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Chapter 2:
Nike’s outstanding
success results from
much more than just
making good sports gear.
The iconic company’s
strategy is to build
engagement and a sense
of community with and
between the Nike brand
and its customers.
Copyright © 2016 Pearson Education, Inc.
2-2
Company and Marketing Strategy
Learning Objectives
• Objective 1: Explain company-wide strategic planning
and its four steps.
Business Marketing
objectives objectives
• Build profitable • Increase
customer market share
relationships • Create local
• Invest in partnerships
research • Increase
• Improve profits promotion
Learning Objective 2
The Boston
Consulting
Group
Approach
Existing New
products products
Existing
markets
New
markets
Learning Objective 3
Learning Objective 3
Learning Objective 4
Internal
External
Positive Negative
Budgets Controls
•Evaluating results
•Taking corrective action
•Operating control
•Strategic control