Njira Yotsatsa ya Nike | Zinthu Zoyenera Kuphunzira Kuyambira Pano Mpaka Pano

Nike ndiye mtsogoleri wamsika pankhani ya zovala zamasewera ndi nsapato. Kupambana kwa Nike sikungotengera mapangidwe awo apamwamba komanso ogwira ntchito komanso mamiliyoni a madola omwe amagwiritsidwa ntchito pazamalonda. Njira yotsatsa ya Nike ndiyabwino kwambiri m'mbali zambiri ndipo ili ndi maphunziro ofunikira kuti muphunzirepo. Kuyambira pomwe idayamba kukhala kampani yaying'ono ya nsapato zamasewera mpaka pomwe ili ngati behemoth padziko lonse lapansi pamakampani azovala zamasewera, ulendo wa Nike wakhala wofunikira kulembedwa mwatsatanetsatane.

M'ndandanda wazopezekamo

• Marketing Strategy ya Nike: The Marketing Mix
• Njira Yotsatsa ya Nike: Kuchokera ku Standardization mpaka Localization
• Digital Marketing Strategy ya Nike
• Zitengera Zapadera
• Mafunso Ofunsidwa Kawirikawiri

Marketing Strategy ya Nike: The Marketing Mix

Ndi zigawo ziti zazikulu za njira yotsatsa ya Nike? Utsogoleri wa STP wa Nike umayamba ndi 4Ps, mankhwala, malo, kukwezedwa, ndi mtengo, ogulitsa onse amadziwa za izo. Koma nchiyani chimasiyanitsa izo? Tiyeni tikambirane mwachidule. 

• mankhwala: Tikhale oona mtima, poyerekeza ndi mitundu ina ya nsapato, zinthu za Nike ndizopadera mwamapangidwe, zokhala ndi mawonekedwe apamwamba kwambiri. Ndipo Nike wakhala akunyadira kusunga mbiri imeneyi mu makampani kwa zaka zambiri.
• Price: Ndikusuntha kwabwino kwa Nike kukhazikitsa njira zosiyanasiyana zamitengo potengera magawo awo. 
  • Mitengo yozikidwa pamtengo: Nike amakhulupirira kuti kugulitsa zinthu pamtengo wotsika kwambiri sikungawonjezere malonda, m'malo mwake, kuyang'ana pa kubweretsa zinthu zamtengo wapatali pamtengo wolondola ndiyo njira yabwino yoperekera makasitomala opanda malire. 
  • Mitengo yamtengo wapatali: Ngati ndinu wokonda Nike, mutha kulota kukhala ndi ma Air Jordans ochepa. Kapangidwe kameneka ndi ka mtengo wamtengo wapatali wa Nike, womwe umakweza zomwe zimawoneka kuti ndizofunika. Mtundu wamtengo uwu wazinthu umafuna kupanga kukhulupirika kwamtundu wapamwamba komanso ukadaulo wapamwamba kwambiri.
• Kukwezeleza: Malinga ndi Statista, mchaka chandalama cha 2023 chokha, Mtengo wa kutsatsa ndi kukwezedwa kwa Nike ufika pafupifupi. 4.06 biliyoni madola aku US. Chaka chomwecho, kampaniyo inapanga ndalama zokwana madola 51 biliyoni ku US padziko lonse lapansi. Manambalawo amalankhula okha. Amagwiritsa ntchito njira zingapo zotsatsira monga kutsatsa kwamphamvu, kuthandizira zochitika zamasewera, ndi kutsatsa kuti apange kulumikizana kolimba, kokhudzidwa ndi makasitomala awo. 
• Place: Nike amagulitsa zinthu zambiri ku North America, Western Europe, Greater China, Japan, ndi Central ndi Eastern Europe. Njira yake yogawa padziko lonse lapansi kuchokera kwa opanga kupita kwa ogulitsa, masitolo ogulitsa, ndi nsanja za e-commerce zapaintaneti zimagwira ntchito bwino, zomwe zimapangitsa kuti zikhale zotsika mtengo m'maiko ambiri. 

Njira Yotsatsa ya Nike: Kuchokera ku Standardization mpaka Localization

Zikafika pamisika yapadziko lonse lapansi, chinthu choyamba choyenera kuganizira ndikukhazikika kapena kukhazikika. Ngakhale Nike imayimira mitundu yambiri ya nsapato ndi mitundu padziko lonse lapansi ngati njira yotsatsa padziko lonse lapansi, komabe, nkhaniyi ndi yosiyana ndi njira yotsatsira. Nike amagwiritsa ntchito njira zotsatsira makonda kuti akope makasitomala amitundu yosiyanasiyana. 

