耐克是最成功的体育用品供应商之一，但近年来，耐克也面临着许多新运动品牌的激烈竞争，例如：Under Armour（Kornum，Jones，Zagir和Brandis，2017）。阿迪达斯在产品质量，技术，宣传等方面与耐克相当，它们之间的竞争非常激烈（Huang，Xu，Yu和Shull，2016）。尽管目前耐克在市场份额，收入方面具有优势，但如果有任何疏忽，耐克很可能会失去很多市场份额。虽然Under Armour的历史只有10年，但近年来，凭借出色的产品，准确的市场定位和强大的营销，他们获得了广大消费者的认可（Kornum，Jones，Zagir和Brandis，2017） 。新竞争对手对耐克来说是一个巨大的威胁（Epstein，Buhovac和Yuthas，2010）。耐克的商业模式已被众多竞争对手所熟悉，并被许多竞争对手所模仿，耐克需要进一步创新以保持自己的优势（Porisch，2007）。实施品牌延伸策略以加强运动配件的设计和营销可能是一种有效的方法，因为一方面，消费者对运动配件的潜在需求增加;另一方面，耐克的竞争对手对运动配件的关注度不够。本研究以耐克在英国为研究对象，分析其产品，市场细分和市场定位方面的营销策略，以便为其未来英国体育用品的营销策略提供建议。
Nike is one of the most successful sporting goods providers, but in recent years, Nike is also facing strong competition from many new sports brands, such as: Under Armour (Kornum, Jones, Zagir and Brandis, 2017). Adidas is comparable with Nike in product quality, technology, publicity and other aspects, the competition between them is very intense (Huang, Xu, Yu and Shull, 2016). Despite the current Nike has an advantage in the market share, income, if there is any carelessness, Nike will likely lose a lot of market share. Although Under Armour has a history of only 10 years, in recent years, by virtue of excellent products, accurate market positioning and strong marketing, they have access to the approval of vast number of consumers (Kornum, Jones, Zagir and Brandis, 2017). The new competitor is a big threat for Nike (Epstein, Buhovac and Yuthas, 2010). Nike's business model has been familiar to many competitors and has been imitated by many competitors, Nike needs to further innovate to maintain their own advantages (Porisch, 2007). The implementation of brand extension strategy to strengthen the design and marketing of sports accessories may be an effective method, because on the one hand, the potential consumer demands for sports accessories increases; on the other hand, Nike’s competitors pay less enough attention to sports accessories. This study took Nike in the UK as a research object to analyze its marketing strategies in terms of its products, market segmentation and market positioning, so as to provide recommendations on its future marketing strategies for sports accessories in the UK.
Table of Content
1.0 Introduction..................................................................................................................................2
2.0 Research background..................................................................................................................2
2.1 Introduction of brand history...................................................................................................2
2.2 Brand scale...............................................................................................................................3
2.3 Brand DNA..............................................................................................................................3
3.0 Positioning Strategy.....................................................................................................................4
3.1 Nike’s unique selling point......................................................................................................4
3.1.1 High technology content.................................................................................................4
3.1.2 Meet sports needs............................................................................................................4
3.1.3 Conform to young aesthetic............................................................................................4
3.1.4 Positioning strategy.........................................................................................................4
3.2 Market segments......................................................................................................................5
3.2.1 Young people..................................................................................................................5
3.2.2 Middle-aged people............
