Read the following case study:
Kotler, P. and K. Keller (2016) Marketing excellence: Nike, In Kotler, P. and K. Keller (2016) Marketing
Management, 15th Global Edition, London: Pearson, pp. 52-54.
Critically discuss Nike’s marketing mix approach, and how effectively it is responding to marketing
environmental challenges any ONE national market of your choice (100 Marks).
As a guide you should:
(a) Provide a critical discussion of the marketing mix of Nike in ONE country of your choice through the
use of appropriate literature and practitioner sources (50 marks).
(b) Critically discuss how effectively the company is responding to marketing environmental challenges
using PESTEL analysis in ONE specific country of your choice through the use appropriate literature and
practitioner sources (50 marks)
You should draw upon relevant academic as well as practitioner sources to support your points (i,e.
Broadsheet newspapers available on Nexis, reputable new agencies, documentaries via Box of Broadcasts
Do not address the questions (if any) at the bottom of the printed case study.
Please note that you should use the printed case study as a starting point in your analysis, as you are
expected to undertake your own desk research to update your understanding of the current corporate
context of the company in the case study.
Your work should be in a creative, critical and evaluative manner. Ensure that your arguments are clear
and logical and where appropriate include academic sources, i.e. academic journal papers, which add
weight to your points raised. Please show in your list of references an appropriate breadth and depth of
references relevant to the topic.
Your work must be correctly referenced throughout in the Harvard format.
Your assignment should be word processed and produced in an appropriate academic style. The font
should be 12, and be double spaced. The work should be completed on an individual basis.