Market segmentation of the Nike company - 3635 Words

Market segmentation of the Nike company Demographic Segmentation Demography segmentation they include age, race, family income, and education level, among others.Besides, it was observed that the majority of the respondents consist of professional from various fields like engineers, software professionals, working executive etc. who effective form 38% of our database. While 36% were students from various fields. Others constitute designers and athletes etc. the further study is carried on the buying behavior of the above mentioned categories of consumer, which shows that our consumer is well educated and is very well informed about the product. (http://www.scribd.com/doc/34735893/A-Summer-Training-Report-on-Nike) Furthermore, in the†¦show more content†¦The decrease in sales matched the Company s expectations and was due to the recession of all sales markets as realized as part of the financial and economic crisis which started at the end of 2008. The recession mentioned lead to conservative inventory policy adopted by most Company s customers which also contributed to the decrease in sales. Gross profit The gross profit in 2009 amounted to $103.7 million (18.1% from sales), compared to $105.7 million in 2008 (17.0% of sales). The improvement in gross margin in 2009 compared to 2008 was due to efficiency steps taken by the Company and the implementation of the restructuring plan which was declared by the Company at the end of 2008 and was achieved despite the decrease in sales. A global slowdown in retail sales and consumption, has hit Nike hard. In fiscal 2009 (ending May 31, 2009), Nike s revenue grew only 3% to $19.2 billion, with net income falling 21% to $1.5 billion, and the company expects lower revenues in the first half of 2010. Despite the overall struggles in 2009, Nike posted two straight quarters from Q3 2010 to Q1 2011. In Q2 2011, the company posted a profit of $457 million, up 22% from the same quarter of the previousShow MoreRelatedMarketing Plan, Phase Ii1226 Words   |  5 Pagesthe customer better than the competition is the most important aspect of marketing. For a company like Nike to achieve this goal, it must first identify its target market. The best way to define the target market is through segmentation. In this paper Team A will identify the segmentation criteria that will affect the market selection for the Stress Force and identify the Stress Force target market. Describe the organizational buyers and consumers of Stress Force and the factors that influenceRead MoreNike : A Brand For Sports1000 Words   |  4 PagesNike Inc. was created in 1962 by Bill Bowerman and Phil Knight as a partnership but not as Nike as we know it rather blue ribbon sports. Nike has been a brand for sports for over a half a millennia providing men and women in sports with quality wear. 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