that the clients of Nike are surrounded with international basis. As per market review data of 2016, Nike has posted 38 videos on the Facebook pages in quest of grabbing the attention of international customers (Nike.com 2018). The organization has received 1800 102 6453 customer views through social media platform which has enormously enhanced brand image and reputation.
At present business scenario, social media landscape implies on how new media is classified into different platforms. From the perspective of social media presence, Nike is available on Facebook, Youtubes, Instagrams, Twitter and so on in quest of placing their brand awareness to the international customers. An effective SWOT analysis is conducted in this study in order to evaluate social media efforts faced by Nike.
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Strengths Ø Immense brand popularity and attractive social media presence Ø Advanced technology is incorporated within business operations to evaluate social media customers’ reviews (Abed, Dwivedi & Williams, 2015) |
Weaknesses Ø Social media customers do not get effective reply from the service providers of Nike. The service providers do not maintain coherence in collecting feedback from the customers. |
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Opportunities Ø Nike is going to introduce additional 12 online sites on new media in quest of creating brand identity Worldwide |
Threats Ø Social media is receiving constant threats from its major competitors among which the name of Adidas is the most prominent. |
Table 1: SWOT Analysis of current social media efforts
(Source: Ainin et al., 2015)
Nike has established their target market segmentation based on geographic, demographic and psychographic methods. Australia, UK and Asia are the three specific geographic zones where Nike has established their extreme social media craze. As per demographic market, segmentation people from 20 to 40 age group can get highest priority and response (Burns, 2016). Especially, people from sports industry get major response from Nike. On the other hand, it has also been observed customers having average income status can easily afford products and services from Nike. In addition, Nike aims to place their brand in the international sphere. Therefore, the business experts have targeted the people from different cultures, beliefs and values (Cao & Li, 2015). While positioning the brand, the business experts of Nike have chosen new media platform with the help of which customers from international market can be drawn attention.
Four SMART objectives:
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Specific |
Ø To expand the business in international market by gaining social media popularity within one year |
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Measurable |
Ø To render product diversification and market penetration within one year |
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Achievable |
Ø To achieve international fame and reputation through social media platform within one year |
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Realistic |
Ø To evaluate more effective business strategy and policy through market reviews from social media |
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Time-based |
Ø To gain the attention of global customers within one year |
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Social media platforms |
Date of posting |
Time of posting |
Frequency |
Tone of Voice |
Suggested Topic |
|
|
1/01/2019 |
12 PM |
In every two hours |
Audio-visual |
Introducing of new footwear of Nike |
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2/01/2019 |
12 PM |
In every three hours |
Visual |
Introducing of new footwear of Nike |
Before launching a new product in the market, Nike has to make effective media plan (Diaz-Kope, Miller-Stevens & Henley, 2018). In order to introduce new footwear Nike has selected two social media platforms. One is Facebook and the other one is Instagram. In the above media plan, the time and date of posting different brand components have already been mentioned. On the other hand, in order to introduce new footwear Nike would like to create new Facebook and Instagram pages with one audio-visual aid and one visual aid. By introducing footwear design along with price and other product components Nike would like to grab the attention of international customers. At the same time, the brand would like to specify in the social media pages on how Nike is able to create a distinct product image in the global market by using the popularity of new brands and opportunity.
Social media primarily aims to grab the attention of global customers and introduce the brand in the international market. On the other hand, social media is one of the most significant platforms of expanding the brand in the realm of global market (Fernie & Sparks, 2014). Media ecology theory believes that communication with the help of technology highly influences customers’ purchasing behaviour. People from various cultural backgrounds and attitudes can get the opportunity in sharing their views and opinions about brands and product quality through social media platform (Abed, Dwivedi & Williams, 2015). As a result, both the service users and the service providers are connected towards each other. After getting various comments and reviews from international customers, the business experts of Nike have rendered improvement on their products and services (Gaber & Wright, 2014). They have implemented immense product diversity in order to draw the attention of international customers.
After the implementation of social media strategy Nike has achieved 700 million of followers on Instagram platform as per monthly basis. In this kind of situation, the brand has already been recognized as one of the most social media popular brand as per World basis.
