Nike+Marketing+Research

8/11/2019 Nike+Marketing+Research

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NIKEMARKETINGRESEARCH

BUS 339: Marketing Research

Willy Kappie


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BACKGROUNDINFORMATION

30 percent market share worldwide Outstanding revenues of $19 billion

a year Largest seller of athletic footwear,

athletic apparel, and others athletic

gear in the world. Products: Nike Golf, Nike Pro, Air

Jordan, Team Starter etc. Subsidiaries brand: Bauer, Cole

Haan, Hurley International, and

Converse. Hometown & Headquarter: Oregon


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NEEDFORAMARKETINGRESEARCH

Opportunity of Market share extension

Conduct a research to find out opportunities ofmarket share extension while maintaining a positive

image


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MANAGEMENTPROBLEMDEFINITION

Expansion of the current market share onother products while maintaining a positive

image and staying faithful to their missionstatement and beliefs.


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PROBLEMDEFINITION

Determine market extension opportunity through awell organized and conducted research.


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RESEARCHOBJECTIVES Identifying the factors that keeps Nike in the top of the market

Determine the reason why customer sees Nike has the best in themarket

Collect data from customer and retailers that would help expand Nikemarket

Determine the reason of previous increase of market share

Determine some ways of improvement and innovation of products

Determine if there is any products that customers would want Nike tocarry

Analyze the overall market, Strength, weakness, opportunities and

threats.(SWOT)


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CHARACTERISTICSOFDESCRIPTIVERESEARCH

Produces clearly defined information,

Formal and structured process

Large sample and representative group

Use quantitative research over qualitative researchbecause quantitative research seeks to quantify thedata.

Conclusive evidence based on large, representative

samples and involves some form of statisticalanalysis


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INFORMATIONTYPES& SOURCES

Secondary data and information - Currentposition in the market

Customer databases

Buying percentage Sales records,

Products feedback

Primary data - Determine opportunities Surveys

Questionnaires

Interviews etc.


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METHODSOFACCESSINGDATA

Internal data

Customer databases

Data warehouses and data mining and CRM

Database marketing

External data Business or nongovernment

Government

syndicated services

Social Media

Facebook

Twitter

Youtube

(Comments, discussion, post. Fan page etc.)


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DATACOLLECTIONS& FORMS

Survey(physical and online survey)

Audit services

Purchases panels

Media panels CAPI or Computer Assisted Personal Interviewing

Retailing and distributors stores

Agencies and Organizations


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SAMPLEQUESTIONNAIRE

1. How would you describe the brand Nike?

2. If you were to describe Nike with one word what would it be?

3. What do you think make Nike a successful company and market leader?

Products offered

Marketing and advertising campaign and endorsements,

style of products

Brand values Prices

Variety of products

Quality of products

Innovation

availability of products

Others..

4. Who do you think is the Nike main Nike competitors and explain the reason for theanswer.

5. What do you think was the most innovative Nike products in the past years?

6. What are example of products improvement that would be successful for Nike in theirmarket?


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SAMPLEPLAN& SIZE

Broad sample size

2000 to 3000 along with a test-marketaudits

50 to 200 stores

Nike has time and money so they can

afford a big sample size


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DATACOLLECTION

Steps:

selection of the fieldworkers

Training of fieldworkers

Supervision of fieldworkers

Validation of fieldworkers

Evaluation of fieldworkers

Design a site or server that would automaticallycollect all the answers from surveys and evenclassify them according to areas of interest

Retailing and distributors stores

Agencies, governments, organizations


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DATAANALYSIS

Steps:

Preliminary plan of data analysis

Questionnaire checking

Editing

Coding

Transcribing

data cleaning

variable respecification

selection of data-analysis strategy.

Final Hypotheses

Documents

Nike+Marketing+Research