NIke, Wal-Mart, Lufthansa & Daimler AG

Presentation on companies part 3: 
Nike, Wal-Mart, Lufthansa and Daimler AG

Nike:
Nike's marketing mix consists of product, price, place and promotion, as every usual marketing mix.
Teh company sells athletic foodwear, apparel and sports equipment, But it doesnt only sell sport articles. It also has a brand, named code transcarriers which sells a line of dress, casual footwear and accessoires for men, women and children.
As Nike sells high premium products, their prices although are adopted to the premium segment of sports products, which means that they are relatively expensive.
Concerning the plac, one can say that they either sell their products through mulit-brand stores or exclusive Nike stores, in each case it's an independent distributor.
Nike took part in some channels or in a channel operation, so that it can influence price politics and  control costs of their distirbutors.
With regard to the promotion everyone can see that Nike is a strong brand. That is why it even promotes itself by by the name of the branch the quality of the brand. It also promotes its products by advertising canpaigns with famous athletes and by sponsoring events.

Wal-Mart:
Wall-Mart is the biggest retailer in the US and world wide als has to have a strategy to be and stay sucessful. Wal-Mart aims at being the biggest retailer by offering the lowest prices and by a low margin, by a huge customer recognition and satisfaction and by differentiating their business sectors.
The corporate strategy consists of the logistical strategy, the purchase strategy and the sales strategy. Logistical strategy just tells that Wal-Mart works with a hardcore system build up on the RFID technology. The purchase strategy consists of the pull and the push strategy. Pull strategy says that Wal- Mart tries to inform people that there is a product and try to convince the individual consumer to buy it by advertising and merchandising. Push strategy means that the producer  makes big advertising campaigns ( for example on the television) and the customer is willing to buy it, so Wal-Mart is forced t otake these products into his product line. You can say that the producer wants to push the product into the market. Wal-Mart's sales strategy is very simple: They indicate to be the best in shifting consumer perceptions. That means that they tell everyone that they are the cheapest retailer, but they aren't only in 25-30% of the cases, just by advertising campaigns and product price positioning.

Daimler:
Daimler's principles are diversity, sustainability and responsibility. Diversity is concretely described in the adaptability of Daimler to emerging markets and different consumer requirements. Additionally the company respects age, origin and gender, so that there is a mixture of people within the employees.
Daimler feels rsponsible for its employees , its customers and the society. SO employees have the advantage of flexible working time methods, child care within the working hours and good wages for example. Responsibility for the customers is shown in innovative security services and high quality products. Society can see Daimler as participant in sports, culture, education and science.

Daimler principle of sustainability can be proven by its always developing products. It produced vehicles with highly optimized combination engines in the beginning, than redeveloped them by the application of hybridization and now is working on. Vehicles without emissions, just running with full-cells or by battery.

Lufthansa:

Lufthansa is the leading european airline carrier. As such it wants t ostay on the position for example by mergers ar acquisitions.
The company is divided into 5 segments: Lufthansa, Cargo, Passenger Airline, Catering, IT services and Manufacturing Repair and Overhead.
SO the company has different business sector in which it is operating and diversificating. It has a good workflow and a high liquidity and it has a strong brand with a good exposure. Added to that it continiously qualifies its staff.
But Lufthansa is threatened by cheap airlines like German wings and so has t obe competitive by also offering transatlantic routes and building up a bigger network with other related companies by merger and acquisition for example.