NIKE AIR JORDAN SHOES 1
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Type | Essay |
Writer Level | Masters |
Style | APA |
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NIKE AIR JORDAN SHOES 1
Running: NIKE AIR JORDAN SHOES 1
NIKE AIR JORDAN SHOES 2
Week 4 Writing Assignment
Nike Air Jordan Shoes
UMUC MRKT 310
9/16/2018
Nike Air Jordan Shoes
Part 1 – Consumer Behavior
1.
The most important environmental factor affecting Nike shoes customers is the release date of the shoes (Kawamura, 2016). The business should ensure that it releases the shoes at the right time. The company should release high end shoes when the economy is doing well. When the economy is suffering and people have less money to spend, the company should cut back on their high end Jordan shoes. Another important factor is the issue of safe working environments for their workers. Nike shoes should ensure that it provides safe and healthy working conditions for its employees because it has been under scrutiny on issues of safe and healthy working environments for its workers. The outsourcing and recruitment of workers is important to consumers because some will refuse to buy Nike shoes if they feel that Nike is not a gender sensitive company. Also legal action if taken against Nike will lower its popularity and also affect the business.
2.
Health and lifestyle changes: this is a major concern for Nike shoes customers. There is a global shift by consumers to exercising and working out (Mangundap et al, 2018). This is a direct benefit to Nike Jordan shoes because as many people venture into healthy lifestyles, the number of customers increases. The business thus needs to figure out how it can innovate and customize their shoes in order to meet this increasing demand for the shoe products. Nike Air Jordan’s could be customized into what customers need in for comfort and quality during clients’ use. The market is changing at a fast rate. The second major consumer factor is the age of the consumers. The business needs to be aware that different age groups have different tastes and preferences. The company if not producing shoes for all the age groups, needs to focus on one group and make it its target market. Women are increasingly joining athletics and therefore demand for athletic wear is ever growing among women. This is an opportunity for Nike Jordan shoes to diversify the shoes and look at the popularity of certain sports like athletics they could fill the gap in this market by providing athletic Jordan shoes.
3.
The consumers of Nike Air Jordan will want to have a high level of involvement especially in matters pricing and whether a shoe is fake or not. Most Nike air Jordan consumers will base their purchase or no purchase decision on the recommendation of other consumers about the quality of the Nike shoes, o the prices in comparison with other brands and on the legitimacy of the shoe. If a celebrity for example recommends a certain Nike Air Jordan shoe, most of the consumers will go for such a shoe since its legitimacy is assured and its quality too (Kawamura, 2016). It therefore makes it’s a highly involved decision by most consumers.
This is the first stage of consumer buying process. Here the consumer realizes that they need the product in order to cater for their wants and needs or to satisfy their needs. In this case the consumer may need a nice Air Jordan shoe for a sporting event, to go out with their friends or to buy as a gift for someone. The business identifies such kinds of needs and therefore packages the televised advertisements showing how one person buys from a Nike store that packages the shoe for them in a birthday gift wrapping.
The most likely place to look for information about the Jordan shoes would be on the internet and Nike stores. Most consumers would first want to buy the shoes online (Kuerbis, 2017). It is therefore paramount that sufficient information about the shoes is provided including the pricing and where to find them. Important to notify the consumers are the testimonials of different celebrities who have used the shoes and found it very comfortable and longer lasting. The Nike stores could also be filled with good customer relations officers that elaborate on the performance and quality of the shoes to the customers.
iii. Product Evaluation
The consumer will most definitely like to compare the prices and the look of the shoes against other competing brands. It is therefore critical to ensure that the pricing by the company on Jordan Air shoes is not necessarily cheaper but giving the consumer value for their money. The pricing should done in such a way that it is discounted and the final product price on the tag is not rounded off to the nearest tenth for example a shoe costing $220, should be sold at $199. Consumer testimonials should also be used for example in advertisements as this will help increase the popularity of the brand and also assure consumers of the quality of the shoes.
iv The Choice of Product and its Purchase
The consumers make the purchase decision at this stage. The consumers would purchase the product they feel is affordable, suites their tastes and preference, provides value for their money and is convenient (Clancy, 2016). It is therefore the mandate of the company to ensure that online free delivery is working. For the consumers purchasing at the stores, the employees at the store should be kind, and helpful in providing information about the shoes.
