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Running head: NIKE’S POSITION IN THE PRODUCT LIFE CYCLE

Nike’s position in the product life cycle

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NIKE’S POSITION IN THE PRODUCT LIFE CYCLE

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NIKE’S POSITION IN THE PRODUCT LIFE CYCLE
Introduction
Understanding a brand or product’s position in the product life cycle is of fundamental
importance in guiding the management of the firm when putting new strategies and decisions
(Doole & Lowe, 2008). This is mainly because the different stages in the product life cycle –
introduction, growth, maturity and decline, require different marketing strategies, promotional
activities, product campaigns and product presentation (Shankar & Carpenter, 2012). Apart from
that, each of the specific stages has specific key stakeholders that need courting in order to form
a strong partnership guaranteeing success of the business. Analyzing a company’s position in the
product life cycle is also essential as it guides a company on the best decision to be undertaken to
ensure continuity and success of the company (Doole & Lowe, 2008). This essay assesses Nike’s
position in the product life cycle and puts forward a coherent marketing strategy, marketing tools
and opportunities yet to be seized by the company.
Position of Nike in the brand life cycle
From assessment of the company’s progress and development, it is clear that Nike is in
the second stage in the product life cycle – growth (Shankar & Carpenter, 2012). This is
exhibited from its rapid growth rate experienced over the past two decades. This is also show
from the ever-increasing sales revenues each month and year,...