The Most Successful Business Leaders To Watch Out

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Industrialdevelopmentistheprimarysourceofincomegeneration.Theeraoftheindustrialrevolutionallowed forrapiddevelopmentsandsubstantiallyincreasedthestandardoflivingofthepeople.Aswemovedtoward thetechnologicalera,innovationhasbeenboundless.Theserapidlychangingdynamicsneedtobepairedwith effectivesustainablegrowthtonothindernaturalresources.Usingtheseresourcesconservativelyandefficientlywill ensureasustainableenvironmentforindustrialdevelopment.

Aseasyasitmightsound,theroleofabusinessadvisorismuchmorecomplexandcomprehensive.Abusiness advisorhelpstakeenterprisestothepathofsuccesswitheffectivebusinessstrategiesandsolutions.Withtheir strongmarketresearchandorganizationalskills,businessadvisorshelpyougainanedgeoverthecompetition.

Featuringfor thisissueof arethe TheEnterpriseWorld's TheMostSuccessfulBusinessLeaderstoWatchOut storiesofsuchsuccessfulbusinesses,thathavemadeitthrougheveryoddstormandmadeittothetop.

FortheCoverStoryreadaboutSaadManiar:Throughouthisjourney,Saadhasalwaysbeendrivenandambitious.Althoughhecamefromasmall towninIndia,hehadtheopportunitytopursuehishigherqualificationintheUKwherehedidsmall,oddjobs.After qualifyingasACCAin1999,hetrainedasanaccountantataLondonfirm.Soon,hemovedtoDubaiandhasbeena partofthesamecompanyeversince.AtCroweUAE,SaadhasshoulderedvariousrolesincludingAuditSenior, Manager,Director,Partner,etc.Since2010,hehasbeenservingastheSeniorPartnerandMemberoftheBoard.

MonicaChikhani:Istartedmyentrepreneurialjourneyin1996,takingasmallofficeinmyDadsfirm.Ihadzero capital,butthisdidnotstopmefromventuringintowhatIknewwasmycalling.Today,26yearssinceIfounded MEC,IlookbackatallthesetbacksIovercametogettowhereIamtoday.IkeptonbelievinginMEC'svisionand pushedveryhardtokeepperseveringinwhatIbelievedthroughgrowingmyskillstobeabletoaddvalueand solutionstoeverychallengeMECWorkshopfaced.

VladimerBotsvadze:Myleadershipisasexemplaryasmymarketingstrategies.I'veearnedareputationasastandoutspeaker.Companiesthatembracecutting-edgestrategiesoftenreceiveindustryawards.I'vedeliveredanarrayof presentationschallengingthestatusquo.Highlysought-afterformyglobalstatus,I'vebeentransformingthefuture ofmycorporateclientsformorethan15years.Thepreviouseventsthathavebenefitedfrommyreveredstatus includeDigitalTalkForum,AsiaRetailSummit,AIConversationalSummit,etc.

DavidSuk:IwasluckyenoughtobetheChiefOperatingOfficerofAden+Anaisfor10+years,wheremy experiencespannedsales,marketing,supplychain,andglobaloperations. Iwasinmyearly20swhenIbecamethe ChiefOperatingOfficerofAden+AnaisandIwasextremelyluckytobeapartofthatgrowthandsuccess. Now, I'mluckyenoughtobethefounderofmyownsuccessfulbusiness. AtSaintLuna,Ithinkmybiggestachievement wassellingintoEmployee'sOnly,oneoftheworld'smostprestigiousbars. Thereisalwaysalearningcurvewhen startinganewadventure.

Shalmali W.

Leaders in Spotlight

FortheCoverStoryreadabout-

SaadManiar:Throughouthisjourney, Saadhasalwaysbeendrivenand ambitious.Althoughhecamefroma smalltowninIndia,hehadthe opportunitytopursuehishigher qualificationintheUKwherehedid small,oddjobs.AfterqualifyingasACCA in1999,hetrainedasanaccountantata Londonfirm.Soon,hemovedtoDubai andhasbeenapartofthesamecompany eversince.AtCroweUAE,Saadhas shoulderedvariousrolesincludingAudit Senior,Manager,Director,Partner,etc. Since2010,hehasbeenservingasthe SeniorPartnerandMemberoftheBoard.