Kodi Nike amagwiritsa ntchito njira yanji yotsatsa m'maiko ena? Mwachitsanzo, ku China, njira yotsatsa ya Nike imayang'ana kwambiri kukweza malonda ake monga chizindikiro cha kupambana ndi udindo. Ku India, kampaniyo imayang'ana kwambiri kukwanitsa komanso kukhazikika. Ku Brazil, Nike akugogomezera kufunika kwa chilakolako ndi kudziwonetsera. 

Kuphatikiza apo, Nike amagwiritsanso ntchito njira zosiyanasiyana zotsatsa m'maiko osiyanasiyana. Ku China, kampaniyo imadalira kwambiri pazama TV komanso kutsatsa kwamphamvu. Ku India, Nike amagwiritsa ntchito njira zotsatsira zachikhalidwe monga TV ndi kusindikiza. Ku Brazil, Nike amathandizira zochitika zazikulu zamasewera ndi magulu.

Digital Marketing Strategy ya Nike

Nike mwachizolowezi amatsatira a mwachindunji kwa-ogula (D2C) njira yayikulu kuyambira pomwe idakhazikitsidwa, zomwe zidaphatikizapo kudula maubwenzi ndi ogulitsa ena mu 2021 kuti alimbikitse kugulitsa mwachindunji. Komabe, chizindikirocho chasintha posachedwa. Monga tafotokozera Wall Street Journal koyambirira kwa mwezi uno, Nike yatsitsimutsa ubale wake ndi Macy's ndi Footlocker. 

"Bizinesi yathu yachindunji ipitilira kukula mwachangu, koma tipitiliza kukulitsa njira yathu yamsika kuti titha kupeza ogula ambiri momwe tingathere ndikuwongolera kukula," adatero CEO John Donahoe. Mtunduwu tsopano ukuyang'ana kwambiri kufikira makasitomala ambiri kudzera zamakono zamakono ndi social media. 

Kodi Nike amagwiritsa ntchito bwanji malonda a digito? Nike wasewera kwambiri pamasewera. yawonjezera gawo la digito la bizinesi yake mpaka 26% chaka chino, kuchokera ku 10% mu 2019, ndipo ili panjira yokwaniritsa cholinga chake chokhala bizinesi ya digito pofika 40. Masewera amtundu wamtundu wamtunduwu ali pamwamba kwambiri. za mtundu wake, wokhala ndi otsatira 2025 miliyoni a Instagram okha ndi mamiliyoni enanso pama webusayiti ena ochezera.

Zitengera Zapadera

Njira yotsatsira ya Nike yakhazikitsa STP yogwira mtima, magawo, kulunjika, ndikuyika ndikupambana kwambiri. Ndi chitsanzo chabwino kuphunzira kukhala zisathe mu makampani mpikisano monga choncho. 

Kodi mungapangire bwanji kuchuluka kwamakasitomala? Palibe njira yabwinoko kuposa kulimbikitsa makasitomala kuchitapo kanthu pamakampani aliwonse. Kuti tichite bwino, tiyeni tiyese china chatsopano komanso chanzeru ngati chiwonetsero chamoyo Chidwi. Mutha kugwiritsa ntchito mavoti amoyo kuti mutenge malingaliro a anthu, kapena gudumu la spinner kuti mupereke mphatso mwachisawawa mukakumana ndi nthawi yeniyeni. Lowani nawo ẠhaSlides tsopano kuti mupeze ndalama zabwino kwambiri. 

Mafunso Ofunsidwa Kawirikawiri

Kodi zitsanzo za njira zogawira msika za Nike ndi ziti?

Nike yakhazikitsa bwino magawo amsika munjira zake zamabizinesi, zomwe zimaphatikizapo magawo anayi: malo, kuchuluka kwa anthu, malingaliro, komanso machitidwe. Tengani mwachitsanzo njira yake yosinthira 4Ps kutengera malo. Mwachitsanzo, malonda otsatsa a Nike ku England amayang'ana kwambiri mpira ndi rugby, pomwe ku United States, malonda amawonetsa baseball ndi mpira. Ku India, mtunduwo umalimbikitsa zovala zamasewera a cricket ndi zida kudzera pakutsatsa kwake pa TV. Njirayi yathandiza Nike kuti akwaniritse zokonda ndi zofuna za omvera ake m'madera osiyanasiyana, zomwe zimapangitsa kuti anthu adziwe zambiri ndi malonda.

Kodi Nike's push strategy ndi chiyani?

Njira yokankhira ya Nike ili pafupi kukhala kampani ya digito-yoyamba, yolunjika kwa ogula (D2C). Monga gawo la kukakamiza kwake kwa D2C, Nike ikufuna kufikira 30% kulowa kwa digito pofika 2023, kutanthauza kuti 30% yazogulitsa zonse zimachokera ku ndalama za Nike za e-commerce. Komabe, Nike adadutsa cholinga chimenecho zaka ziwiri zisanachitike. Tsopano ikuyembekeza kuti bizinesi yake yonse ipeza 50% kulowa kwa digito mu 2023.

Ref: Marketingweek | Ndandanda