BUS 128 ACCI Selling Overseas and Marketing in Another Country Research Presentation

BUS 128 ACCI Selling Overseas and Marketing in Another Country Research Presentation
Selling Overseas and Marketing
in Another Country
Research Report
New Products and Business Opportunities
• Nike wants to introduce new soccer cleats in Kenya as soccer is
popular in the country and will lead to the development of sporting
activities, which is important in third-world countries.
• Expanding into Kenya allows Nike to expand its brand image
internationally and invest in new communities like these.
Introduction – Nike’s Expansion into Kenya
• Nike considers Kenya an emerging market
• Boost international campaign and expansion of company branding
• Want to conduct a market study before introducing new products in
the country.
Target Market
Kenya has a large working
class, as well as a large
population of youths and
early adults.
These groups are interested in
health and international
Nike’s market strategy needs
to convey value to this target
Marketing and Selling Strategy
• It is important for Nike to convey value and quality in the products it
sells in Kenya.
• The products will have to be branded in the market in a certain way to
the target market so that they can see the value in the product.
• An action plan in marketing and social media can help boost the
brand and value.
Action Plan
• Conduct market research to see what features and details the target
market values and how they see ads (TV, social media, etc.)
• Identify consumer patterns, consider market preferences and locate the
competition in the industry
• The best plan of action is to use cost leadership and product
differentiation as their competitive advantages
Action Plan – Media Strategy
• Kenya has a great diversity of consumer preferences, cultures and
traditions, and governmental policies
• Nike needs to find the best strategy to maneuver this diversity and appeal to
the large target market of the country
• Nike can use its website and social media platforms to promote
• These can also be used to demonstrate the products and how many different
people can see value in them and use them
Recommendations to Nike
• Market study of Kenya is an important first step to understand the
target market’s values and ideals
• The diversity of Kenya is very important to consider as each country
has its own set of cultures, values, and rules
• A cost differentiation and product focus differentiation is likely most
effective to make the cleats affordable to the large middle-class target
market and show that Nike’s cleats are the best quality
• With Nike starting a marketing campaign in a new country, ample
market research needs to be done to make sure that the campaign is
most effective, targets the right market, and plays to the countries
diversity and values.
• Once this is done, an action plan needs to be implemented to find the
best steps to take to bring the marketing campaign online. Nike’s
strong online and social media presence lends itself nicely to this plan
• Nike’s best choice is to compete on cost and product differentiation
and quality
• Nike is investing in the community and helping local sporting groups

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