Nike in India MKW 3444 (Assignment 1)
TABLE OF CONTENTS
Table of Contents Page 2
Executive Summary Page 3
1 Introduction Page 4
2 Economic Environment Page 5
3 Cultural Environment Page 7
4 Political Environment Page 9
5 Conclusion Page 11
6 References Page 12

EXECUTIVE SUMMARY
The following essay interrogates Nike, Inc., in the Indian market. The context of the paper lies within the framework of an environmental analysis for the groundwork of a future marketing plan. The central argument is that;
(A) the economic environment offers an overall attractive outlook,
(B) the cultural environment requires Nike, Inc., to change their core product portfolio while continuously learning to customize and localise to the needs of the Indian consumer,
(C) The political environment does not have a substantial risk impact in both its historical and current outlook, and the government is heavily involved in reforms that promote foreign direct investment.
The extent of the analysis highlights relevant international marketing issues that Nike, Inc., faces in India in the context of country attractiveness, market segmentation, market positioning, and the marketing strategy in the context of the four P’s.

1 INTRODUCTION
The aim of this essay is to select a consumer product and country market and undertake an in-depth and extensive environmental analysis as groundwork for a marketing plan.
The selected consumer product will be sports apparel by Nike, Inc., while the selected target market is India. Currently, more than half of the Fortune 500 companies are involved in some form of outsourcing operation to India, with the remaining explaining to shareholders why such a large market is not being exploited (Taylor & Francis Group, LLC, 2006). The premium-brand sportswear market in India is estimated to be near