Ch. 4 - The Marketing Environment

Nike External Environment:

Nike classifies itself as the athletic shoe industry. With the competition on its back (Asics, Reebok, and Adidas) Nike is still on top of them in the athletic foot wear share of 47%. Nike owns other additional brands such as Cole Haan, Hurley International, Umbro, Converse, and how could you forget the Jordan brand. Nike does not only offer footwear they also design sporting equipment such as cleats, shoulder pads, basketball shorts not only for sporting goods they also have casual clothing for everyday use. Converse also known as the “Chuck Taylor” sells for about $40-$60 which most people would want to pay for a pair of sneakers on the other hand other sneakers from Nike can cost up to $235 depending on the shoe you choose. Nike shows love to the Soccer fans with the Umbro brand. For people that aren’t too much into the sneaker world Nike has Cole Haan for dress shoes. Nike even takes care of the surfers with their Hurley International.  

Nike Component Lifestyle:

Nike being the leader and the most demand for athletic footwear industry, Nike has to deal with the customers in which they build so much hype about a sneaker and only make a certain amount. This has led to people camping out for sneakers for days outside of a Foot Locker, Nike town and other companies that sell their products. With “Camping” there is bound to be fights people trampled, getting robbed etc. . . What Nike decided to do after finding out what was going on in the street. They came up with a new system of waiting for sneakers it is called “Twitter RSVP” it’s not really fair but with the majority of customers that buy sneakers are young Nike thought that they should have a Twitter account because of the hype around that, problem is not everybody has a Twitter account. The way this works is Nike stores around the country would tweet a hash-tag and you would have to message them back with the information: Product hash-tag, Full name, and size. Once this is done Nike would respond on a first come first serve basis with the time that Nike said to purchase the item.

Nike Worldwide Environment: 

 

Nike as a company has developed several methods to better the environment. Nike has stated that most of their products that are being produced today use mostly environmental friendly material to benefit not only the company, consumers, and the planet as a whole.