In order to conduct proper research, it was important for our group to choose a field that the public was involved in. Our research topic was the sneaker market. After our topic was chosen, we had to choose three brands that we felt the general public have heard of and have purchased these sneakers. Our brands were Nike, Adidas and Puma.
Once we had our brands, we had to discuss our objectives and from which company's perspective were we conducting research for. We chose the brand Nike, as it has one of the most recognized symbols in the world. Our research was conducted as though we were working for the brand manager of Nike, in an approach to analyze Nike's strengths and weaknesses by comparing them to the other brands of Adidas and Puma. From there, we wanted to determine what areas Nike needs to improve so that their image in the sneaker industry will be highly accepted. In conclusion, our research showed us that Adidas was the overall favored brand. We would recommend to Nike that they need to look at the attributes they scored low on in our survey. By matching the attributes scored by other brands they scored low against. This would allow them to repair any flaws in their present brand image. Another recommendation we would make to Nike, is to try to target the female consumers. Only 9.5% of the females surveyed said they would buy Nike sneakers again. Nike needs to look at how the female's ranked Adidas and Puma and try to fill the voids they are missing in the marketing campaign for Nike women's sneakers. Although Nike is seen as a top brand in the world, there is always opportunity for development. They should always remember that the company's image is what makes the sneaker sell, and that is something Nike has always done.
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