Nike was to Allow Kaepernick Case Study - Management Assignment Help

Assignment Task:

Task:

Problem
The problem faced by Nike was to allow Kaepernick to promote the 30th anniversary campaign. Nike had a tumultuous relationship with Kaepernick with the problems rising after the player had become an unsigned free agent. As such the market segments of the company needed to be analysed before investing on approaching Kaepernick to promote the 30th anniversary campaign. The reputation of the company in terms of the finance collected also needed to be considered.

Analysis
The analysis shows that for the 30th anniversary campaign Nike needed to come out with an important message. The “Just do It” message may not be as impactful as expected. With various market segment to consider as well as the use of an unsigned football star, Nike needed to justify the ways by which the campaign can be successful. Furthermore, the reaction of Kaepernick had also brought about a sense of doubt as the player had been among the many NFL stars to refuse to stand ground during the National Anthem after the incident of September 22. The Republicans were in support of the then President Donald Trump’s view of a toxic relation between players and coaches. With Nike being a major player in the NFL and a sponsor in the games, this decision had to be one of the toughest as the segmentation of customers provide evidence that politically motivated customers are more for Nike than other brands. This can be considered as a moment during which Nike had to decide on the alternatives that can be undertaken or to promote the 30th anniversary with an unsigned player with a less effective message.

Alternatives
The alternatives that Nike can use in this case is to promote the campaign with signed NFL stars or political figures. The advantage that the company can gain from a political figure specially from the Republican is that majority of the customers can turn up for the campaign which can allow Nike to expand its reach in the global market as well as among the country. However, the backlash can be of losing sponsorship of the NFL based on the feud between the statement made by the President and the reactions given by majority of the clubs and owners. Hence, the safe option for Nike can be to promote the 30th anniversary with the help of a current NFL player that represents the Republican as well as stand with the coaches and team mates so that a strong yet diplomatic message can be sent.

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