The Role of Marketing Research at Nike
This essay answers the following six questions concerning Nike.
Q1.) Should Nike switch from a focus on celebrities to a focus on its
products in its advertising? Discuss the role of marketing research in
helping the Nike management to make this decision. What kind of
research should be undertaken?
Q2.) Discuss the buying behavior of consumer with respect to athletic
footwear.
Q3.) What is the management decision problem as it attempts to retain
its leadership position?
Q4.) Discuss marketing research problem facing Nike, given the
management decision problem you have identified?
Q5.) Develop two suitable research questions and formulate two
hypotheses for each.
Q6.) How can internet be used to help Nike in conducting marketing
research and in marketing its product.
Q1.) Should Nike switch from a focus on celebrities to a focus on its
products in its advertising? Discuss the role of marketing research in
helping the Nike management to make this decision. What kind of
research should be undertaken?
Answer:- Yes, it should change its focus from celebrities to its
product as we can see that the Nike Shox was a run away success in U.K
and U.S. Marketing research will help Nike management to find out eh
effectiveness of celebrities focused adds to product feature adds.
Descriptive research should be undertaken as it gives a conclusive
result.
Q2.) Discuss the buying behavior of consumer with respect to athletic
footwear.
Answer: -
People buy things for obvious and hidden reasons. The importance of
the product determines the amount of thought and effort into the
purchase. For instance buying behavior of athletic footwear will be
different for serious sports athletics and different for other
consumers.
Athletic footwear can be categorized into 3 types:
Athleisure = Casual athletic styles, canvas, suede, etc.
Recreational Boots = Hunting, Fishing. Waterboot etc.
Sports based = Golf, Basketball, Soccer etc.
There are essential factors that consumers take into consideration
before purchasing a new pair of Athleisure shoes.
Stability?the shoes should have a balanced and secure feel throughout
range of motion.
Flexibility?the shoes should allow for a good degree of give at the
base of the toes, providing smooth motion.
Comfort?walking shoes should comprise contours and padding conformed
closely to the feet, providing a snug fit at the heel and midfoot,
with ample room in the forefoot.
There are essential factors that Athletics take into consideration
before purchasing a new pair of Sports based shoes.
Heelcounter?the area of the shoe that holds the back of the heel, just
When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike’s campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike’s persuasive campaign consist of? This paper will discuss all aspects of Nike’s persuasive campaign. Some of the campaign’s strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and explained. After discussing these theories, the specific arguments of the campaign will be validated. Overall, the entire campaign will be analyzed and it will be determined whether the campaign is a success or a failure.
The two cavities of the Respiratory System are the Nasal Cavity and the Oral Cavity. The Oral Cavity includes the external nostril, hard palate, soft palate, teeth, esophagus, epiglottis, tongue, mandible, and the glottis. The Nasal Cavity includes the nose, mouth, larynx, trachea, lungs, and the diaphragm.
The blueprint of a Nike Shoe originates from the Nike Research Lab located at the Nike World Headquarters in Oregon. At the Nike Research Lab, researchers carry out various tests in biomechanics, physiology, sensory in order to customise the product to suit the best interest of the clients. In addition, various factors such as geography, age, gender are also taken into account in order to cater to appeal to the preferences and needs of different segments of the market. For example, according to the Lab, runners in the United States prefer hard surfaces while those in Europe prefer trails and thus this will affect the compositions of the footwear sold in different regions. The latest innovation of the Research Lab, the NikeFree Shoe enhanced overall athletic performance by stimulating the effect of running barefoot with added features which enabled the strengthening of muscles and lowering the risk of injuries.
week and it would take them a whole month to buy on of the shirts they
There are about seven billion people in the world. Individuality distinguishes everyone from other people. However, with the development of commerce, advertisement for products which becomes much widespread are influencing people’s individuality. Some advertised products which are designed for normal consumers decrease people’s individuality. Meanwhile, some other products that have been advertised to those at a very high social level make them more of individuality.
Respiration consists mainly of two processes.Respiration Internal or cellular respiration is the process by which glucose or other small molecules are oxidized to produce energy: this requires oxygen and generates carbon dioxide. External respiration (breathing) involves simply the stage of taking oxygen from the air and returning carbon dioxide to it. “Anatomy and Functions of Respiratory System and its Components” The respiratory tract, where external respiration occurs, starts at the nose and mouth. The trachea (windpipe) extends from the neck into the thorax, where it divides into right and left main bronchi, which enter the right and left lungs, breaking up as they do so into smaller bronchi and bronchioles and ending in small air sacs or alveoli, where gaseous exchange occurs.The lungs are divided first into right and left, the left being smaller to accommodate the heart, then into lobes (three on the right, two on the left) supplied by lobar bronchi. Bronchi, pulmonary arteries and veins (which supply deoxygenated blood and remove oxygenated blood), bronchial arteries and veins (which supply oxygenated blood to the substance of the lung itself) and lymphatics all enter and leave the lung by its root (or hilum). Lymph nodes blackened by soot particles can often be seen here and the substance of the lung itself may be blackened by soot in city dwellers or heavy smokers. Each lobe of the lung is further divided into a pyramidal bronchopulmonary segments. Bronchopulmonary segments have the apex of the pyramid in the hilum whence they receive a tertiary bronchus, and appropriate blood vessels Gaseous exchange relies on simple diffusion. In order to provide sufficient oxygen and to get rid of sufficient car...
