Approach Nike to Kenya
MARKET APPROACH KENYA
NIKE
JUST DO IT
Project Nike – Kenya
Ada van Eck – 1531924 Daan van Harten – 1534013 Pauline van der Hoog – 1527744 Melvin Vennema – 1560501
Tallam K. Zakayo Cheruiyot K. Albert Korir Peninnah
Group 4 Teachers: Paul Jaspers Henk Penseel
3 December 2009
Nike
Kenya
2
Preface
December 2009 On the 18te of August off this year we have had a mail. That our school was looking for motivated students with ambitions to work on an international project. The project was to make a market-entry strategy for Nike to enter the market in Kenya. The name of our project is “The International Sport Bridge Project for Nike”. We have made a group of four persons Melvin Vennema, Daan van Harten, Pauline van der Hoog and Ada van Eck. To make this project successful we had assistance of students of the MOI University in Kenya. Under the guidance of Paul Jaspers we created a Market approach for Nike. This report will give you many answers for a Market-entry Kenya. We like to thank Hans Koeleman, (Brand Manager Rapidly Emerging Markets at Nike Europe) for his presentation, Paul Jaspers for the lessons, the Kenyan students for their information and in particular Anthony Hanningtone for the information we needed out of Kenya. We hope you will enjoy our report, Ada van Eck Daan van Harten Pauline van der Hoog Melvin Vennema
Nike
Kenya
3
Management summary
Nike Apple Nairobi – Hilversum city run
Nike is the world‟s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. For Nike is the Kenya market a new chance for success, and with our idea of a Nike Nairobi Hilversum City Run‟ could be the opening of a good market approach for Nike in Kenya. The first line of footwear is established in 1972. Since then, Nike has become a very popular brand which is known all over the world. The mission of Nike is to bring inspiration
NIKE
JUST DO IT
Project Nike – Kenya
Ada van Eck – 1531924 Daan van Harten – 1534013 Pauline van der Hoog – 1527744 Melvin Vennema – 1560501
Tallam K. Zakayo Cheruiyot K. Albert Korir Peninnah
Group 4 Teachers: Paul Jaspers Henk Penseel
3 December 2009
Nike
Kenya
2
Preface
December 2009 On the 18te of August off this year we have had a mail. That our school was looking for motivated students with ambitions to work on an international project. The project was to make a market-entry strategy for Nike to enter the market in Kenya. The name of our project is “The International Sport Bridge Project for Nike”. We have made a group of four persons Melvin Vennema, Daan van Harten, Pauline van der Hoog and Ada van Eck. To make this project successful we had assistance of students of the MOI University in Kenya. Under the guidance of Paul Jaspers we created a Market approach for Nike. This report will give you many answers for a Market-entry Kenya. We like to thank Hans Koeleman, (Brand Manager Rapidly Emerging Markets at Nike Europe) for his presentation, Paul Jaspers for the lessons, the Kenyan students for their information and in particular Anthony Hanningtone for the information we needed out of Kenya. We hope you will enjoy our report, Ada van Eck Daan van Harten Pauline van der Hoog Melvin Vennema
Nike
Kenya
3
Management summary
Nike Apple Nairobi – Hilversum city run
Nike is the world‟s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. For Nike is the Kenya market a new chance for success, and with our idea of a Nike Nairobi Hilversum City Run‟ could be the opening of a good market approach for Nike in Kenya. The first line of footwear is established in 1972. Since then, Nike has become a very popular brand which is known all over the world. The mission of Nike is to bring inspiration