current distribution network and infrastructure that Nike had in place for its high-end footwear‚ the World Shoes‚ distributed through the same channels‚ didn’t reach the proper target market. The Series 100 and Series 400 were simply placed on a shelf next to the expensive Air Max in an urban retail store. The consumers in the intended market segment‚ who lived primarily in rural areas‚ didn’t necessarily shop at these places. However‚ Nike had no system to distribute the shoes outside of its three
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St. John’s University Student Managed Investment Research Equity Research NIKE (NKE) April 4‚ 2004 Recommendation: Sector: Industry: BUY Consumer Cyclical Footwear 76.64 78.56 49.60 263.12M .80 20.17B 10‚697M 21.66% $94.85 Price: 52 – Week High: 52 – Week Low: Shares Out (mil): Dividend: Market Cap: 2003 Revenue: Project EPS Growth: 2005 Target Price: Highlights Rudy Dermesropian rdermes@hotmail.com Jason A. Drago Jdrag636@stjohns.edu Gintare Grigaite Gintare.grigaite01@stjohns.edu
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NIKE HISTORY Bill Bowerman and Phil Knight founded Nike Inc. as Blue Ribbon Sports in 1962 with a handshake. The two man team began the company with a combined investment of $500 each. They reached an agreement with a Japanese manufacturer of athletic shoes‚ forming BRS/Tiger shoes. Phil Knight started this company selling shoes from the trunk of his car. As the empire grew‚ the two man team developed the idea to cut overheard. In 1972‚ BRS and Onitsuka Tiger went different ways and thus Nike
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Market segmentation is an essential part in today’s business world. It is because not all customers have the same requirement and a market strategy which does not recognize this fact will result business failure. Market segmentation is the process of splitting customers‚ or potential customers within a market into different groups‚ or segments‚ within which customers have the same or similar requirements satisfied by a distinct marketing mix. Nike has been successful in market segmentation for selling
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As we all know that Nike ads display confidence‚ attitude‚ and a good seller about their products. Historically‚ using successful sports stars has been a typical characteristic of Nike’s commercial. Michael Jordan was one of their main promoters. They are using a lot of rhetorical techniques to catch consumers’ attention. Its successful visual appealing makes consumers take a glance of it and want to buy their products. This advertisement is a Nike advertisement in the old time. It shows a famous
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Nike 1. Family‚ Household and reference groups 1.1. Reference groups Reference groups are the most important groups to marketers since they affect behavior and purchasing (Rice‚ 1997).Value-expressive influence is one form of reference group influence (Solomon ‚ Bamossy ‚ Askegaard and Hogg‚2006) in which “The individual sometimes feels that it would be nice to be like the type of person that advertisements show using a particular brand”.(Solomon‚ Bamossy‚ Askegaard and Hogg‚2006 p.351).Following
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market segmentation Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs (and/or common desires) as well as common applications for the relevant goods and services. Depending on the specific characteristics of the product‚ these subsets may be divided by criteria such as age and gender‚ or other distinctions‚ such as location or income. Marketing campaigns can then be designed and implemented to target these specific
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Geographic Segmentation Geographic segmentation calls for dividing the market into different geographical units such as nations‚ regions‚ states‚ counties‚ cities‚ or even neighborhoods. A company may decide to operate in one or a few geographical areas‚ or to operate in all areas but pay attention to geo-graphical differences in needs and wants. ACI Logistic Ltd (shwapno) today is localizing their products‚ advertising‚ promotion‚ and sales efforts to fit the needs of individual regions
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Introduction: Market Segmentation: Market segmentation is the process of dividing the market into parts that are different from one another. It is the identification of potential customers who would buy your products. Different customers have different needs and it is not possible to satisfy these needs by treating all customers in a similar way. Most organisations do not have all the resources to satisfy the needs of all the customers. Therefore‚ it is necessary to identify the similar groups of
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Ethics of Globalization 4/12/2012 Adriano The Perils of Globalization & Learning Social Responsibility: Nike‚ Inc. As time has gone on‚ the world has begun to transform due to a phenomenon that affects just about everyone‚ the phenomenon is referred to many as globalization. In the past‚ it was somewhat accepted that the people of one country owed no obligation to the people of another nation. Each nation kept to themselves and worried predominantly about themselves and no one else. But
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