Report on the Case Study Nike
This report has been produced to provide an insight into the consumer
decision-making process, buyer behaviour factors that consumers of
Nike are influenced by. The report also details recommendations based
on the findings.
2.0 Summary
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The report is about Nike, regarding the case study. The report
elaborates on the aspects including buyer behaviour, brand image,
consumer decision making, and marketing research techniques applicable
to Nike.
3.0 Introduction
Nike is the worlds number one sports shoe company. In the US Nike
dominates 35% (source: see appendices) of the sports shoe market and
its products are sold in more than 140 countries worldwide, it also
holds one of the most recognisable logos (amongst others Coca-Cola
etc) in the world, the Nike Swoosh.
4.0Findings
Question One
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4.1 The majority of Nikes customers (70%) purchase their products for
non-sporting activities. Instead they are bought for their
'fashionable' brand image, rather than for their actual purpose. For
example running shoes are designed for that purpose, running, but are
usually purchased by the fashion conscious whose decision is based on
their popularity and the appearance of the shoe.
4.2 The consumer buyer decision-making process for a pair of Nike
training shoes will not be the same for each consumer. The consumers,
which Nike attracts, could be divided into two categories. Those who
have an actually purpose for buying, and no what they want, these
consumers purchase them for the purpose which they were originally
made-sport. The second category could...
... middle of paper ...
...y what it is that consumers want and
then provide products to meet that demand.
7.2 External factors that could be researched are competitors, and
changes and trends in fashion, which inevitably influence Nike. The
findings of this research would allow Nike to maintain their
fashionable and innovative image as well as market share.
7.3 Analysing the success of other competitors, and their current
sales figures and range allows Nike to see whether there is anything
their competitors are doing that they are not it also allows them to
spot any gaps in the market if they wish to diversify.
Bibliography
1. Lecture Notes Andrew Davison
2. Lecture Notes Pete Johnson
3. HND Business BTEC
3. Business For Higher Awards Dave Needham
3. WWW.nike.com
4. WWW.hoovers.com
5. WWW.arbnet.com
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