Website is a vital tool for Nike because it helps in increased appeal to the customers shopping online and be a leading international marketer of the sport shoes, apparels and equipments (Johnson, E. & Et. Al, n,d.).
Nike pays out a considerable amount on advertising in order to reach the customers in a better way and to garner support as well as curiosity in its goods. When rivalry is sturdy, products differentiation along with loyalty establishment and product interest are factors which position one company apart from its opponents and Nike is capable to endlessly generate customer awareness as well as foster interest in Nike’s products by efficient marketing and advertising. Moreover, when consumer enters in Foot Locker there is great supply of the Nike footwear compared to the other branded products. It is a good opportunity for the company to sell their whole lot of product offerings in various price ranges. The products of Nikes propose strong consumer interest as well as support for its products. NIKE wants to carry out the lowered-priced hybrid shoes to retain their old customer as well as to attract the new customers too (St. John’s University, April, 2004.).
Nike realised quite early that internet could be used as a vital promotional tool for positioning. In comparison to other products of Nike, footwear has earned great value from the customers. It also gets top priority on the website of Nike. Nike positions their footwear as low range products and tries to capture the market. The eminent basketball player, Michael Jordon is the brand ambassador of Nike shoes. There is no denial to the fact that Michael Jordon has tremendous contribution to wards the success of the company.
Nike mainly concentrates into the domain of sports and athletics. So, the company always focus to improve the quality of sports equipments.