MonicaChikhani:Istartedmy entrepreneurialjourneyin1996,takinga smallofficeinmyDadsfirm.Ihadzero capital,butthisdidnotstopmefrom venturingintowhatIknewwasmy calling.Today,26yearssinceIfounded MEC,IlookbackatallthesetbacksI overcametogettowhereIamtoday.I keptonbelievinginMEC'svisionand pushedveryhardtokeepperseveringin whatIbelievedthroughgrowingmyskills tobeabletoaddvalueandsolutionsto everychallengeMECWorkshopfaced.

Mycrucialachievementinmy entrepreneurialjourneyismydiscipline. Itiseasytolosefocus,specificallyifyou areyourboss.Butbeingdedicated, perseverant,andverydisciplinedinhowI conductbusinessandapproachclients mademewhoIamtoday.Iconsider myselfauniquepersongivenmy knowledge,skills,andbusiness proposition.GiventhatIamamixofa CreativeDirector,Clientrelationship Officer,BusinessDevelopmentOfficer, ExperientialOfficer,Strategist, Negotiator…younameit,Ilearnedto

makesurewheneverIamseatedata table.Asaresult,Ibringvalueand solutionswithouttheneedtotellmy prospectiveclient,Iwillgetbacktoyou onthis.

VladimerBotsvadze:Myleadershipisas exemplaryasmymarketingstrategies. I'veearnedareputationasastand-out speaker.Companiesthatembracecuttingedgestrategiesoftenreceiveindustry awards.I'vedeliveredanarrayof presentationschallengingthestatusquo. Highlysought-afterformyglobalstatus, I'vebeentransformingthefutureofmy corporateclientsformorethan15years. Thepreviouseventsthathavebenefited frommyreveredstatusincludeDigital TalkForum,AsiaRetailSummit,AI ConversationalSummit,etc.

DavidSuk:Iwasluckyenoughtobethe ChiefOperatingOfficerofAden+Anais for10+years,wheremyexperience spannedsales,marketing,supplychain, andglobaloperations. Iwasinmyearly 20swhenIbecametheChiefOperating OfficerofAden+AnaisandIwas extremelyluckytobeapartofthat growthandsuccess. Now,I'mlucky enoughtobethefounderofmyown successfulbusiness. AtSaintLuna,I thinkmybiggestachievementwasselling intoEmployee'sOnly,oneoftheworld's mostprestigiousbars. Thereisalwaysa learningcurvewhenstartinganew adventure. IfeellikeI'mstilllearning eachandeveryday,butthatiswhat makesentrepreneurshipexciting. Weare asmall,incrediblytalentedteamof diverseindividualsthatworkincredibly hard. Idothinkourcombinedgritand determinationarewhatmakeusallso successful. Italsodoesn'thurtto surroundyourselfwithkind,genuine colleagues.

S A A D

COVER STORY

SAAD MANIAR

A LAURELLED FINANCIAL LEADER WITH VISION FOR THE FUTURE

Beingaleaderisadauntingtaskinthe rigorously-competitive21-stcentury marketplace.Todistinguishthemselves inthecompetition,leadersmusthavea plethoraofqualitieslikeadistinct vision,perseverance,theabilitytotake risks,etc.AccordingtoSaadManiar (SeniorPartneratCroweUAE),

Hefurthermentionsthatitisequally importantforleaderstobuildaculture oftrustandcaretoprovideservices thatnotonlymeetclients'expectations butalsoexceedothers.Saadisa laurelledfinancialleaderwhohasbeen leveraginghisexperienceto successfullydrivethegrowthofthe

AnIllustriousJourney

Throughouthisjourney,Saadhas alwaysbeendrivenandambitious. Althoughhecamefromasmalltown inIndia,hehadtheopportunityto pursuehishigherqualificationinthe UKwherehedidsmall,oddjobs.After qualifyingasACCAin1999,he trainedasanaccountantataLondon firm.Soon,hemovedtoDubaiandhas beenapartofthesamecompanyever since.AtCroweUAE,Saadhas shoulderedvariousrolesincluding AuditSenior,Manager,Director, Partner,etc.Since2010,hehasbeen servingastheSeniorPartnerand MemberoftheBoard.

Likemanysuccessfulleaders,Saadhas alsowitnessedseveralchallengesand achievementsinhiscareer.Oneofhis biggestachievementswastobeableto resolveadifficultdisputebetween partnersthatwasongoingforfew years.Leveragingthetrustbothparties hadinhim,Saadmanagedtoresolve thedisputequicklyandamicably.

