Nike耐克STP战略分析__英文版_精品.ppt

Compare with Adidas -- Market Segmentation The age breakdown Adidas Nike shoes and the shoes on family income, subdivided into medium income and higher income, because the two brand shoes price is only suitable for the two income subdivision, low income for the two brands and does not demand the. * Compare with Adidas -- Market Segmentation Occupation segmentation Nike and adidas shoes shoes according to consumer lifestyle, personality to segmenting consumer markets. So the two brands to consumers occupation segmentation, according to the different consumer, consumer has sports, fashion and demand factors, so consumers focus more on students, free workers and staff * -- Selection of target market Compare with Adidas ?For Nike shoes target market focused on basketball market, and to determine the scope of the design of youth, nike shoes to compare the color bright, sleek compact shape, very popular with university girls love, and the price of the broad customer consumption makes a wide range of. Therefore, Nike target market selection direction is correct. ?and adidas shoes marketing executive Eric Liedtke pointed out: Adidas designer in the design of sports shoes, do not know the potential buyers who are. Not familiar with customers, this is the crux of Adidas : it has been in the manufacture of shoes, but not to the taste of the consumers. At the same time also illustrates the adidas shoes target market is uncertain. It will give the adidas shoes sales hamper. Although his target market in the football market, but he is tend to specialization, let us feel it too close to our life, and Nike is very popular, and is especially close to students favorite. * -- market positioning Compare with Adidas NIKE ADIDAS ?we found Nike shoe types of basketball shoes are, we can infer that Nike s main market positioning is the basketball market. ?adidas shoes soccer relative to more species, more style, so that the main market positioning is the Adidas Nike football