For your final project, you will take the role of a marketing director for a company looking to...

Question

For your final project, you will take the role of a marketing director for a company looking to market a new product. Your company’s senior management strongly believes that traditional media channels, such as television, radio, and newspapers, are the best way to advertise to consumers. In spite of this, they recognize the importance of other media and have seen success in previous social media marketing campaigns. After thorough research, you have discovered that mobile marketing is a growing trend and a great way to advertise to consumers anytime a smartphone or a tablet is used. You have decided to develop a

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mobile marketing plan around the NOTE framework (needs, objectives, tactics, execution) and present it, in the form of an executive summary, to senior management for budget approval. To create your plan, you will assume the following:

Your company’s short-term goal (need) is building brand awareness of its new product and promotions for sales generation.

The marketing budget is limited, and the mobile marketing campaign will replace a traditional media advertising channel.

Competitors are currently using mobile marketing to advertise a product similar to your company’s product and have had success.

The mobile marketing campaign will run across both iOS and Android platforms.

Your company has a notably large emailmarketing list already in place.

The campaign will be a success, and next steps must be addressed.

The campaign should be run ethically and legally according to current regulations.

Specifically, you must address the critical elementslisted below. Most of the critical elements align with a particular course outcome (shown in brackets).

I. Needs and Objectives: In this section, you will conduct preliminary research of a company of your preference to determine its needs and mobile presence. Keep in mind that some assumptions will have to be made based on the information that is available (website, apps, responsiveness, social media, and so on).

a) Provide a brief overview of the company you selected and one of its products or services. What marketing strategies does your company use? What is your company’s current mobile marketing presence?

b) Describe how at least one competitor in the industry is using mobile marketing. How does mobile marketing represent an advantage of this competitor over your company?

c) Identify the customer segment you will target for your mobile marketing campaign. What are the main characteristics of the targeted segment? Why have you selected this segment?

d) Based on the company’s short-term goal and the information you have gathered in your preliminary research, provide compelling reasons to justify why this company would benefit from adding mobile tactics to its overall integrated marketing mix. Make sure you justify your answer with research and specific examples from the previous sections.

n this section, you will discuss the best mobile tactics to achieve your company’s needs and short-term goal.

II. Tactics:

a) What will your mobile marketing campaign encompass? Recommend three to five mobile marketing tactics that you consider to be the most

appropriate for your company. Present your tactics in bulleted format.

b) Explain how the recommended tactics will help the company differentiate from competitors. Make sure you justify your answer with research

and information from the previous section.

c) Explain how your recommended tactics will help maximize the company’s mobile presence. Make sure you justify your answer with research

and information from the previous section.

III. Execution: In this section, you will discuss critical aspects regarding the execution of your mobile marketing campaign.

a) Success Metrics: Create an action plan for measuring the effectiveness of the campaign.

i. Explain the ways in which you plan to monitor and measure the effectiveness of your campaign.

ii. Identify the digital tools you will use to collect data about the performance of your mobile tactics. Cite specific evidence to support your choices.

iii. Describe how you will use the data you collect to make decisions regarding optimization of the mobile marketing campaign.

b) Industry Standards and Regulations: Discuss legal and ethical aspects that might have an impact on your campaign.

i. Identify the ethical and professional standards that apply to your mobile marketing campaign.

ii. Identify current regulations that must be considered when implementing your campaign plan. Are there any state or federal regulations

that should be considered? [MKT-311-05]

iii. Explain how you will address the ethical and legal considerations for promoting positive brand awareness and ensuring compliance with

industry standards and regulations.

c) Next Steps: Explain the long-term vision of the campaign, which includes the next steps to follow after it is successful.

i. Justify the importance of moving forward with the mobile marketing campaign. What is the long-term vision of your campaign? Make sure you support your answer with research.

ii. Describe the next steps to expand the current tactics once the mobile marketing campaign has been proven successful. What new mobile marketing tactics should be implemented? Should other segments be targeted?

IV. Roadmap: In this section, you will create a one-page roadmap to present to the senior manager as an overview of the process. Your roadmap should consist of a snapshot or quick glimpse that summarizes the different stages of the process.

Milestones

Guidelines for Submission: Your executive summary should be about 8 pages in length (plus a cover page and references) and should use double spacing, 12- point Times New Roman font, and one-inch margins. Sources should be cited according to APA style.

