The competitor expand their categories to countries with deep their relationships with customers. 0.1 1 0.2 5. Consumer shifting to fashionable footwear 0.1 1 0.1 6. A new competitor whose sell the footwear of leisure and fashion . 0.05 2 0.1 Total Score 1 2.25 Justification of Nike key external factors.
CHAPTER ONE: INTRODUCTION 1.1 Background Keen entrepreneurs with their passion for sports generally have a wish to own or manage the sports business. Sports business management is usually based on the market of the sports equipment. The global sports equipment market is observing the significant growth over the last decades. The increased ratio of the sports participation activities, rapid growth in knowledge of the consumers based on fitness, and the appearance of e-business are few main reasons that leaded to the dynamic growth regarding the sports equipment market. The restraining factors for the growth of the sports equipment market are the increase in availability of these products and their respective rise in prices (Miller, 2000).
Nike: Global Ambassador or Material Monolith? While Nike sneakers may appear to be a stylish, functional brand of shoes, their function within the context of globalization and the global market is far-reaching. One pair of Nike shoes can feed a family of factory workers, represent the personal style brand of some of the world’s most popular entrepreneurs, or get a child killed in a poor neighborhood. The way these shoes travel provides millions of jobs and connects people from around the world in a looping supply chain. Yet, the shoes – the brand – starts to take on a mind of its own as the image shifts, and the consumer mindset changes.
International marketing strategy is a combination of marketing principle that could be used to formulate a marketing strategy for specific products and services within one or more countries to extend or internationalise the company. The research paper is based on the international marketing strategy of Nike Inc. (a Sports Apparel retail company working internationally) to help the management of the company shortlist and identify potential market for them to expand their business. It utilised macro and micro analysis of the sports retail market to identify the potentials of the industry that would help them to increase their business performance in the international marketplace. Macro Factors PESTLE It is noted that PESTLE is one of the most important and effective that often used by organisations in order to assess different macro factors that influence their activities in a negative manner (Li, et al., 2014). However, the PESTLE factors entails political, economic, social, technological, legal and environmental that are elaborated below: Political Political factor is an imperative factor that organisation considered at the time of expanding their business operations by assessing the political environment of the target market (Li, et al., 2014).
The technique used by the company, moisture-wicking fabrics is designed to accommodate different climates. After beginning to use high innovative textile for the sports apparel, the company observed an increase in sells which made it well known to sell globally from the North American market. Presently, Under Armour targets a wide range of customers with a business strategy to take over the sportswear apparel market. The distribution channel of Under Armour products is via wholesales and retails. Despite the fact that Under Armour is quite a small firm in relation to its major competitors, Nike, Adidas, Columbia Sportswear, and SportHill; the company has the aura of products being loved by athletes at all sporting levels.
Easy Tone Walking Shoe This paper forces us to decide can a physiological walking shoe give us enhanced muscle toning while we walk. Need to present all of the scientific evidence that is available for a test of test worthiness. Look at all of the empirical reasoning factor with evidence presented. Scrutinize the company evidence for flaws. Is Easy Tone shoes a good fit for the customer’s needs?
Nike also utilizes the promotion tactic of being able to design and order a unique pair of tennis shoes that fits different people’s tastes online. By giving consumers the ability to design their own product on a company’s website, it helps to increase the traffic on that website and it makes consumers feel that the company sees consumer’s wants and needs as a priority. Nike also has great placement for their tennis shoes online. When looking at Dicks Sporting Goods website, and selecting either men’s or women’s footwear, it displays different shoe categories. For almost every category a Nike tennis shoe is featured, this not only makes the customer want that specific shoe, but it
1.0 INTRODUCTION This report is about the analysis of five individual factors (Personality, Perception, Learning, Motivation, Attitude) and five social-cultural factors (Culture, Subculture, Social class, Family, Reference group) that affect selection of shoe store. The consumer response towards those factors was evaluated. Therefore, Marketing strategies to each factor were suggested for consideration to the store management by attracting people visiting the selected store. The selected store, Champion Verdi was concentrating on footwear for women. The shoe styles are targeted to generation Y and middle class consumers.
These characteristics, a complicated supply chain and wide availability of data make the industry a suitable avenue for an efficient supply chain. Also the fashion industry has been in a transition during the last 20 years: significant consolidation in retail, with most of the apparel manufacturing operations moving overseas and, in more recent times, increasing use of e-commerce in retail and wholesale trade. Historically, retailers have tried to exploit relationships with suppliers. Bargaining power of buyers is moderate because of the size and concentration of major retailers. To reduce power and you gain customers, retailers seek to differentiate products and to create stronger brands.
Nike began to sell sports apparel, athletic sports bags and extra accessories since 1979. Also, their brand Cole Haan transmits a whole clothing-line of casual dress and footwear as well as the latest and accessories for men, women and children. Correspondingly, they market head gear under the brand name ‘Sports Specialties’, for motorbikes and bicycles through ‘NikeTeam manufactures’. Furthermore, they distribute ice skates, roller blades, safety gear, and jerseys. Consequently, Nike’s pricing is intended to be economical and competitive to the other sport gear retailers.