Caso nike

Solo disponible en BuenasTareas
  • Páginas : 5 (1239 palabras )
  • Descarga(s) : 7
  • Publicado : 29 de junio de 2010
Leer documento completo
Vista previa del texto
OUTLINE N° 1
I. Introduction
1. Inspired by the Greek goddess of victory, Niké, in addition to the wings of victory, was a symbol of good luck and said she had great speed, which is what reflects Nike sports products.

2. Nike uses market research to remain a consisten and innovative brand, which is in constatn change in terms of product offerings, to mantains its market share, whis meansstaying as a leader on the market.
II. Body
A. Overwiev of Nike
Nike is a multinational company in textile industry, whose products are clothing, footwear and other sporting goods and was founded in 1968 by Phil Knight and Bill Bowerman.
B. Understandig the market of Nike
Nike understood from the outset that its success in the market would depend on the identity that took the lives ofpeople, the valuation of his image, and for that they should invest large sums of money on advertising, some forms of advertising that were implemented:

- Use the power of the athletes to popularize the brand: Nike, find athletes capable of transmitting the image of victory and excellence that the mark preaches.
This understanding of the business spending huge amounts of money to have thebest athletes from each discipline has become the true philosophy of the brand.

- Also, as Nike is an innovative company is always developing new designs of shoes that must inform the child as soon as possible to their consumers, so too must incur a large expenditure on advertising.

- In addition for being in a competitive market with a wide variety of brands of sneakers that providesimilar features and benefits, use advertising as an effective means of communication to differentiate themselves from competitors.

Strong competition and rivalry in these times have forced companies in this industry to devote much of its resources to improving the marketing mix strategies.
The efforts that Nike has done in these four variables can and should continue to be improved inorder to keep pace with consumer trends for pretending to be always better placed than its competition (the main competition: Adidas) in meeting their customers specific goal in this product, slippers.

C. Kind of market research
To deal with sales issues NIKE used different methods, including using quantitative research, qualitative research, primary market research and secondary market research1. Primary market research: Potential Customer survey and customer survey and focus groups.

2. Secondary market research: Interviews with experts, analyzing costs, the losses of the company, advertising strategies, market area, all to see the situation of the company and look for consumer needs.

3. Qualitative research: Customer reviews, tastes and preferences.

4. Quantitativeresearch: Data about the Price, percentages of satisfaction.

Nike customer survey

1. Do you buy the shoe?

2. How much would you be willing to pay for it?

24000-35900 15900-23900 36000-42900

D. Results of the market research

Nike customer survey answer:
Of all respondents, 11% inclines in the first price range, 43% in the second rank and 46% in the third and to our surprise, themarket price for this shoes is $ 35,900.

Price: The price of the shoes is high because of the heavy investment in technological research designs.

Place: Few and inefficient outlets.

Product:
• The use of the Nike brand among athletes of soccer and golf is low.
• Customers want an innovative, modern and are at the forefront of new technologies and trends.

Promotion: Customers nolonger interested in traditional advertising Nike, they looking for an innovative and compelling advertising.

Action taken:

Price: Nike negligence move its manufacturing to Taiwan, Thailand, China, Indonesia and Vietnam, where wages to employees is low, thus reducing manufacturing costs.

Promotion: implemented a strong publicity, wanted to reflect in the product lighter and faster. He...
tracking img