Nike耐克STP战略分析英文版

-NIKE-1-NIKE-Justdoit2-NIKE-Justdoit3ContentsWhatisNikeNike’smarketsegmentation

ChoosingtargetmarketsMarketpositioningComparewithAdidas4--WhatisNike5NikeisamajorpubliclytradedsportswearandequipmentsupplierbasedintheUnitedStates.ThecompanyisheadquarterednearBeaverton,Oregon,whichispartofthePortlandmetropolitanarea.Itistheworld'sleadingsupplierofathleticshoesandapparelandamajormanufacturerofsportsequipment,withrevenueinexcessofUS$18.6billioninitsfiscalyear2008(endingMay31,2008).Asof2008,itemployedmorethan30,000peopleworldwide.NikeandPrecisionCastpartsaretheonlyFortune500companiesheadquarteredinthestateofOregon,accordingtoTheOregonian.

NikeLOGOWhatisNike6--Nike’smarketsegmentation7*AgeMarketSegmentation*Profession*Income8MarketSegmentation--AgeUndereighteenyearsoldEighteentotwenty-fiveTwenty-sixtothirty-fiveThirty-fiveyearsoldorolder3.7%85.19%9.26%1.85%What?9Fromthepiechart,wecanknowthatNikepositionthemainlymarketinyoungpeoplewhoare18to25yearsold.Youngpeoplelikedoingsports.Theychaseafterfashionandhavestrongsenseofidentitybrands.Atthesametime,Nikefocustheirconsumersonthewhite-collarlevelwhichhavestableincomes.Itisnecessaryforthemtoleadahigh-qualitylife,sothattheyareeagertodoingexercisesaswell.

MarketSegmentation--AgeUndereighteenyearsold3.7%Eighteentotwenty-five85.19%Twenty-sixtothirty-five9.26%Thirty-fiveyearsoldorolder1.85%10Nike’sproductsaregearedtoallthenecessariesofcustomers.Withtheimprovementofpeople’slivingstandard,doingphysicalexerciseshasbecomeatrendoflifestyle.SoNikeseizestheopportunityandintroducingavarietyofproductsindifferentpricesinordertomeetalltheexerciseenthusiast.MarketSegmentation--Income11NikedividestheprofessionsintoStudent,Free-lancer,Office-worker,Teachersandothers.ThereisnodoubtthatNikedoesn’trigidlyadheretoacertainrange.Theydesignallkindsofproductswithdifferentcharacteristicsforsportsenthusiasts.NomatteryouarethemostprofessionalathleteswhoparticipateOlympics,oryouarejustastudentwholikedoingsports.Youcanfindasuitable“NIKE”foryou.--ProfessionMarketSegmentation12Inshort,Nike’spotentialcustomersaretheyoungpeoplewhoareengagedinsports,fashionandthewhite-collarwithhighincome.Allofthemlikedoingsportsandtheyarefocusontheproducts’appearanceandperformancerequirements.MarketSegmentation13--Choosingtargetmarkets14ChoosingtargetmarketsEvaluatingthemarketsegmentsStrategytoselecttargetmarketsegments15Youngpeople:nowadays,withtheimprovementofpeople'slivingstandardsaroundtheworld,adolescentshavemoredisposablecashonhand.What’smore,affectedbythenewconceptoflife,theyouth’sconsumerattitudesbecomemoreopen.Therefore,theyounggrouphasastrongspendingpower,whichisoneoftheappealingmarketsthatmanybusinesseswanttoenter.Youngpeopleareenergeticandeasyaffectedbydifferentthoughtsandactions.Theypursuestrengthanddesiretoachieveoutstandingperformanceinaparticularsport.So,Sportsproductsofhigh-performanceandhighcomfortwillbeamagicweapontowintheyouthmarket.Meanwhile,youngpeopleattachimportancetoWell-designedstyleandbeautifuldesign,so,howtodesignavarietyoftrend-settingproductsIngenuitymustbeconsideredseriously.Choosingtargetmarkets--Evaluatingthemarketsegments16Themiddle-aged:withtheimprovementoflivingstandards,afterresolvingthefoodandclothingproblem,peoplepaymoreattentiontoliveahealthierlifestyle.Physicalexercise,averyeffectivewaytoenhancephysicalfitness,andimprovehealth,playsamoreimportantroleinpeople’sdailylife.Therefore,strengtheningphysicalexercisehasbecomeatrendwidely.Afterthebusywork,intheirsparetime,peopleliketodosomemoderate-intensityexercisetomaintaingoodhealth.Manufacturersshouldfocusonthisnewlifestyle.--EvaluatingthemarketsegmentsChoosingtargetmarkets17UndifferentiatedMarketingStrategyForsomeclassicproducts,NikeusesUndifferentiatedMarketingStrategy.Forexample,theCortezshoesonceappearedin"ForrestGump"andtheairforce1shoes,etc.Suchshoeshavehadasignificantinfluenceworldwideandhaveevendevelopedintoaculturalphenomenon,justlikeCoca-Colachangingtheformula;itisnotsuitableforradicaltransformation.Nikemaintainsaproductionofsuchclassicshoesannually,andonthisbasis,tomakeapartialrevisionofthenewtechnology,andthenasasupplementallisting.Differentcolor,aspecialversionoftheclassicshoescomesoutoneafteranother,whichattractoldcustomerstopatronizecontinually.--StrategytoselecttargetmarketsegmentsChoosingtargetmarkets18DifferentiatedMarketingStrategyThereisnodoubtthatNikeisthebestmanufacturerinthefieldofsportinggoods.Nikecoveralmostallsportsareasofexpertise,andevenintheunpopulargymnastics,Nikealsosuccessfullylaunchedthefirstgymnastshoesin2008.Besides,Inthemostpopularareassuchasthefootball,basketball,running,Nikeintroducenewproductsnolessthantenthousandannually,whichisalmostsuitableforallpopulationsperfectly.--StrategytoselecttargetmarketsegmentsChoosingtargetmarkets19--Marketpositioning

