Report on the Case Study Nike
This report has been produced to provide an insight into the consumer
decision-making process, buyer behaviour factors that consumers of
Nike are influenced by. The report also details recommendations based
on the findings.
2.0 Summary
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The report is about Nike, regarding the case study. The report
elaborates on the aspects including buyer behaviour, brand image,
consumer decision making, and marketing research techniques applicable
to Nike.
3.0 Introduction
Nike is the worlds number one sports shoe company. In the US Nike
dominates 35% (source: see appendices) of the sports shoe market and
its products are sold in more than 140 countries worldwide, it also
holds one of the most recognisable logos (amongst others Coca-Cola
etc) in the world, the Nike Swoosh.
4.0Findings
Question One
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4.1 The majority of Nikes customers (70%) purchase their products for
non-sporting activities. Instead they are bought for their
'fashionable' brand image, rather than for their actual purpose. For
example running shoes are designed for that purpose, running, but are
usually purchased by the fashion conscious whose decision is based on
their popularity and the appearance of the shoe.
4.2 The consumer buyer decision-making process for a pair of Nike
training shoes will not be the same for each consumer. The consumers,
which Nike attracts, could be divided into two categories. Those who
have an actually purpose for buying, and no what they want, these
consumers purchase them for the purpose which they were originally
made-sport. The second category could...
... middle of paper ...
...y what it is that consumers want and
then provide products to meet that demand.
7.2 External factors that could be researched are competitors, and
changes and trends in fashion, which inevitably influence Nike. The
findings of this research would allow Nike to maintain their
fashionable and innovative image as well as market share.
7.3 Analysing the success of other competitors, and their current
sales figures and range allows Nike to see whether there is anything
their competitors are doing that they are not it also allows them to
spot any gaps in the market if they wish to diversify.
Bibliography
1. Lecture Notes Andrew Davison
2. Lecture Notes Pete Johnson
3. HND Business BTEC
3. Business For Higher Awards Dave Needham
3. WWW.nike.com
4. WWW.hoovers.com
5. WWW.arbnet.com
Advantage: Expanding the sale of products in foreign countries will help UA to become a global competitor in the world market for sport apparel and performance products; enhancing the global awareness of UA brand name and strengthening the appeal of UA products worldwide.
I cursed under my breath as I pulled my foot out from under the thick sludge of dirt and grass that had engulfed my shoe. The vibrant volt pattern was now hidden below a layer of earthy grit. Holding my foot in the air to salvage whatever style was left, I noticed the deeply settled footprint I had left in the mud – an unmistakable swoosh imprinted in the earth. In my frustration, I found myself blaming the ground rather than myself for this small mishap. Funny thing about the ground – it’s rarely the one moving. I was treating the dirt, grass, and all its miniscule inhabitants like objects that I was somehow sovereign over much like how Michael Pollan formerly regarded the plants in his book Botany of Desire. It was then that I realized the footprint I left could be just as much a detriment to the patch of grass as it was to my shoe. I own a wide variety of Nike shoes and use a different pair at least once a day, everyday. Each style appeals to me in a different way and provides me its own unique sense of security – support on the court from my KD Precision Timing, a barefoot feel on the track from my Flyknit Racers, and comfort at work from my Roshe Runs to name a few. Just like my shoe, all objects leave their own impressions on the world – uprooting their own form of mud and leaving behind their own footprint. Through an exploration of the production, use and disposal of Nike shoes, I will unearth the footprints they are leaving behind, and more importantly the trail they are following into the future.
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product as we can see that the Nike Shox was a run away success in U.K
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