The paper “ Nike’ s Segmentation, Targeting and Positioning on the Tennis Market” is an impressive example of report on marketing. In the recent past, tennis and other sports have been offering an attractive market for many companies that are producing sportswear and other sports accessories. The tennis market is growing rapidly and this is the hot point for various marketing organizations. Enabling them to utilize these market companies need to understand all the details concerning the sport. Ranging from the segmentation of the market to the completion in the market is very critical. In this report, all information that is required to venture and lure tennis by companies such as Nike has been compiled.
The efforts and competition strategies that companies have put in place are also given. These companies need to understand the market growth rate and how to go about it. Market segmentation Demographic segmentationThis is a form of segmentation in which the company has to identify its market mainly using demographic means including gender, occupation, family cycle, age, income, and education. Demographic factors are used mostly by companies to segment their market.
The main reason why demographic factors are mostly used is that they need, wants and usage rates of the consumers mostly vary closely with demographic factors. Tennis is a sport that is consumed by many with different demographic factors. A study done showed that there are many antecedents that predict the commitment of the consumer they include enjoyment, social support and constraints, and personal investments. The study was meant to outline the commitment of tennis players basing on the commitment model. Demographic factors affect the market to a large extend. Psychographic segmentationThe psychographic segmentation depends on the demographic information for specific detailed information such as the lifestyle of individuals, personality, personal beliefs, purpose, and geodemographics.
It is a combination of demographic, lifestyle and geographic segmentation with the aim of creating effective programs to be used for marketing the product to the consumer who lives in a specific small area. The tennis market highly depends on the lifestyle of the people in the place. In Australia tennis is used as a tool for fitness many people both the old and the young.
Australia opens has started a program and builds facilities that enable people to play tennis as a way of enjoyment and fitness. Benefit segmentationWith benefit segmentation companies uses the benefits variables basing on the desires and advantages that the customer gets to put the market into clusters or segments. Most of the Australians have many desires that make them play tennis. To most of the Australian youth, tennis is a hobby this has driven them to play tennis at all times when free. Physical health and fitness which is a necessity for many have driven most Australians to participate in tennis competitions such as the Australian open(Kotler, 2006). Market overviewTennis is played worldwide, in the last thirty years it has moved into new markets.
Tennis has attracted the attention of many and encouraged new talents in ways that were thought to be impossible in the past. This is depicted by the fact that the top ten women worldwide come from ten different countries. This shows exactly how global tennis has become. The United States was the dominating nation in tennis but at the moment other countries such as Spain and France have taken over(Reid & Bojanic, 2009).
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