Nike Case Study

1.    Initially Nike decided to segment 13 years old soccer players in their Marketing strategy. How did segmentation strategy change when Nike became a more important company in the football arena and in preparation for 2010 world cup? Why do you think they changed the target market?
2.    Using the HBS module note on Market segmentation, Target market selection and positioning, can you please suggest how you would write Nike’s Positioning statement in Football?
3.    In the two-way dimensional model of consumer decision making (Involvement/Information processing) Which type of  consumer decision making involves the purchase of a pair of football shoes?
4.    In the 5 stage traditional model of consumer decision making, can you please describe in your own words the stages to purchase a new pair of Mercurial Vaporsuperfly II Elite?
5.    Heuristics are mental shortcuts that help consumers simplify their decision making tasks. Which kind of Heuristic Processing would you associate to the use of football celebrities (eg: Ronaldinho’s youtube video “touch of Gold”) in Nike’s commercials?
6.    Let’s suppose that a Nike commercial is overexposed and repeated many, many times, up to the point consumers become very familiar with it. What do you think it might happen to the consumers over exposed to it?
7.    An important Sensory threshold is the just noticeable difference. Let’s assume that the just noticeable difference for football shoes price is  estimated to be approx.10%. ifa pair of Mercurial costs 100 US$ and we want to increase the their price, what is the maximum price increase we could apply before the price change becomes noticed by a consumer?
8.    Using confort, support and style as the 3 attributes in the Theory of reasoned action attitude formation, please prepare 2 tables, one for Nike and one for Adidas to determine your overall attitude versus these 2 brands.

Read Real World Case 2, “For Companies Both Big and Small: Running a Business on Smartphones” from chapter 2 in your textbook.
In a 2 to 3-page written report, address the following questions:
1. In which ways do smartphones help these companies be more profitable? To what extent are improvements in performance coming from revenue increases or cost reductions? Provide several examples from the case.
2. The companies described in the case encountered a fair amount of resistance from employees when introducing smartphone technologies. Why do you think this happened? What could companies do to improve the reception of these initiatives? Develop two alternative propositions.
3. CPS Energy and Lloyd’s Construction used smart- phones to make existing processes more efficient. How could they have used the technology to create new products and services for their customers? Include at least one recommendation for each organization.