Macro Environmental Analysis Of Nike

In the assignment, it will discuss the sports brand Nike which specifically focuses in Chinese market. There are three main content areas in this assignment. The first part is a macro environmental analysis; the next part is the target customer profile; the last part is the analysis of marketing strategies.

Macro Environmental Analysis:
Nike is a very well-known market leader. It is an international brand, their products are selling in the worldwide including China. We can look through its macro environment by six factors. The six factors are: political, economic, cultural, technological, natural, and demographic environment. The macro environment analysis is to find out the possible threats and opportunities of the brand. The analysis will

China have four distinct seasons. China is a developing country; their target is customer living in urban and suburban areas.

Demographic
The key target customer of Nike is focusing on the age in between 18-39 in both genders. Their target customers are young people in all kinds of education levels, religions, race and nationality. The occupation of their target customers could be very wide but mainly are sports player and athletics. It is because athletics are more rapidly to use sports products than other people. Their target customers are from different generations: Generation X, Generation Y.

Psychographic
Their target customers are people who care more about the utility and quality of the product than the price. Therefore, the social classes of their target customers are middle class, upper middles, and lower uppers. They could afford buying Nike’s products .The lifestyles of them are achievers and strivers. Their target is people whose personality is outgoing and sporty.

It is because Nike’s target customers focus on the product’s quality. They think the higher the price, the better quality. However, according to China Daily(2010) “Nike Inc, the best-selling global sports brand, which is expecting record sales growth in China this year, is launching a range of low-priced products across the country rather than just focusing on high-end buyers.” Nike's low-priced products would be sports shoes retailing at 300 Yuan a pair, significantly lower than its normal prices in China. According to UBS Securities, sports shoes priced between 170 and 250 Yuan are best sellers in China's second- and third-tier cities. This indicates that Nike will attract more customers in different social class. Lower income people could afford to buy their low-priced products. This as a result, Nike can meet the customers income and reduce their customer cost.
The strength of high price product strategy is that Nike can earn more on each single item. Also, it can ensure the quality of the products. The low-priced products policy could widen the customer group and attract more buyers to boost the sales.
The weakness of selling premium is that only high-end buyers could afford to buy it. However, in China, there are a lot of people whose income are low, they absolutely will not buy those products. It reduced the market share.
Promotion strategy and