Anotherchallengewassingle-handedly deliveringrisk-consultingelementsto anentityoftheGovernmentofDubai whichcovered12topGovernment ownedentitiesandinvolvedtheir exposurein5differentcountries.Each countryandeachindustryhadits uniquechallenges.Additionally,this neededtobepresentedtotheMinister inaveryshortduration,whichwasan evenmoredifficulttask.Talkingabout hisjourney,Saadelucidates, “I am grateful for my successes, the big or small events are all my achievements of learning and experience building.”

ATrustedServiceProvider

Presently,SaadisatthehelmofCrowe UAE.Thecompanyisoneofthe leadingTop10firmsspecializingin

company

B“

”

“One of the most crucial factors of being an effective leader is to always be self-aware and instill selfawareness in others.”

audit,tax,advisory,andriskwithover 200professionalsspreadacross6 officesintheUAE.Ithasbeena trustedserviceprovidertovarious industriesacrossits40yearsof operationsinthecountry.Itsservices spanseveralindustrieslikeautomotive, realestate,mediaandentertainment, hospitality,healthcare,financial services,telecommunication,etc. Beingoneofthemarketleadersin financialservices,CroweUAEhas presenceinDubaiInternational FinancialCentre(DIFC)since2006.

Thankstothemixofexpertiseatits disposal,CroweUAEprovidesa myriadofservicesrangingfrom ExternalAudit,InternalAudit, Establishingregulatedandnonregulatedentitiesandfunds, Outsourcedservicessuchas ComplianceOfficer,FinanceOfficer, bookkeepingservices,Liquidationand Winding-upservices,etc.The companydoesnotcompromiseon qualityandmeetstheclients' expectationswithintime—whichisa keyaspectthatdistinguishesitfromits peers.Fromseniorstojuniors, everyoneispromptandproactivein

theirresponses.CroweUAE'smajor focusisdeliveringvaluetoitsclients insteadofmonetaryelements.

GrowingbeyondtheHurdles

Beingpartoftheleadinginternational financialhubinMEASAregion, CroweUAEconfrontedauniquesetof challenges.15yearsago,themarket wasnotacquaintedwithcompliance mattersandotherregulations—dueto whichthecompanyhadtokeepabreast withtheseregulationsaswellaskeep itsclientsinformedandaligned.To date,theecosystemisevolvingrapidly whichrequiredCroweUAEtoadaptto thesechangesanddevelopmentsata breakneckspeed.

CroweUAE'sstrategyhasalwaysbeen toattainsteadygrowth.Saadmentions thatthepointthattriggeredthe company'sgrowthwasitsdecisionof deepspecializationinallareasof financialservices.Thisincludedaudit, compliance,riskmanagement,etc. whichdistinguishedthebrand.

AZealousLeaderattheHelm

SaadheadsCroweUAE'spracticeat DIFC.Hebelievesindeep specializationthatallowedthe company'sfinancialservicepracticesto growexponentiallyandbeoneofthe leadersintheDIFC.AtCroweUAE, hemanagestheoverallpracticein DIFCincludingthepracticingAudit andinsolvency(liquidation). Innovation,technology,andrisk managementhavealwaysbeenatthe topofSaad'sagenda.

Additionally,Saadoverseesthe governance,riskandcompliance practiceforthecompany'snetworkin theMiddleEastandAfricaregion.His thoughtleadership,especiallyon mattersrelatingbusinessandstrategy isoftencontributedtoandreflectedin

theprintmedia.Moreover,sincethe regionisdominatedbycopy-and-paste waysofdoingbusiness,Saadis passionateaboutethics,quality,and integration—giventhecomplex integrationitpresents.

BeingtheChairmanoftheMembers AdvisoryCommitteeatACCA,Saad alsoshoulderstheresponsibilitytotake careoftheinterestofthemembers.He trulyenjoyshelpingandsupporting members,affiliates,andstudentsin need.Healsoacknowledgeshisteam bysaying, “I am blessed with a great team and my team continues to show how a fresh approach coupled with game-changing can thrive within the accountancy and audit space.”

DevelopingTimelessBonds

Saadgivesalotofemphasison creatingandmaintaininghealthy relationshipswithemployeesaswellas clients.“Ihavearelationshipwitheach memberofmyteamandknowthemup close,”hesays.Foremployees,heis morelikeacolleaguethanan employer.Hefrequentlyhasbonding sessionswiththem.Evenduringthe pandemic,hearrangedvirtualcoffee events.Saad'srelationshipwiththe employeescanbejudgedbythegreat camaraderietheteamshares,whichis reflectedinitsdeliveryofservicesto clientsaswell.

