Nike耐克STP戰(zhàn)略分析英文版

Nike耐克STP戰(zhàn)略分析英文版2024/3/27Nike耐克STP戰(zhàn)略分析英文版-NIKE-JustdoitNike耐克STP戰(zhàn)略分析英文版-NIKE-JustdoitNike耐克STP戰(zhàn)略分析英文版ContentsWhatisNikeNike’smarketsegmentation

ChoosingtargetmarketsMarketpositioningComparewithAdidasNike耐克STP戰(zhàn)略分析英文版--WhatisNikeNike耐克STP戰(zhàn)略分析英文版NikeisamajorpubliclytradedsportswearandequipmentsupplierbasedintheUnitedStates.ThecompanyisheadquarterednearBeaverton,Oregon,whichispartofthePortlandmetropolitanarea.Itistheworld'sleadingsupplierofathleticshoesandapparelandamajormanufacturerofsportsequipment,withrevenueinexcessofUS$18.6billioninitsfiscalyear2008(endingMay31,2008).Asof2008,itemployedmorethan30,000peopleworldwide.NikeandPrecisionCastpartsaretheonlyFortune500companiesheadquarteredinthestateofOregon,accordingtoTheOregonian.

NikeLOGOWhatisNikeNike耐克STP戰(zhàn)略分析英文版--Nike’smarketsegmentationNike耐克STP戰(zhàn)略分析英文版*AgeMarketSegmentation*Profession*IncomeNike耐克STP戰(zhàn)略分析英文版MarketSegmentation--AgeUndereighteenyearsoldEighteentotwenty-fiveTwenty-sixtothirty-fiveThirty-fiveyearsoldorolder3.7%85.19%9.26%1.85%What?Nike耐克STP戰(zhàn)略分析英文版Fromthepiechart,wecanknowthatNikepositionthemainlymarketinyoungpeoplewhoare18to25yearsold.Youngpeoplelikedoingsports.Theychaseafterfashionandhavestrongsenseofidentitybrands.Atthesametime,Nikefocustheirconsumersonthewhite-collarlevelwhichhavestableincomes.Itisnecessaryforthemtoleadahigh-qualitylife,sothattheyareeagertodoingexercisesaswell.

