Nike Company

1. Current state of the company

a. Company mission and vision

b. Financial trends - revenue, costs, profits

c. Customer trends - subscribers, sentiment, reputation, strength of brand

2. What is the 'Gap' that has been observed?

a. Identify at least 2 major gaps that you see between the current situation and where the company would like to be or should be based on your analysis

b. Examples might include capitalization of trends, competition weakness, poor reviews, etc.

3. Full product scan of the company's current offering

a. Table summarizing the 'closest equivalent' items/services the company currently offers vs the customer target that each current item appeals to

4. What is the Concept Statement (use given format) for the new product/service?

a. What are the key attributes that will be offered? (i.e. features and benefits)

b. What is your rationale behind the product? c. What type of "New Product" category is it in and why? (see Chapter 1)

5. Target Customer

a. Who is the customer target?

b. What are their descriptions?

6. Market Segmentation

a. What is the market segment and size of your new product/service?

b. (i.e. top-down or bottom-up approach calculations and logic)