nike耐克stp戰(zhàn)略分析__英文版

1、-,N,I,K,E,-,Just do it,Just do it,,Contents,-- What is Nike,,Nike is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is par

2、t of the Portland metropolitan area. It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$18.6 billion in its fiscal year 2008 (e

3、nding May 31, 2008). As of 2008, it employed more than 30,000 people worldwide. Nike and Precision Castparts are the only Fortune 500 companies headquartered in the state of Oregon, according to The Oregonian.,Nike LOGO,

4、What is Nike,-- Nike’s market segmentation,,*Age,Market Segmentation,*Profession,*Income,,,,,,,Market Segmentation,-- Age,,What?,,From the pie chart, we can know that Nike position the mainly market in young people who a

5、re 18 to 25 years old. Young people like doing sports. They chase after fashion and have strong sense of identity brands. At the same time, Nike focus their consumers on the white-collar level which have stable incomes.

6、It is necessary for them to lead a high-quality life, so that they are eager to doing exercises as well.,Market Segmentation,-- Age,,Nike’s products are geared to all the necessaries of customers. With the improvement of

7、 people’s living standard, doing physical exercises has become a trend of lifestyle. So Nike seizes the opportunity and introducing a variety of products in different prices in order to meet all the exercise enthusiast.,

8、Market Segmentation,-- Income,,Nike divides the professions into Student, Free-lancer, Office-worker, Teachers and others. There is no doubt that Nike doesn’t rigidly adhere to a certain range. They design all kinds of p

9、roducts with different characteristics for sports enthusiasts. No matter you are the most professional athletes who participate Olympics, or you are just a student who like doing sports. You can find a suitable “NIKE” fo

10、r you.,-- Profession,Market Segmentation,,In short, Nike’s potential customers are the young people who are engaged in sports, fashion and the white-collar with high income. All of them like doing sports and they are foc

11、us on the products’ appearance and performance requirements.,Market Segmentation,-- Choosing target markets,,Choosing target markets,Evaluating the market segments,Strategy to select target market segments,,,,,Young peo

12、ple: nowadays, with the improvement of people's living standards around the world, adolescents have more disposable cash on hand. What’s more, affected by the new concept of life, the youth’s consumer attitudes becom

13、e more open. Therefore, the young group has a strong spending power, which is one of the appealing markets that many businesses want to enter. Young people are energetic and easy affected by different thoughts and action

14、s. They pursue strength and desire to achieve outstanding performance in a particular sport. So, Sports products of high-performance and high comfort will be a magic weapon to win the youth market.Meanwhile, young peopl

15、e attach importance to Well-designed style and beautiful design, so, how to design a variety of trend-setting products Ingenuity must be considered seriously.,Choosing target markets,-- Evaluating the market segments,,Th

16、e middle-aged: with the improvement of living standards, after resolving the food and clothing problem, people pay more attention to live a healthier lifestyle. Physical exercise, a very effective way to enhance physical

17、 fitness, and improve health, plays a more important role in people’s daily life. Therefore, strengthening physical exercise has become a trend widely.After the busy work, in their spare time, people like to do some mod

18、erate-intensity exercise to maintain good health. Manufacturers should focus on this new lifestyle.,-- Evaluating the market segments,Choosing target markets,,Undifferentiated Marketing StrategyFor some classic product

19、s, Nike uses Undifferentiated Marketing Strategy. For example, the Cortez shoes once appeared in "Forrest Gump" and the air force 1 shoes, etc. Such shoes have had a significant influence worldwide and have eve

20、n developed into a cultural phenomenon, just like Coca-Cola changing the formula; it is not suitable for radical transformation. Nike maintains a production of such classic shoes annually, and on this basis, to make a pa

21、rtial revision of the new technology, and then as a supplemental listing. Different color, a special version of the classic shoes comes out one after another, which attract old customers to patronize continually.,-- Stra

22、tegy to select target market segments,Choosing target markets,,Differentiated Marketing StrategyThere is no doubt that Nike is the best manufacturer in the field of sporting goods. Nike cover almost all sports areas of

23、 expertise, and even in the unpopular gymnastics, Nike also successfully launched the first gymnast shoes in 2008.Besides, In the most popular areas such as the football, basketball, running, Nike introduce new products

