Marketing Strategy for Nike Personal Fitness Shoes/Trainers
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- Date Submitted: 07/12/2011 09:49 PM
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TABLE OF CONTENTS
INVESTIGATION AND ANALYSIS | |
EXECUTIVE SUMMARY | 2 |
INTRODUCTION | 3 |
SITUATIONAL ANALYSIS | 5 |
COMPETITIVE EDGE | |
RECOMMENDATIONS | 30 |
SEGMENTATION, TARGETING ANDPOSITIONING | 7 |
MARKETING OBJECTIVES AND GOALS | 8 |
MARKETING STRATEGIES AND PROGRAMMES | 9 |
CONCLUSION | 10 |
APPENDICES | 11 |
BIBLIOGRAPHY | 12 |
| |
INVESTIGATION AND ANALYSIS
EXECUTIVE SUMMARY:
Nike is the world’s most recognised sports brand in footwear and apparel. They command the highest market share of 47% in the U.S. Unfortunately they have not been able to compete with the growing demand for fitness shoes/trainers. Their competition Reebok and Sketchers have surpassed sales in this particular type of footwear, leaving Nike at the bottom. Personal fitness shoes/trainers are used by women to aid in weight loss, to tone key muscles or just to maintain a healthy lifestyle.
Nike has the competitive edge because of its name and the ability to use innovation in their products. Nike needs to be in touch with the growing trends of consumer buying and focus on the female buyer. Nike needs to develop a personal fitness shoe/trainer which is far superior to that of the competition.
By launching a marketing campaign Nike can regain its position in all areas of athletic footwear. Nike has a $315 million marketing budget for 2011. By investing $100 million on a marketing campaign Nike can generate sales over $300 million since they have over 168 Nike owned stores and more than 24000 retail stores in the United States and internationally. (Nike Inc Annual report 2010) (See Fig 5. In appendix for sales and revenue projections.)
INTRODUCTION:
Nike is the world’s renowned leading supplier of athletic shoes and apparels. It controls more than 47% of the athletic shoe market with sale of U.S 3.7 Billion. This company was...
INVESTIGATION AND ANALYSIS | |
EXECUTIVE SUMMARY | 2 |
INTRODUCTION | 3 |
SITUATIONAL ANALYSIS | 5 |
COMPETITIVE EDGE | |
RECOMMENDATIONS | 30 |
SEGMENTATION, TARGETING ANDPOSITIONING | 7 |
MARKETING OBJECTIVES AND GOALS | 8 |
MARKETING STRATEGIES AND PROGRAMMES | 9 |
CONCLUSION | 10 |
APPENDICES | 11 |
BIBLIOGRAPHY | 12 |
| |
INVESTIGATION AND ANALYSIS
EXECUTIVE SUMMARY:
Nike is the world’s most recognised sports brand in footwear and apparel. They command the highest market share of 47% in the U.S. Unfortunately they have not been able to compete with the growing demand for fitness shoes/trainers. Their competition Reebok and Sketchers have surpassed sales in this particular type of footwear, leaving Nike at the bottom. Personal fitness shoes/trainers are used by women to aid in weight loss, to tone key muscles or just to maintain a healthy lifestyle.
Nike has the competitive edge because of its name and the ability to use innovation in their products. Nike needs to be in touch with the growing trends of consumer buying and focus on the female buyer. Nike needs to develop a personal fitness shoe/trainer which is far superior to that of the competition.
By launching a marketing campaign Nike can regain its position in all areas of athletic footwear. Nike has a $315 million marketing budget for 2011. By investing $100 million on a marketing campaign Nike can generate sales over $300 million since they have over 168 Nike owned stores and more than 24000 retail stores in the United States and internationally. (Nike Inc Annual report 2010) (See Fig 5. In appendix for sales and revenue projections.)
INTRODUCTION:
Nike is the world’s renowned leading supplier of athletic shoes and apparels. It controls more than 47% of the athletic shoe market with sale of U.S 3.7 Billion. This company was...