Reference no: EM133240698
Study Nike's website and answer the following questions. To answer some of these questions, you will need to do some research using outside sources. (Always cite your sources!):
- What is your competitor's market strategy? PLACE
Does this competitor also have a physical store? An app? Do they participate in pop-up events? Which deliberate choices has the retailer made in the ways in which they go about accessing their customer? What are the reasons they may have made these choices? Do research. General knowledge answers won't help your group and won't be accepted by your professor! Get specific.
- What's the nature of their product assortment? PRODUCT
Which types of merchandise have they focused on carrying? Be clear, detailed and specific. Give reasons why they carry this particular assortment. What relationship do these choices have to their target customer? Who is their target customers? Comment on the breadth and depth of merchandise on offer.
- What type of atmosphere is generated while browsing? PHYSICAL
Evaluate the visual aspect of their website. What is the first impression you get when you access their homepage? What is compelling or unique about the home page? You should be commenting on things like colour, images, fonts, layout and animations/videos (if any). How does shopping on this website make you feel? The more detail you use in your descriptions, the more helpful it will be to you and your team.
- How does your competitor promote themselves? PROMOTION
Where is your competitor promoting themselves outside of their website? Do you see them promoting in print ads, television, YouTube, social media? How are they promoting their products on their website? Do you see any sales, celebrity endorsements or marketing copy? What kind of brand personality are they trying to convey to their customers? Is it fun, serious, cool or conscientious? Be detailed in descriptions.
- How have you been influenced? ANALYSIS
Think back on your feelings about your competitor's website. Which part of their retail mix had the most positive influence over you?
- PLACE (where they choose to sell)
- PRODUCT (what they choose to sell)
- PHYSICAL (they way they go about selling)
- PROMOTION (how they present themselves)
Explain why this facet of their strategy influenced you positively. What about it made you warm up to the brand? Last, is there anything about this retail strategy you would improve if this were your business? Explain response.
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