The paper "Situational Analysis for Nike Boots" is a great example of a case study on marketing. Nike is a major sports gear manufacturer and plays a dominating role in the global markets. Nike Boots are a recently introduced product of the company and hence are not as famous as other Nike products but the brand is gradually making strong inroads into the footwear markets of the world. The price tags associated with Nike Boots are usually higher than other brands in the same product categories. But they have immense potential in occupying a significant share of the market in comparison to Nike competitors.
This paper will examine the various issues pertaining to Nike Boots and will conduct a situational analysis for the product in analyzing and investigating the market situation, target markets, consumer behavior, consumer trends and marketing mix situation as employed by the company. Introduction Nike is considered the world’ s most recognizable brand in sports although it is a relatively new entrant to boots that were introduced in the late 1990s. Until Nike entered the market for boots, Adidas dominated the world boots market along with other brands such as Puma and Reebok.
It was certainly worth the wait for Nike since the global markets opened up during that period with the rise of economic powers such as China and India. More and more international markets are opening up as the developing world gathers financial strength with the rising purchasing power of the large middle class in these economies. Ever since the introduction of Nike boots, the company has managed to push the design boundaries with the introduction of revolutionary designs and products that were a strong alternative to similar products of other brands such as Puma and Adidas.
Nike’ s Mercurial boots proved to be a better option for consumers in view of their lightweight and extra speed. Nike used advanced technology and materials in making the boots to look stylish and lightweight and very soon they made an impact in becoming one of the fastest-selling boots. A big reason for the success of the Nike Mercurial boots was its endorsement by Ronaldo, who wore them during the 1998 world cup soccer.
Until 2000 Nike had introduced technological features to enhance shoe performance and used celebrities and sportspersons as its spokespersons. Marketing depended almost entirely on advertisements (Puggatch, 1998). According to Young (2009), Nike now focuses on strategies that convey personal benefits associated with using its products and the values satisfied by using them. It aims at creating an image of performance, competition, achievements and making the best efforts. The product aims at providing maximum utility, durability, and performance for athletics on the one hand and self-esteem, style and comfort for casual wear on the other.
Nike understands that creating value for the customer is a vital source for attaining competitive advantages.