In seven pages this paper discusses how Nike markets cross training shoes for women in a consideration of pricing and market segmentation. Ten sources are cited in the bibliography.
Name of Research Paper File: CC6_KSnikePrSeg.rtf
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This component consists of the smaller, related categories of product, brand, distribution, promotion and price. The requirements for this section of the project collectively constitute a variation of
the four Ps of marketing, all of which need to be addressed and maximized for optimal revenue return. Product
Nike missed clues that the teens to whom it sold most of its shoes were beginning to favor other styles in the late 1990s, most notably
hiking boots and other leather styles. A union-backed student group levying charges of sweatshop practices went unacknowledged by Nike as it attempted to continue setting its own course despite
anything any critics had to say. Some of its primary retailers began closing stores, reducing the number of outlets in which Nike was available. Nike also missed the
emerging trend of extreme sports such as skateboarding and snowboarding. Though Nike missed out on the initial wave of growing popularity of extreme
sports, it has created a separate staff to address just that market. The "all-conditions gear" - ACG - unit has been split away from the main business so it
can develop and maintain the same start-up attitude that propelled Knight to work under 28 years ago in founding Nike. There appear to be few teens still excited about
the NFL, and the pull of the NBA also is losing its strength. Those participating in and following nontraditional sports are few but growing rapidly, and it is the
nontraditional arena most capable of sparking trends among the youth market on which Nike has depended for so long. The shoe design and