Question

Nike Football case "World Cup 2010 South Africa from Harvard Business In the first stage of the case analysis you should work on the following:

1. Overview of the case in general (Name of the company, date being analyzed, company's products, History)

Answer 1

Company Overview:

Nike Inc. is a MNC, founded in the year 1964 in America. It is one of the leading brands in athletic footwear and apparel industry. It is head-quartered in Oregon, USA.

• The market size and growth rate of Nike:

• Market Size: 29.6 billion USD
• Growth rate: 11.4%

• Market Positioning: premium brand, selling quality as well as expensive products across the world.
• Market Share:$84.38
• Major competitors

• Puma
• Adidas
• Reebok

• Market Segmentation:

• Nike uses the principle of psychographic segmentation. Separate campaigns are developed to target specific segments in the market.

Potential for future growth

• Nike is expected to reach $50 billion worth by 2023, owing to its innovative and quality products

Success factors in the industry?

• Quality product
• Comfort to user
• Cost effectiveness

Marketing Strategy

Nike has continued to grow in non-growth industries of sports goods. For Nike, the domestic industry had exhausted, so they turned to international markets and have been fairing well in the global market.

The marketing strategy that Nike used to establish its products like LeBron 15 shoes is that it is a niche product. The geographic segmentation was focused on urban and semi urban cities where the youth have the buying capacity and the taste for these niche shoes. Under footwear market segmentation, this product comes under Luxury brands tier, which attracts rich consumers and those who have an inclination towards these luxury brands. The pricing strategy is usually medium to high for this product.