Context of marketing strategy

Chapters 1 and 2 of the textbook providing an introduction to marketing strategy and planning. In the context of marketing strategy planning, it is critical for a company to have a solid marketing vision for its organization. For this discussion, please select a major automobile, clothing, or restaurant company of your choice. Conduct brief research of that company and provide a 2-3 paragraph synopsis of what you believe the current vision for that company is, in the aspect of their marketing? What core focus do you believe they are conducting based on company info and advertising they have in the market today?

Replies should be substantive at a minimum of 2-3 paragraphs per reply, with added insights, comments, or follow-up questions to support the discussion further. References are expected in both the initial post and peer replies.


The multifunctional high intensity training (i.e., CrossFit, CF) took the fitness world by storm several years ago (Mansour, 2019). Branding a shoe line that was adaptable for running, performing multiple movements like rope climbs, speed interval training, and different forms of barbell and dumbbell movements requires a unique shoe. The Reebok Nano was the only shoe for a CF athlete. Believe me, I have had at least six pairs since I started CF in 2016.

How does a small company like NOBULL become the main sponsor of the 2021 CF games in just six years after introducing its first athletic shoe? How did they standout in a market that was already competitive and successfully compete against companies like Reebok? Beausoleil (2021) explained that NOBULL wanted to create a product that filled a, a specific need without overselling itself.

NOBULLs vision began with two former employees of Reebok; they understood the design and the marketing approach to sell their product. Their marketing strategy was a gamble but it worked. It was grassroots effort that began by getting the word out by visiting CF gyms, i.e., boxes, across the United States. CF is relatively a small community and relationships build over time. They approached their marketing strategy by . Beausoleil (2021) said that NOBULL was able to take their word-of mouth-strategy and niche their way into CF without, branding the shoe as a competitor of Reebok or even tying it to the word CF.

As I read the first chapter of our text, I was trying to determine the model used by NOBULL to market their strategy. I then realized it was a perfect example of the newest definition of marketing. Hooley, (2020) explained that, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (p. 21). This is exactly what the founders achieved at NOBULL. I have not tried the NOBULL shoe, but I will be soon!


Beausoleil, M. (2019, December 4). How NOBULL Turned a Niche Product into a Business.Medium.

Hooley, G., Piercy, N., Nicoulaud, B., Rudd, J., Lee, N. (20200113). Marketing Strategy and Competitive Positioning PDF eBook, 7th Edition. [[VitalSource Bookshelf version]]. Retrieved from vbk://9781292276557

Mansour, S. (2019, November 8). What is CrossFit? And is it right for you? Heres what you need to know.NBCNews.


POST2: Toby


The company I chose is Is Apple. Apple is well known by everyone. In today’s society you can see the general public having an iPhone, iPad, watch and even a Macbook computer. It is common to see such products being used by everyone as it has become a norm in our society.The vision statement and mission statement now represent the companys efforts in in the computer technology, consumer electronics, cloud computing, digital distribution services, and semiconductors industries (Rowland, 2020). I love what Apple has done to change the way we live in society today in the technology based enterprise they have that generates productivity in our daily lives. Apple products are being used as forms of research, communication, illustration and even ways for us to have a secure way to handle banking and personal information without having to have paper file or even money.

I remember a time when we would have to have other products such as a calendar to write down what is going on during the week or the month. It helped keep us organized and strayed away from any schedule conflicts. Having an alarm clock to that plugged into the wall, having a separate camera to take photos when traveling or at an event. There was a time when we needed a portable gps, maps to travel, even for utility purposes a flash light to search for things. Today your standard iPhone has all of the essentials plus more in the palm or your hands, helping us have less items and more accessibility with just one product.Some products been absorbed, some have been completely removed from the marketplace, and thats part of a free and open marketplace.The iPhone has also created arguably as many new industries as it destroyed (Leswing, 2019).



Kifleswing. The IPhone Decade: How Apple’s Phone Created and Destroyed Industries and Changed the World.CNBC, CNBC, 18 Dec. 2019, www.cnbc..html.


Rowland, Christine. Apple Inc.’s Mission Statement and Vision Statement (An Analysis).Panmore Institute, 23 Sept. 2020, panmore..


POST3- Kylie

Lexus is well-known in the automotive industry for producing luxurious, sleek, and timeless vehicles that translate into their marketing campaigns. A simple scroll through Lexus website will inform that audience of all they need to know. With sleek black and white designs that bring attention to the photos of the vehicles and the continuous relation of the brand to a lifestyle, Lexus is going out of its way to prove its luxury is more than just about a vehicle, it is a lifestyle in and of itself. The brands marketing efforts have recently been focused on showcasing its sales as its annual sales event is here for 2021. However, while it is focusing on the sale, it is not taking away from showcasing the luxury, bodywork, and performance that Lexus has always focused on in its ads. Using a creative landscape and a fun plot twist, the latest ad released on television, 2021 Lexus Golden Opportunity Sales Event: Performance | Lexus (2021). provides a strong focus on the performance of Lexus three new models of their famous vehicles, the IS, RC, and LC. Lexus latest ads showcase the bodywork of the car, the performance capabilities, and a modern, sleek tone that oozes luxury, reliability, and relatability.

As Hooley et al. (2020) suggest, part of marketing a product is showing how the product fulfills the consumers needs. Lexus takes the intrinsic need for luxury and comfort that humans have (the affinity for nice things) and markets a line of cars to fulfill these. With their modern marketing campaigns, the focus is on the luxury, safety, and performance of the car that turns the car from a high-end vehicle none can afford to a relatable car that all can enjoy. Lexus states that it takes design, innovation, and performance to turn them into experiences while creating loyalty with all who engage with the brand, not just the vehicles (Lexus, About). Therefore, it is easy to see that the current vision for Lexus is that of a high-end performance vehicle lineup that can fit any and every driver. This makes the brand more relatable while maintaining the famous luxurious tone and bodywork that has made Lexus stick out since its creation in 1989.

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