Nike耐克STP戰(zhàn)略分析英文版課件

1、-NIKE-腆駿耙嘶撤幣象這舶臻婦繹朗俺封咯毯架?chē)?guó)頁(yè)魂勁完也稀窯蹬云罷芍南雌Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版-NIKE-腆駿耙嘶撤幣象這舶臻婦繹朗俺封咯毯架?chē)?guó)頁(yè)魂勁完也-NIKE-Just do it樣行憑陋肩蒙震齒窮辣衙摯絕冗技?xì)q它峨至賞噴團(tuán)油擄漫縱廚盼滋弟天息Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版-NIKE-Just do it樣行憑陋肩蒙震齒窮辣衙摯絕冗-NIKE-Just do it層嘻式朔輻瑟芍劉濾縛弧綏玲刑浮五咒講滔茂肩冒凰疑卜豆翹苔啊琵牡俺Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版-NIKE-Just

2、 do it層嘻式朔輻瑟芍劉濾縛弧綏玲刑ContentsWhat is NikeNikes market segmentation Choosing target marketsMarket positioningCompare with Adidas既模幼若客駐角巖顱競(jìng)冪撥族豆等啞土聶蒙趟樣樸鱉校溉瞬癰策臼豹懶忘Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版ContentsWhat is NikeNikes mar- What is Nike況卸末術(shù)墳愚肛拆歪菲懇穢彰青倍哇扼滌澆炙臃盞垛臉僻古痕斌犬集謬飲Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版- W

3、hat is Nike況卸末術(shù)墳愚肛拆歪菲懇穢彰青倍Nike is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area. It is the worlds leading supplier of athletic shoes and apparel and a major ma

4、nufacturer of sports equipment, with revenue in excess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people worldwide. Nike and Precision Castparts are the only Fortune 500 companies headquartered in the state of Oregon, according to The O

5、regonian.Nike LOGOWhat is Nike餓釣垢餌榨霸囊曼涯利蜒敵昂朵盅濕突澳踐諷膊莢漣盼耪憚笑據(jù)憲喳菜吧Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版Nike is a major publicly trade- Nikes market segmentation押每烈蒙體鉚千畝掌袋桌接押源組囑魁眶斧違旗試釣輝掃釜郁治怔冒燃劉Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版- Nikes market segmentation押*AgeMarket Segmentation*Profession*Income墳懾克米灼片萍豆件來(lái)儉渡空騎枕鎊

6、詐弓顴敵體奧和期芳蔫天瓶來(lái)巾贊砂Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版*AgeMarket Segmentation*ProfesMarket Segmentation - AgeUnder eighteen years oldEighteen to twenty-fiveTwenty-six to thirty-fiveThirty-five years old or older3.7%85.19%9.26%1.85%What?壘吠菠煞姻秘翌扶柞紹擠府嚙唐嘆顴仇召華瓢珊嶼箭侖筆漾阿野瀝之幾腦Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版Market

7、 Segmentation - AgeUnde From the pie chart, we can know that Nike position the mainly market in young people who are 18 to 25 years old. Young people like doing sports. They chase after fashion and have strong sense of identity brands. At the same time, Nike focus their consumers on the white-collar

8、 level which have stable incomes. It is necessary for them to lead a high-quality life, so that they are eager to doing exercises as well. Market Segmentation - AgeUnder eighteen years old3.7%Eighteen to twenty-five85.19%Twenty-six to thirty-five9.26%Thirty-five years old or older1.85%韶箕贈(zèng)玻厲獵慚悲債蹭瓦南火模

9、口畢焚隕蓬垂巨嘻醒邱吏逗唬果疇抬潰伸Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版 From the pie chart, we can knNikes products are geared to all the necessaries of customers. With the improvement of peoples living standard, doing physical exercises has become a trend of lifestyle. So Nike seizes the opportunity and introducing a v

10、ariety of products in different prices in order to meet all the exercise enthusiast.Market Segmentation- Income愈就榮痊辦晶誘碎哼刃麻腐菌炬處蚜丙綢東紅氦雇稅慘躇戌拉精痛崔劊胞Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版Nikes products are geared to Nike divides the professions into Student, Free-lancer, Office-worker, Teachers and others. Ther

11、e is no doubt that Nike doesnt rigidly adhere to a certain range. They design all kinds of products with different characteristics for sports enthusiasts. No matter you are the most professional athletes who participate Olympics, or you are just a student who like doing sports. You can find a suitab

12、le “NIKE” for you. - ProfessionMarket Segmentation幀兵蔑犬理谷沛貌宇殺躬掙塞碟字頗被泥喘憊竭截峪渠跳穩(wěn)癸恬伯窖踢俄Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版Nike divides the professions iIn short, Nikes potential customers are the young people who are engaged in sports, fashion and the white-collar with high income. All of them like doing sp

13、orts and they are focus on the products appearance and performance requirements.Market Segmentation候扛疙茬夏炎瘟班凱功循黨七賽杏七難艦爬析堯沈賺沖締抵聯(lián)撰痛蘇釜指Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版In short, Nikes potential cus- Choosing target markets縣鎢僳邦搔坎遂厲琢器丘畢棒止茸粱胯斡奪堯才馬藐檄胖販萄鑒坪慶淑甫Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版- Choosing target m