Theexperiencessharedbytheclients andcolleaguesaretestamentstoSaad's relationshipwiththem.Bernard Tapera,oneofCroweUAE'sexemployeeandapartneratcompeting firmsays, “Saad is without doubt one of the most professional chartered accountants that I have had the privilege of working with. It's refreshing to have upright professionals like him in these times of uncertainty and increasing scrutiny of the audit profession.”

“

”

“The heartbeat of our DIFC office is the quality-driven services we provide which has paved this growth chart,” he adds.

“OnwardsandUpwards”

SaadmentionsthatCroweUAEhas alwaysworkedonwardsandupwards. Thecompanytakesprideinits40years oflineage—asitsjourneyfromhumble beginningsbyDr.Khalidintermsof officespace,peoplestrength,gamutof services,andallthishasbeenperilous buthighlyrewarding.Today,itisranked no.7inauditandadvisorypractice. CroweUAEhaslaidastrongfoundation. Withtherapidlyevolvingbusiness environment,itaimstokeepinnovating newideas.Thecompanyisalso developingitstoolsusingbest-in-class technologytoefficientlydeliverits servicesandensurethatitcontinuesto addvaluetoitsclients.

Furthermore,CroweUAEisalways enhancingitsexistingserviceswhile parallellycomingupwithnewservices tobroadenitsproblem-solvingagendas. Thecompanyhasstarteditsleadership program'NextinLine'whichisallabout investinginpeople.Itisanexcitingtime intheregulatorylandscapeandCrowe UAEstaysinformedaswellaskeepsits clientsabreastofalldevelopments.Ata grouplevel,thecompanyhasalways offeredend-to-endbusinesssolutions, coveringawiderangeofservices.

AccordingtoSaad,thereasonbehindthe company'ssuccessisthecombinedeffort ofhardworkingprofessionalsworking towardsthesamegoalwhilekeeping similarmorals,values,andethics.

ExclusiveswithSaad

Maintainingahealthywork-lifebalance isparamountforleaderstostay motivatedandproductive.Beingin business,leadersaremoreoftenthannot underpressure.Tocopewiththe pressure,Saadenjoyslight-hearted moviesthathelphimrelievestressas wellasbringcalmnessandcomposurein pressuresituations.Talkingaboutthe

peopleheadmiredthemost,SaadaccreditsShaikh MuhammadforhisvisionaryleadershipandDr. Khalidforidentifyingandgroominghimforthe leaderhsipposition.

Addingtothis,Saadfindsthebusinessstoryof MumbaiTiffinwala—oneofthemostsophisticated systemsdevelopedbyordinarypeoplewithout mucheducation—tobethemostinspiring.When askedtochoosebetweenvigilanceandstrategy, Saadrepliedthatstrategyisimportantonlyifitis implementedinitsspiritandadoptedbyallthe people.Hisstrategyrevolvesaroundpeopleand theyarethemostimportantassetsoftheCrowe UAE.Sharingavoteofgratitude,Saadconcludes, “I never lose sight of the purpose of life and be thankful to almighty for whatever I have. My mentors provide me with constant guidance and I am thankful for their support.”

Saad'sFavoriteQuote:

“Iamnotsayingitisgoingtobeeasy,however,itis worthit.”

”

“At Crowe, we believe in deep-rooted values of Care, Share, Invest, and Grow which I personally embed in my daily life and I hope this has contributed to the company’s stance,” he continues.

DUBA

BURJ KHALIFA

Dubaiisthelargestandthemostpopulouscityinthe

UnitedArabEmirates.Knownastheglobalcity, thecityisapopularbusinesshubintheMiddle East.Establishedearlierasafishingvillageinthe18th century,Dubaiistodaytheglobaltransporthubfor passengersandcargo.Dubaigainedthegrowingimportance ofaportfromthemovementofthesteamersoftheBombay andSouthPersianSteamNavigationCompany,whichpaid fivevisitsannuallyfrom1899to1901.Butlateron,these visitsincreasedtoasmuchas21timesayear,andthatmade Dubaianimportantportanditalsogainedapreferencefor trading.

