Nike stands to be the symbol of sports and fitness. And it’s a kind of product where pull marketing strategy is applied more, rather than push, this means that, people are attracted to buy product through sponsorships and sports events rather than Nike offering various sales and discount. It owns selling subsidiary namely Cole Haan Holdings Inc., Nike Team Sports, Inc., Nike IHM, Inc., and Bauer Nike Hockey Inc to sell products and raw material. The most popular product categories include the following: Running, Basketball
Cross Training, Outdoor Activities, Tennis, Baseball, Football, Bicycling, Volleyball, Soccer, Wrestling, Cheerleading, Aquatic Activities, Auto Racing, Golf. Ideally, the market segment of Nike is mostly those who are looking for perfect product for their sports, fitness or work comforts. Segment covered are professional and amateur sports players, school and college going students looking for style and comforts and finally working class working on fast pace jobs such as delivery boys, etc.

TASK 1: SUSTAIN WITH CURRENT SEGMENT.
In order to sustain and grow in the current segment group, it is required that Nike continuous play around with 4 Ps method i.e. price, placement, product and.
In price Nike has to come up with various options for those who are looking for economical products and for those who are looking for reliable products so that, it can deliver products to entire segment who want cheap product and who want quality products. In order to achieve this Nike has to further expand its production in Asia to get cheap product under high QC to offer the products globally at economical prices that even buyers in Asian countries can afford.

In placement, Nike has to open up stores and franchise to reach maximum buyers and targeted customer in order to expand canvas of long term Nike buyers. Further most, it should maximize the use of e-commerce, online marketing, e-coupons, e-bay sells and such activities to attract online buyers. Besides that various arrangement should be made to make the whole range of products availability at convenient point for buyers to buy from. Plus higher incentive should be offered to the franchise and resellers to motivating them to increase the sales.
In product, Nike has to come up with new ideas, design and make of product specializing for various sports, various gender, various ages so that masses can be served and entire family would buy their sportswear from Nike store instead of going to multiple store and in long run this would also create a brand loyalty among the buyers. Nike has various sports products and these products should be made more economical so that the masses could afford to buy it and at the same time quality should be maintain enabling the brand loyalty to be strengthen amongst the buyers.

After retaining loyal customers, and attracting them to buy more of various Nike products, then the second task is to attract new potential buyer.
Targeting customers could do arranging community could do this and this based sports or young group sports and other such activity to bring all potential customers at one place. And during this gathering discount coupons or lucky draw of Nike products could attract potential customers and will give them an opportunity to feel the comfort and fineness of Nike products. Plus the selling subsidiary should also start going around sports club, schools, colleges, university and all such places to promote the product or in other words do direct marketing and find out what the consumer are looking for and put it into process for future production.
Overall Nike has very good reputation but this has to continue in front of cheap Chinese sportswear and Korean brands that has very good technical expertise and producing some of the excellent sports products. Furthermore, Nike should also ensure that their loyal customers are not lost while Nike searching for new market.

Following are new opportunity verses threat for Nike in upcoming years

OPPORTUNITIES
The athletic footwear and apparel industries will benefit from the currently strong economic backdrop in the United States. Spending is high and is expected to result in sales growth industry-wide.
Athletic shoes and apparel has become a staple in wardrobes worldwide. This is due to both the increasing numbers of people exercising and the trend towards casual apparel.
Competition is fierce at all levels in within the industry, especially among the leaders. This creates a sense of security for the companies that have been able to create a niche.
Cost cutting due to restructuring of operations will give many companies the chance to price products more competitively.
One area in the industry that is ever changing is research and development. The strong departments will surely capitalize on the trends of tomorrow if their efforts are successful.
Increasing financial recovery in overseas markets proves to be an area of expansion for the athletic footwear and apparel industry.
E-tailing, or customer-designed Internet merchandise, is threatening the traditional distribution channels, thus eliminating the "middle-man" distributors and allowing for increasing profitability.

THREATS
The industry has reached a level of maturity. While style and technology in athletic apparel and footwear has reached a leveling-off point, the important aspect now is for companies to differentiate their lines.
Inflation is looming over the U.S. economy, which may spark a cutback in consumer spending.

