Sports shoe industry analysis and the positioning of nike in Singapore

• Main Authors: Kee, Sheila Chiu Ping, Kuah, Siew Leng, Sim, Jeannie Ai Ping
• Other Authors: Wan Chew Yoong
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/58599
• Institution: Nanyang Technological University

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