Sincethen,Dubaihasbecomeagrowingcenterforregional andinternationaltrade,whichiswheremostofDubai's economycomesfrom.Apartfromtrading,italsoderivesits economyfromthetourismindustry,aviation,realestate, andfinancialservices.ThegovernorofDubai,Sheikh RashidbinSaeedAlMaktoum,usedtherevenuesfrom tradingtobuildtheinfrastructureofthecity Withthis,an airportofsortswasconstructedinDubaiinthe1950s.

Intheearly1960s,Dubaibecamealivelyportforthetrade ofgoldwithsome1968importsofgoldatabout€56 million.Thegoldwasinthevastmajorityofre-exported.In theyear1966,moreamountofgoldwasshippedtoLondon andFrancethananywhereelseintheworld.Later,anoilera beganinDubai,whenoilwasdiscoveredintheterritorial watersofDubai.Thefirstoilfieldwasnamed'Fateh'or 'goodfortune'.

Dubaiexperiencedapropertyboom fromtheyears2004-2008,asthecity startedbecomingoil-reliant.Withthe largescaleconstructiontakingplace, Dubaiisbecomingoneofthefastestgrowingcitiesintheworld.This propertyboomwasdrivenbysomeof themegaprojectslikethePalmIslands, TheWorld,BurjKhalifacomplex, BusinessBayandmanymoresuch projects.Thecityishometomany skyscrapers.Withthesedevelopingreal estateprojects,Dubaifocusesand derivesmostofitseconomyfromthe tourismindustry

Dubaiisalsotheworld'sthird-largest diamondtradinghubandhasseenan increaseinthetradeofroughandcut diamondssince2001.Itissaidtobea buyinghubfortheconsumersof diamondjewelry.Apartfromdiamonds, Dubaiisalsoahubforgoldtrading, withIndiaasitsbiggestbuyerofgold. Alongwithastrongtradingindustry, Dubaiisalsohometoafewsignificant industrialventures.Theseprimarily includethealuminiumindustry,energy productionunits,investmentswerealso doneinthecarmanufacturingindustry.

DubaioverYears-

Overthepast30years,lifeinDubaihas seenincrediblegrowthintermsofits economy,lifestyleandeverythingelse. ThedevelopmentinDubaistartedoffin theearly1990s,butthingsstarted takingshapefromtheearly2000s.

Whatcaughttheworld'sattentionwas thedevelopmentofthePalmJumeirah, ahugereclaimedislandintheshapeof apalmtree.Dubaimadeanotherbold statementbyopeningTheAtlantis-The PalmResortin2008atthetopofthe Palmtrunk.Whilethewholeworldwas drowninginthewaveofrecession, thesedevelopmentsinDubaishowedit totheworldthatEmirateswasemerging anditwasopenfortradeandbusiness.

Nearly6%ofGDPinDubaiisderived fromoilandgas,eventhenithas managedtodoubleitseconomyfrom the2000s.Dubai'sgrowthrateishigher thanthegrowthrateofChinaorAsia, thetigereconomies.

WhilethedevelopmentofAbuDhabi wasnotseenmuch,theresidentialareas andtheoutskirtswereseenadaptingto

thechangeanddevelopmentquickly andeasily.Theresidentialareas includedKhalifaCity Thethen submergedKhalifaCitybeganto surfacefromthesandsasthe developmentofAbuDhabi InternationalAirport'sMidfield Terminalappearedintheyear2006. Alongwiththis,theYasIslandbeganto developastheFerrariWorld'slandmark redroofstartedtodevelopintheyear 2009.Theyear2009sawmajor developmentsasitwasalsotheyearof Emirates'inauguralGrandPrix.

TheSaadiyatIsland,primarilyadesert islandalsotransformedintoacultural hubbetweentheyears2008and2009, withtheSheikhKhalifaBridge connectingittoAbuDhabi.

Thusoverthetimefrom1984to2019, thecoastofDubaihasseenremarkable changes,withnewarenasofbusinesses emerging,makingitoneofthemost soughtafterbusinesshubsintheworld. Thecomingyearswillshowevenmore developmentintherealestate, automation,aviation,retail,andallthe otherindustries.

