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Management Decision Problem:: External Influence Culture Demographics Social Status Reference Groups

Nike is facing several management decision problems regarding its operations in the European athletic shoe market: 1. Whether to launch a new product to increase market share 2. Whether to develop new advertising campaigns to boost brand awareness 3. Whether to revise prices to capture more of the market 4. Whether to modify its distribution strategy for better coverage The marketing research problems involve: 1. Understanding consumer segments and evaluating how well current Nike products meet needs 2. Identifying effective media for each segment and purchase criteria comparisons 3. Determining if price is a major purchase factor 4. Assessing brand perception under different distribution models Surveys should be administered to sample target populations to address issues

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Venkatesan Anandaraj
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81 views3 pages

Management Decision Problem:: External Influence Culture Demographics Social Status Reference Groups

Nike is facing several management decision problems regarding its operations in the European athletic shoe market: 1. Whether to launch a new product to increase market share 2. Whether to develop new advertising campaigns to boost brand awareness 3. Whether to revise prices to capture more of the market 4. Whether to modify its distribution strategy for better coverage The marketing research problems involve: 1. Understanding consumer segments and evaluating how well current Nike products meet needs 2. Identifying effective media for each segment and purchase criteria comparisons 3. Determining if price is a major purchase factor 4. Assessing brand perception under different distribution models Surveys should be administered to sample target populations to address issues

Uploaded by

Venkatesan Anandaraj
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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MANAGEMENT DECISION PROBLEM:

1. Should Nike Consider launching a new product to increase its share in the athletic shoe market in Europe
2. Should Nike come up with the new advertising campaigns to increase brand awareness
3. Should Nike consider revising the prices to increase market share
4. Should Nike redefine its distribution strategy to cover more of the market

MARKETING RESEARCH PROBLEM:

1.
a. What are the lifestyle and product usage characteristics of each of the three market segments
b. To determine whether the current Nike products deliver the customer needs
c. What demographic, psychographic, and product usage characteristics differentiate Nike loyalists
from consumers loyal to other brands?
2.
a. To identify the most effective media to communicate with the three market segments
b. How do consumers evaluate the various brands of athletic shoes in terms of the choice criteria?
3. Is price a major determining factor for the purchase decision in athletic shoe market
4. To determine the levels of brand perception based on different distribution models

3. Graphical Model

Target population EXTERNAL INFLUENCE

Culture
Active Consumers Demographics
Social status
Reference groups
Consideration Set

INTERNAL INFLUENCE
Shopping
Perception
Personality
Emotion
Sale
Attitudes

Post Purchase Behaviour

4. Qualitative Research

Mall Intercept Personal Interviews:

Such interviews are useful when the respondent has to see, handle the product. In case of Nike athletic shoes the
respondent can get a touch and feel of the athletic shoes and answer the questions accordingly.

Focus Groups:

Focus groups are particularly useful in this case to answer MRP 1(b) to assess the need-gap analysis of current Nike
product offerings

Depth Interviews:
Depth interviews can be done with top athletes and athletic participants to build a deeper understanding of
association between performance and athletic shoes

Surveys:

Surveys should be done to address the MRP (4). Structured questionnaire is used for this purpose.

Q5-Opening more upscale retail stores. Should survey be used. How should it be administered.

Surveys need to be used to identify issues like (i) would opening more upscale retail stores result in brand dilution (ii)
would increasing selective distribution help in increasing the market share

This should be administered by giving the questionnaire to a sample of the target population and elicit specific
information from respondents.

Questioniare:

1. What key attributes do you look for in a shoe? (Tick one)


Comfort
Style
Durability
Quality
Economy
Best Match
Others (please specify)...…
2. How often do you buy a new pair of shoes?
Once in a month
Once in every 2 months
Once in every 4 months
Once in every 6 months
Others (please specify)
3. Have you seen any shoe advertisement recently
o Yes
o No
4. Shoe that is very comfortable is:
Very Good [+3]
[+2]
[+1]
[0]
[-1]
[-2]
[-3] Very Bad
5.A shoe that is very elegant and classy is:
Very Good [+3]
[+2]
[+1]
[0]
[-1]
[-2]
[-3] Very Bad
6.A shoe that has a high heel is:
Very Good [+3]
[+2]
[+1]
[0]
[-1]
[-2]
[-3] Very Bad
7.A shoe that is expensive is:
Very Good [+3]
[+2]
[+1]
[0]
[-1]
[-2]
[-3] Very Bad
8.A shoe that has a variety of colors is:
Very Good [+3]
[+2]
[+1]
[0]
[-1]
[-2]
[-3] Very Bad
9.What price do you suggest for such kind of shoes?

1500 to 2000
2000 to 2500
2500 to 3000
3000 to 4000

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