Works Cited

Lancelloti, Jason, and Paolo Ruiz. "Nike, Inc. (NKE)." University of Colorado Boulder, 2010. Web. 09 Feb. 2014. .

"NIKE, Inc." Reference For Business.com. Advameg; Inc., 2014. Web. 11 Feb. 2014. .
Vann, Korky. "Nike: From Greek Myth to Sports and Fitness Powerhouse." About.com Shoes. N.p., n.d. Web. 09 Feb. 2014. . Philip H. Knight, a Stanford University student, founded Nike in 1972. In ancient Greek mythology, “Nike” referred to the winged goddess of victory, symbolizing ‘honored conquest’ on the battlefield. Their main purpose of creating such mythical products was to help world’s greatest athletes find new levels of achievement, and to also create a new realm of athleticism for average individuals. Nike assures that each customer’s wish, needs, cravings, demands, and desires are taken care of. This guarantees that the customer’s wants are communicated by their willingness to buy their products. Nike’s marketing strategy is one of the main sources of their success. Their idea behind this incredible strategy is to get the best athletes in the world to endorse their product. People all around the world want Michael Jordan’s shoes, the want shoes worn by Tiger Woods, Lebron James, etc… Their store layout, segmentation, and mythical ideas promise customer purchases. The design of the Nike Store exploits usual in-store techniques to increase the chance of customer purchases. Each sport is given its own section, which is organized by product-type and color. It is made to show that there are tiny stores in one larger store. This is also accomplished by the wall and floor color schemes, which also changed depending on the sport shown. Segmentation serves 3 main purposes such as: belief of having different clothing for each sport, creating space that appeals to the imagination, and to create a maze-like atmosphere. These strategies are all intertwined with microeconomics, and the way Nike’s products affect each individual customer’s choices. Nike appears as a customer’s number one choice, which enables them to choose Nike over any other brand.