I.

TIME CONTENT
 When NIKE think digital world allows the brand to interact closely with the
consumers.

 NIKE shift advertising from Traditional to unmeasured media (social media)

II. VIEW POINT

 Engineers and Scientist

***Consultant

III. STATEMENT OF THE PROBLEM

 How will Nike be able to promote their product without the sacrificing the
Company’s income?

 How effective is the Digital Media in terms of direct communication with the
consumers?

 How effective is the Digital Advertising (social media) compare to

Traditional Advertising?

***How will Nike sustain its lead with its shift of focus from traditional advertising
to unmeasured media (social media)?

IV. STATEMENT OF OBJECTIVE

 To maintain and increase number of consumer

 To be the leading provider of quality brand products against competitors

 To increase number of loyal consumer

***To retain and or increase consumer base

V. SWOT ANALYSIS

PRODUCTION / ADVERTISEMENT /
PURCHASING MARKETING

STRENGTH  Strong brand  Brand  Loyal

recognition Quality Consumer
 Largest Market Share  Well know
 Strong Marketing Brand
Strategies
  Strong Social Media
Presence

WEAKNESS  Pricey Product  Pricey  Unmeasured

 High cost of unmeasured Product Media
media
OPPORTUNITIES  Create more
 Create consumer trust and loyal consumer
loyaty  Customer
Friendly (due
to designing
their own
Product)
THREATS  Competitive Pricing of  Competitive  Innovating into
other Companies (Adidas, Pricing of digital
Under Armor, etc.) other advertisement
Companies
(Adidas,
Under
Armor, etc.)

VI. ALTERNATIVE COURSE OF ACTION (ACA)

ACA 1: Sponsoring athletic and non-athletic activities to enhance the relationship with the
loyal consumer and to attract possible consumers.

ACA 2: Endorsing the product using a well known/famous artist thru social media

ACA 1: Complementing social media activities by maintaining/strengthening hero worship

on some foreign countries.

ACA 2: Complementing social media activities by reaching non-athletic consumers by

collaborating with non-athletic personalities

VII. ANALYSIS OF ACA

ADVANTAGE DISADVANTAGE

ACA 1

ACA 2
VIII. CONCLUSION

a. DECISION MATRIX

ACA 1

ACA 2

Legend:
1 – Excellent
2 – Good
3 – Average
4 - Poor

b. ACA SELECTION
Narrative Explanation (selected ACA)

IX. ACTION PLAN

Step by Step Procedure in solving the Problem
ACTIVITIES
NEED TO BE OBJECTIVE KEY PEOPLE TIME FRAME
DONE

TOTAL TIME FRAME