Nike耐克STP战略分析英文版

-NIKE--NIKE-Justdoit-NIKE-JustdoitContentsWhatisNikeNike’smarketsegmentationChoosingtargetmarketsMarketpositioningComparewithAdidas--WhatisNikeNikeisamajorpubliclytradedsportswearandequipmentsupplierbasedintheUnitedStates.ThecompanyisheadquarterednearBeaverton,Oregon,whichispartofthePortlandmetropolitanarea.Itistheworld'sleadingsupplierofathleticshoesandapparelandamajormanufacturerofsportsequipment,withrevenueinexcessofUS$18.6billioninitsfiscalyear2008(endingMay31,2008).Asof2008,itemployedmorethan30,000peopleworldwide.NikeandPrecisionCastpartsaretheonlyFortune500companiesheadquarteredinthestateofOregon,accordingtoTheOregonian.NikeLOGOWhatisNike--Nike’smarketsegmentation*AgeMarketSegmentation*Profession*IncomeMarketSegmentation--AgeUndereighteenyearsoldEighteentotwenty-fiveTwenty-sixtothirty-fiveThirty-fiveyearsoldorolder3.7%85.19%9.26%1.85%What?Fromthepiechart,wecanknowthatNikepositionthemainlymarketinyoungpeoplewhoare18to25yearsold.Youngpeoplelikedoingsports.Theychaseafterfashionandhavestrongsenseofidentitybrands.Atthesametime,Nikefocustheirconsumersonthewhite-collarlevelwhichhavestableincomes.Itisnecessaryforthemtoleadahigh-qualitylife,sothattheyareeagertodoingexercisesaswell.MarketSegmentation--AgeUndereighteenyearsold3.7%Eighteentotwenty-five85.19%Twenty-sixtothirty-five9.26%Thirty-fiveyearsoldorolder1.85%Nike’sproductsaregearedtoallthenecessariesofcustomers.Withtheimprovementofpeople’slivingstandard,doingphysicalexerciseshasbecomeatrendoflifestyle.SoNikeseizestheopportunityandintroducingavarietyofproductsindifferentpricesinordertomeetalltheexerciseenthusiast.MarketSegmentation--IncomeNikedividestheprofessionsintoStudent,Free-lancer,Office-worker,Teachersandothers.ThereisnodoubtthatNikedoesn’trigidlyadheretoacertainrange.Theydesignallkindsofproductswithdifferentcharacteristicsforsportsenthusiasts.NomatteryouarethemostprofessionalathleteswhoparticipateOlympics,oryouarejustastudentwholikedoingsports.Youcanfindasuitable“NIKE”foryou.--ProfessionMarketSegmentationInshort,Nike’spotentialcustomersaretheyoungpeoplewhoareengagedinsports,fashionandthewhite-collarwithhighincome.Allofthemlikedoingsportsandtheyarefocusontheproducts’appearanceandperformancerequirements.MarketSegmentation--ChoosingtargetmarketsChoosingtargetmarketsEvaluatingthemarketsegmentsStrategytoselecttargetmarketsegmentsYoungpeople:nowadays,withtheimprovementofpeople'slivingstandardsaroundtheworld,adolescentshavemoredisposablecashonhand.What’smore,affectedbythenewconceptoflife,theyouth’sconsumerattitudesbecomemoreopen.Therefore,theyounggrouphasastrongspendingpower,whichisoneoftheappealingmarketsthatmanybusinesseswanttoenter.Youngpeopleareenergeticandeasyaffectedbydifferentthoughtsandactions.Theypursuestrengthanddesiretoachieveoutstandingperformanceinaparticularsport.So,Sportsproductsofhigh-performanceandhighcomfortwillbeamagicweapontowintheyouthmarket.Meanwhile,youngpeopleattachimportancetoWell-designedstyleandbeautifuldesign,so,howtodesignavarietyoftrend-settingproductsIngenuitymustbeconsideredseriously.Choosingtargetmarkets--EvaluatingthemarketsegmentsThemiddle-aged:withtheimprovementoflivingstandards,afterresolvingthefoodandclothingproblem,peoplepaymoreattentiontoliveahealthierlifestyle.Physicalexercise,averyeffectivewaytoenhancephysicalfitness,andimprovehealth,playsamoreimportantroleinpeople’sdailylife.Therefore,strengtheningphysicalexercisehasbecomeatrendwidely.Afterthebusywork,intheirsparetime,peopleliketodosomemoderate-intensityexercisetomaintaingoodhealth.Manufacturersshouldfocusonthisnewlifestyle.--EvaluatingthemarketsegmentsChoosingtargetmarketsUndifferentiatedMarketingStrategyForsomeclassicproducts,NikeusesUndifferentiatedMarketingStrategy.Forexample,theCortezshoesonceappearedinForrestGumpandtheairforce1shoes,etc.Suchshoeshavehadasignificantinfluenceworldwideandhaveevendevelopedintoaculturalphenomenon,justlikeCoca-Colachangingtheformula;itisnotsuitableforradicaltransformation.Nikemaintainsaproductionofsuchclassicshoesannually,andonthisbasis,tomakeapartialrevisionofthenewtechnology,andthenasasupplementallisting.Differentcolor,aspecialversionoftheclassicshoescomesoutoneafteranother,whichattractoldcustomerstopatronizecontinually.--StrategytoselecttargetmarketsegmentsChoosingtargetmarketsDifferentiatedMarketingStrategyThereisnodoubtthatNikeisthebestmanufacturerinthefieldofsportinggoods.Nikecoveralmostallsportsareasofexpertise,andevenintheunpopulargymnastics,Nikealsosuccessfullylaunchedthefirstgymnastshoesin2008.Besides,Inthemostpopularareassuchasthefootball,basketball,running,Nikeintroducenewproductsnolessthantenthousandannually,whichisalmostsuitableforallpopulationsperfectly.--StrategytoselecttargetmarketsegmentsChoosingtargetmarkets--MarketpositioningThestrategiesofmarketpositioningThestepsofmarketpositioningMarketpositioning①Analysisofthestatusofthetargetmarket,toconfirmthepotentialcompetitiveadvantageoftheenterprise--ThestepsofmarketpositioningMarketpositioning•Incontrast,businesscompetitors,productquality,thoughnotasNike,anditsabilit