MKTG 4827 : Market Segments of the Company – Management Assignment Help

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Assignment Task :

Problem 

The problem faced by Nike was to allow Kaepernick to promote the 30th anniversary  campaign. Nike had a tumultuous relationship with Kaepernick with the problems rising after  the player had become an unsigned free agent. As such the market segments of the company  needed to be analysed before investing on approaching Kaepernick to promote the 30th 

anniversary campaign. The reputation of the company in terms of the finance collected also  needed to be considered. 

Analysis 

The analysis shows that for the 30th anniversary campaign Nike needed to come out  with an important message. The “Just do It” message may not be as impactful as expected.  With various market segment to consider as well as the use of an unsigned football star, Nike  needed to justify the ways by which the campaign can be successful. Furthermore, the reaction  of Kaepernick had also brought about a sense of doubt as the player had been among the many  NFL stars to refuse to stand ground during the National Anthem after the incident of September  22. The Republicans were in support of the then President Donald Trump’s view of a toxic  relation between players and coaches. With Nike being a major player in the NFL and a sponsor  in the games, this decision had to be one of the toughest as the segmentation of customers  provide evidence that politically motivated customers are more for Nike than other brands. This can be considered as a moment during which Nike had to decide on the alternatives that  can be undertaken or to promote the 30th anniversary with an unsigned player with a less  effective message. 

 

Alternatives 

The alternatives that Nike can use in this case is to promote the campaign with signed  NFL stars or political figures. The advantage that the company can gain from a political figure 

Individual case report 3 

specially from the Republican is that majority of the customers can turn up for the campaign  which can allow Nike to expand its reach in the global market as well as among the country.  However, the backlash can be of losing sponsorship of the NFL based on the feud between the  statement made by the President and the reactions given by majority of the clubs and owners. 

Hence, the safe option for Nike can be to promote the 30th anniversary with the help of a current  NFL player that represents the Republican as well as stand with the coaches and team mates so  that a strong yet diplomatic message can be sent. 

 

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