Nike Consumer Behaviour

Culture has allowed the consumer to feel as if they have institutionalized knowledge of the commodity which they are wearing, and part of an elite group of people which differ from people who are wearing a different kind of brand (Williams, 1976: 85). Culture is all around media consumers, as this being filtered through by radios, televions , newspapers , and films, therefore consumers are controlled by what they see and hear , forming a sense of their own identity, through what they consume (Lury, 2011: 5-7). The swoosh, which is the logo which represents the brand Nike has become so rich in meaning through the years, and extended its value towards objects and people (Goldman & Papson, 1998: 4). The vice-chairman, Richard Donahue said the following about the brand Nike: “The commitment is to be a global company- one management, one theme, one value, one ethic around the world” (Goldman & Papson, 1998: 4). Therefore the swoosh has created its own ideology , which is promoting that if a person wants to become the best possible human they can be, they can make this dream into a reality by wearing the Nike logo , the ‘swoosh’ on their clothing logo (Hill, 2002:

They want people to , when looking for sporting gears, see the brand of nike and instantly know that is quality and reliable products on the shelf. They used ethos ,pathos, and logos to boost their campaign in establish well known sporting product on worldwide platform. This is the way how nike has become so successful in its category. Nike is setting standards that other companies are following in sporting

Historically, the company’s business units had been structured in a matrix with business units centred along 3 product dimensions: footwear, apparel and equipment forming the primary axis and geographic regions the secondary. However, this structure was insufficient to cater to the growing demand among athletes for complete tailored high performance, sport specific gear. To respond to this need, Nike reorganized itself around 5 core sports categories - running, football (soccer), basketball, men’s training and women’s fitness- thus improving customer focus and moving away from its product-driven model towards delivering integrated customer solutions. (Marcia Blenko, Eric Garton, Ludovica Mottura, 2014, Winning Operating Models That Convert Strategy to Results, http://www.bain.com/publications/articles/winning-operating-models-that-convert-strategy-to-results.aspx).

“ Nike brand president Trevor Edwards said on yesterday's 2017 Q3 earnings call that the 2016 "Space Jam" Air Jordan XI release "was the largest and most successful shoe launch in the history of Nike. "(Christian 1). In 2016 the Jordan 11 “ Space Jam” was Nike’s highest grossing shoe is Nike’s history as a company the shoes retailed for $220 and sold out in hours. The evidence given proves how Jordan’s marketing strategy of limiting the shoes to certain stores and in certain quantities has show it is a working model and thrives for the company. Throughout the years different marketing campaigns for different companies have worked but Jordan's repetitive marketing campaigns have shown successes through the

Nike: Global Ambassador or Material Monolith? While Nike sneakers may appear to be a stylish, functional brand of shoes, their function within the context of globalization and the global market is far-reaching. One pair of Nike shoes can feed a family of factory workers, represent the personal style brand of some of the world’s most popular entrepreneurs, or get a child killed in a poor neighborhood. The way these shoes travel provides millions of jobs and connects people from around the world in a looping supply chain. Yet, the shoes – the brand – starts to take on a mind of its own as the image shifts, and the consumer mindset changes.

Introduction Critiquing this ad on how it attracts customer to buy their product. I will talk about what is motivating or attracting the customer. Sometimes it’s the meaning behind the ad or how the product is represented. Nikes is using one of the most popular strategies that are successful in promoting its product and increasing income. When I first saw this ad I immediately knew they were comparing the iron man suit to the shoes showed in the ad.

I believe, if every consumer contacted Nike that they won 't purchase their products until they do something about the current system of operating. Then we would help make a difference. If Nike

Nike has sustained positive revenue in a worldwide market focusing on a healthy and active lifestyle. For the past 3 years Nike has gained a gross profit ratio of 8.73% in fiscal of 2013, 10.28% in fiscal of 2012, and 8.28% in 2011 . Thus showing the financial power Nike has, well the firm holds a net income of 2.5 billion in the fiscal year of 2013. Nike’s largest product category is footwear, representing over 55% of the companies revenue. Nike uses their financial resources ability to obtain large advertising plots, whether it is a commercial on television, advertisements on the Internet, or product promotion in athletic facilities.

Goals Nike focuses on pursuing opportunities and improving their product to enhance the human potential. Thereby they create product, services and experiences for athletes helping them overcome limitations such as climate and road types. Core Competency and Sustainable Competitive Advantage Nike’s have maxims to help Nike employees to create better products and provide better services for the customers. Henceforth creating better customer value compared to companies.

The strength of high price product strategy is that Nike can earn more on each single item. Also, it can ensure the quality of the products. The low-priced products policy could widen the customer group and attract more buyers to boost the sales. The weakness of selling premium is that only high-end buyers could afford to buy it.

As the result of political analysis, Nike Inc has opportunities to expand Nike footwear market in global. Economic Analysis Economic recession is the biggest threat for the Nike. Nike. Inc has faced treat which is financial crises of 2008

Over the years, Nike has been able to build a better relationship with their overseas factories and contractors. They were able to build up a Corporate Responsibility Board to guarantee the regulation of policies and laboring laws. In addition, Nike has improved its labors to be more ethical and to keep their business and work ethics proficient. Their main goal was to improve their affiliation with their consumers and to make them value their products one again and this has been done over the past few

This is due to Nike gets its merchandise generally from foreign manufacturers. To operate profitably, Nike need to get good value on products and supplies and, in turn, offer good value to its customers with accessible solutions. Publics: Many colleges and universities, especially anti-globalization groups as well as several anti-sweatshop groups

6.1 Marketing Mix Marketing mix is a set of controllable marketing tactics used by business to promote their product and achieve its marketing objectives. (L. Lake, 15 June 2017) Marketing mix is also called the 4Ps which consist of Promotion, Place, Product and Price. (M. J. Baker, 2001, p.54) 6.1.1 Product

With this strategy Nike has gained the market share. Over the years Nike has gained billion of dollars in revenues, which led him to the state of the largest footwear shoes in the world. However, this success has a cost. The number of criticisms towards Nike is increasing gradually. This situation led some analysts question on the way Nike sees Globalization.