In the respiratory system, the cells of the body need energy for most of their chemical activities in order to maintain homoeostasis. Most of this energy is derived from chemical reactions which can only take place in the presence of oxygen. The respiratory system is the human body system that enables an organism to respire and thus be able to absorb oxygen into the body. It involves the uptake of oxygen into the body and the release of carbon dioxide into the atmosphere or environment. Respiration occurs like all other body mechanisms with the aid of special tissues, cells and organs. The lungs are the main organs with the process of respiration. Air passes into the lungs to supply the body with oxygen through the process of inhalation. Carbon dioxide which is not needed by the human body is passed out or expelled through the process of exhalation. The two processes happen interchangeably and they are collectively referred to as breathing or ventilation.
First, we want Nike to play a role in effecting positive, systemic change in working conditions within our industries. If our efforts lead to a workplace oasis -- one solitary and shining example in a desert of poor conditions -- then we’ve not succeeded. Even if that single shining example were to exist (and we’re not claiming it does), we’ve learned that positive changes won’t last unless the landscape changes. Our challenge is to work with the industry and our contract manufacturers to collectively address these systemic non-compliance issues that our data so highlight. This is one of the key reasons we made the decision to disclose our supply base; we believe this could encourage other companies to do the same. Our belief is that in disclosing, the industry will find ways to better share knowledge and learnings. This, in turn, will facilitate the building of further partnership approaches that are built on best practice and gradually lead us to standard codes, standard approaches to monitoring, standard reporting and standard parameters for transparency. It’s our belief that for market forces to enable responsible competitiveness, consumers must be able to reward brands and suppliers using fact-based information. Compliance efforts need to be optimized, made affordable and demonstrate real return if better working conditions are to become widespread. Disclosure of our supply chain is done in an effort to jump-start disclosure and collaboration throughout the industry and support efforts towards that final goal of market forces, providing the tipping point for the mainstreaming of best practice.
The marketing goals are: Increase customer retention, Increase eCommerce Sales, Increase our Community Involvement. The first goal specifically works towards reaching 60% repeat sales through different promotional strategies like emotional marketing and sponsoring different professional athletes. Customer retention is extremely important to maintain Nike’s market leader position. Increasing eCommerce is a major focus for Nike. Last year we were able to increase our eCommerce sales by a profitable 51%. Our second goal is to continue this trend by increasing online sales by 50% every year for the next four years. It is our belief that doing so will solidify Nike as a leader in the online athletic market. Nike truly believes that sport can change
Nike’s Asian operations had previously continued to soar generating US$300 million in 1994 in revenues to a whopping US$1.2 billion in 1997. However based on the Asian economic crisis, this had adversely affected revenues, while regional layoffs were inevitable. Nike also performed well in the European market generating about US$2 billion in sales and a good growth momentum was expected, however, some parts of Europe were only slowly recovering from an economic downturn. In the Americas (Canada and the U.S.A.), Nike experienced a growth rate for several quarters. The U.S. alone generated approximately US$5 billion in sales. The Latin American market at this point was exposed to economic volatility; however Nike still saw them as a market with “great potential for the future”.
Just as it says in the text, Nike is predestined to be the front-runner in the industry. After all, the company is named after the Greek goddess of victory!
Nike is the number one innovator in the world in athletic footwear, apparel, equipment, and accessories. This worldwide company operates in an extremely different organizational structure than other companies, such as Reebok and Adidas. Nike operates tremendous marketing strategies and develops inventive designs to inspire athletes around the world. This company is one of the largest suppliers in the world in athletic footwear and apparel, main producer of sports equipment, and making Nike the most valuable brand among sports companies. The task for Nike is to join diversity and inclusion to encourage ideas and innovation. Around the world, this company is a popular brand.
Charles & Keith, a well-recognized women’s footwear brand was established in 1996 in Singapore Amara shopping centre by the two young brothers, Charles Wong and Keith Wong. The company began its foreign market venture in 2000. To date, Charles and Keith has a presence in more than 20 major cities around the world. The brand are well-known internationally today with the vision “to be the most admired fashion-forward company” and the mission “to offer high quality products and services, with a commitment to perfection” in mind all the time (Charles & Keith, 2013).
Nike American Sportswear generated revenue of 7495 million US dollars in 2014, which was almost double of 2009 revenue of Nike Sportswear (Statista, 2015).The sales of (Athletic) Sportswear of Nike 90 million US dollars, however, the sale of Adidas Sportswear (Competitor of Nike) was 25 million US dollars, which was not even one third of Nike Sportswear sales (Statista, 2015).Nonetheless, the return on assets and equity are 13.41% and 26.43% respectively (Yahoo Finanace, 2015).
already formulated calculus conclusions of his own. It is also worth mentioning that many of the concepts of calculus were invented as a result of their collaboration during their letter correspondents; important discoveries such as the power series.