Write about the company you select for your project, explaining why you chose that company.
I selected Nike, previously known as Blue Ribbon Sports, for my final project. For those who aren’t familiar with this organization, it’s an American fortune 500 company that was founded in 1964 by tracker runner Phil Knight and his coach Bill Bowerman (O’Reilly, 2014). Essentially, Nike was the result of Bill trying to find ways to enhance his student’s performance by improving their shoes. And today, this company is a sport’s giant who is well-known for its athletic apparel, footwear, and equipment. I chose this company based on the fact that they manufacture, market, and sell high-quality products that a large number of consumers prefer. But more importantly, I chose Nike because they aspire to be a source of inspiration and empowerment for all consumers, especially women. Their aspiration, of course, can be seen in many of their #nikewomen campaigns.
What product will you consider launching as the application subject for the final marketing research brief?
A product that I will consider launching is maternity leggings called Nike Expect. By incorporating them into their line of activewear, this brand would further empower women by showing them that life doesn’t have to stop when their pregnant and neither do their workouts. And they shouldn’t stop according to the U.S. Department of Health & Human Services who recommends that pregnant women get 150 minutes of moderate to intense exercise per week as it reduces the risk of gestational diabetes, cesareans, and preeclampsia (Andrews, 2018). Therefore, maternity fitness is a no-brainer. So, what better way for Nike to support these women/expecting mothers than by launching a stylish product that will allow them to look great, feel confident, and be comfortable while they strive to meet their fitness goals?
Define your research objectives and research design.
I have several research objectives. One is to study Nike’s strengths, weaknesses, opportunities, and threats by doing a SWOT analysis as this is essential before launching any new product. Another goal will be to determine if there is any market potential for the Nike Expect leggings in which I would have to analyze current trends in the fitness industry. I’d also want to establish my target audience, so I would research the demographics of potential customers to gain insight as to which group of individuals would have a want or need for this product. Also, I would aim to study the 4 P’s of marketing (product, price, place, and promotion), so that I could determine the best way to unite these key elements so that they effectively convey the brand’s value and also to help set them apart from the competition. And last, I want to analyze any potential issues that could arise as I recommend my idea for the new product so that I will know how to address any legal or ethical concerns. That being said, I will use secondary research to find these facts from acceptable sources, such as scholarly articles, textbooks, and the internet. For example, I could use this website to find information regarding today’s trend in sportswear to help me determine if the Nike Expect leggings should or should not be launched in the U.S.
Andrews, J. D. (2018). Best Maternity Workout Clothes, According to Women Who Work Out. Retrieved from https://www.thebump.com/a/best-maternity-workout-clothes
O’Reilly, L. (2014, November 4). 11 Things Hardly Anyone Knows About Nike. Retrieved from https://www.businessinsider.com/history-of-nike-facts-about-its-50th-anniversary-2014-11