Topics: Marketing, Athletic shoe, Marketing research Pages: 2 (404 words) Published: May 8, 2013
Final Paper
Taj Stone
Southern New Hampshire University

Nike is the leading company when it comes to athletic apparel and footwear. It has done so by implementing an aggressive marketing strategy and maintained its hold on its market share Positioning for Nike

Nike is benefiting from economies of sale so this places them in the “cash cow” category. Cash cow growth has slowed and the products still hold a decent amount of the market share. The best way for Nike to promote its product would be on television during sporting events. The young athletic demographic that it will reach is in the masses in regards to the positioning of the product. Nikes brand image, to this very day with its trademark Swoosh, can be considered one of the most recognizable brands in the entire world. Nike is constantly represented in the final four when back in 1999 42 out of 64 teams were associated with nike itself. Another way for Nike to maintain its market share would be to continue with their aggressive marketing campaigns, along with celebrity endorsements. But all this can be for nothing if it weren’t for the quality of the product. Competitors to Nike include but aren’t limited companies and brands such as Adidas, Reebok and new balance.

Market Share for Nike
Nike has a global market share of 30.4%. Despite a slight decline, Nike has one of the largest percentage of market share when it comes down footwear in the United States. The closes competitor in Adidas has a market share of around 15%. While Reebok holds 11%. Although Nikes market share is leading at the moment, it still is projected to show growth. By sponsoring events held around the globe nike is due to increase market share.

Marketing research for Nike
In order to maintain its position as the leader in athletic footwear and apparel, Nike implements a continual marketing research method. After conducted this research, the company found that the most effective thing they can do...
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