소개글
[국제경영전략] 나이키의 국제시장 마케팅 성공 전략(영문)에 대한 자료입니다.
목차
1. Introduction
1.1 Overview
2. Strategic Analysis
2.1 Industry Analysis
2.2 Marketing strategy
3. Comparative Analysis
3.1 SWOT
3.2 Competitor
4. Conclusion
4.1 problem
4.2 future
본문내용
Individual Sponsorship
- Build common image - “Player + Nike” Hero
- Global Marketing Localization in advertising and
sponsorship perspective.
Ambush Marketing
- What is ambush marketing?
- 1998 France World Cup – Not official, but individual sponsor
“Just Do It” Campaign
① New Nike - Traditional/Functionality + Suitability/Lifestyle
② Campaign among 80countries simultaneously
③“Air” technology products