Report on the Case Study Nike

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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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