Nike’s Initial Conception was Achieved
Every year, Nike Corporation puts forward 50 million dollars as the expenses of technological research and goods development since 1995, and they studied the products from many points of view, such as biomechanics, engineering technology, industrial design, chemistry, physiology and so on. Via merging tactic, Nike Company also gained some new techniques. Such as American Tetra Company is making air bag materials professionally and those shoes in vibrating reduction series used this skill, which created glorious achievements for Nike Company in 1980s.
Nike Company is also attaching much importance to consumers’ feedback information. For one thing, it helps to realize consumers’ preferences and grasp market variations, for another, it also helps the company’s research staff to improve the products’ performance.
Nike Company consistently holds a principle: “we made great efforts in technological development for inferior goods certainly can’t give rise to people’s emotional input”. Knight said: “if disingenuous goods are placed on the market, people will realize early or late”.
As is known to all, Nike Company’s marketing strategy is claimed to be businesses’ example. Either Jordan style star endorsement tactic or limitless creative advertisements, Nike Company constantly manifests that it is a spirited company in the procedure of market expansion and each style of Nike shoes are filled with attraction.
Phile Knight stated clearly: “marketing is similar with sociology in my opinion. What Nike did most triumphant is that it annotated what people are doing at present, and where their interests are, however we are very honored that our initial conception was achieved. Knight always holds an idea that it is an immoral and difficult task to sell out goods that others don’t need. Knight expects that Nike’s marketing action is not just let everyone pay attention to its commodities, but continually alert everyone what Nike Company is doing.
Nike Company together with Coca-Cola and Gourmet Vodka were selected to be the first members of American Marketing Association’s Hall of Fame in 1993. From the perspective of “Hall of Fame”: “the so-called famous brands must possess continuous success, high creativity and strong pioneering spirit, which could cause significant effect upon public life forms, meanwhile, which could become all American enterprises’ studying target”. Obviously, Phil Knight created a stream of culture for Nike Company, which can’t be easily duplicated and his point of view catered to the marketing management’s cultural view which has been formed since 1950s. A company which focused on marketing management is a company which could create clients and under this transformation, the profit itself is becoming less important and the clients’ satisfaction is the biggest challenge for the company.
So when you find some companies under the imitation of Nike Company’s marketing strategies but couldn’t achieve good market expectations, in fact they may convey a lot of wrong information to consumers.
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