It uses separate campaign or strategy to cap the market potential of the different segments. Case study analysis 30% the case study is about market segmentation and strategic options for sport shoes. A comparative analysis of strategies and business models of nike. Remember the market sizing activity you did in the target market homework. Hence, from the nike marketing mix price strategy, we understand that being a market leader, is has a significant hand in controlling the prices. The adidas strategies focus on the broad differentiation, innovation, trying to produce new. Market segmentation is a much broader concept, however, and it pervades the practice of business throughout the world. Market segmentation market segmentation is the division of a market into different groups of customers with distinctly similar needs and productservice requirements. Positioning to bring inspiration and innovation to every athlete in the world ubiquitous brand you have a body, you are an athlete shifted from product focus to attitude focus. Different pricing strategy so as to open up a new market segments.
Products products cont it is as thought the products themselves will give you qualities that make you more attractive other people as well. Nike company operates 106 cole haan stores, 51 converse factory stores, and 18 hurley stores in the us distribution channels nike s current brand marketing. The market segmentation of nike catalyst essay 2001 words 9 pages. Because of nike s marketing research, the company has decided to revamp its apparel division to be more fashion savvy. This is a market that has been growing in recent years with the rise of the health conscious consumer. Segmentation is the foundation for distinctive and sustainable competitive advantage.
Dec 08, 2014 segmentation and target market paper nike introduction. Nike was founded by university of oregon track athlete phil knight and his coach bill bowerman in january 1964. Nike have been divide the market into separate segments on the basis of series that relevant to the characteristic such as. As we know that nikes share depends on different kinds of sportswear and equipment that are included in the market definition and if they are included in the market then nikes market position would be a medium one. There are also many other sources of information to. However, if the first marketing choice is market segmentation, how does nike group consumers based on common needs. Nike had segmented their customers into four categories which are demographic, geographic psychographic, and.
Segmentation and target market paper nike introduction. Global sports sponsorship market 2020 by detailed analysis, segmentation, business outlook, exponential growth, development trends and regional market analysis till 2024. The logo is much like the name in that it is easily recognizable and distinct. With your download, get the 31 best papers relevant to this one, including 20 top related papers. Nike had segmented their customers into four categories which are demographic, geographic psychographic, and behavioral segmentation.
With respect to this the report contains comprehensive marketing plan components including company analysis nike s current and future status, situation or. Market segmentation of the nike company 3635 words bartleby. Nike capitalized on the online buying trend and customization by telling customers to just do it. Caroline quamme, nicole maurer, jessica westberry, and enzo landucci. Market segmentation, market target and market positioning of. However, this does not mean nike does not use market segmenting to more precisely define various market segments. At this stage of planning, decisions are made in order to. Nike segmentation marketing excellence case study analysis. The motive behind segmentation is get to know the customer in a much more detailed manner, gain a competitive advantage and be able to serve the customers needs and wants in a better way. Marketing segmentation of adidas adidas is a major german sports apparel manufacturer, which was founded in 1948.
In total, the global market share for nike is expected to be over 27% by 2020. As a result of product and pricing research, nike has decided to continue to focus on the high end market while increasing its. Marketer will identify the customer need and want then only decide if it is practical to develop marketing mix to satisfy those wants. This presentation was created by syed zaid ali under prof. Stated in terms of dollars and units how much of that market share is it realistic for your to capture. Nike derived 44% of its revenue from north america in 1h15. Most people associate footwear with the nike brand and rightly so. Nike has been accessibility in any market segmentation through advertisement. Most of nike s incremental revenue was recorded in its north america market, nike s largest geographical segment. Or to put it another way, market segmentation is the division of a mass market into identifiable and distinct groups or. Mar 06, 2018 nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. Segmentation, targeting, positioning in the marketing strategy of nike nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. Target market expanding womens apparels women in 20s and 30s driving the athleisure trend women kids are growing part of nike. In the us, economic growth rates have tapered down, and the trade war could affect its china market.
It was also found that women enjoy the luxurious nature of sun care products, men prefer convenience, and children don. Jordan brian east tennessee state university follow this and additional works at. A comparative analysis of strategies and business models of nike, inc. Develop strong positions in spealized market segment. Download as docx, pdf, txt or read online from scribd. Essentially, a firm adopts a market segmentation strategy that is best suited to achieving its. Scribd is the worlds largest social reading and publishing site. Pdf this report is all about to show a marketing plan for nikes products. Market segmentation levels of market segmentation mass marketing same product to all consumers no segmentation segment marketing different products to one or more segments some segmentation micromarketing products to suit the tastes of individuals and locations complete segmentation niche marketing. Mar 05, 2019 a swot analysis of nike for 2018 check out the brands strengths, weaknesses, opportunities and threats. Market segmentation, market target and market positioning of nike company. This report is all about to show a marketing plan for nike s products. The book talks the reader through every single step, every single potential pitfall, and every single decision that needs to be made to ensure. Mba 61 marketing panagiotopoulou vasiliki vasiliki.
Market segmentation of the nike company essay 3626 words. Playing and talking about sports shapes these individuals personalities and lifestyles. Can you impact that by adjusting your segmentation or marketing mix. It is the largest sportswear manufacturer in europe and the second biggest sportswear manufacturer in the world, after nike. Sample response nike segmentation and targeting nike is unique in the fact that they have a very general targeted demographic segment their stated target market is all athletes. Nike primarily targets consumers who are between 1840 years of age. Targeting is the important aspect of the marketing strategy, especially when a company is in different businesses. The companys clothing and shoe designs typically feature three parallel bars. Retailers already have the necessary data, via the transaction history, to drive proper customer segmentation profiles. Nike also caters to specific needs in the athletic footwear markets such. Market segmentation of the nike company essay example.