From the above metrics and media planning it has been evaluated that Nike with Worldwide social media presence, the brand has already grabbed immense attention in the international market. It is however observed that the clients of Nike are surrounded with international basis (Kasemsap, 2017). Immense brand popularity and attractive social media presence is undeniable within the brand image of Nike. Advanced technology is incorporated within business operations to evaluate social media customers’ reviews. On the other hand, social media is one of the most significant platforms of expanding the brand in the realm of global market (Fernie & Sparks, 2014). People from various cultural backgrounds and attitudes can get the opportunity in sharing their views and opinions about brands and product quality through social media platform (Kasemsap, 2017).
It is however undeniable that social media has left immense positive impact in enhancing the brand reputation of Nike. At the same time it is however important that social media metrics and strategies are very much effective in influencing the purchasing the attention of global customers (Kim et al. 2015). However, one of the most significant drawbacks of using social media is limited target audience. Social media can grab the attention of new generation only. As a result, the people belonging to other age group get deprived of receiving effective feedback from service providers.
From this very specific data, it is however observed that 84% of the social media users belong to 18-29 age groups. As a result, people of middle ages have to face challenges in getting overview about the brands and its necessary services. However, the business experts should however implement traditional media strategies as well. With the help of traditional media platform, the people from old generation can get in-depth overview about the new brands introduced by Nike in the current market. Automatically, the brand image and reputation established by Nike would be circulated throughout the Word. People from different age group can easily avail new brand opportunities. Automatically, Nike would be able to create immense brand image and reputation in the international market. Therefore, social media and electronic media both can be used for expanding business process in the multinational countries.
Conclusion:
After evaluating the entire study it can be concluded that social media landscape implies on how new media is classified into different platforms. From the perspective of social media presence, Nike is available on Facebook, Youtubes, Instagrams, Twitter. Australia, UK and Asia are the three specific geographic zones where Nike has established their extreme social media craze. As per demographic market, segmentation people from 20 to 40 age group can get highest priority and response. By introducing footwear design along with price and other product components Nike would like to grab the attention of international customers. At the same time, the study has evaluated on how Nike is able to create a distinct product image in the global market by using the popularity of new media platforms.
Reference:
Abed, S.S., Dwivedi, Y.K. & Williams, M.D., (2015). SMEs’ adoption of e-commerce using social media in a Saudi Arabian context: a systematic literature review. International Journal of Business Information Systems, 19(2), pp.159-179.
Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N.I. & Mohd Shuib, N.L., (2015). Factors influencing the use of social media by SMEs & its performance outcomes. Industrial Management & Data Systems, 115(3), pp.570-588.
Burns, P., (2016). Entrepreneurship & small business. Palgrave Macmillan Limited.
Cao, L. & Li, L., (2015). The impact of cross-channel integration on retailers’ sales growth. Journal of Retailing, 91(2), pp.198-216.
Diaz-Kope, L.M., Miller-Stevens, K. & Henley, T.J., (2018). An examination of dissertation research: The relationship between gender, methodological approach, & research design. Journal of Public Affairs Education, pp.1-22.
Fernie, J. & Sparks, L., (2014). Logistics & retail management: emerging issues & new challenges in the retail supply chain. Kogan page publishers.
Gaber, H.R. & Wright, L.T., (2014). Fast-food advertising in social media. A case study on Facebook in Egypt. Journal of Business & Retail Management Research, 9(1), pp.52-63.
Jugenheimer, D.W., Sheehan, K. & Kelley, L.D., (2015). Advertising media planning: a br& management approach. Routledge.
Kasemsap, K., (2017). Professional & business applications of social media platforms. In Analyzing the strategic role of social networking in firm growth & productivity (pp. 427-450). IGI Global.
Kim, S., Koh, Y., Cha, J. & Lee, S., (2015). Effects of social media on firm value for US restaurant companies. International Journal of Hospitality Management, 49, pp.40-46.
Konya, U., Cihan, F. & Bayrak, Ö., (2017). Disabled services in Turkish university libraries: Istanbul University Central Library: The project of “Information Center for (dis) abilities”. Qualitative & Quantitative Methods in Libraries, pp.69-74.
Nike.com., (2018). Just Do It. Available from https://www.nike.com/in/en_gb/?cp=ahns_kw_nike_br!in!null!txt!g!device!Core%20Br&%20-%20GN%20-%20Pure%20-%20XCategory%20-%20Website%20-%20General%20-%20EN_EN%20-
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