DESIGNING WORLDWIDE SETUP
Firstly Nike has to further dive into the designing aspect of sports product. The difference between yesterday shoes and today’s is simply the design and comfort and this comes from customer choice and ideas. Nike caters worldwide customers and so different region has different sets of requirement and to maintain the market share Nike has to listen and serve customers demand. These days there are huge demand for designer sportswear especially for women and children, Nike has to consider touching new horizon in design and comfort to continue serving the masses and at the same time controlling the prices and slashing out any unwanted cost or high cost account heads. Besides USA, Europe – Asia, Middle East and South Pacific has also become a possible market to expand direct sales and opening up stores to serve the local customers. Today Asia has a population of 2 Billion plus and Nike with its presence especially in India and China can grab the market and continue maintain their strong hold in US and Europe.

MANUFACTURING UPDATES
In order to bring creative design and professional comfort sports wear it is require to have minimum process time to the market, i.e. Nike should come up with shortest possible cycle to bring the customer choice to the shelf in minimum possible time. This way it can grasp the market before anyone could catch their idea and roll similar product to the market. And to fulfill this, a good manufacturing setup is require to provide quality products at least possible time. Although lots of testing is done before bring the design in to mass scale production, such as alpha product, beta product then tester launch and finally mass production. But the manufacturing setup should be in such place where the cost can be kept minimum and throughout the year production could be produce.

SUPPLY CHAIN
Supply Chain has become an important factor in modern market, with modern logistic system and fast vessels, products could be transfer place to place in no time if right logistic links are made and if manufacturing setup is made away from the port it may make very difficult for Nike to ensure delivery to the market on time. Supply chain start from point of manufacturing till the end consumer and various arrangement like international warehousing and multiple warehouse pockets needs to be establish for fasted moment from the manufacturing to the consumer. As Nike not only deals in finished products or to the direct consumer, so it has to be more fast in order to match all deadlines for different sports event world wide and for that a structured supply chain management system and monitoring tool needs to be implemented as it is not wise to care about US and Europe market and leave the 2 Billion plus Asian Market. Besides supply management, Nike has to ensure minimum damage to the goods, so that the product reaches to the final destination i.e. to the consumer with all its freshness.

RETAILING AND E-TAILING MANAGEMENT
After controlling over design, manufacturing and supply chain – the most important part is to sell the products in fact this is the first and foremost part and for this Nike has to arrange to get prime spots to retail the products, announce specials pricing and discount at events and do whatever possible, plus Nike should further consider to market it products online to reach maximum buyers including those leaving in remote areas. Nike should also consider in going into idea to deliver shoes like Pizza where new shoes can be deliver at home so that the consumer can reach the Nike products at the comfort of their home. There is billions of dollars sales expected through e-tailing i.e. through Internet, online orders, mail orders, etc and a systematic approach needs to be setup to ensure timely delivery at minimum cost so that the consumer can get their choicest shoes at the comfort of their home with or without shipment charges. What else the customer would seek from a company? Other than home delivery, budget price and quality product.

LOYAL CUSTOMER DISCOUNTS
Nike should consider to come up with more active programme's to bring the past customers to their active circle by sending them offers, samples, catalogues and other stuffs so that they would always see Nike around and when the opt for shopping they would have one and only brand to shop i.e. Nike. Various schemes like Nike E-card, Nike Mileage Card.

RESEARCH AND TURN KEY APPROACH
Once the design is made and through jumps the shoes is liked to the customer and been sold now there is more hectic work to be done that is what customer would like Nike to have so that s/he would come back to Nike again. There are many factors such as design, durability, accessibility, pricing, etc. This would bring customers to Nike again and again. At the same time Nike has to be more innovative in terms of sporting activity and should come up with sports and sporting product to create new concept of sports like Sony did for walkman where all small player are called walkman or disc man because this was put into everyone heads like Cadbury, so Nike still has to work to bring branding so powerful that sports would be called as Nike one day.