Apr 20, 20 based on a complete business analysis discover research objectives and conduct a survey. As the company is associated with premium branding and segmentation, it can be said that capturing the emerging market newly affluent consumers prize could well be a game changer for the company. In recent years, nike has begun to diversify into accessories and other premium products apart its signature footwear segment. There are 3 stages in market segmentation procedure survey stage analysis. Segmentation and positioning of nike footwear 2 market. Nikes other competitor is puma, the third largest shoe and sports clothing supplier.
Global sports sponsorship market 2020 by detailed analysis. Positioning of adidas understanding the segmentation, targetting and positioning of adidas. Nike s typical target market is athletes, but specifically male athletes generally between the ages of 15 35. There is both a science and an art to designing and evaluating a successful segmentation. The nike swoosh is one of the most universally recognized. Nike market analysis and business overview uk essays.
Increase market share in all the markets to counter the threat from the recent adidasreebok merger. Nike s segmentation targeting positioning marketing strategy 1. Marketing segmentation of adidas essay 1435 words bartleby. A comparative analysis of strategies and business models. Markets defined a market is a group of people, individuals or organizations that have. Or to put it another way, market segmentation is the division of a mass market into identi. Psychographic segmentation nike also uses psychographic segmentation to target individuals with specific lifestyles and personalities. Find, read and cite all the research you need on researchgate. For example, market research has shown that awareness of the need for protection from the sun does not necessarily lead to product purchase and usage. Nike s management analyzes its internal environment and makes decisions based on that analysis. The motive behind segmentation is get to know the customer in a detailed manner, gain a competitive advantage and then be able to serve the customers needs and wants in a better way. We also find that the other side influences of nike s core marketing strategies such as. Market segmentation of the nike company 3635 words.
Market segmentation, market target and market positioning. Pdf marketing choices are crucial components of a strategic marketing process. Market segmentation of the nike company demographic segmentation demography segmentation they include age, race, family income, and education level, among others. It is seen from market and companys analysis that nike has the potential to execute its. Expand further into international markets such as emerging markets and spur growth in the european and japanese markets. Under armours first major market segmentation group is the age of their customers.
Under armours first major market segmentation group is the age. This is not an example of the work written by professional essay writers. Even market segmentation experts will find something new, including a vast array of useful visualisation techniques that make interpretation of market segments and selection of target segments easier. Top 10 nike competitors competitor analysis of nike.
Despite a slight decline from prior years, nike continues to have the greatest market share in the u. The second one basically helps to define the total market of that product in our case would be the total market of furniture. Positioning of adidas stp analysis of adidas heartofcodes. Nike nke faces some challenges in its target markets.
Most of nikes incremental revenue was recorded in its north america market, nikes largest geographical segment. Market segmentation, market target and market positioning of nike. Nike and adidas are dominating the market for athletic. Besides, it was observed that the majority of the respondents consist of professional from various fields like engineers, software professionals, working executive etc. The findings of the study highlight nikes strategies which. The management can respond to meet changing market demand. Marketing strategy of nike nike marketing strategy. Market segmentation and target marketing pearson canada. Marketing segmentation market segmentation is the process of dividing the market into dissimilar, distinctive groups of people who have similar needs to be satisfied, alike wants and behavior, or might want some products and services. Apr 11, 2016 with respect to this the report contains comprehensive marketing plan components including company analysis nikes current and future status, situation or market analysis and competitors analysis. Segmentation is central to nikes success retailwire.
Market segmentation is the process of dividing up mass markets into different groups of similar needs and wants. Summary this situational analysis focuses on a world leading brand nike. Nike has focused on product innovation and marketing for growth. Nikes segmentation targeting positioning marketing strategy. Nike s sales force is the most professional and has the greatest knowledge of the products compared to its competitors. Nike s sales force is divided into footwear and apparel and the teams are assigned specifically to accounts. In the case of nike and other specialty retailers, its critical to get this segmentation right to offer the personalized and customized experience each customer group is seeking. Nike s consumer direct offense, its strategy to revive growth particularly in the north america market where sales just fell 3% in 1q2018, may be jeopardizing its long term prospects by alienating. Market segmentation means dividing the market into distinctive groups of customers and buyers. It uses separate campaign or strategy to cap the market potential of the different segments targeting is the important aspect of the marketing strategy, especially when a company is in different businesses. Strategic marketing plan of nike by hina brohi, rabel. Globally, if nike is in an emerging market, or a new market, it distributes its product through a third party. Nike marketing case study answers nike marketing assessment details.
In this type of market nike must target individuals who enjoy playing sports. There are also many other sources of information to read and use as references e. It is important for companies like nike to segment their markets. As for market segmentation, nike has niche market to serve that is nike focuses and targets. Nike marketing research by kathleen mcentire issuu. Market segmentation when the term market segmentation is used, most of us immediately think of psychographics, lifestyles, values, behaviors, and multivariate cluster analysis routines. Psychographic segmentation nike also uses psychographic.1339 791 1482 923 137 1498 1091 991 722 1664 337 283 1668 15 1364 566 320 136 161 1187 187 1451 274 587 1157 1147 396 1122 593 284 884 706