Business-Level and Corporate-Level Strategies: Nike

Business-Level and Corporate-Level Strategies Assignment
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Business Administration Capstone
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Business-Level and Corporate-Level Strategies Assignment
Companies dedicate resources to business strategies that will improve competitiveness. Nike has positioned itself in the athletic footwear, apparel, and accessories market to compete. The company has a diversified portfolio of products and product diversification and markets where the company operates. Diversifying reduces the risk of overreliance in one or few market segments. An analysis of Nike’s Business-level and corporate-level strategies provides insights into the company’s competitiveness in the athletic footwear, apparel, and accessories industry. 
Business-Level Strategies
Business level strategies focus on how a company positioned itself to be more competitive and add value, where there are detailed plans and activities to implement the strategy (Hitt, Ireland & Hoskisson, 2020). Nike operates in the athletic footwear and apparel industry where the main target group is athletes, but there is a wider market where Nike sells casual sports shoes, sneakers, and activewear targeting children, men, and women.
Nike’s business-level strategy is mainly the differentiation strategy that integrates various actions, so the target customers perceive the products as different and essential. The company emphasizes product innovation, the use of technology, and producing high-quality products differentiated from the competitors. The innovative mindset has been crucial to growth and meeting the target customers’ needs and expectations (Childs & Jin, 2018). Nike has a legacy of excellence and innovation in footwear. Many of the products are sold at high prices, partly because of the products used, innovation, and brand. Customers are willing to pay for premium prices, and Nike does not use the cost leadership strategy.
Nike has a reputable brand image and targets a wide market beyond athletes selling to children, men, and women. Global brand leadership has been essential to Nike becoming a globally recognized brand and responding to competition. Emotional branding has also been essential to reaching the target consumers, and Nike also relies on influencer marketing where there are co-brands with athletes and sports stars. Customer loyalty is essential to maintaining competitiveness, and the customer-oriented brand uses marketing and advertising.
Nike’s investment in marketing has helped the company be a visible brand in diverse markets beyond targeting athletes. Branding and scale have also made it easier for Nike to expand operations and reach diverse target markets. Digitalization and personalization further support the brand as Nike is a digital leader in the athletic footwear and apparel industry.
Innovation of products and processes remains crucial to maintaining a competitive edge. Nike products have innovative designs with the company using up-to-date materials, while innovative sports equipment makes Nike stand out. Nike is one of the pioneering companies in the sports market that personalize equipment for the customers, and this has helped Nike retain an image of a company keen on meeting customer needs.
The success of the differentiation strategy has also been possible as Nike heavily invests in research and development and is the most recognized innovator in the apparel, footwear, accessories, and sports equipment industry. Cutting-edge sports scientists are working on high-tech innovations. Differentiation gives Nike a competitive advantage as there is a broad portfolio of products to diverse market segments. Nike’s value proposition emphasizes high-quality products for sports, and even as companies like Adidas have launched casual brands, Nike heavily targets sports and athletics. Thus, Nike has launched various innovative products custom footwear for sports, which reinforces the idea of Nike being unique, justifying the higher price of Nike’s products (Childs & Jin, 2018).
Corporate-Level Strategies
A corporate-level strategy relates to attaining and maintaining competitiveness when managing different businesses in different markets (Hitt, Ireland &Hoskisson, 2020). Nike’s corporate-level strategy focuses on product innovation and meeting the needs of a diversified market. The company creates and markets new products and processes to maintain a competitive edge in the athletic footwear and apparel industry. There is a multi-brand portfolio for athletes in different sports and non-athletes. Sales support marketing across the globe while also targeting retailers and wholesalers. The divisions focus more on specific brands, but they also coordinate activities in branding and marketing the different brands (Kim, 2020). The multi-brand strategy has been effective in allowing Nike to target different market segments.
Nike has a strong global manufacturing base and vast distribution network to meet the customer’s needs efficiently. Marketing and distribution channels include traditional marketing and online sales to grow and reach a broad customer base. The footwear is mainly manufactured outside the US, where there are operational costs in low-cost countries in Asia. The company has entered into manufacturing agreements with independent factories in various ...