24、no less than ten thousand annually ,which is almost suitable for all populations perfectly.,-- Strategy to select target market segments,Choosing target markets,-- Market positioning,,The strategies of market positionin

25、g,The steps of market positioning,Market positioning,,,,,① Analysis of the status of the target market, to confirm the potential competitive advantage of the enterprise,-- The steps of market positioning,Market positio

26、ning,,In contrast, business competitors, product quality, though not as Nike, and its ability to grow in the future can not be denied. Anta Xtep market share in low-end products is also very high, Anta be among other spo

27、rts brand in the Chinese market, Adidas, Li Ning, Jordan, Anta, Xtep, etc., are direct competitors of Nike. Go to another piece of Nike's broad market instead of other brands, will be developed.,-- The steps of marke

28、t positioning,Market positioning,,② Accurately select competitive advantage, the initial position of the target marketenterprise core competitive advantage positioning, Nike advantage of scientific and technological r

29、esearch and development, brand awareness.,-- The steps of market positioning,Market positioning,,③ Display a unique competitive advantage and repositioning to develop a strategy to play a central competitive advantag

30、e. Own advantages, Nike main scientific and technological content of the promotional products, product quality, and comfort, and the superstar strategy to strengthen product promotion, and achieved good results.,Market p

31、ositioning,-- The steps of market positioning,,①product differentiation strategy: Nike also intend to in the future to further refine the product market. NIKE ID launched in 2008, such as business, consumer business by

32、 way of online self-designed, can design their favorite color, style, special mark, which provides more freedom of choice for consumers.,-- The strategies of market positioning,Market positioning,,② Image differentia

33、tion strategy: an image representative of all the world, Nike is one of the signs around the world most people recognize. To understand Nike's success with the corporate culture for its understanding of the signs is

34、essential, because it is the Nike brand becomes ubiquitous a commercial logo. Too well-known that in the Nike ad I saw to the Nike logo, and do not see the name of the company, because they have a full grasp of people se

35、e this symbol that know this is Nike, need not occur only word piece language. It became a cultural icon, a Nike used to increase brand value, visibility, as well as the status of icons.,-- The strategies of market posit

36、ioning,Market positioning,--NIKE VS ADIDAS,,Compare with Adidas,Market Segmentation,Selection of target market,market positioning,,,,,Compare with Adidas,-- Market Segmentation,,Nike and Adi market segmentation is mainly

37、 according to geographic subdivision, population subdivision and mental breakdown to differentiate the target market, to achieve the enterprise 's marketing objectives.,Compare with Adidas,-- Market Segmentation,,Pop

38、ulation subdivision For population subdivision, Nike and adidas shoes facing the population age is defined in an adolescent, adidas shoes more "masculine gender, male shoe is very much, style and more full, product

39、 classification is very wide, and two brands in this Asian country with the largest population of population subdivision, will be more of interest.,Compare with Adidas,-- Market Segmentation,,The age breakdown Adidas Ni

40、ke shoes and the shoes on family income, subdivided into medium income and higher income, because the two brand shoes price is only suitable for the two income subdivision, low income for the two brands and does not dema

41、nd the.,Compare with Adidas,-- Market Segmentation,,Occupation segmentation Nike and adidas shoes shoes according to consumer lifestyle, personality to segmenting consumer markets. So the two brands to consumers' oc

42、cupation segmentation, according to the different consumer, consumer has sports, fashion and demand factors, so consumers focus more on students, free workers and staff,-- Selection of target market,Compare with Adidas,,

43、?For Nike shoes target market focused on basketball market, and to determine the scope of the design of youth, nike shoes to compare the color bright, sleek compact shape, very popular with university girls' love, an

44、d the price of the broad customer consumption makes a wide range of. Therefore, Nike target market selection direction is correct.?and adidas shoes marketing executive Eric Liedtke pointed out: " Adidas designer in

45、 the design of sports shoes, do not know the potential buyers who are. Not familiar with customers, this is the crux of Adidas : it has been in the manufacture of shoes, but not to the taste of the consumers. " At t

46、he same time also illustrates the adidas shoes target market is uncertain. It will give the adidas shoes sales hamper. Although his target market in the football market, but he is tend to specialization, let us feel it t