Apparel and Footwear (NIKE)

3. Segmentation, Targeting and Positioning

• Provide an in-depth description of two key segments that the company targets. Segments must be explained using demographic, geographic, behavioral or psychographic variables.
• What is the targeting strategy the company is adopting?
• Which segment is the primary target for the company? Explain why.
• How does the company uniquely position itself in the market?
• Include a positioning map and explain your selection of the attributes used in the positioning map. You need to pick the two most important attributes and map your brand as well as your two competitors on the map. You should also write a couple of sentences explaining your map, why you chose the attributes etc. and interpreting what does this mean for your brand?