Essay 2
Nike Positioning Process
BUSI 433
Dr. Janis McFaul
Ruben Gonzalez Pena
Introduction
Nike is one of the most recognizable companies in the world due to the specific logo as known as the “swoosh”. In the 32 years of existence, Nike has been able to be the industry’s leading sport and fitness company. The organizations mission is “To bring inspiration and innovation to every athlete in the world”. According to the founder Bill Bowerman “If your have a body, you are an athlete.” Nike is a global marketer of athletic footwear apparel and equipment. The organization operates in over 160 countries while also having whole owned subsidiaries which include Cole Haan, Converse Inc., Hurley International, and Umbro.
Nike focuses most of their marketing resources to find out consumers’ behavior when it comes done to how the costumer purchases. Through the line of different product Nike advertising are the main motivator to purchase a product. By signing sport celebrities they are able to send an image across the product line that add value and benefits because professional athletes use it. To success behind the endorsement gain customer perception of high quality product. Set of Competitive Products
The products the Nike has to offer range from sportswear to shoes. Nike products are set apart because they are perceived as high performance brad. The categories for their products are the following; Sport equipment: shoes, jersey, and shorts for range of different sports. Nike is also known for urban fashion clothing. The latest product was the Nike+ hand band. Also currently speculated to team up with Apple in order to let them develop the technology. This joint venture is due to the increase of new entrants in that market section.
Determinant attributes and Costumer perception The success of the product line have been due to the strong brand image and what each product is perceived. Nike is more than just a logo is a pure American icon
BUSI 433
Dr. Janis McFaul
Ruben Gonzalez Pena
Introduction
Nike is one of the most recognizable companies in the world due to the specific logo as known as the “swoosh”. In the 32 years of existence, Nike has been able to be the industry’s leading sport and fitness company. The organizations mission is “To bring inspiration and innovation to every athlete in the world”. According to the founder Bill Bowerman “If your have a body, you are an athlete.” Nike is a global marketer of athletic footwear apparel and equipment. The organization operates in over 160 countries while also having whole owned subsidiaries which include Cole Haan, Converse Inc., Hurley International, and Umbro.
Nike focuses most of their marketing resources to find out consumers’ behavior when it comes done to how the costumer purchases. Through the line of different product Nike advertising are the main motivator to purchase a product. By signing sport celebrities they are able to send an image across the product line that add value and benefits because professional athletes use it. To success behind the endorsement gain customer perception of high quality product. Set of Competitive Products
The products the Nike has to offer range from sportswear to shoes. Nike products are set apart because they are perceived as high performance brad. The categories for their products are the following; Sport equipment: shoes, jersey, and shorts for range of different sports. Nike is also known for urban fashion clothing. The latest product was the Nike+ hand band. Also currently speculated to team up with Apple in order to let them develop the technology. This joint venture is due to the increase of new entrants in that market section.
Determinant attributes and Costumer perception The success of the product line have been due to the strong brand image and what each product is perceived. Nike is more than just a logo is a pure American icon
References: Larson, D. (2011). Global brand management - nike 's global brand. The ISM Journal of International Business, 1(3), 14-1D,2D,3D,4D,5D,6D,7D,8D,9D,10D,11D,12D,13D,14D. Retrieved from http://search.proquest.com/docview/921620384?accountid=12085 Murphy, T. (2000, Aug 01). Is nike losing its cool? Oregon Business, 23, 20. Retrieved from http://search.proquest.com/docview/203248364?accountid=12085