Company- Nike

1. Marketing Mix Strategy use all the elements from Final Project Part 1 and your answers in above to complete the following:
   • Product
     • Assess the current product portfolio strategy (single product, line, multiple lines) and make a recommendation for next year.
     • Assess the current brand strategy and alignment with positioning. How should the brand continue to develop brand equity and loyalty?
   • Price
     • Does demand seem to be elastic or inelastic and why? What is the current pricing strategy in each targeted segment and should pricing be changed?
     • What competitors have similar strategies and what other possible threats should the company consider?
     • What impact to you believe your pricing decision will have on profitability and sales?
   • Place
     • What is the current distribution network strategy and what would you recommend for next year? What competitors have similar strategies and what other possible threats should the company consider?
   • Promotion
     • How is promotions used throughout the various stages of the purchase decision process? What recommendations do you have to improve efforts?
     • How is promotions used to suggest similarities and/or differences between brand and competitors? How do competitors promote?

• • • What would you suggest be an appropriate measure of promotion effectiveness?
• • • What percentage of the annual budget is used for IMC and what would your recommendation be for next year?