耐克公司的目标市场营销战略分析---科比体系(全英)
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The youth: energetic,adventruous & lots of spare time The Adults: work in normal time but release their pressure during weekends
wk.baidu.com
They are the targeting consumer groups.
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Standardized Global Marketing Eg: “Cortez” in Forrest Gump ，air force 1 etc.
They are the classical style and have deep influence in the world. There are only difference in colors. All these kind of styles in the world are the same.
Products Differentiated strategies
Eg: For the basketball shoes, Nike asks the top stars under it to sign on the shoes. Defferent shoes represent defferent characteristics of the stars. Customers can choose which shoes they like base on thire favorate sport stars
LOGO
Nike company was established in 1972 in the United States, which has been dedicated to producing shoes, clothes, facilities and accessories for sports and physical fitness. Nowadays Nike is entering overseas market such as Canada, Australia and South Africa and becomes the brand who has the biggest market share in the global sport market.