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Best Suited International Marketing Strategy for MNCs - Standardization, Adaptation of Combination - A Case of Sports Apparel Maker Nike in the Indian Market

Singh, Saurabh (2021) Best Suited International Marketing Strategy for MNCs - Standardization, Adaptation of Combination - A Case of Sports Apparel Maker Nike in the Indian Market. Masters thesis, Dublin, National College of Ireland.

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Abstract

The aim of this study was to identify the basic marketing strategy that Nike follows in India – whether it implements its global marketing strategy or does it make any changes to adapt to the specific conditions of the Indian market and consumers with respect to the marketing mix. This study also attempted to find out the reaction of the consumers of sportswear in India to the different marketing elements of Nike in the country and make any recommendations to Nike for better use of the marketing mix in the Indian market if needed.

Thus, study used the positivist research philosophy and the inductive research approach because of nature of the study. It adopted a quantitative research strategy because of the quantitative use of primary data – a survey, along with a descriptive and cross-sectional research design. A survey was done among 100 respondents - consumers of sportswear in India, through a questionnaire with multiple choice answers to questions and value addition like the Likert Scale.

The study found that Nike followed a customization strategy for most of the marketing mix elements for the Indian market expect its Process and Physical elements for which it follows its global strategy of delivering equal consumer experience throughout its consumer touch points. These were confirmed through both secondary and primary data. It was suggested that Nike should continue to follow the customization strategy for its marketing mix in India while trying to enhance the attitude of its staff to suit to what Indian consumers want. For other foreign companies India, it was recommended that they follow a partial customization strategy for marketing with Product, Place, Price, Promotions and People being completely customized while Process and Physical elements being standardized.

Item Type: Thesis (Masters)
Subjects: D History General and Old World > DS Asia
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Multinational Industries
Divisions: School of Business > Master of Science in Management
Depositing User: Clara Chan
Date Deposited: 10 Feb 2022 16:00
Last Modified: 10 Feb 2022 16:00
URI: http://norma.ncirl.ie/id/eprint/5416

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