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To what extent has Nike’s e-marketing strategy increase their customer base?

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BUSINESS MANAGEMENT HL EXTENDED ESSAY

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  • January 27, 2024
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  • 2022/2023
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To what extent has Nike’s e-marketing strategy increase their customer base?




Business Management

Higher Level – Extended Essay

To what extent has Nike’s e-marketing strategy increase

their customer base?

Word Count: 3,995




1

,To what extent has Nike’s e-marketing strategy increase their customer base?


Table of Contents


INTRODUCTION ..................................................................................................................... 3

METHODOLOGY .................................................................................................................... 4

SOURCES OF INFORMATION....................................................................................................... 4
LIMITATION OF THE SOURCE ...................................................................................................... 4
ANALYTICAL TOOLS ................................................................................................................... 5

BODY ........................................................................................................................................ 5

NIKE’S MARKET ......................................................................................................................... 5
E-MARKETING STRATEGIES USED BY NIKE ............................................................................. 7
SOCIAL MEDIA MARKETING ...................................................................................................... 7
COMPETITOR COMPARISON: ADIDAS...................................................................................... 11
STRATEGIC ALLIANCE WITH GAMING COMPANIES .................................................................. 13
FORTNITE X JORDAN ............................................................................................................... 13
NIKE-LAND (NIKE X ROBLOX).................................................................................................. 16
SPONSORSHIPS ........................................................................................................................ 19
SPORT EVENTS ........................................................................................................................ 20
FUTURE STRATEGY - .SWOOSH............................................................................................ 21

ANALYSIS TOOLS .............................................................................................................. 22

SWOT ANALYSIS ON .SWOOSH .......................................................................................... 22
ANSOFF MATRIX ...................................................................................................................... 24
BOSTON MATRIX...................................................................................................................... 25

CONCLUSION ....................................................................................................................... 27

BIBLIOGRAPHY ................................................................................................................... 28

APPENDIX ............................................................................................................................. 33




2

,To what extent has Nike’s e-marketing strategy increase their customer base?


Introduction
Throughout this essay, the research question “ to what extent has Nike’s e-

marketing strategy increase their customer base?” will be answered. Nike is an

American multinational corporation and was founded in 1964 by Phil Knight and Bill

Bowerman. Nike is 58 years old, making it one of the oldest companies with a

significant amount of experience and one of the most successful companies in the

world.



Nike is now the world’s largest supplier and manufacturer of athletic shoes and other

sports equipment in the sports equipment industry, leading to a high level of industry

knowledge, allowing them to have competitive advantage over their main

competitors such as Adidas, however, to gain more competitive advantage in our

modern world, Nike has started to invest in “The Metaverse1”(Oup.com, 2020) and e-

marketing to increase their customer base and grow their business.



This investigation will mainly focus on the topic of E-marketing, which is the

marketing of goods and services through the internet(Semrush Blog, 2022). It allows

business to boost their online presence and communicate with the public, advertising

online, which gives the business international reach and the ability to advertise 24

hours a day. This gives benefits such as a large group of potential customers,

reduction in costs, increase brand visibility making the business more productive,

competitive and cost effective(Hoang, 2018).




1
The Metaverse - a combination a several technological innovations that all operate seamlessly
together in a virtual-reality space in which users can interact with a computer-generated environment
and other users.


3

, To what extent has Nike’s e-marketing strategy increase their customer base?


In 2020, Nike set a goal to increase their sales of output by 2023, mainly focusing on

e-commerce sales to represent 30% of the total revenue. Starting in 2020, Nike

started ending contracts with wholesale outlets, aiming to reduce to only 40

wholesale outlets by 2023(Reasons, 2022).



This essay will explore the different type of e-marketing strategies Nike has used to

gain a competitive advantage over its competitors. This includes internal and

external factors, such as trends in technology and competitor analysis of their rival

company Adidas. Attempts will be made to understand the role of Adidas in driving

Nike to increase their customer base. It is worth to investigate the research question

because e-marketing is becoming more permanent in the world as it has a direct

relationship with the advancement of technology, such as “The Metaverse”. Business

are changing their marketing strategy to e-marketing to attract and maintain existing

customers. This will assist the company and brand to remain competitive in the

future.


Methodology
Sources of Information
The sources of information that will be used to gather information will mainly be

secondary data. Specifically I will read academic papers using Google scholar,

blogs, news articles, financial records, annual reports, official IB Business and

Management textbook and e-marketing strategies used by the business, as

primary data may not be accurate and biased to collect, while secondary data

can also provide multiple insights to the topic.

Limitation of the source
- Annual Reports has the potential to be biased as they are released by the

company itself giving it the possibility of being inaccurate based on the



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