MARKETING PROJECT FOR NIKE AIR 2013
Executive summary:
Nike is a giant multinational company that is engaged in the development, design, distribution related to professional footwear, sport accessories, equipment and services. In 1979, Nike officially introduce its Air Cushioning Technology which many Nike Air including Air Max (1987), Zoom Air (1995), Tuned Air (1998) and Air-Sole shoes use nowadays. Nike Air shoes came out very successfully thanks to their realistic characteristics such as lightweight, cushioning, versatile and durable and great supports from the reputation of Nike’s brand (Nike Canada 2007). In addition, Nike also gets positive reaction from media and public in Vietnam due to high-quality products. Furthermore, Nike Air shoes to which Nike applied the exclusive Air technology are different from any competitors in market since.
The target of Nike Air in Vietnamese market is middle-class and upper-class with a variety of age from 18 to 35, especially people who have relative high income (above 15 million VND) and desire lifestyle shoes. In addition, Vietnamese begins use shoes as main footwear at work, at school or when they play sport, so Nike will have many potential customers in Vietnam. Moreover, the Government of Vietnam always welcomes the positive investment from foreign company. As a result, Nike may find more chances to expand the business in Vietnam market.
Nike is a very popular international brand known as designer, producer and distributor of quality shoes as well as sport gears designed for athlete (Nike Corporate Responsibility Report 2005). Therefore, Nike takes advantages of that to continues to apply the marketing strategy “more for more” in which the company sell high-quality shoes at high price to Vietnam market. Nike keep using the quality as their strongest competitive advantage which help them to maintain the position in market. As a result, Nike will sold Nike Air shoes at high price.
Introduction
At the end of 2012, Nike is
Nike is a giant multinational company that is engaged in the development, design, distribution related to professional footwear, sport accessories, equipment and services. In 1979, Nike officially introduce its Air Cushioning Technology which many Nike Air including Air Max (1987), Zoom Air (1995), Tuned Air (1998) and Air-Sole shoes use nowadays. Nike Air shoes came out very successfully thanks to their realistic characteristics such as lightweight, cushioning, versatile and durable and great supports from the reputation of Nike’s brand (Nike Canada 2007). In addition, Nike also gets positive reaction from media and public in Vietnam due to high-quality products. Furthermore, Nike Air shoes to which Nike applied the exclusive Air technology are different from any competitors in market since.
The target of Nike Air in Vietnamese market is middle-class and upper-class with a variety of age from 18 to 35, especially people who have relative high income (above 15 million VND) and desire lifestyle shoes. In addition, Vietnamese begins use shoes as main footwear at work, at school or when they play sport, so Nike will have many potential customers in Vietnam. Moreover, the Government of Vietnam always welcomes the positive investment from foreign company. As a result, Nike may find more chances to expand the business in Vietnam market.
Nike is a very popular international brand known as designer, producer and distributor of quality shoes as well as sport gears designed for athlete (Nike Corporate Responsibility Report 2005). Therefore, Nike takes advantages of that to continues to apply the marketing strategy “more for more” in which the company sell high-quality shoes at high price to Vietnam market. Nike keep using the quality as their strongest competitive advantage which help them to maintain the position in market. As a result, Nike will sold Nike Air shoes at high price.
Introduction
At the end of 2012, Nike is