20ThestrategiesofmarketpositioningThestepsofmarketpositioningMarketpositioning21①

Analysisofthestatusofthetargetmarket,toconfirmthepotentialcompetitiveadvantageoftheenterprise--ThestepsofmarketpositioningMarketpositioning22Incontrast,businesscompetitors,productquality,thoughnotasNike,anditsabilitytogrowinthefuturecannotbedenied.AntaXtepmarketshareinlow-endproductsisalsoveryhigh,AntabeamongothersportsbrandintheChinesemarket,Adidas,LiNing,Jordan,Anta,Xtep,etc.,aredirectcompetitorsofNike.GotoanotherpieceofNike'sbroadmarketinsteadofotherbrands,willbedeveloped.--ThestepsofmarketpositioningMarketpositioning23②

Accuratelyselectcompetitiveadvantage,theinitialpositionofthetargetmarketenterprisecorecompetitiveadvantagepositioning,Nikeadvantageofscientificandtechnologicalresearchanddevelopment,brandawareness.--ThestepsofmarketpositioningMarketpositioning24③

Displayauniquecompetitiveadvantageandrepositioning

todevelopastrategytoplayacentralcompetitiveadvantage.Ownadvantages,Nikemainscientificandtechnologicalcontentofthepromotionalproducts,productquality,andcomfort,andthesuperstarstrategytostrengthenproductpromotion,andachievedgoodresults.Marketpositioning--Thestepsofmarketpositioning25①productdifferentiationstrategy:Nikealsointendtointhefuturetofurtherrefinetheproductmarket.NIKEIDlaunchedin2008,suchasbusiness,consumerbusinessbywayofonlineself-designed,candesigntheirfavoritecolor,style,specialmark,whichprovidesmorefreedomofchoiceforconsumers.--ThestrategiesofmarketpositioningMarketpositioning26

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Imagedifferentiationstrategy:animagerepresentativeofalltheworld,Nikeisoneofthesignsaroundtheworldmostpeoplerecognize.TounderstandNike'ssuccesswiththecorporatecultureforitsunderstandingofthesignsisessential,becauseitistheNikebrandbecomesubiquitousacommerciallogo.Toowell-knownthatintheNikeadIsawtotheNikelogo,anddonotseethenameofthecompany,becausetheyhaveafullgraspofpeopleseethissymbolthatknowthisisNike,neednotoccuronlywordpiecelanguage.Itbecameaculturalicon,aNikeusedtoincreasebrandvalue,visibility,aswellasthestatusoficons.--ThestrategiesofmarketpositioningMarketpositioning27--NIKEVSADIDAS28ComparewithAdidasMarketSegmentationSelectionoftargetmarketmarketpositioning

29ComparewithAdidas--MarketSegmentationNikeandAdimarketsegmentationismainlyaccordingtogeographicsubdivision,populationsubdivisionandmentalbreakdowntodifferentiatethetargetmarket,toachievetheenterprise'smarketingobjectives.

30ComparewithAdidas--MarketSegmentationPopulationsubdivisionForpopulationsubdivision,Nikeandadidasshoesfacingthepopulationageisdefinedinanadolescent,adidasshoesmore"masculinegender,maleshoeisverymuch,styleandmorefull,productclassificationisverywide,andtwobrandsinthisAsiancountrywiththelargestpopulationofpopulationsubdivision,willbemoreofinterest.31ComparewithAdidas--MarketSegmentationTheagebreakdown

AdidasNikeshoesandtheshoesonfamilyincome,subdividedintomediumincomeandhigherincome,becausethetwobrandshoespriceisonlysuitableforthetwoincomesubdivision,lowincomeforthetwobrandsanddoesnotdemandthe.

32ComparewithAdidas--MarketSegmentationOccupationsegmentationNikeandadidasshoesshoesaccordingtoconsumerlifestyle,personalitytosegmentingconsumermarkets.Sothetwobrandstoconsumers'occupationsegmentation,accordingtothedifferentconsumer,consumerhassports,fashionanddemandfactors,soconsumersfocusmoreonstudents,freeworkersandstaff33--SelectionoftargetmarketComparewithAdidas

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

andadidasshoesmarketingexecutiveEricLiedtkepointedout:"Adidasdesignerinthedesignofsportsshoes,donotknowthepotentialbuyers