Hi There,

We are going to tell you all about our recent developments on our Nike research project from the previous week. After conducting some primary research and an assessment of Nike as a whole we have decided as a group to specify in Nike footwear. 

In our lesson we explored 2 particular target markets, we chose Athletes and Youth Fashion. We chose Athletes as if they wear Nike footwear then it promotes the products and encourages sports enthusiast to purchase them. Encouraging consumers to think 'if they are good enough for professionals then they are definitely good enough for me'. So it would be influential and with such a variety of different sports trainers available the target market is huge. Youth Fashion is also a huge target market due to trends and the 'cool' thing to wear, with a huge variety of styles and sports shoes and the option to customize your own shoes, the demand is sky-high. 

After evaluating these target markets we went onto thinking about Nikes competitors and what Nikes competitive advantages are. For Nike, there are 2 types of competitors; from a sports perspective it would be Addidas and Puma and from a fashion perspective it would be brands like Converse and Vans. Nike has a competitive edge because they are stylish with a wider variety of products; they are popular and have a great reputation of the quality of shoes. There style of market appeal to more people and the Nike 'tick' is one of the most recognizable symbols around the world. Nike has also branched out and sponsors many athletes and sports, ranging from football teams to individual surfers; this will influence people to purchase products from Nike. 

From our breakout session we learnt that good information is the lifeblood of effective marketing analysis. So we are going to explore databases such as WARC, Mintel, Nexis, Marketline Advantage ad Social Brand for relevant information on Nike, especially in the Microanalysis stage.

First of all we are going to carry out some macro analysis, we have divided this research into 3 main areas, Political and Economic, Social, and Technology and Environment. Once we have all carried out research in these areas we are all going to come together and discuss our findings, evaluate them as a group and go onto researching all together microanalysis using the specific databases listed previously.

Political & Economic--> Chelsea

Social--> Ross

Technology & Environment--> Kirstie

Kirstin Ledson, Chelsea Lane, Ross Lindley

13.30pm 03/02/2013