presentation

My choice of company for the assignment is Nike Inc. which is an American multinational

company that is involved in the process of design, development, and manufacture of footwear that

is not only sold in America but many parts of the world. The company has been able to develop

and grow its brand and now has visibility in most of the countries. The company has been in place

over the last 57 years and many developments have been made during these years.

The company was founded in the year 1964 when it was known as Blue Ribbon Sports.

During that time the company was a sportswear company with its headquarters in Beaverton,

Oregon. The company was founded by Bill Bowerman who was a coach at the Oregon University.

He founded the company together with his former student known as Phil Knight. The first retail

store for the company was launched in 1966 and Nike brand shoe was later launched in the year

1972 (Moeller, 2018). The company grew so much in the 21st century and by the end of the century

the company had its branches in 170 countries and its logo which is a curved checkmark was

already known all over the world.

In the 1980s the company steadily expanded its operations through a series of acquisitions

where it identified companies that had the potential of helping it grow and make more revenue in

the market. In the 1990s the company suffered because of allegations of poor working conditions

but later picked itself up. Part of the success that is seen in the company is because of the

endorsements that the company and its shoes have gotten from some of the big athletes in the

United States and all over the world.

Nike is currently doing well financially and this is because of its marketing strategy which

involves developing products that are high quality and products with which the customers can

connect emotionally. To ensure that it beats out the competition in the industry the company has

involved itself in the buyout of some of the companies which have so much potential in the industry

(Hoffman, 2019). The brand is loved so much because of the consistency of the company to deliver

quality shoes to the customers and come up with new products for the customers frequently. The

business has even more potential to grow to a better position than it is in currently.

Target market

For the company to be successful it has focused its production on a certain segment of the

market. The target market of the company is the people between the ages of 15-45 and this is the

young age and includes the people who are more enthusiastic about fashion. Nike targets this

segment because it knows that these people have a lot of interest in fashion and want to have the

latest designs in the market which means that the company can make huge sales with every of its

release.

The company is now moving into the digital space and e-commerce through the

establishment of websites and this target market has access to the internet. The people in the target

market are from both genders; male and female. The level of income for the customers is moderate

and some of the young customers depend on their parents’ upkeep (Dupree, 2020). The company

targets people from all geographical locations and this is because the company can make deliveries

worldwide and ship the shoes anywhere. Most of the people that are targeted by the company are

people who love to spend and have fun.

References

Dupree, A. R. (2020). The Impact of Nike Inc.’s Utilization of Sustainable Business Practices in

Their Marketing Strategy on Brand Equity, Brand Image and Brand Loyalty (Doctoral

dissertation).

Hoffman, A. N., Gold, N., & Curtin, C. (2019). Nike, Inc.: Late Arrival to the “Athleisure-wear”

Trend. Rotterdam School of Management, Erasmus University.

Moeller, K. (2018). Sources to Timeline of Nike, Inc. and Nike Foundation History and Public

Response. In The Gender Effect (pp. 210-214). University of California Press.

Below is the collage that describes hobbies, foods enjoyed, a car of choice, and leisure

activities of the target customer.