by: ATM

Company Selection & Rationale Selection

I chose Nike, Inc., one of the world’s most recognizable sporting and lifestyle businesses. Nike is Well-knowb for its innovative spirit, Cultural influence, and worldwide presence. The company’s ability to remain relevant across generations with design, technology, and narrative makes it an excellent pick for a marketing research study.

I picked Nike because it offers the ideal combination between performance and flair. The brand’s marketing strategy is guided by extensive customer research and a grasp of cultural influences. Nike has continuously set the benchmark for how a business can engage emotionally with its customers through storytelling and purpose-driven marketing. Studying Nike reveals how marketing research influences product success and worldwide branding initiatives.

Product Under Consideration

I chose the Nike Air Force 1 (AF1), one of Nike’s most famous and best-selling sneakers. The AF1 was first produced in 1982 as a basketball shoe and rapidly became a lifestyle staple. Its sleek design, comfort, and adaptability make it popular throughout all generations and groups.

Today, the Air Force 1 is a cultural icon, worn by sports, artists, and common people alike. Its appeal stems from its ageless aesthetic, strong affiliation with streetwear culture, and connection to self-expression.

Research Design

This study will use a qualitative and exploratory approach to analyze customer behavior and preferences for the Nike Air Force 1.

The exploratory phase will focus on secondary research, including market trends, consumer lifestyle data, and Nike’s existing brand performance.

The informative element involves collecting information from surveys or interviews to learn about customer motivation, purchase habits, and stylistic preferences.

Research Objectives:

– To investigate why consumers continue to buy the Nike Air Force 1 after more than four decades on the market.

– To determine the psychographic and demographic variables of the typical Air Force 1 client.

– To look into how marketing efforts, partnerships, and social media affect AF1 sales.

– To identify chances for Nike to retain or increase its AF1 market position in a competitive shoe marketplace.

References

Business Strategy Hub. (2024, March 15). Nike SWOT analysis (2024). Retrieved from https://businessstrategyhub.com/nike-swot-analysis/

Nike, Inc. (2024). Nike, Inc. company profile. Retrieved from https://about.nike.com/

Statista. (2024). Nike’s global footwear revenue from 2010 to 2024. Retrieved from https://www.statista.com/statistics/241684/revenue-of-nike-worldwide-since-2004-by-segment/

Forbes. (2024, May 10). How Nike keeps its brand relevant after four decades. Retrieved from https://www.forbes.com/

Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson.