| Summary: | Nike has always been an active player in the sports shoe industry. In recent years, the
dynamic environment in the industry is constantly changing. The purpose of this report
is to study this changing environment in the industry and the purchasing behavior of the
consumers. Conclusion will be drawn and recommendations will be made for action.
To further enhance Nike's leading position m the industry, action plans include an
improvised advertising and promotion strategy, to concentrate on what Nike excels in, to
enhance its market presence in Singapore, to search for endorsement contracts, and to
consider ways to capture the women's segment. Implementation for the above
recommendations would benefit from hiring a research company to conduct further
studies before any actions is to be carried out.
w
|
|---|