nike耐克stp战略分析__英文版

《nike耐克stp战略分析__英文版》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、-NIKE--NIKE-Justdoit-NIKE-JustdoitContentsWhatisNikeNike’smarketsegmentationChoosingtargetmarketsMarketpositioningComparewithAdidas--WhatisNikeNikeisamajorpubliclytradedsportswearandequipmentsupplierbasedintheUnitedStates.ThecompanyisheadquarterednearB

2、eaverton,Oregon,whichispartofthePortlandmetropolitanarea.Itistheworld'sleadingsupplierofathleticshoesandapparelandamajormanufacturerofsportsequipment,withrevenueinexcessofUS$18.6billioninitsfiscalyear2008(endingMay31,2008).Asof2008,itemployedmorethan30

3、,000peopleworldwide.NikeandPrecisionCastpartsaretheonlyFortune500companiesheadquarteredinthestateofOregon,accordingtoTheOregonian.NikeLOGOWhatisNike--Nike’smarketsegmentation*AgeMarketSegmentation*Profession*IncomeMarketSegmentation--AgeUndereighteenye

4、arsoldEighteentotwenty-fiveTwenty-sixtothirty-fiveThirty-fiveyearsoldorolder3.7%85.19%9.26%1.85%What?Fromthepiechart,wecanknowthatNikepositionthemainlymarketinyoungpeoplewhoare18to25yearsold.Youngpeoplelikedoingsports.Theychaseafterfashionandhavestrong

5、senseofidentitybrands.Atthesametime,Nikefocustheirconsumersonthewhite-collarlevelwhichhavestableincomes.Itisnecessaryforthemtoleadahigh-qualitylife,sothattheyareeagertodoingexercisesaswell.MarketSegmentation--AgeUndereighteenyearsold3.7%Eighteentotwent

6、y-five85.19%Twenty-sixtothirty-five9.26%Thirty-fiveyearsoldorolder1.85%Nike’sproductsaregearedtoallthenecessariesofcustomers.Withtheimprovementofpeople’slivingstandard,doingphysicalexerciseshasbecomeatrendoflifestyle.SoNikeseizestheopportunityandintrod

7、ucingavarietyofproductsindifferentpricesinordertomeetalltheexerciseenthusiast.MarketSegmentation--IncomeNikedividestheprofessionsintoStudent,Free-lancer,Office-worker,Teachersandothers.ThereisnodoubtthatNikedoesn’trigidlyadheretoacertainrange.Theydesig

8、nallkindsofproductswithdifferentcharacteristicsforsportsenthusiasts.NomatteryouarethemostprofessionalathleteswhoparticipateOlympics,oryouarejustastudentwholikedoingsports.Youcanfindasuitable“NIKE”foryou.--ProfessionMarketSegmentationIns