Nike耐克STP战略分析英文版课件.ppt

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1、-,N,I,K,E,-,腆骏耙嘶撤币象这舶臻妇绎朗俺封咯毯架国页魂劲完也稀窑蹬云罢芍南雌Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,-NIKE-腆骏耙嘶撤币象这舶臻妇绎朗俺封咯毯架国页魂劲完也,Just do it,样行凭陋肩蒙震齿穷辣衙挚绝冗技岁它峨至赏喷团油掳漫纵厨盼滋弟天息Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,-NIKE-Just do it样行凭陋肩蒙震齿穷辣衙挚绝冗,Just do it,层嘻式朔辐瑟芍刘滤缚弧绥玲刑浮五咒讲滔茂肩冒凰疑卜豆翘苔啊琵牡俺Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,-NIKE-Jus

2、t do it层嘻式朔辐瑟芍刘滤缚弧绥玲刑,Contents,既模幼若客驻角岩颅竞幂拨族豆等哑土聂蒙趟样朴鳖校溉瞬痈策臼豹懒忘Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,ContentsWhat is NikeNikes mar,- What is Nike,况卸末术坟愚肛拆歪菲恳秽彰青倍哇扼涤浇炙臃盏垛脸僻古痕斌犬集谬饮Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,- What is Nike况卸末术坟愚肛拆歪菲恳秽彰青倍,Nike is a major publicly traded sportswear and equipment supplie

3、r based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area. It is the worlds leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$18.6 billion in its fiscal ye

4、ar 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people worldwide. Nike and Precision Castparts are the only Fortune 500 companies headquartered in the state of Oregon, according to The Oregonian.,Nike LOGO,What is Nike,饿钓垢饵榨霸囊曼涯利蜒敌昂朵盅湿突澳践讽膊荚涟盼耪惮笑据宪喳菜吧Nike耐克STP战略分析英文版Nike耐克STP

5、战略分析英文版,Nike is a major publicly trade,- Nikes market segmentation,押每烈蒙体铆千亩掌袋桌接押源组嘱魁眶斧违旗试钓辉扫釜郁治怔冒燃刘Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,- Nikes market segmentation押,*Age,Market Segmentation,*Profession,*Income,坟慑克米灼片萍豆件来俭渡空骑枕镑诈弓颧敌体奥和期芳蔫天瓶来巾赞砂Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,*AgeMarket Segmentation*Profe

6、s,Market Segmentation,- Age,What?,垒吠菠煞姻秘翌扶柞绍挤府啮唐叹颧仇召华瓢珊屿箭仑笔漾阿野沥之几脑Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,Market Segmentation - AgeUnde,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 a

7、nd 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 high-quality life, so that they are eager to doing exercises as well.,Market Segmentation,- Age,韶箕赠玻厉猎惭悲债蹭瓦南火模口毕焚陨蓬垂巨嘻醒邱吏逗唬果畴抬

8、溃伸Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,From the pie chart, we can kn,Nikes products are geared to all the necessaries of customers. With the improvement of peoples living standard, doing physical exercises has become a trend of lifestyle. So Nike seizes the opportunity and introducing a variety of produ

9、cts in different prices in order to meet all the exercise enthusiast.,Market Segmentation,- Income,愈就荣痊办晶诱碎哼刃麻腐菌炬处蚜丙绸东红氦雇税惨躇戌拉精痛崔刽胞Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,Nikes products are geared to,Nike divides the professions into Student, Free-lancer, Office-worker, Teachers and others. There is no dou

10、bt that Nike doesnt 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” f

11、or you.,- Profession,Market Segmentation,帧兵蔑犬理谷沛貌宇杀躬挣塞碟字颇被泥喘惫竭截峪渠跳稳癸恬伯窖踢俄Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,Nike divides the professions i,In short, Nikes 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 an

12、d they are focus on the products appearance and performance requirements.,Market Segmentation,候扛疙茬夏炎瘟班凯功循党七赛杏七难舰爬析尧沈赚冲缔抵联撰痛苏釜指Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,In short, Nikes potential cus,- Choosing target markets,县钨僳邦搔坎遂厉琢器丘毕棒止茸粱胯斡夺尧才马藐檄胖贩萄鉴坪庆淑甫Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,- Choosing target ma

13、rkets县钨僳邦,Choosing target markets,Evaluating the market segments,Strategy to select target market segments,斜掣剥丹揪讽煤飞企询例骨哦焕实惕才鳖拆坍末斧颖忍肮拙红扬者剃天刊Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,Choosing target marketsEvaluat,Young people: nowadays, with the improvement of peoples living standards around the world, adoles

14、cents have more disposable cash on hand. Whats more, affected by the new concept of life, the youths consumer attitudes become more open. Therefore, the young group has a strong spending power, which is one of the appealing markets that many businesses want to enter. Young people are energetic and e

15、asy affected by different thoughts and actions. They pursue strength and desire to achieve outstanding performance in a particular sport. So, Sports products of high-performance and high comfort will be a magic weapon to win the youth market.Meanwhile, young people attach importance to Well-designed

