IndexIntroductionMarket SegmentationMarket ObjectiveMarket PositioningConclusionIntroductionThe Nike company was founded in 1964 by Bill Bowerman and Phil Knight who located their headquarters near Beaverton, Oregon . This company is one of the largest suppliers of sports shoes in the world and one of the largest manufacturers of sports equipment. For Nike, the target market includes athletes and especially young adults. Nike has improved their products over the years by making them more comfortable and lightweight, allowing consumers to wear their products for a longer period without having to feel pain in their feet. Nike offers its customers a huge variety of shoe types and colors and they mainly focus on lifestyle, running or training shoes. In addition to shoes, they also sell different types of sports equipment, clothing, backpacks, pads and soccer balls. Nike's mission is to do their best to expand human potential and they are trying to make a positive impact on their customers in various communities. Nike also has stores opened around the world to serve a wider range of people. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Market Segmentation Nike customer segments include four categories: demographic, geographic, psychographic, and behavioral market segmentation. For demographic segmentation, Nike has included different age groups, gender and based on the financial status of the target customer. Nike has separated its products for different age groups, mainly between 15 and 55 years old, and by gender. There are three categories of types: men's products, women's products and finally children's products, this allows customers to be better served and have a better shopping experience. To meet everyone's needs, Nike also promotes sales, cuts price changes to reduce costs or offers a discount on the product. For example, Nike would run sales during the Singapore Big Sale to attract more people to purchase as some customers may not be able to afford the price before the discount. For geographical segmentation, Nike has its stores all over the world and understands that different countries have different cultures and lifestyle habits. Nike has launched several products in different countries to meet the needs of regional customers. For example, during winter Nike produces sneakers and clothing that can keep out the cold unlike Singapore which only has one season, summer. Psychographic segmentation for Nike is that they provide their customers with a variety of products that fit their interests and meet their standards. Nike has its mission "To bring inspiration and innovation to every athlete in the world" and according to its mission it is trying its best to meet the needs of its customers. This allows Nike to find out what the individual customer prefers, since not all customers who buy Nike like to play sports, therefore psychographic segmentation gives Nike ideas to produce different types of products for buyers based on their preferences. For example, young adults prefer Nike shoes mainly because it is a high-quality fashionable lifestyle and they would like to follow the trend. Finally, behavioral segmentation, Nike offers benefits to customers as they provide an active lifestyle with comfortable footwear, apparel, shoes. and useful sports equipment. Nike also notes that to satisfy most people they need to improve their products. For example, Nike has come up with similar pairs of shoes which are Nike Air.