Module Project: First submission: proposal This week, you select a product or service to work on for your Module Project Your project for this module will be to complete a strategic marketing plan for a product or service brand of your choice. You can choose whatever product or service organisation you are most interested in reviewing. This can be for a product or service offered by your current organisation, although it does not have to be. Please note, however, that you are not permitted to use either a franchise-based or multilevel marketing (MLM) organisation since each has a preset and well-documented marketing plan template already in place. Please do not ask for exceptions. Also, if you are using the same organisation used in any prior assignment, you must be careful to make certain to follow the academic integrity requirements regarding student resubmission of work. You will complete this Module Project in four submissions: A draft proposal, due in Week 1 A draft of the market environment section (sections 2.0 – 2.6), due in Week 3 An initial draft of the marketing strategy sections 3.0 – 3.5, due in Week 5 A final strategic marketing plan report, due in Week 7 To complete this Module Project submission: By Wednesday (7 June 2017) Submit a proposal of approximately 300-500 words in which you: Identify and describe the organisation and the product or service for which you would like to develop a strategic marketing plan for your module project. Briefly explain why you are choosing to evaluate this organisation for your module project. Submit an initial list of 2-3 resources you will be able to use for your research. These sources may be articles on the industry or the organisation, from relevant websites. The Week 3 marketplace analysis and subsequent Market Perspectives assignments must be supported by a substantial list of quality external reference sources using the online library.


Marketing proposal: Product and company description






Description of the company

Nike Inc., initially called Blue Ribbon Sports (BRS).It was found in 1964 by a track athlete form the University Oregon known as Phil Knight and his trainer Bill. The company was originally established as an importer of shoes that came from Japan.  Nike has grown over the years, and it is now among the largest marketers of athletic footwear. It holds approximately 38 percent of the market share in the world. Products produced by the company are sold throughout the United States by retailers, and apart from the US, NIKE sells its goods in more than 157 countries in the world. It operates retail stores both in the United States and other countries in the world where it has established operations (Donaghu  & Barff, 1990). Most of the products Nike produces are manufactured by independent contractors although, Nike is involved in designing, developing, marketing as the selling of lifestyle as well as sports footwear, accessories, equipment and services. The sportswear is designed in such a way that suits the needs of athletes, footballers, among other type’s players. Besides some of the footwear are designed for leisure purposes.

The organization focuses on a variety of brands including Brand shoes and brand Jordan products which are provided in 7 main classifications including running, football, basketball, Nike sportswear, women training as well as action sports (Donaghu  & Barff, 1990). The firm also markets a range of products which are designed for children and recreational purposes such as tennis, wrestling cricket among others. Nike produces and markets performance equipment under its brand NIKE. These products include eyewear, digital devices, gloves, protective equipment, sports ball, and other equipment associated with the sport.

Product Description

It is evident that Nike produces a wide range of products. However, the company can achieve faster growth through marketing of specific products that have the potential of yielding high revenue. For instance, designing, production, marketing, distribution and selling of sneakers would enable the company to make more profits (Frisch, 2008). The company produces high-quality sneakers and has the competitive advantage of promoting and marketing a variety of sneakers to increase customer base.  Sneakers produced by the organization are differentiated regarding color and material, and this can make them appealing to customers.

The company has the opportunity of marketing sneakers for the elderly since currently there are only there are no strong competitors for such type of wear. Additionally, men especially those who are between 15-35 years have become stylish hence raising the demand for fashion footwears (Frisch, 2008). Furthermore, only a few firms have ventured into the improvement of therapeutic and health footwear goods in the market, and most competitors target the young individuals in the society.

Nike is a recognized company that enjoys huge revenue part of which can be used to facilitate the betterment of the organization. Thus, a portion of the profit that is generated can be reinvested in the business through promotion, aggressive advertisement and effective marketing to yield desirable results.



Donaghu, M. T., & Barff, R. (1990). Nike just did it: International subcontracting and flexibility     in athletic footwear production. Regional Studies, 24(6), 537-552.

Frisch, A. (2008). The story of Nike. The Creative Company.

Still stressed from student homework?
Get quality assistance from academic writers!