CLC-Marketing Expenses, Perceptual Map, and Organizational Chart Analysis
Nike Inc.: Marketing Expenses, Perecptual Map, and Organizational Chart Analysis Nike is an international business that needs to remain above competition in their market. To maintain their competitive advantage, Nike can continue their strategic planning process which includes a marketing comparison, perceptual mapping, and organizational structure analysis. To maintain their competitive advantage, Nike can continue their strategic planning process which includes a marketing comparison, perceptual mapping, and organizational structure analysis. Strategic management is a continuous process which allows the firm to constantly re-evaluate their strategies and determine their effectiveness. As a part of their evaluation, Nike has used marketing comparisons to identify strategy effectiveness, perceptual mapping to identify key areas of opportunity, and an organizational structure analysis to determine effectiveness in meeting organizational goals and objectives. Marketing Comparison Over the years, Nike has been known for their successful advertising campaigns. Their marketing strategies have helped them develop emotional branding and an image that has been sustained over time. This brand image has ensured Nike maintains their competitive advantage within the industry. Recently, their main competitors Adidas and Under Armour, have attempted to mimic both Nike’s marketing expenditures and strategies. This has put pressure on Nike to be even more creative with their campaigns to maintain their image and position in the market. Building a strong brand image comes at a high price as is evidenced by Nike’s marketing expenditures. Nike spent $3.5 billion in 2018 and $3.7 billion in 2019 on marketing expenses or “demand creation” (Nike, 2019). Adidas has also increased their marketing expenses year over year, logging $3 billion and $3.1 billion in 2018 and 2019 respectively (Adidas, 2019). Although Under Armour is gaining ground and building their brand image, their marketing expenditures
3 pale in comparison to Nike and Adidas. Under Armour’s marketing expense in 2018 was $5.6 million and in 2019 it was $5.5 million, a decrease of 5.5% (Under Armour, 2019). Figure 1 highlights the marketing expenditures for all three firms. Figure 1 Marketin
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