Assignment 1: Internet And Marketing - Select A U.S. Product

Assignment 1: Internet and Marketing Select a U.S. product or service brand

Assignment 1: Internet and Marketing Select a U.S. product or service brand. Select a foreign country where you think it can be successfully marketed. Develop a plan to export your selected brand to this country. In your plan, include: description of the brand and justification of your selection of the foreign country, selection of entry strategy and licensing process review, plan for using the Internet to promote the product in the foreign country, with an emphasis on economics, finance, taxes, overhead expenses, and income balance sheet. Write your plan in a 4-page Word document formatted in APA style. All written assignments and responses should follow APA rules for attributing sources.

Paper For Above instruction

In this paper, I will develop a comprehensive export plan for Nike Inc., a renowned U.S.-based sports apparel and footwear brand, targeting the Chinese market. Nike has established itself globally as a leader in sportswear, symbolizing innovation, performance, and style. The choice of China aligns with Nike’s strategic expansion goals due to its large population, increasing urbanization, growing interest in sports, and expanding middle class with rising disposable income. Additionally, China's digital ecosystem and e-commerce infrastructure provide an ideal platform for Nike's online promotional strategies, making it a suitable target for a successful market entry.

The entry strategy selected for Nike involves a joint venture with a local Chinese company, leveraging licensing agreements to facilitate market penetration. This approach allows Nike to benefit from local market knowledge, distribution networks, and compliance with Chinese regulations. Licensing provides a cost-effective and flexible means of entering the Chinese market, enabling Nike to share risks and investment costs while gaining access to established local channels.

To promote Nike in China, a comprehensive internet marketing plan will be implemented. This plan emphasizes digital advertising through platforms such as WeChat, Weibo, Douyin (TikTok), and Alibaba’s Tmall and Taobao, which are dominant in Chinese e-commerce. Nike will develop targeted social media campaigns, influencer collaborations, and localized content to appeal to Chinese consumers. The use of mobile-first strategies will ensure engagement across the growing base of mobile users. Additionally, Nike's official website will be localized and integrated with popular Chinese digital payment and logistics platforms to streamline e-commerce transactions.

Economically, the plan considers the rising purchasing power of Chinese consumers and their preference for premium, international brands. Financially, the costs associated with licensing, digital marketing, and distribution are balanced against expected revenue. Taxes and tariffs applicable to imported goods will be minimized through licensing agreements, and Nike's local partners will assist in navigating regulatory compliance. Overhead expenses include marketing investments, local staffing, and technology infrastructure, which are projected to generate a positive income statement within the initial two years of market entry.

In terms of financial projections, Nike anticipates a steady growth rate in online sales, amplified by digital marketing efforts. The income balance sheet will reflect increased revenues from Chinese consumers, offsetting initial setup costs, licensing fees, and promotional expenses. Overheads such as staff salaries, technology costs, and logistics will be monitored carefully to ensure sustainable profit margins. This strategy aligns with Nike’s global vision of expanding market share through innovative, digitally driven marketing coupled with strategic local partnerships.

In conclusion, Nike’s expansion into China via licensing and digital marketing is a strategic approach that harnesses the country’s growing economy and digital infrastructure. The combination of local partnerships, targeted promotional campaigns, and cost-conscious planning will position Nike to capitalize on significant market opportunities while managing risks associated with international trade and local regulatory environments. This plan provides a detailed roadmap for successfully exporting Nike’s brand to China, ensuring sustainable growth and profitability in the dynamic Chinese sportswear market.

References

  • Chen, J., & Zhang, A. (2020). Digital marketing strategies for international brands in China. Journal of International Business Studies, 51(5), 769-791.
  • Higgins, M. J., & Vincze, E. (2018). Entering Chinese e-commerce markets: Strategies for Western brands. Marketing Intelligence & Planning, 36(3), 315-328.
  • Li, X., & Li, J. (2019). The impact of cultural differences on international marketing in China. International Journal of Cultural Studies, 22(1), 45-60.
  • Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press.
  • Shen, H., & Zhang, Y. (2021). Localization and digital marketing: A case study of Adidas in China. Journal of Business Research, 130, 195-204.
  • Wang, Y., & Sun, J. (2017). The role of licensing in international market entry strategies. International Journal of Business and Management, 12(10), 180-192.
  • World Trade Organization. (2022). China import tariffs and customs procedures. WTO Publications.
  • Zhou, L., & Li, H. (2019). Understanding consumer behavior toward international brands in China. Journal of Consumer Marketing, 36(5), 562-574.
  • Kim, D., & Lee, S. (2020). Mobile marketing strategies and consumer engagement in China. Journal of Interactive Marketing, 50, 71-84.
  • Zeithaml, V. A., Bitner, M. J., & Gilly, M. C. (2013). Technology and the future of service marketing. Journal of Service Research, 15(2), 220-232.

Related Assignments