Nike Big Data Management
With the analysis on the business of this leader in thesports industry, it indicates that NIKE is facing a problem in howto market their customers in a more customized way in order toregain the market share for the young marketespecially.
According to the 5-forces, Nike is suffering from thegreat level of competitive rivalry in a saturated market. Peoplewithin this market have very low cost in switching to other brandswhile competitors are having similar features on their products.Obviously, NIKE’s young market is losing loyalty to it, whileAdidas, New Balance and Puma in sports and Vans, Converse andSupreme in streetwear performance are gaining momentum. It ispossible to say that they are not only competing on shoes andclothes but also technologies and stylish design nowadays ascustomers and even retailers have so much to choosefrom.
On the other hand, NIKE seems to be ignoring somespeciality sports retailers while retailers have deep ties to theyoung market and community. They act an important role in thedistribution chain to help promote the brands. NIKE has to closelywork with its retail partners like Foot Locker and even more on its200+ NIKE stores or other speciality sports retailers.
Moreover, young customers usually go to these storeslooking for advice on fitting and matching which means storesseriously affecting teenagers’ selection. In this case, the tasteand value of the young customer may have been changed a lot inthese couple years due to the influence of social media. Therefore,to regain larger market share and create higher profit, NIKE canuse BDA on issues like “The most influential athlete toteenagers'', “The fashion color of the coming year”, “Hot icon orimages in the world”, “How many hashtags on the product” and “Mostpopular Internet celebrity” etc. Although NIKE have been innovativefor a long time and equipped with advanced technologies, onlyfurther customized marketing can take it up to anotch.
- Please write considerations in developing a Strategy forIntegrating Big Data Analytics into the selected company.
