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I decided to select Nike as the fortune 500 company for all aspects of my class projects. I have chosen nike for several reasons. First, Nike is a highly recognized and influential athletic brand around the world. Due to their commitment to developing new products and innovations, creating marketing campaigns and partnering with athletes, along with maintaining relationships with consumers of diverse age and demographic backgrounds, Nike continues to build upon their well-known reputation. Additionally, nike continually modifies and develops itself in response to changing consumer trends (i.e., fitness technology, sustainability and individualized athletic experiences).

A second reason i selected Nike was due to the fact that it allows for an analysis of contemporary marketing research strategies. Consumers of Nike span from professional athletes to individuals simply attempting to maintain physical fitness. Therefore, there exists a large population of consumers to examine based upon various aspects of consumer behavior and Product demand. As an aspiring business professional in marketing management, examining a worldwide leading brand such as Nike will enable me to obtain a greater understanding of how research influences the decision-making process in regards to the creation of new products and marketing.

Product under Consideration

The Product i am recommending for this project is the Nike adapt trainer pro, a “smart” training shoe developed specifically for gym goers and those interested in fitness. A key function of the shoe is customizable cushioning support. In addition, the shoe will contain performance tracking capabilities via a connected mobile application. Furthermore, the shoe contains adaptive fit technology, which can adjust to fit comfortably during exercise. The Product will be targeted towards active consumers aged 18-40 who actively engage in fitness training, running or other athletic activities.

One of the major functions of the nike adapt trainer pro will be the connection of the shoe to fitness data. Via the mobile app, users will be able to record workout intensity, foot pressure, movement patterns, etc. In addition, the shoe will be focused on being sustainable by utilizing partially recycled materials; this is reflective of the increased demand from consumers for environmentally friendly products.

The Nike adapt trainer pro fits within nike’s image of innovating athletic footwear by incorporating technology. Nike already has extensive knowledge of integrating technology into athletic footwear. Thus, The Adapt Trainer Pro will enable nike to expand further in both the athletic apparel market and the burgeoning wearable fitness technology market.

Research design and objectives

My main objective of conducting the marketing research is to determine if consumers will purchase a smart training shoe that integrates fitness technology, comfort and sustainability. The research would also assess what features consumers value most about smart training shoes, what price point they consider reasonable and if they would be willing to switch to a competitor.

To accomplish this objective, i recommend using a mixed method research design containing both qualitative and quantitative research methodologies.

The qualitative component of the study would include focus groups and online interviews with active consumers that regularly purchase athletic footwear. These group interactions would assist in identifying consumer viewpoints, expectations and feelings toward smart fitness products. Open-ended questions asked during these group meetings would offer essential information on consumer motivation and possible concerns.

Quantitative research methodology would include sending out online surveys to a larger target audience. These surveys would gather data related to measurable aspects of consumers’ purchasing behaviors, brand loyalties, importance of Product features, acceptable price ranges and level of interest in the Product. This type of data collection would allow nike to identify trends and patterns among a larger consumer population.

By including both qualitative and quantitative components in the research methodology, Nike will receive a comprehensive view of market opportunity for the nike adapt trainer pro. The results may allow nike to decrease some risks associated with introducing the Product and develop a more effective marketing plan by concentrating on those features that consumers value most.