Nike’s snowboarding strategy, taking into account its external operating environment as well as its internal capabilities and weaknesses, will be based on its stated objective of driving operational excellence as well as the pursuit of innovation excellence (Nike, 2009). Therefore, at the corporate level, the strategies that will be pursued will be a mix of growth and retrenchment strategies. The Ansoff Matrix identifies four growth strategies including: market development, product development, market penetration, and diversification (Mercer, 1996).
Robbins and Coulter (2008) have identified four growth strategies as: concentration, vertical integration, horizontal integration, and diversification. Nike will use a combination of these growth strategies. The retrenchment strategy will be implemented through layoffs and cost reduction initiatives. In particular, cost savings will be achieved through optimization of the supply chain, restructuring of the organization in order to achieve savings and to streamline management, and laying off of excessive employees.
At the business level, the generic strategy of differentiation (key differentiators being superior innovation capabilities, design, and performance) will be deployed. By optimizing the supply chain and restructuring the organization, Nike’s flexibility and responsiveness to the market will also be enhanced which will help spur innovation and creativity and feed into the firm’s differentiation strategy. All the seven elements of the extended marketing mix will be used to support this plan. This is presented as shown in the schedule below.
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The implementation and control of marketing plans - is a process which should ensure the achievement of the strategic objectives adopted by the company. A special role in this process plays a function of organizing and directing people.
In the implementation of the marketing plan very important factor are the skills, attitudes and behaviours of the staff. Fig. 1. Process of control of marketing plan Marketing plan control process includes the following phases (fig. 1):
Problems with implementation and evaluation of effective control systems are often caused by: high cost of implementation (IT software and hardware, data acquisition, human costs), strict control may reduce motivation, decrease creativity and innovation.
In this paper, an implementation plan for the company has been developed keeping in mind the strategies and the objectives of the company. The implementation plan along with the financial budgeting has been provided in this paper. The main objective of Starbucks is to get respected and recognized as a brand name worldwide.
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