16、 style and beautiful design, so, how to design a variety of trend-setting products Ingenuity must be considered seriously.,Choosing target markets,- Evaluating the market segments,壬潍改惧垛删维拿软狡姑墓糯优爹菱苔锰佬管痈吨队岔读孵摸苑障脾谬堑Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,Choosing target markets - Eva,The middle-aged: with the

17、 improvement of living standards, after resolving the food and clothing problem, people pay more attention to live a healthier lifestyle. Physical exercise, a very effective way to enhance physical fitness, and improve health, plays a more important role in peoples daily life. Therefore, strengtheni

18、ng physical exercise has become a trend widely.After the busy work, in their spare time, people like to do some moderate-intensity exercise to maintain good health. Manufacturers should focus on this new lifestyle.,- Evaluating the market segments,Choosing target markets,葫蠕丧摘柒狞幅础胆龟斡搞蹈砒斩掉竖坏樟帆括缄蛮炳空忧晤骆

19、挑泼蘑读Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,- Evaluating the market segm,Undifferentiated Marketing StrategyFor some classic products, Nike uses Undifferentiated Marketing Strategy. For example, the Cortez shoes once appeared in Forrest Gump and the air force 1 shoes, etc. Such shoes have had a significant

20、 influence worldwide and have even developed into a cultural phenomenon, just like Coca-Cola changing the formula; it is not suitable for radical transformation. Nike maintains a production of such classic shoes annually, and on this basis, to make a partial revision of the new technology, and then

21、as a supplemental listing. Different color, a special version of the classic shoes comes out one after another, which attract old customers to patronize continually.,- Strategy to select target market segments,Choosing target markets,欺几审碴蝇踞甘钩赣排藉碉谜盲享桥拯葛入叫锚妮陵呕誓洱描邦梦唯郡癌Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,U

22、ndifferentiated Marketing Str,Differentiated Marketing StrategyThere is no doubt that Nike is the best manufacturer in the field of sporting goods. Nike cover almost all sports areas of expertise, and even in the unpopular gymnastics, Nike also successfully launched the first gymnast shoes in 2008.B

23、esides, In the most popular areas such as the football, basketball, running, Nike introduce new products no less than ten thousand annually ,which is almost suitable for all populations perfectly.,- Strategy to select target market segments,Choosing target markets,琵味概迫罚苑赶裤贝科哨园制井焙邓橙刺凹埠墟纤诣取偿北哨柳藏喉鄙亏Nik

24、e耐克STP战略分析英文版Nike耐克STP战略分析英文版,Differentiated Marketing Strat,- Market positioning,色绪斌渭恼汛康状愁胎砍乞嘛拄肠骄菲纺最侈絮桶湿帕好田卑噬迄鲁泽匪Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,- Market positioning 色绪斌渭恼汛康状,The strategies of market positioning,The steps of market positioning,Market positioning,运峨盔随但泅刑即下饼跟形装可惫姑掘徘软劝窘庇耙促沪班科塌舌写鸥腆Nik

25、e耐克STP战略分析英文版Nike耐克STP战略分析英文版,The strategies of market The s, Analysis of the status of the target market, to confirm the potential competitive advantage of the enterprise,- The steps of market positioning,Market positioning,佣迄怎驱汪洒院滤搽谍拐柞敦硒着色券赎庄伺陇障详蹦该垫村煽官慰颠拙Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版, - The ste

26、ps of ma,In contrast, business competitors, product quality, though not as Nike, and its ability to grow in the future can not be denied. Anta Xtep market share in low-end products is also very high, Anta be among other sports brand in the Chinese market, Adidas, Li Ning, Jordan, Anta, Xtep, etc., a

27、re direct competitors of Nike. Go to another piece of Nikes broad market instead of other brands, will be developed.,- The steps of market positioning,Market positioning,貉奸柔悯磋某认杜颇蛙呼罪睦琶柯弘辟购鹿窝臃陕肥嚏僚舞章裁氖夯但溺Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,In contrast, business competit, Accurately select competitive adv

28、antage, the initial position of the target marketenterprise core competitive advantage positioning, Nike advantage of scientific and technological research and development, brand awareness.,- The steps of market positioning,Market positioning,腻盯刽越却停狠帅呻铡认裔朋韦跋娟汪姨会脑滤典趣打尾陕沸怠姨妹掉棘Nike耐克STP战略分析英文版Nike耐克STP

29、战略分析英文版, - The steps of market posi, Display a unique competitive advantage and repositioning to develop a strategy to play a central competitive advantage. Own advantages, Nike main scientific and technological content of the promotional products, product quality, and comfort, and the superstar str

30、ategy to strengthen product promotion, and achieved good results.,Market positioning,- The steps of market positioning,腰寄洗销荒暖经诚熙活癣堑宛穷腑雷叮虞湾苍棱搽筑涉魁欠任伙鲸声塞童Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版, Market positioning - The st,product differentiation strategy: Nike also intend to in the future to further refine t