MarketSegmentation--AgeUndereighteenyearsold3.7%Eighteentotwenty-five85.19%Twenty-sixtothirty-five9.26%Thirty-fiveyearsoldorolder1.85%Nike耐克STP戰(zhàn)略分析英文版Nike’sproductsaregearedtoallthenecessariesofcustomers.Withtheimprovementofpeople’slivingstandard,doingphysicalexerciseshasbecomeatrendoflifestyle.SoNikeseizestheopportunityandintroducingavarietyofproductsindifferentpricesinordertomeetalltheexerciseenthusiast.MarketSegmentation--IncomeNike耐克STP戰(zhàn)略分析英文版NikedividestheprofessionsintoStudent,Free-lancer,Office-worker,Teachersandothers.ThereisnodoubtthatNikedoesn’trigidlyadheretoacertainrange.Theydesignallkindsofproductswithdifferentcharacteristicsforsportsenthusiasts.NomatteryouarethemostprofessionalathleteswhoparticipateOlympics,oryouarejustastudentwholikedoingsports.Youcanfindasuitable“NIKE”foryou.--ProfessionMarketSegmentationNike耐克STP戰(zhàn)略分析英文版Inshort,Nike’spotentialcustomersaretheyoungpeoplewhoareengagedinsports,fashionandthewhite-collarwithhighincome.Allofthemlikedoingsportsandtheyarefocusontheproducts’appearanceandperformancerequirements.MarketSegmentationNike耐克STP戰(zhàn)略分析英文版--ChoosingtargetmarketsNike耐克STP戰(zhàn)略分析英文版ChoosingtargetmarketsEvaluatingthemarketsegmentsStrategytoselecttargetmarketsegmentsNike耐克STP戰(zhàn)略分析英文版Youngpeople:nowadays,withtheimprovementofpeople'slivingstandardsaroundtheworld,adolescentshavemoredisposablecashonhand.What’smore,affectedbythenewconceptoflife,theyouth’sconsumerattitudesbecomemoreopen.Therefore,theyounggrouphasastrongspendingpower,whichisoneoftheappealingmarketsthatmanybusinesseswanttoenter.Youngpeopleareenergeticandeasyaffectedbydifferentthoughtsandactions.Theypursuestrengthanddesiretoachieveoutstandingperformanceinaparticularsport.So,Sportsproductsofhigh-performanceandhighcomfortwillbeamagicweapontowintheyouthmarket.Meanwhile,youngpeopleattachimportancetoWell-designedstyleandbeautifuldesign,so,howtodesignavarietyoftrend-settingproductsIngenuitymustbeconsideredseriously.Choosingtargetmarkets--EvaluatingthemarketsegmentsNike耐克STP戰(zhàn)略分析英文版Themiddle-aged:withtheimprovementoflivingstandards,afterresolvingthefoodandclothingproblem,peoplepaymoreattentiontoliveahealthierlifestyle.Physicalexercise,averyeffectivewaytoenhancephysicalfitness,andimprovehealth,playsamoreimportantroleinpeople’sdailylife.Therefore,strengtheningphysicalexercisehasbecomeatrendwidely.Afterthebusywork,intheirsparetime,peopleliketodosomemoderate-intensityexercisetomaintaingoodhealth.Manufacturersshouldfocusonthisnewlifestyle.--EvaluatingthemarketsegmentsChoosingtargetmarketsNike耐克STP戰(zhàn)略分析英文版UndifferentiatedMarketingStrategyForsomeclassicproducts,NikeusesUndifferentiatedMarketingStrategy.Forexample,theCortezshoesonceappearedin"ForrestGump"andtheairforce1shoes,etc.Suchshoeshavehadasignificantinfluenceworldwideandhaveevendevelopedintoaculturalphenomenon,justlikeCoca-Colachangingtheformula;itisnotsuitableforradicaltransformation.Nikemaintainsaproductionofsuchclassicshoesannually,andonthisbasis,tomakeapartialrevisionofthenewtechnology,andthenasasupplementallisting.Differentcolor,aspecialversionoftheclassicshoescomesoutoneafteranother,whichattractoldcustomerstopatronizecontinually.--StrategytoselecttargetmarketsegmentsChoosingtargetmarketsNike耐克STP戰(zhàn)略分析英文版DifferentiatedMarketingStrategyThereisnodoubtthatNikeisthebestmanufacturerinthefieldofsportinggoods.Nikecoveralmostallsportsareasofexpertise,andevenintheunpopulargymnastics,Nikealsosuccessfullylaunchedthefirstgymnastshoesin2008.Besides,Inthemostpopularareassuchasthefootball,basketball,running,Nikeintroducenewproductsnolessthantenthousandannually,whichisalmostsuitableforallpopulationsperfectly.--StrategytoselecttargetmarketsegmentsChoosingtargetmarketsNike耐克STP戰(zhàn)略分析英文版--Marketpositioning

Nike耐克STP戰(zhàn)略分析英文版ThestrategiesofmarketpositioningThestepsofmarketpositioningMarketpositioningNike耐克STP戰(zhàn)略分析英文版①

Analysisofthestatusofthetargetmarket,toconfirmthepotentialcompetitiveadvantageoftheenterprise--ThestepsofmarketpositioningMarketpositioningNike耐克STP戰(zhàn)略分析英文版Incontrast,businesscompetitors,productquality,thoughnotasNike,anditsabilitytogrowinthefuturecannotbedenied.AntaXtepmarketshareinlow-endproductsisalsoveryhigh,AntabeamongothersportsbrandintheChinesemarket,Adidas,LiNing,Jordan,Anta,Xtep,etc.,aredirectcompetitorsofNike.GotoanotherpieceofNike'sbroadmarketinsteadofotherbrands,willbedeveloped.--ThestepsofmarketpositioningMarketpositioningNike耐克STP戰(zhàn)略分析英文版②

Accuratelyselectcompetitiveadvantage,theinitialpositionofthetargetmarketenterprisecorecompetitiveadvantagepositioning,Nikeadvantageofscientificandtechnologicalresearchanddevelopment,brandawareness.--ThestepsofmarketpositioningMarketpositioningNike耐克STP戰(zhàn)略分析英文版③

