Instructions
Option 1: Nike (pp. 30–31)
1. How has the industry in which Nike resides been doing over the last 5 years?
2. What are the pros, cons, and risks associated with Nike’s core marketing strategy? How have they managed to
develop a strong customer relationship with their target market?
3. Who are the top three competitors of Nike, and what are their advantages/disadvantages with respect to their
product/service development?
4. Looking at the competitors you discussed in question #3, what would you recommend as being the next steps for
these competitors and, subsequently, the next steps for Nike to combat these competitors?
unit case study 1