Marketing for Competitiveness
Week 6 Discussion Response
Colleague 1
Katlyn Bone
When I think about companies that have mastered branding and innovation, Nike, Inc. immediately comes to mind. Nike is a global leader in athletic footwear, apparel, and equipment, and its influence extends well beyond sports. With its iconic “Just Do It” campaign and commitment to innovation, Nike has created a loyal following that continues to fuel its success.
I believe Nike could benefit from capturing even more market share because higher share not only signals industry leadership but also strengthens bargaining power with suppliers, lowers production costs through scale, and creates resilience against competitors like Adidas or Under Armour. As Riserbato (2021) points out, understanding and tracking market share is essential for companies to evaluate where they stand and how to grow strategically.
To expand further, Nike could focus on three strategies. First, expanding direct-to-consumer (DTC) channels would allow Nike to build stronger customer relationships and increase profit margins by bypassing wholesale middlemen (Carmicheal, 2021). Second, investing in sustainability marketing—through initiatives like Nike Move to Zero—would not only appeal to eco-conscious consumers but also reinforce brand differentiation (Carmicheal, 2021). Finally, Nike could strengthen its presence in emerging markets such as Asia and Latin America, where localized campaigns and accessible product lines could win over new customers (Riserbato, 2021).
In short, Nike already leads the industry, but continuing to innovate, connect with customers, and expand globally can help it secure a larger share of the market and remain the brand of choice for athletes and everyday consumers alike.
References:
Carmicheal, K. (2021, June 9). 5 ways to increase your market share. HubSpot. https://blog.hubspot.com/marketing/increase-market-share
Riserbato, R. (2021, November 5). What is market share & how do you calculate it? HubSpot. https://blog.hubspot.com/marketing/market-share
Colleague 2
Anna Kelsch
Hello everyone!
Increasing Market Share: A Case Study of McDonald’s
Company Overview
The McDonalds Corporation is a chain of restaurants that includes over 69 million clients, and it operates twenty-four hours a day and serves over a hundred international customers all over the world (McDonalds, 2023). It is a franchisor company and one of the first movers of the Quick-service restaurant (QSR) of business because of its burgers, fries and value meal McDonald.
The Pros of the Market Share Enhancement.
The market share of McDonalds will guarantee the company will conquer the entire fast-food market in the entire world and more specifically at the new market where the market competitors of McDonalds like KFC, Burger king and the home countries brands are expanding at very high rates. The growth in the market share, the economies of scale, the enhancement of the bargaining with the supplies and brand presence will boost the sales volume of the company. Beyond this the market share also will need to be forced up or it will become a retaliation to the over-saturated market and destroyed customer taste.
Three Strategy Recommendations in an attempt to win market share.
1. Introduction of Healthy-Eating Menu.
This will make sure that people will become health conscious and consequently force McDonalds to continue adding more healthy food to their menu such as salads, plant burgers and other low-caliber food. Not only is it appealing to a new generation, but also it is the brand McDonalds that can satisfy the new diet requirement of the new world. To attract new clients, cooperation with health foods brands will also be applied (Smith and Lee, 2022).
2. Customer Retention Web and Change.
The second point, which McDonald can capitalize on the young and the tech-savvy segments of the market, is the launching of mobile ordering and delivery and custom-made app. My McDonalds reward system already is offered in the U.S and can be offered to the other states to make the business and retention possible once again (Taylor, 2023). Promotion can also be streamlined using data analytics.
3.Sustainability and Brand image.
Generation millennials/ gen Z are consumers who are socially responsible and environmentally friendly. McDonalds can add the additions and devote more physical and esthetic resources to the direction that would also include the possibility of the fully reusable packaging, the reduction of the quantity of carbon that it would emit to the environment and the choice of suppliers that would be ethical to seize the market share. The logical extension of such a credibility enhancement and the qualifications of the third parties is that the degree of trust and belief between the mass and the consumers can also evolve (Green and Johnson, 2023).
Conclusion
The McDonalds is being sufficiently marketed and brand equity within the entire world and can gain more market share in case of invention and negatively to the dynamic needs of the consumers. The fact that even the consideration of the health trend, the establishment of electronic technologies and the establishment of its sustainability program will allow the McDonald to be in a position to defend itself, not to mention the fact that it will allow it to win a tremendous share of the market of one of the most competitive markets such as fast-food.
Green, R., & Johnson, L. (2023). Sustainable growth strategies in the fast-food industry. Journal of Business Ethics, 176(2), 210–225.
McDonald’s Corporation. (2023). Annual Report 2022. https://corporate.mcdonalds.com
Smith, J., & Lee, M. (2022). Health trends in QSR: Responding to the modern consumer. Food Industry Review, 34(4), 56–67.
Taylor, B. (2023). The rise of QSR loyalty programs: How McDonald’s is leading the way. QSR Magazine. https://www.qsrmagazine.com/loyalty-programs-mcdonalds-2023