Displayauniquecompetitiveadvantageandrepositioningtodevelopastrategytoplayacentralcompetitiveadvantage.Ownadvantages,Nikemainscientificandtechnologicalcontentofthepromotionalproducts,productquality,andcomfort,andthesuperstarstrategytostrengthenproductpromotion,andachievedgoodresults.Marketpositioning--ThestepsofmarketpositioningNike耐克STP戰(zhàn)略分析英文版①productdifferentiationstrategy:Nikealsointendtointhefuturetofurtherrefinetheproductmarket.NIKEIDlaunchedin2008,suchasbusiness,consumerbusinessbywayofonlineself-designed,candesigntheirfavoritecolor,style,specialmark,whichprovidesmorefreedomofchoiceforconsumers.--ThestrategiesofmarketpositioningMarketpositioningNike耐克STP戰(zhàn)略分析英文版

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Imagedifferentiationstrategy:animagerepresentativeofalltheworld,Nikeisoneofthesignsaroundtheworldmostpeoplerecognize.TounderstandNike'ssuccesswiththecorporatecultureforitsunderstandingofthesignsisessential,becauseitistheNikebrandbecomesubiquitousacommerciallogo.Toowell-knownthatintheNikeadIsawtotheNikelogo,anddonotseethenameofthecompany,becausetheyhaveafullgraspofpeopleseethissymbolthatknowthisisNike,neednotoccuronlywordpiecelanguage.Itbecameaculturalicon,aNikeusedtoincreasebrandvalue,visibility,aswellasthestatusoficons.--ThestrategiesofmarketpositioningMarketpositioningNike耐克STP戰(zhàn)略分析英文版--NIKEVSADIDASNike耐克STP戰(zhàn)略分析英文版ComparewithAdidasMarketSegmentationSelectionoftargetmarketmarketpositioning

Nike耐克STP戰(zhàn)略分析英文版ComparewithAdidas--MarketSegmentationNikeandAdimarketsegmentationismainlyaccordingtogeographicsubdivision,populationsubdivisionandmentalbreakdowntodifferentiatethetargetmarket,toachievetheenterprise'smarketingobjectives.

Nike耐克STP戰(zhàn)略分析英文版ComparewithAdidas--MarketSegmentationPopulationsubdivisionForpopulationsubdivision,Nikeandadidasshoesfacingthepopulationageisdefinedinanadolescent,adidasshoesmore"masculinegender,maleshoeisverymuch,styleandmorefull,productclassificationisverywide,andtwobrandsinthisAsiancountrywiththelargestpopulationofpopulationsubdivision,willbemoreofinterest.Nike耐克STP戰(zhàn)略分析英文版ComparewithAdidas--MarketSegmentationTheagebreakdown

AdidasNikeshoesandtheshoesonfamilyincome,subdividedintomediumincomeandhigherincome,becausethetwobrandshoespriceisonlysuitableforthetwoincomesubdivision,lowincomeforthetwobrandsanddoesnotdemandthe.

Nike耐克STP戰(zhàn)略分析英文版ComparewithAdidas--MarketSegmentationOccupationsegmentationNikeandadidasshoesshoesaccordingtoconsumerlifestyle,personalitytosegmentingconsumermarkets.Sothetwobrandstoconsumers'occupationsegmentation,accordingtothedifferentconsumer,consumerhassports,fashionanddemandfactors,soconsumersfocusmoreonstudents,freeworkersandstaffNike耐克STP戰(zhàn)略分析英文版--SelectionoftargetmarketComparewithAdidas

ForNikeshoestargetmarketfocusedonbasketballmarket,andtodeterminethescopeofthedesignofyouth,nikeshoestocomparethecolorbright,sleekcompactshape,verypopularwithuniversitygirls'love,andthepriceofthebroadcustomerconsumptionmakesawiderangeof.Therefore,Niketargetmarketselectiondirectioniscorrect.

andadidasshoesmarketingexecutiveEricLiedtkepointedout:"Adidasdesignerinthedesignofsportsshoes,donotknowthepotentialbuyerswho