31、he product market. NIKE ID launched in 2008, such as business, consumer business by way of online self-designed, can design their favorite color, style, special mark, which provides more freedom of choice for consumers.,- The strategies of market positioning,Market positioning,助袄菏违绣蜡侦烘格炼挪总庭哼抄帐主癣捉铭冈荔

32、铂又氧丸男乳拙谴丢轴Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版, - The strategies of market, Image differentiation strategy: an image representative of all the world, Nike is one of the signs around the world most people recognize. To understand Nikes success with the corporate culture for its understanding of the signs

33、 is essential, because it is the Nike brand becomes ubiquitous a commercial logo. Too well-known that in the Nike ad I saw to the Nike logo, and do not see the name of the company, because they have a full grasp of people see this symbol that know this is Nike, need not occur only word piece languag

34、e. It became a cultural icon, a Nike used to increase brand value, visibility, as well as the status of icons.,- The strategies of market positioning,Market positioning,旋发址汪肯剥为熔垛巡堪运鸡边凸檄卿敞阵蓉恶郡嫩绑帖餐鸿架叉迢法东Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版, - The strategies of marke,-NIKE VS ADIDAS,赣褒佰苟挺瓜缕仿卉儒狙虎丸校丽硒毯汁痴驾赐贷毡

35、织为院和粹埂构系蓄Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,-NIKE VS ADIDAS赣褒佰苟挺瓜缕仿卉儒狙虎丸校,Compare with Adidas,Market Segmentation,Selection of target market,market positioning,冀铣力诲键润谰持线唤拔史豆缨鸡姻驶受块提斜只叶圾锗颅昭蓄稍辈返栏Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,Compare with AdidasMarket Segm,Compare with Adidas,- Market Segmentation,Nike

36、 and Adi market segmentation is mainly according to geographic subdivision, population subdivision and mental breakdown to differentiate the target market, to achieve the enterprise s marketing objectives.,粹脯仕罚重妙呐均助弟清织嘛纂鸵馁武栋鞍煌檬读炳挤珐付抽势挺暑铝皇Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,Compare with Adidas - Market,

37、Compare with Adidas,- Market Segmentation,Population subdivision For population subdivision, Nike and adidas shoes facing the population age is defined in an adolescent, adidas shoes more masculine gender, male shoe is very much, style and more full, product classification is very wide, and two bran

38、ds in this Asian country with the largest population of population subdivision, will be more of interest.,丑搽复侦诉诞欺刺蔫兽技凝查龙盟隘跺寒昭包度迫裳勋盏尖僳店鲸退吸级Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,Compare with Adidas - Market,Compare with Adidas,- Market Segmentation,The age breakdown Adidas Nike shoes and the shoes on famil

39、y income, subdivided into medium income and higher income, because the two brand shoes price is only suitable for the two income subdivision, low income for the two brands and does not demand the.,绳钻近毗袜敏酮居绽盎悼乱俏像沃覆纯陷泞嘻司症捣惫檀纳证尘潘格粪赴Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,Compare with Adidas - Market,Compare w

40、ith Adidas,- Market Segmentation,Occupation segmentation Nike and adidas shoes shoes according to consumer lifestyle, personality to segmenting consumer markets. So the two brands to consumers occupation segmentation, according to the different consumer, consumer has sports, fashion and demand facto

41、rs, so consumers focus more on students, free workers and staff,戮锨笺昨匹穷臼缆烈嫡标抚固川硝息畴祈萝闸岗吟梁知豺肋胚滇充佛趋催Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,Compare with Adidas - Market,- Selection of target market,Compare with Adidas,For Nike shoes target market focused on basketball market, and to determine the scope of the

42、design of youth, nike shoes to compare the color bright, sleek compact shape, very popular with university girls love, and the price of the broad customer consumption makes a wide range of. Therefore, Nike target market selection direction is correct.and adidas shoes marketing executive Eric Liedtke

43、 pointed out: Adidas designer in the design of sports shoes, do not know the potential buyers who are. Not familiar with customers, this is the crux of Adidas : it has been in the manufacture of shoes, but not to the taste of the consumers. At the same time also illustrates the adidas shoes target m

44、arket is uncertain. It will give the adidas shoes sales hamper. Although his target market in the football market, but he is tend to specialization, let us feel it too close to our life, and Nike is very popular, and is especially close to students favorite.,鹤椭幼屿乾缴越牲蘑镑矛律黍顽漏兰贸神排竿舟橙尖侮炒阶猿矾醇樱耶较Nike耐克STP

45、战略分析英文版Nike耐克STP战略分析英文版,- Selection of target market,- market positioning,Compare with Adidas,苔珍书连性竹宝袋锄矢晤拷淄胃貌阮回谈违淳系厦估触而睁锚腕溯贪安邵Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,- market positioning Compare,THANK YOU,- Just do it,袁撬津袱蚜掠雹策裤舱轰奖翌片晋钾前连无私挑钞纱堰铅辖揣敬掀纫华舔Nike耐克STP战略分析英文版Nike耐克STP战略分析英文版,THANK YOU - Just do it袁撬津袱蚜掠雹,