Marketing Nike Has Long Been Research Paper

Open, View, and/or
Download this Document

Total Length: 905 words ( 3 double-spaced pages)

Total Sources: 3

Page 1 of 3

Nike has a steady new product pipeline and any one product can fail miserably, but Blizzard has long lead times and needs every new product to be a hit, otherwise its subscriptions will dry up. Gamers will not have enough loyalty to wait another ten years for the next iteration to give the company another try.

As a result, Blizzard is forced to have a much stronger emphasis on managing products. The products need to be finely managed, and this is why the company gives more leeway to its developers. Nike can afford a miss, but Blizzard cannot. Thus, even though Nike employees are active people, the company relies more on its marketing department to drive product development, while Blizzard very specifically relies on its engineers.

The approach that each company has taken with respect to developing and managing products has worked well for each firm. It is hard to argue with either approach, since both companies are market leaders. However Blizzard's approach is a more pure-form approach. While Nike wants its staff members to be active, random Nike staff members do not make significant contributions to product development. Additionally, product management fells to the marketing department, leaving the developers out of the process.

Stuck Writing Your "Marketing Nike Has Long Been" Research Paper?

View All Our Example Marketing Nike Has Long Been Research Paper

Have A Custom Example Essay Written

Nike has this idea that it wants to do what Blizzard does, but it does not have the courage to follow through and let, for example, its celebrity athletes actually work on the engineering of the products. That may be a pragmatic decision, but it is also one that results in more flops and a more marketing-driven approach to product development and management.

Therefore, my preference is for Blizzard's approach. The company relies on the idea that its programmers are going to know what is best for the company, and often this idea is proven correct. The gaming market demands cutting edge products, especially with MMORPGs, because that segment requires significant time and financial commitment on the part of the buyer. Blizzard's approach reflects accurately the conditions of its industry. While Nike also understands how its industry works, and it has been successful, it rarely develops products that can last ten years in the marketplace, and it does not have the market dominance in its categories that Blizzard has. Thus, Blizzard's approach is superior with respect to both product outcomes and financial outcomes.

Works.....

Show More ⇣

     Open the full completed essay and source list


OR

     Order a one-of-a-kind custom essay on this topic


sample essay writing service

Cite This Resource:

Latest APA Format (6th edition)

Copy Reference
"Marketing Nike Has Long Been" (2012, November 21) Retrieved April 29, 2024, from
https://www.aceyourpaper.com/essays/marketing-nike-long-been-76560

Latest MLA Format (8th edition)

Copy Reference
"Marketing Nike Has Long Been" 21 November 2012. Web.29 April. 2024. <
https://www.aceyourpaper.com/essays/marketing-nike-long-been-76560>

Latest Chicago Format (16th edition)

Copy Reference
"Marketing Nike Has Long Been", 21 November 2012, Accessed.29 April. 2024,
https://www.aceyourpaper.com/essays/marketing-nike-long-been-76560
   

Open, View, and/or
Download this Document
order custom essay example