A study on Nike’s digital marketing strategy based on the 4Ps theory and analysis of competitiveness maintenance methods

Maple Glory United School, Xiamen, 361000, China

^* Corresponding author: zhengcha@ldy.edu.rs

Abstract

This essay explores the concepts and theories of E-commerce, alongside the evolution and significance of digital marketing in the contemporary business landscape. It provides a comprehensive case study of Nike, focusing on its digital marketing strategies. Through Jerome McCarthy’s 4Ps of marketing—product, price, place, and promotion—the study offers a detailed analysis of Nike’s current brand positioning and placement strategies. The research includes a thorough review of existing literature and empirical studies, assessing Nike’s approaches and comparing them to those of its direct competitors, such as Adidas, as well as indirect and hidden competitors within the broader apparel industry. Key elements examined include Nike’s innovative digital campaigns, robust social media engagement, and interactive customer experiences. The study highlights how these strategies have enabled Nike to maintain its competitive edge and adapt to the fast-paced technological advancements in digital marketing. Additionally, the essay provides strategic recommendations for Nike to sustain and enhance its market position, emphasizing the importance of continuous innovation and adaptation in a rapidly evolving technological environment. The conclusion underscores that Nike’s cutting-edge digital marketing strategies have significantly contributed to its ongoing success and leadership in the sportswear industry, ensuring its relevance and appeal to modern consumers.