Bidusha · Accepted Answer

Executive Summary, NIKE		4
EXECUTIVE SUMMARY, NIKE
Table of Contents
Purpose	3
Background	3
Definition of The Business	4
Nike, Inc. Overview	4
Mission Statement	5
Values Statement	5
Vision Statement	6
Distinctive Competence	6
Problem Statement	6
Financial objectives:	7
Net profit	7
External Evaluation	8
Current Strategy & Alternative Strategies	8
Internal Evaluation	9
Method	10
Recommendations	10
Findings And Conclusions	10
References	12
Purpose 
This executive summary seeks to address the question, "How can Nike enhance its working conditions in order to motivate and increase productivity among its employees?" Because a company's production is mainly dependent on its employees, it is critical to guarantee that they are motivated to work. Despite this, Nike has been accused of operating sweatshops and offering bad working conditions in developing nations like Vietnam, Cambodia, and Indonesia. Nike is one of the world's leading sports clothing companies, devoting a large amount of effort to athletic footwear, apparel, gear, and accessories (Almkvist, 2021). 
The firm is known for its comprehensive and inventive Research and Development group, an elegantly smoothed digitalized chain, and long-standing Athlete and Artist sponsorships and collaborative activities. Nike aims to communicate with customers and investors by focusing on three main areas: innovation, directness, and speed. They have emphasized that Nike promotes a domain of esteem, incorporation, and diverse diversity in order to build a robust company culture. They are also making progress in terms of following patterns in maintainability and lowering global environmental impact.
Background 
NIKE, Inc. is the world's largest manufacturer, marketer, and distributor of athletic footwear, clothes, equipment, and accessories for a variety of sports and fitness activities. NIKE, Inc. sells, distributes, and licenses its products in over 200 countries worldwide. Running, Basketball, Football (Soccer), Men's Training, Women's Training, NIKE Sportswear, and Action Sports are the seven primary areas in which NIKE concentrates its goods (Almkvist, 2021). NIKE sells items under the NIKE and Affiliate Brand names (Converse Inc., Hurley International LLC, Jordan Brand and Nike Golf). North America, Western Europe, Central and Eastern Europe, Greater China, Japan, and Emerging Markets are the NIKE Brand's operating segments. NIKE is a fast-growing consumer goods corporation that focuses in sports footwear, gear, and equipment.
Definition of The Business
NIKE, Inc. is one of the most well-known manufacturers of sports footwear, gear, and accessories in the world. NIKE products appeal to a wide range of consumers, including runners, athletes, outdoorsmen, children, and the average customer who picks NIKE items because of their distinctive appearance. College and professional team associations also sell NIKE gear and accessories. "In addition, the business enters into license agreements that allow unaffiliated companies to produce and sell garments, digital devices, software, and other sports equipment using NIKE-owned trademarks" (O'Grady & Gracey, 2020)
Nike, Inc. Overview
Nike's aim is to inspire and innovate for all athletes across the world. While doing so, the company is committed to maintaining its position as the most authentic, connected, and distinctive brand in the industry. The company changed its name from Blue Ribbon Sports to Nike, Inc. after a major rebranding. In terms of market share, it is now the most popular sports brand. Nike generates money through selling footwear, clothes, and equipment, and is ranked from highest to lowest in terms of sales. Nike's revenue is made up of a modest amount of licensing arrangements. Despite being the most valuable sports brand in the world, Nike's market share in the sports equipment business is negligible in comparison to its competitors. Additional concerns develop when healthy living become a cultural trend and sports equipment manufacturers respond. 
Mission Statement
Nike's aim is to "provide inspiration and innovation to every athlete in the universe," according to their mission statement. Bill, the legendary University of Oregon track and field coach and Nike co-founder, famously remarked that if you have a body, you are an athlete. Bill was a coach who taught players how to reach their goals. Nike allows visitors to try out all of Nike's unique and inspirational items (Zhavoronkova, 2021). 
Values Statement 
Nike has largely focused all of the effort, as well as the attention of its stakeholders, on continuing to make progress toward being a corporation that sets the standard in terms of social responsibility. Nike has made unending efforts to guarantee that its employees and people of the surrounding community are treated in a manner that is consistent with their vision. Furthermore,

For your final project, you will take the role of a marketing director for a company looking to market a new product. Your company’s senior management strongly believes that traditional media...

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