NNikemosttrustedAmericabased brand,rulesoverthesportsworldall overtheglobe.Asoflater2020the organizationhadcountof76,700 employeesworldwide.Aroundin early2020thebrandwasat89th positioninbrandfortune500list counting32billionmakingitshine asmostvaluedbrandinsportsworld.Nikeisshininginthe sportsmarketsince1964whenstartedasaSports equipment'scompany

ThisblogisacomprehensiveexaminationofNike marketingtechniques,includingtheirtargetmarket,social mediastrategy,marketingmix,digitalmarketingpresence, campaigns,andmarketingactivitiesthroughouttheongoing pandemic.

AboutNike:

In1964,PhillKnighttrackathleteandhiscoachBill BowermanfoundedNikeoriginallyknownasBlueRibbon Sports(BRS)inEugene.WithpartnershipwithJapanese shoemakerOnitsukaTigerformedBRS.Tillendof1964 theBRSsoldaround1300pairsofsportsshoesandearned 8,000.InearlytheannualnetgrossofBRSreachedupto 20,000.Laterin1966BRSopeneditsretailstoreatSanta Monica,California.Laterin1971relationshipbetween BRSandOnitsukaTigercametoanend.ThenBRSwas

newlybornwithexpansionandanewname“Nike”.Itsfirst productdesignedbyCarolynDavidsonnamedasSwooshwas usedbyNikeon18thJune1971.Inmiddleof1980Nikegot 50%shareinU.S.sportsshoesmarket.InDecemberofthe sameyearNikegonepublicandanewstorybeganinthe growthofNike.

NikehadWieden+Kennedyastheirprimaryadvertising partner.Co-founderoftheadvertisingcompanyLateDan WiedencoinedthemostfamoussloganforNike“JustDoIt” in1988Nikeadcampaign.ThroughoutthewholeyearNike expandedwitharapidspeed.ThegrowthofNikewentona rapidrate.Aroundin2013NikereplacedAlcoaandwasmade amemberoftheDowJonesIndustrialAverage.InDecember 2013Nike'sprofitroseto13%inglobalorders.Forthe budgetaryyear2018,NikereportedearningsofUS$1.933 billion,withannualrevenueofUS$36.397billion,anincrease of6.0%overthepreviousbudgetarycycle.Nike'sshares tradedatover$72pershare,anditsmarketcapitalizationwas valuedatoverUS$114.5billioninOctober2018.

MarketingStrategies:

Nikebeingaglobalbrandgainedmorepopularityjustbecause ofthequalityproducts.Beingasportsbrandaddedmore optionsforpromotionsandmouthpublicity.In1982first advertiseofNikewasaired,createdbyadvertisingagency Wieden+KennedyduringtheNewYorkMarathon.Withthis theCannesAdvertisingFestivalhonoredNikeasthefirst companytoreceivethehonortwiceofAdvertiseroftheYear in1994and2003.

Nikenowpromotesitsproductsthroughsponsoring agreementswithcelebrityathletes.Nike'sfirstprofessional athletetopromoteNike'sproductwasRomaniantennisplayer IlieNăstase.Nikehasalsosponsoredmanyothersuccessful trackandfieldathletesovertheyears,suchasSebastianCoe, CarlLewis,JackieJoyner-Kersee,MichaelJohnsonand AllysonFelix.TheunderwritingofbasketballplayerMichael Jordanin1984,withhissubsequentpromotionofNikeover thecourseofhiscareer,withSpikeLeeasMarsBlackmon, provedtobeoneofthehugebooststoNike'sglareandsales.

DigitalMarketing:

Nike'sbestofthedigitalmarketingcampaignshassomebasic aspectsincludingsomeofthebestdigitalmarketing campaignsofNike.

Nikebelievesinmarketingstrategyisbrilliantlysupportedby effectiveads.Nikedoesn'tjustselltheirproductbuttheysell aspiration.

BuildingTaglinesandStories

Nikefocusoncreatingmeaningfulstoriestobuilda loyalfanbase.Nikepromptsemotioninthecustomer through“emotionalbranding”.Carefullycraftedadsaim giverisetoparticularfeelingsandmaketheNike productsmoremeaningfulthroughtheeyesofthe customers.

FinancialStatistics

Nike'sdigitalmarketingstrategyhasbroughtsuccess. Nikeisthemostvaluableglobalapparelbrandwitha brandvalueof28billiondollarsaspertherecordsof 2018.Theyheldthelargestmarketsharewith2.8 percentin2017.Thecompany'sfinancialrecordisalso strong.Inthelastconsecutive4years,Nikegenerated over30billiondollarsinrevenue.