The company should provide a feedback channel for all the purchases made. Online purchases should get reviews from the consumers after they have bought the shoes (Althoff, 2017). If a consumer purchases Jordan shoes three times in a row, they should be given discounts. This is one of the methods that can be utilized to ensure that the sales increase.
Product disposal has since the recent past become one of the major concerns of manufacturers and consumers worldwide. There should exist a strategy on how the products can be disposed after their life ends. To cater for this, the company can urge consumers to return their old and used shoes to the company and in exchange the company offers a free pair of inner soles and Nike socks. The old shoes could scrutinized by the company and can be recycled if some parts of the shoe are found in good conditions and could be utilized as raw materials in manufacturing of new shoes.
Part 2 – Market Segmentation, Targeting, and Positioning
Nike Air Jordan should focus on developing countries and especially in Africa and Asia. With the spreading love for athletics and basketball Nike shoes should position itself to tap into this market. Fake Jordan shoes are majorly sold in developing countries due to cheaper prices (Mangundap et al, 2018). The company has not also explored many of these developing markets. This is the time to invest in these markets. The shoes should be offered based on gender-where Nike should increase products for women as many of them are going into athletics and many other sports, age-the target market should be from twelve year to thirty five years as most people in these countries are young (Coche & Tuggle, 2016). The target market should be the middle class-upper middle and lower upper social classes because they have capacity and willingness to spend on what they deem as fashionable and trendy like the Nike Jordan shoes (Althoff, 2017). The psychographic is that many people due to increased quest for healthy lifestyles are going into athletics and exercising through sports therefore Nike shoes should target these people.
Nike Jordan shoes should focus on the developing markets of Africa and Asia. The love for basketball is spreading around the world and especially in these developing countries. Athletics in Africa also has increased its popularity. These sports also come with an increased quest for exercising and living healthy lives especially due to spread of diseases. The middle social class has the capacity and is ready to spend on what they love and perceive as trendy. The target market of Africa for example has more than half of its population as youths of between fifteen and thirty five years (Young, 2012). It presents the perfect market for Nike to venture into. Athletics in countries like Kenya and Ethiopia is a major sport. Nike air Jordan should enter into partnerships to supply shoes for athletes of such countries. The developing countries presents “a young fashionable and ready to spent on what you like market”
The African market presents inexhaustible business opportunities for growth. The business should invest in research on the market trends and invest in providing Jordan shoes to the young African market. The African market is filled with fake shoes and imitated shoe brands, Nike should therefore provide genuine shoes to the eagerly awaiting market. The company should concentrate on the young and trendy middle class market.
High Price
Performance/Preferred
Fashionable
Low Price
Figure 1 Perception map for Nike Air Jordan Shoes in Developing Markets (Africa or Asia)
References
Althoff, M. ( 2017). Product Placement on Instagram: the Power of shaping Consumers’
Attitudes and Intentions?.
Clancy, M. (2016). Sweating the Swoosh: Nike, the Globalization of Sneakers, and the Question
on Sweatshop Labor. SAGE.
Coche, R. &. Tuggle, C. A. (2016). The women’s Olympics? A gender analysis of NBC’s
coverage of the 2012 London Summer Games. Electronic News, 10(2), 121-138.
Kawamura, Y. (2016). Sneakers: Fashion, Gender, and Subculture. Bloomsbury Publishing.
Kuerbis, T. E. ( 2017). U.S. Patent Application No. 29/552,804.
Mangundap, B. C., Massie, J. D., & Rumokoy, F. S. (2018). Comparative Research of Consumer
Purchase Intention Towards Original and Counterfeit Product of Nike Shoes in Manado. .Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 6(1).
Young, A. (2012). The African growth miracle. Journal of Political Economy, 120(4), 696-739.
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