Nike Case Study/3 Segments Promotion

Assignment

Our assginment for maketing “Nike in the UK” included several issues:

The overall Bulgarian or UK market size and trends/projections (value and/or volume)

The main market segments; their size and trends/projections (value and/or volume)

Major macro and global environmental influences on the market (opportunities and threats)

The main market competitors; their market share and strengths/weaknesses

Identification of segments offering entry/growth opportunities (one for each group member)

The option was the Bulgarian market, but UK was chosen as our group is multinational and not everyone is able to work with Bulgarian sources while English is spoken by everyone.

The UK is highly developed country with sophisticated economy, huge old saturated market and long sports traditions (amateur, proffessional and “occasional”). And also spectators sports are very important in their life. 2012 Olympic games will be held in London.

Finding sources for our report was the crucial part of our work. Market size and main players of the market are available in the internet from top UK media sources (like telegraph.co.uk and others). Also financial statements can be found at different financial sources as most of the vendors of sportswear and equipment are joint-stock companies and publish their figures officially. Consumer behaviour, segmentation by sex,age and other parameters is more difficult issue as it is not widely published and these pieces of information are provided as a part of market report by marketing research companies. We used “Key notes” reports which are available for the students registered at UWIC website.

Case study

The case provided by Harvard business school is entitled as “Nike Football: World Cup 2010 South Africa”. It covered several topics, not only related with World Cup but also with Nike’s positions, policy, history and so on and also the football as kind of sport, entertainment and industry. Good information about...