TargetingTargetedAudience

Nikehasaspecialtargetingstrategywhotargetsthe audiencewhoactuallyneedstheproducts.E.g.Nike believesinsponsorships.Nikepromotestheirproduct throughcelebrityathletesgraduallyleadingin approachingatargetedaudiencecrowd.

Thebrandalwaysusescutting-edgetechnologieslike hyperadapt.Theirmissionis“Tobringinspirationand innovationtoeveryathleteintheworld”andasweall knowtheirtaglineis“JustDoIt”.Theyhaveastrong productportfolioinvariousinterrelatedbusiness segmentstoretaintheircustomersandprovidebundle productstothem.

Campaigns:

Nikeadvertisementshavealwaysdeliveredpowerful messagesthatstaywithviewersforalongtime.

Thelabel'swell-known"JustDoIt"missionstatement hasappearedinthelistoficonicadvertisementsoverthe years.Thecompanyhasearnedareputationforbeing oneofthemostcreativeadvertisersinthebusiness.

CharlesBarkley's"IAmNotaRoleModel"(1993)

TheleadingsportswearcastCharlesBarkleyinits1993 commercialwhoraisedavalidpoint“JustbecauseI dunkabasketballdoesn'tmeanIshouldraiseyourkids”. ThestatementcreatedcontroversiesinUnitesstates. Barkleywasnottheonlyonetomakethispointatthe time,buthismessagewasamplifiedthroughthisad.

TigerWoods“HelloWorld”(1996)

Withtheir"HelloWorld"promotionalvideo,theleading sportswearpresentedTigerWoodstotheworldwhenhe startedplayingprofessionallyin1996.Fewcouldhave foreseenthenhowinfluentialWoodswouldbeintheworld ofgolf,butNike'sadboldlypredictedhisaccomplishments thatwouldshortlyfollow.Theadgoneairandslowlygot morepopularityinthosedays.

Equality(2017)

Nikedeliberatelyharnessedthesport'ssupremacy,aswell asitsathletes',tofightimpairmentanddiscriminationinits February2017videoadvertisement.Thecampaignurged peopletoimplementthesportsmanshipandjusticethey witnessonthecourtorontheplayingfieldintheir everydaylives.Itwasn'tmadetoadvertiseaproduct. Instead,thelabelandtheathletesintendedtohighlighta majorsocialissueintheUnitedStates.

Thetaglineofthiscampaignwas, “The ball should bounce the same for everyone, on or off the field of play.”

COVID19Scenario:

LockdownandCovid19canbesaidtobetheworstyears inworldhistoryafterworldwarsandpandemics.Thevirus mademanyunrecoverabledamages.Manyofthepeople losttheirlovedones,somelosttheirjobandsomelosttheir bigset-upsraisedwithhardwork.Inthisscenariomany companiesandtheirownerscameforwardtohelppeople globally

Withthesamethoughsomecompaniesovercamethis phaseyetimpactofCovidcontinuedonmanyofthe companies.Currently,itbeenalmostthreeyearsforCovid outbreakyetcompaniesstrivinghardtocomeuptheloss baredinthoseyears.Althoughsafetywasmoreimportantat thesituationbutafterallithastobeenleftbackandstarting againiswhatneeded.ManyofcompanieslikeNike supportedcitizensandgovernmenttoovercomethephase. Nikeheldcampaignsandsessionforemployeesaddressing peopleandtheiremployeestobeawareaswellasassuring themsafetyandsecurity.Nikeaddressedtheircustomers andemployees,“Forthecontinuedsafetyandwellbeingof

ourteammatesandcustomers,ourNike-ownedandoperated storeswillremaintemporarilyclosedinmultiplecountries aroundtheworld.Storesinselectedlocationsareopenbased onguidancefromhealthandgovernmentauthorities.”

Conclusion:

Insummary,Nikeisthemarketleaderbecauseofitsdominant worldwidepresenceandleadership.Becauseofitsinviting environment,andunrivaledservice,acustomer'sexperienceat aNikestoreisundoubtedlyunlikeanyothersports equipment'sshop.Theirwelcoming“perfectsportsassociated atmosphere”shouldbealong-termcompetitiveadvantage. Thecompany'sretailoutletsandon-sitecollaborationshave earnedhigherresponserates,puttingtheminfrontofthepack inthematurebusiness.Asaresultofitsall-encompassing marketingapproach,Nikeenjoysastrongmarketposition.