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분야
hwp1. Introduction
2. Who is Nike?
3. Globalization
4. SWOT Analysis
5. STP Strategy
6. Marketing Survey
7. Marketing Mix Strategy(4p)
8. Conclusion
9. References
1) Segmentation
Objective – Function / fashion
Price – High price / Middle-low price
Age – Teenagers/ 20~30 / Over40
2) Targeting
(1) Professional Sports players and people who want to be professional
-By providing them with technology that can support the activity of sports player.
(2) Ordinary people working to enjoy spare time
-Comfortable feeling of wearing, proper price.
(3) Teenagers who think convenience and style as important thing.
-Distinction, Sense of kinship within a group
(4) Age of 20-30 high income bracket that are sensitive to trend and fashion.
3) Positioning
(1) Strong brand power and the best quality
NIKE gradually differentiates from other companies by devising ‘AIR’ based on high-end technology that is able to attract consumers. Marketing strategy that enables NIKE to promote easily, global star marketing, etc made NIKE the best sports brand in the world. Nowadays, the company keep trying to pioneer new technology field in order to proceed other sports brand companied by introducing SHOX (Technology setting up a spring behind shoes).
(2) High price
NIKE has a large number of distribution networks over the world with the surge of brand power. By procuring a distribution network, sales revenues
Nike web page (www.nike.com)
Wikepedia (http://en.wikipedia.org/wiki/Nike,_Inc.)
CFAR (http://www.cfar.com/Documents/nikecmp.pdf)
SBS CNBC TV ‘나이키 제국 속으로’
(http://news.naver.com/main/vod/vod.nhn?oid=374&aid=0000001964)
Company Overview, History : 1950s, Nikebiz.
Nike's 'Just do it' sloga celebrates 20 years, Oregon News(www.OregonLive.com)
"Nike profit up but shares tumble on U.S. concerns", Sage, Alexandria, June 26, 2008
Albert Morgan, NIKE PRO - BE INVINCIBLE, Manchester United
(www.youtube.com)
Nike Pro Combat Jersey Info, WVU Sports Insider. September 1, 2010.
Michael Jordan Nike commercial 1987 (www.youtube.com)
"Logos that became legends: Icons from the world of advertising" (London: The Independent. 2008-01-04)
http://blog.naver.com/bumnalnale?Redirect=Log&logNo=150038379198
Nike Labor Practices in Vietnam
Sweatfree Campus Campaign Launch, Studentsagainstsweatshops.org. 2005-09-28.
마이클 조던이 나이키를 살렸다, 허원무, 살림, 2004
마케팅 가치에 집중하라, 밥 길블리스, 비즈니스맵, 2001
