2012 Marketing Essence in the World
The issue that how to locate Nike Company itself was talked over repeatedly by Nike company’s insiders at the beginning of 1990. Whether to act as a transnational corporation and offer a consolidated form and commodities or to turn into a worldwide consumption company and prudently devise diverse forms and commodities on the basis of diversified bias of different regions.
The questions that thought deeply by Nike Company’s managers were on the basis of the theory that worldwide customers all have a “homogeneous” desire to consume, and this pretty disputable theory was proposed by Harvard University’s Theodore Levitt at the beginning of 1980s. A regular market perceived by common consumers is certain to walk into the shape of commodity standardization in Levitt’s view. Nevertheless a certain criteria and the identical game rules are built for all marketing activities, and Coke Cola is the best example to illustrate Levitt’s opinion of homogeneity.
Knight believes any places that haven’t been assimilated by Nike, could be realized what role Nike plays in the world if only the meaning behind the brand is truly understood. “If we want to succeed in global market, a set of values must be carried out clearly and spread it all over the world”. Japanese management expert, Kenichi affected Phil Knight profoundly in understanding the issue of global marketing essence, and Knight thinks he is a real genious.
In the early 1990s, Phil Knight was deeply inspired through reading Kenichi’s book, “The Borderless World”. Kenichi stated briefly in places with a national revenue of 26000 dollars, consumers could move towards globalization spontaneously, and these places’ consumers will ask for quality and value and won’t mind where the product is manufactured. Consequently, the cosmopolitan products will be guided by international customers’ requirements. This means that while economic globalization is being promoted by multi-national companies, the headquarters management pattern has been gradually given up so the localized and market-oriented policies have been carried out. Kenichi particularly stressed that enterprises should restudy innovative art and he thinks this praiseworthy art has been washed away because modern business civilization is copied, bought and sold overmuch.
From business globalization’s perspective, the sales markets of Nike Company’s major products are focused on the mainstream markets of Europe and America and this means that the actual influence of asset-light strategy in Asian market is far less than that in the mainstream markets. It is unquestionable that in all burgeoning markets, China is undoubtedly with the highest potential, this is the reason why transnational corporations are striving for Chinese market in their planning of future tactic.
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