Ch. 2 - Strategic Planning for Competitive Advantage

As you may or may not know, Air Jordan's signature sneakers has came along way in time, and value. Each and every shoe made for Michael Jordan was dedicated to him from a unique experience he had or made during the life span of his career.  Nike has been using production development, market penetration and development as a marketing strategy, explaining why the shoes were important and what each and everyone of them represented. For a long time this has worked out because Michael Jordan was one of the top story players in the NBA during his time. Each and every experience, play or win that Jordan had was branded, marketed and craftily designed on the shoes, making the brand very production oriented. Just a couple of examples of his experiences not only marketed but presented into the shoe.

Not only is it marketed by what he accomplished in the certain pair of shoes but shoes that were created from his overall experiences in his career such as the Jordan XII. In 1997, the original shoe that Michael wore was just black and red, called the "Bred 12's". During that game Michael was sick, and still managed to play an amazing game, scoring 38 points bringing the Chicago bulls a win. Therefore over time the shoe was retro'd from Bred 12's to Flugames 12's. Over a crafted period of time, the flugames included a sick emoji which appeared in the middle of the shoes.

(1997 OG (original) , 2003 Retro , 2009 Retro )

As time went on, Nike's brand Air Jordan has intrigued a different market of consumers. Using market diversification, Air Jordan's were not only represented and promoted by basketball players, It had gotten into fashion industry where celebrities promoted the brand of shoes. Such as the OvO collection recently made and crafted a couple pairs of shoes for drake.

During all this time since the Air Jordan brand of shoes has started, it has collected a lot of hype in mass media. Lines and lines in front of the store due to releases that are sold out within hours of store opening. This has accumulated a lot of attention to the brand but also loses a lot of customers who aren't able to get the shoes. This causes a market that Nike doesn't control where the consumers set prices that value the shoe instead of the production because there are only limited pairs being released but more people who want the pair of shoes then there is in stores. So instead Nike Air Jordan has a marketing plan that has recently been set in play where they would bump up the price of the value of the shoe in stores, but increase the production on releases so everyone who wants can get a pair in the stores, where Nike sets its own reasonable price of value instead of an outrageous market price made up by consumers.