Nike耐克STP战略分析__英文版

Emerging market(China and India);China has a large population ,they can pay more attention to Chinese consumers . As well as China’s economy grows rapidly . China will be a potential market .
Market Segmentation
-- Profession
Nike divides the professions into Student, Free-lancer, Officeworker, Teachers and others. There is no doubt that Nike doesn’t 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 suitable “NIKE” for you.
Target
Nike’s potential customers are the young people who are engaged in sports, fashion and the white-collar with high income. All of them like doing sports and they are focus on the products’ appearance and performance requirements .
-- Nike’s market segmentation
supermarket
Product segment
Marketing segment
Mono Brand Chain Store
Specialty Chain Store fashion sportswear Out-door fitness
Ch来自百度文库nese Market Analysis
Market Segmentation
*Age *Income
*Profession
Market Segmentation
-- Age
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 level which have stable incomes. It is necessary for them to lead a highquality life, so that they are eager to doing exercises as well. Under eighteen years old 3.7%
• Target
Marketing to women , according to the fact that women like shopping ,Nike can attach more importance to women market which will bring more profits , such as invite some famous women athletes to endorse and advertise more on sites , such as taobao ….
Eighteen to twenty-five
Twenty-six to thirty-five Thirty-five years old or older
85.19%
9.26%
1.85%
Market Segmentation
-- Income
Nike’s products are geared to all the necessaries of customers. With the improvement of people’s living standard, doing physical exercises has become a trend of lifestyle. So Nike seizes the opportunity and introducing a variety of products in different prices in order to meet all the exercise enthusiast.