AMP425 Grand Canyon University Analysis of Nike Inc

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Question Description

Select a product, line of products, or brand from a company of your choice and research the company’s social media marketing strategies. Carefully examine the social media presence for the product. In an analysis (750-1,000 words), identify how the company utilizes social media to promote the product. Address the following in your analysis:

  • What is the customer segment for this particular product, line of products, or brand?
  • Which social media outlets does the company use to reach the customer segment? Discuss elements of their campaign.
  • Examine the customer segment’s response to the company’s social media marketing (e.g., through evaluating user-generated content related to the campaign, sales data for particular products, etc.). Based on that response, how effective are the company’s social media marketing strategies?
  • Compare the company’s social media strategies to one of its major competitors. What does the company do well to distinguish itself and product(s)/brand?
  • Finally, recommend two specific strategies for how the company could more effectively utilize social media to better target its customer segment and increase its competitive advantage in the market.

Support your ideas and findings with descriptions of specific social media campaign examples and consumer and market research.

Prepare this assignment according to the guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.

You are required to submit this assignment to LopesWrite. Please refer to the directions in the Student Success Center.

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Course Code AMP-425 Class Code AMP-425-O501 Criteria Content Percentage 100.0% Discussion of Social Media Outlets Used to Reach the Customer Segment 20.0% Examination of Customer Segment's Response to the Company's Social Media Marketing Benchmarks C5.2-Analyze markets and consumer behavior to develop marketing strategies. 20.0% Comparison of Company's Social Media Strategies to One of Its Major Competitors 20.0% Recommendation of Two Specific Strategies to Increase Competitive Advantage Benchmarks C5.1-Apply marketing concepts to improve an organization?s competitive advantage. 20.0% Mechanics of Writing (includes spelling, punctuation, grammar, language use) 10.0% Paper Format (Use of appropriate style for the major and assignment) 5.0% Research Citations (In-text citations for paraphrasing and direct quotes, and reference page listing and formatting, as appropriate to assignment) 5.0% Total Weightage 100% Benchmark Assignment - Social Media Strategy Analysis Unsatisfactory (0.00%) No discussion of social media outlets used to reach the customer segment is present. No examination of the customer segment's response to the company?s social media marketing is present. A comparison of the company's social media strategies to one of its major competitors is not present. A recommendation of two specific strategies to more effectively use social media is not present. Surface errors are pervasive enough that they impede communication of meaning. Inappropriate word choice and/or sentence construction are used. Template is not used appropriately, or documentation format is rarely followed correctly. No reference page is included. No citations are used. 130.0 Less than Satisfactory (65.00%) A discussion of social media outlets used to reach the customer segment is incomplete or omits some requirements stated in the assignment criteria. An examination of the customer segment's response to the company?s social media marketing is incomplete or omits some requirements stated in the assignment criteria. A comparison of the company's social media strategies to one of its major competitors is incomplete or omits some requirements stated in the assignment criteria. A recommendation of two specific strategies to more effectively use social media is incomplete or omits some requirements stated in the assignment criteria. Frequent and repetitive mechanical errors distract the reader. Inconsistencies in language choice (register), sentence structure, and/or word choice are present. Appropriate template is used, but some elements are missing or mistaken. A lack of control with formatting is apparent. Reference page is present. Citations are inconsistently used. Satisfactory (75.00%) A discussion of social media outlets used to reach the customer segment is complete, but is somewhat inaccurate or irrelevant. Research is inadequate in relevance, quality, or currentness. An examination of the customer segment's response to the company?s social media marketing is complete, but is somewhat inaccurate or irrelevant. Research is inadequate in relevance, quality, or currentness. A comparison of the company's social media strategies to one of its major competitors is complete, but is somewhat inaccurate or irrelevant. Research is inadequate in relevance, quality, and/or currentness. A recommendation of two specific strategies to more effectively use social media is complete, but is somewhat inaccurate or irrelevant. Research is inadequate in relevance, quality, and/or currentness. Some mechanical errors or typos are present, but are not overly distracting to the reader. Correct sentence structure and audience-appropriate language are used. Appropriate template is used. Formatting is correct, although some minor errors may be present. Reference page is included and lists sources used in the paper. Sources are appropriately documented, although some errors may be present. Good (85.00%) A discussion of social media outlets used to reach the customer segment is accurate. Research is adequate, current, and relevant, and addresses all issues stated in the assignment criteria. Details are present. An examination of the customer segment's response to the company's social media marketing is accurate. Research is adequate, current, and relevant. All issues stated in the assignment criteria are addressed. Details are present. A comparison of the company's social media strategies to one of its major competitors is accurate. Research is adequate, current, and relevant. All issues stated in the assignment criteria are addressed. Details are present. A recommendation of two specific strategies to more effectively use social media is accurate. Research is adequate, current, and relevant. All issues stated in the assignment criteria are addressed. Details are present. Prose is largely free of mechanical errors, although a few may be present. A variety of sentence structures and effective figures of speech are used. Appropriate template is fully used. There are virtually no errors in formatting style. Reference page is present and fully inclusive of all cited sources. Documentation is appropriate and GCU style is usually correct. Excellent (100.00%) A discussion of social media outlets used to reach the customer segment is comprehensive, accurate, and clearly provides purpose and facts. Research is thorough, current, and relevant. All issues stated in the assignment criteria are thoroughly addressed. Insightful details are present. An examination of the customer segment?s response to the company?s social media marketing is comprehensive, accurate, and clearly provides purpose and facts. Research is thorough, current, and relevant. All issues stated in the assignment criteria are thoroughly addressed. Insightful details are present. A comparison of the company's social media strategies to one of its major competitors is comprehensive, accurate, and clearly provides purpose and facts. Research is thorough, current, and relevant. All issues stated in the assignment criteria are thoroughly addressed. Insightful details are present. A recommendation of two specific strategies to more effectively use social media is comprehensive, accurate, and clearly provides purpose and facts. Research is thorough, current, and relevant. All issues stated in the assignment criteria are thoroughly addressed. Insightful details are present. Writer is clearly in command of standard, written, academic English. All format elements are correct. Comments In-text citations and a reference page are complete. The documentation of cited sources is free of error. Points Earned ...
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School: Purdue University

Find the attached paper, feel free to seek edits or any clarification on the same.

Running Head: ANALYSIS OF NIKE INC. MARKETING STRATEGIES

Analysis of Nike Inc. Social Media Marketing Strategies
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ANALYSIS OF NIKE INC. MARKETING STRATEGIES
Nike Inc. is the company of my choice. Nike is an American transnational company that
specializes in the development, designs, and manufacturing of sportswear throughout the world.
It is also involved in the sale and marketing of equipment, apparel, footwear, services, and
accessories. The company is one of the largest brands globally and has a massive following on
social media. This essay focuses on analyzing Nike’s social media marketing strategies
especially in Nike + (plus), Facebook and Twitter.
Nike Inc. has its own social media site known as Nike + (plus). Since its inception in
2010, the company has made a lot of products for training that are linked digitally with the use of
FuelBand Nike +. In Nike plus, users have an opportunity to accumulate “NikeFuel” points,
where they set target goals to themselves, or they can compete against other users. Nike plus is
specifically tailored to keep its customers motivated. Nike+ keeps its users informed on Nike
runs and support new runners or those rediscovering their fitness. The instructions of each drill
come with complete instructions for each workout (Zeng, 2017). The segment of the customer
that Nike targets using Nike + ar...

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