Nikes Company Customer and Competitor - 2322 Words

EXECUTIVE SUMMARY This report is going to be discussing about Nike`s Company, focusing on its shoes. The report begins with the overview of the company, including history, a brief discussing of customer and competitor. The next part of the report will exploring how Nike creates and delivers value its targeting customer and capturing value from customer through the value delivery process and marketing mix which are product, price, place and promotion. This is achieved by understanding market place and customer needs and wants, designing marketing strategy to deliver value and after capturing value from customer. Nikes always provides high quality shoes with a reasonable price (Product – Price), sells its product in 200 countries in†¦show more content†¦Nike Air Max is a line of shoes first released by Nike, Inc. in 1987. The most recent additions to their line are the Nike 6.0, Nike NYX, and Nike SB shoes, designed for skateboarding. New design cricket shoes also were designed recently and it has big advantage because that shoes 30 % lighter than its competitor’s one. In 2008, The Air Jordan XX3 Nike’s new technology basketball shoes were introduced. It has huge variety in its target market. They intend to reach the requirements of people of all ages belonging to varying categories. This strategy increase nike customers number and company’s benefit as well. The industry is currently experiencing hypercompetition, led by six main firms – Nike, Reebok, Adidas, Fila, Converse, and New Balance , with nearly $7 billion in revenues domestically. Nike is called as leaeder in sport industry with 47% market share, and it followed by Reebok, a distant second at 16%, and Adidas at 6%. (UNC. N.d.) Evaluation of Nike`s shoes To evaluate Nike`s shoes, the focus is on customer value, customer satisfaction and customer retention as the central concept of delivering value to the customers through the marketing mix or four Ps: product, price, promotion and place. Customer value creation, value delivery and capture value (See Appendix 1) [pic] Holbrook (2005) (as cited in Ledden and Kalafatis 2010) agrees with the Kotlerian concept of marketing asShow MoreRelatedNike s Core Competency : The Risky Business Of Fairy Tales1413 Words   |  6 PagesStrength to Weakness: With Nike’s core investment is in the athletes the company sponsors, there is risk on return on the athletes is high. The strength of creating heroes could be a weakness as well. If a hero becomes not so heroic. An athlete could be in the press for a scandal such as criminal activity or cheating. Nike has been successful with any of their endorsements, but there are cases of athletes not so successful. In Nike’s endorsement history, there are multiple cases that athletes wereRead MoreCore Competencies And Sustainable Competitive Advantage1296 Words   |  6 Pagesdurable items to its customers. As a leader in fitness clothing and accessories, Nike strives to be on the edge of the market by providing innovative ideas that improve customer satisfaction. Recognizing the importance of eco-friendly business 3) Nike promotes recycling to its customers and utilize recycling in its own manufacture of products. Lastly, this organization 4) completes customer satisfaction while maintaining quality manufactured items at a competitive price. Nike’s strong brand recognitionRead MoreMarketing Plan, Phase Ii1226 Words   |  5 PagesMKT/421 University of Phoenix January 20, 2011 Professor: Cecilia Kelly The global recession has changed the buying behavior of people around the world. Understanding and meeting the needs of the customer better than the competition is the most important aspect of marketing. For a company like Nike to achieve this goal, it must first identify its target market. The best way to define the target market is through segmentation. In this paper Team A will identify the segmentation criteriaRead More Nike1698 Words   |  7 Pagesthis is bringing Nike a lot more competition to surpass. In order for Nike to remain on top of the athletic shoe industry they must establish an exceptional global strategy. If Nike penetrates the global market successfully than this will give the company an overall competitive advantage. Nike doesnt only sell athletic shoes, but a wide variety of sporting goods and clothing. They also design, develop, and market high quality active sports apparel, equipment, and accessory products. Their huge linesRead MoreA Critical Tool Of Human Resource Management For Lean Manufacturing At Nike824 Words   |  4 Pagesto utilize their labor force’s continuous improvement by providing practices. The management at form of standardized CI such as quality award, institute improvement, external benchmarking programs. Additionally, Nike’s scoring card established to ensure all staff s by performing at Nike’s standards. Though this new standard of factory self-governance, Nike is allowed for notifying their essential attention and resource part with operating voluntarily measurement action. The standard of the stage wasRead MoreHistory Of Nike Inc. Company854 Words   |  4 PagesHistory Nike Inc. was founded by track athlete Phil Knight and his coach Bill Bowerman in January 1964. The company use to be called Blue Ribbon Sports. In 1971 they changed the name to Nike after their partnership with a Japanese company ended. Now Nike Inc. controls more than half of athletic shoe market in the United States. In addition, they sell their products in more than 180 countries around the world. Nike stays organized by using three separate teams that work with suppliers. Their mainRead MoreNike s Marketing Practises With Puma1092 Words   |  5 Pagesof its rivals. This essay will focus on Puma as they are Nike’s rival. Moreover, it will analyse and discuss Nike’s marketing practises with Puma; these two companies will be compared and will be supported by examples and references that will be shown throughout the essay. To begin with, Nike is the world’s largest sports brand while Puma is currently the third largest sports company after Adidas in the sports industry. (Heydt, 2013). Nike’s brand value is continuously increasing each year. (InterbrandRead MoreBusiness Strategy Concepts Nike Inc.1034 Words   |  5 Pagesthe ability of the company to overtake the competition and of course, by the quality of the product from the client’s perspective. Nike adapts their products to different markets, striving for diversity and reaching all kind of consumers. To keep its position in the market and competitive advantage over other players in the same industry, Nike must safeguard that its business strategy and intensive growth strategies are always suited to current business conditions. 1.1 Nike’s Business StrategyRead MoreIndustry And Distribution Of Nike1412 Words   |  6 Pagesdominated by Nike and Adidas, which together hold around eighty three percent of the industry’s market share in revenue (Biddnessetc). Since both have such a high demand of customers they have created multiple distribution centers in the United States and in other countries. To stay ahead of the other industries both companies concentrate on promoting and creating new and innovative products. Nike Nike is based in Beaverton, Oregon but operates more than 930 retail owned stores worldwide. In theRead MoreMarketing Analysis : Nikes The Modern Girl Of Sport And Fitness 1604 Words   |  7 Pages Introduction Coined the â€Å"Modern Girl of Sport and Fitness,† one of Nike’s increasingly profitable and rapidly growing consumer markets is young adult females who wish to be comfortable and fashionable at both the gym and in their daily lives. This consumer base has also been characterized by the term â€Å"athleisure† – a combination of an athletic look with a comfortable and fashionable feel. This market continues to grow, with approximately â€Å"46 percent of women between the ages of 19 and 34† becoming