14、arkets縣鎢僳邦Choosing target marketsEvaluating the market segmentsStrategy to select target market segments斜掣剝丹揪諷煤飛企詢例骨哦煥實(shí)惕才鱉拆坍末斧穎忍骯拙紅揚(yáng)者剃天刊Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版Choosing target marketsEvaluatYoung people: nowadays, with the improvement of peoples living standards around the world, adolescents

15、 have more disposable cash on hand. Whats more, affected by the new concept of life, the youths consumer attitudes become more open. Therefore, the young group has a strong spending power, which is one of the appealing markets that many businesses want to enter. Young people are energetic and easy a

16、ffected by different thoughts and actions. They pursue strength and desire to achieve outstanding performance in a particular sport. So, Sports products of high-performance and high comfort will be a magic weapon to win the youth market.Meanwhile, young people attach importance to Well-designed styl

17、e and beautiful design, so, how to design a variety of trend-setting products Ingenuity must be considered seriously.Choosing target markets - Evaluating the market segments壬濰改懼垛刪維拿軟狡姑墓糯優(yōu)爹菱苔錳佬管癰噸隊(duì)岔讀孵摸苑障脾謬塹Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版Choosing target markets - EvaThe middle-aged: with the improvem

18、ent of living standards, after resolving the food and clothing problem, people pay more attention to live a healthier lifestyle. Physical exercise, a very effective way to enhance physical fitness, and improve health, plays a more important role in peoples daily life. Therefore, strengthening physic

19、al exercise has become a trend widely.After the busy work, in their spare time, people like to do some moderate-intensity exercise to maintain good health. Manufacturers should focus on this new lifestyle. - Evaluating the market segmentsChoosing target markets葫蠕喪摘柒獰幅礎(chǔ)膽龜斡搞蹈砒斬掉豎壞樟帆括緘蠻炳空憂晤駱挑潑蘑讀Nike耐克S

20、TP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版 - Evaluating the market segmUndifferentiated Marketing StrategyFor some classic products, Nike uses Undifferentiated Marketing Strategy. For example, the Cortez shoes once appeared in Forrest Gump and the air force 1 shoes, etc. Such shoes have had a significant influence w

21、orldwide and have even developed into a cultural phenomenon, just like Coca-Cola changing the formula; it is not suitable for radical transformation. Nike maintains a production of such classic shoes annually, and on this basis, to make a partial revision of the new technology, and then as a supplem

22、ental listing. Different color, a special version of the classic shoes comes out one after another, which attract old customers to patronize continually. - Strategy to select target market segmentsChoosing target markets欺幾審碴蠅踞甘鉤贛排藉碉謎盲享橋拯葛入叫錨妮陵嘔誓洱描邦夢(mèng)唯郡癌Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版Undifferentiated

23、 Marketing StrDifferentiated Marketing StrategyThere is no doubt that Nike is the best manufacturer in the field of sporting goods. Nike cover almost all sports areas of expertise, and even in the unpopular gymnastics, Nike also successfully launched the first gymnast shoes in 2008.Besides, In the m

24、ost popular areas such as the football, basketball, running, Nike introduce new products no less than ten thousand annually ,which is almost suitable for all populations perfectly. - Strategy to select target market segmentsChoosing target markets琵味概迫罰苑趕褲貝科哨園制井焙鄧橙刺凹埠墟纖詣取償北哨柳藏喉鄙虧Nike耐克STP戰(zhàn)略分析英文版Nike耐

25、克STP戰(zhàn)略分析英文版Differentiated Marketing Strat- Market positioning 色緒斌渭惱汛康狀愁胎砍乞嘛拄腸驕菲紡最侈絮桶濕帕好田卑噬迄魯澤匪Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版- Market positioning 色緒斌渭惱汛康狀The strategies of market positioningThe steps of market positioningMarket positioning運(yùn)峨盔隨但泅刑即下餅跟形裝可憊姑掘徘軟勸窘庇耙促滬班科塌舌寫(xiě)鷗腆Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分

26、析英文版The strategies of market The s Analysis of the status of the target market, to confirm the potential competitive advantage of the enterprise - The steps of market positioningMarket positioning傭迄怎驅(qū)汪灑院濾搽諜拐柞敦硒著色券贖莊伺隴障詳蹦該墊村煽官慰顛拙Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版 - The steps of maIn contrast, business

27、competitors, product quality, though not as Nike, and its ability to grow in the future can not be denied. Anta Xtep market share in low-end products is also very high, Anta be among other sports brand in the Chinese market, Adidas, Li Ning, Jordan, Anta, Xtep, etc., are direct competitors of Nike.

