Director of Sales and Marketing

I created an analysis comparing Nike items in the United States and Oman. This analysis has been simplified and presented in point form to make it more clear and understandable.

Nike is a multinational firm established in the United States that manufactures, develops, designs, sells, and markets equipment, footwear, accessories, services, and apparel all over the world (Davis, 2016).

 Its headquarters is based in Beaverton, Oregon, and is known for its manufacture of sports equipment and a large supply of athletic apparel and shoes.

Message of the commercial

As a shoe company, Nike has a trademark JUST DO IT, which as well forms a key component of the brand. This trademark phrase was invented in 1988 during an agency meeting for advertisements. Dan Wieden owes the slogan to the last words of Gary Gilmore (Let’s do it). The slogan greatly increased Nike’s share of the domestic sport-shoes in North American. It spread to various media outlets such as outdoor billboards, graffiti art, print media and merchandise, portraying the image of Nike as an innovative icon in America (Davis, 2016).

Target Market for Commercial

Nike has enlisted various famous athletes with an aim to attract customers and promote its image as trustworthy to both professional athletes and usual customers. Some athletes used in their advertisements include Roger Federer, Kobe Bryant, Wayne Rooney, Michael Jordan, Rafael Nadal and Ronaldinho (Kim & Hall, 2014).

Cultural characteristics of Oman

The Logo- Swoosh: Swoosh has grown to a trademark that everybody associates with Nike. The nature of the swoosh logo which is aerodynamic is responsible for the business and marketing success of the brand despite it resembling a check of excellence or ancient gods (Dirsa, 2007). This has made it quite effective and memorable.

Cultural characteristics of United States of America

Print Advertisements: Real Women advertisement persuades the customers and serves as a sales tool. Nike uses “real women” advertisements to portray what appears to be real women and highlighting some specific body parts such as arms, butt or hips. The fit women are not apologetic about their thighs or ‘big butt’. The advertisement shows that body types are created differently and being a fit, strong woman athlete does not requires being big-ized (Dirsa, 2007).

Macro Environmental Factors

Technology: Nike has enriched digital metrics in analyzing the demands of the customers and revising the segmentation. Supply and transaction chain event management are connected through Massively Parallel Processor System (MPPS) and Simple Object Access Protocol (SOAP at the optimum model. Customers can make payments on mobile phone platforms.

Legal: Nike has rapidly adapted to the policy and legal framework in its trading areas. For instance, nations that have got a common framework of the law legislative promotes an approach that is less interventionist and supports the shareholders’ interests while countries with legal systems that are quite code-oriented widely favor the interests of the stakeholders (Watch, 2014).

Economic: Nike had challenging trading conditions from the contingent economic slowdown financial crises of 2008-9, hence the application both in the Asia-Pacific region and the Western Markets. Nike has provided employments to the underdeveloped economies, at the same time paying the usual rate for labor.

Comparative analysis

In Oman and the United States, there are common commercial messages, but different advertisement. The pictures below show advertisements in the two countries. The first shows an advertisement in Oman, while the second in the US. In Oman, the outfits are not revealing, in contrast to the US (Rizka, 2016).

Recommendation: I would recommend the advertisement in Oman not to be too much conservative because this is not the true representation of the Arab Muslim women since they do not really put on a hijab to go for sports.

References

Davis, R. E. (2016). Word of foot marketing: Nike’s marketing efforts prior to the” Just Do It“ campaign (Doctoral dissertation, Wichita State University).Dirsa, D. J. (2007). U.S. Patent No. D549, 941. Washington, DC: U.S. Patent and Trademark Office.

Kim, H. S., & Hall, M. L. (2014). Fashion brand personality and advertisement response: Incorporating a symbolic interactionist perspective. In Fashion Branding and Consumer Behaviors. Springer New York.

Pride, A. (2017). What You Can Learn from Nike Branding Strategy. RivalIQ. Retrieved from https://www.rivaliq.com/blog/nike-branding-strategy/

Rizka, E. M. A. (2016). Persuasive techniques used in Nike advertisement (Doctoral dissertation, Universities Islam Negeri Maulana Malik Ibrahim).

Watch, C. L. (2014). Nike supplier factory’s unpaid social insurance prompts strike.