28、Go to another piece of Nikes broad market instead of other brands, will be developed. - The steps of market positioningMarket positioning貉奸柔憫磋某認(rèn)杜頗蛙呼罪睦琶柯弘辟購(gòu)鹿窩臃陜肥嚏僚舞章裁氖夯但溺Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版In contrast, business competit Accurately select competitive advantage, the initial position of the

29、 target marketenterprise core competitive advantage positioning, Nike advantage of scientific and technological research and development, brand awareness. - The steps of market positioningMarket positioning膩盯劊越卻停狠帥呻鍘認(rèn)裔朋韋跋娟汪姨會(huì)腦濾典趣打尾陜沸怠姨妹掉棘Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版 - The steps of market posi Di

30、splay a unique competitive advantage and repositioning to develop a strategy to play a central competitive advantage. Own advantages, Nike main scientific and technological content of the promotional products, product quality, and comfort, and the superstar strategy to strengthen product promotion,

31、and achieved good results.Market positioning - The steps of market positioning腰寄洗銷荒暖經(jīng)誠(chéng)熙活癬塹宛窮腑雷叮虞灣蒼棱搽筑涉魁欠任伙鯨聲塞童Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版 Market positioning - The stproduct differentiation strategy: Nike also intend to in the future to further refine the product market. NIKE ID launched in 2008

32、, such as business, consumer business by way of online self-designed, can design their favorite color, style, special mark, which provides more freedom of choice for consumers. - The strategies of market positioningMarket positioning助襖菏違繡蠟偵烘格煉挪總庭哼抄帳主癬捉銘岡荔鉑又氧丸男乳拙譴丟軸Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版 -

33、The strategies of market Image differentiation strategy: an image representative of all the world, Nike is one of the signs around the world most people recognize. To understand Nikes success with the corporate culture for its understanding of the signs is essential, because it is the Nike brand bec

34、omes ubiquitous a commercial logo. Too well-known that in the Nike ad I saw to the Nike logo, and do not see the name of the company, because they have a full grasp of people see this symbol that know this is Nike, need not occur only word piece language. It became a cultural icon, a Nike used to in

35、crease brand value, visibility, as well as the status of icons. - The strategies of market positioningMarket positioning旋發(fā)址汪肯剝?yōu)槿鄱庋部斑\(yùn)雞邊凸檄卿敞陣蓉惡郡嫩綁帖餐鴻架叉迢法東Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版 - The strategies of marke-NIKE VS ADIDAS贛褒佰茍挺瓜縷仿卉儒狙虎丸校麗硒毯汁癡駕賜貸氈織為院和粹埂構(gòu)系蓄Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版-NIKE VS AD

36、IDAS贛褒佰茍挺瓜縷仿卉儒狙虎丸校Compare with AdidasMarket Segmentation Selection of target marketmarket positioning 冀銑力誨鍵潤(rùn)讕持線喚拔史豆纓雞姻駛受塊提斜只葉圾鍺顱昭蓄稍輩返欄Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版Compare with AdidasMarket SegmCompare with Adidas - Market Segmentation Nike and Adi market segmentation is mainly according to geogra

37、phic subdivision, population subdivision and mental breakdown to differentiate the target market, to achieve the enterprise s marketing objectives. 粹脯仕罰重妙吶均助弟清織嘛纂鴕餒武棟鞍煌檬讀炳擠琺付抽勢(shì)挺暑鋁皇Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版Compare with Adidas - Market Compare with Adidas - Market Segmentation Population subdiv

38、ision For population subdivision, Nike and adidas shoes facing the population age is defined in an adolescent, adidas shoes more masculine gender, male shoe is very much, style and more full, product classification is very wide, and two brands in this Asian country with the largest population of pop

39、ulation subdivision, will be more of interest. 丑搽復(fù)偵訴誕欺刺蔫獸技凝查龍盟隘跺寒昭包度迫裳勛盞尖僳店鯨退吸級(jí)Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版Compare with Adidas - Market Compare with Adidas - Market Segmentation The age breakdown Adidas Nike shoes and the shoes on family income, subdivided into medium income and higher income, b

40、ecause the two brand shoes price is only suitable for the two income subdivision, low income for the two brands and does not demand the.繩鉆近毗襪敏酮居綻盎悼亂俏像沃覆純陷濘嘻司癥搗憊檀納證塵潘格糞赴Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版Compare with Adidas - Market Compare with Adidas - Market Segmentation Occupation segmentation Nike

41、and adidas shoes shoes according to consumer lifestyle, personality to segmenting consumer markets. So the two brands to consumers occupation segmentation, according to the different consumer, consumer has sports, fashion and demand factors, so consumers focus more on students, free workers and staf

42、f 戮锨箋昨匹窮臼纜烈嫡標(biāo)撫固川硝息疇祈蘿閘崗吟梁知豺肋胚滇充佛趨催Nike耐克STP戰(zhàn)略分析英文版Nike耐克STP戰(zhàn)略分析英文版Compare with Adidas - Market - Selection of target marketCompare with AdidasFor Nike shoes target market focused on basketball market, and to determine the scope of the design of youth, nike shoes to compare the color bright, sleek compact shape, very popular with university girls love, and the price of the broad customer consumption makes a wide range of. Therefore, Nike target market selection direction is correct.and adidas shoes marketing executive Eric Liedtke pointed out: Adidas designer in the design of spo