Market Segmentation, Market Target and Market Positioning of Nike Company

Table of Contents

  1. Introduction
  2. Segmentation of the Market
  3. Market Target
  4. Market Positioning
  5. Conclusion


In 1964, Bill Bowerman and Phil Knight founded Nike. They had their headquarters in Beaverton, Oregon. This company is a major supplier of world-class sports shoes and a major manufacturer of equipment. Nike’s target market is athletes and young adults. Nike has made their products lighter and more comfortable over the years. This allows consumers to wear their shoes for longer periods of time without feeling sore feet. Nike has a wide range of shoe styles and colors available to their customers. They mainly offer shoes that are suitable for running, training, or lifestyle. They also sell a variety of equipment such as clothing, bags, guards, soccer balls, and gear. Nike is committed to maximizing human potential and aiming to make a positive difference in the lives of their customers. Nike has stores around the globe to reach a wider audience.

Segmentation of the Market

The four segments of Nike customers are: demographic, geographic and psychographic. Nike used different age groups, genders, and financial information to segment their customers’ demography. Nike has divided their products into different age groups, mainly between 15 and 55 years old and by gender. The three categories are men’s products, women’s products and kids products. This allows customers to be better served and has a better shopping experience. Nike promotes sales and offers discounts to meet the needs of all customers. To attract more customers to purchase, Nike might have sales during Great Singapore Sales.

Nike has stores around the world to help with geographic segmentation. They also understand that every country has a different culture and lifestyle. Nike has introduced different products to meet the needs of different regions. Nike makes clothing and sneakers that can withstand the cold during winter, unlike Singapore, which has only one season: summer.

Nike’s psychographic segmentation is to offer their customers a variety of products that suit their interests and meet their standards. Nike’s mission statement is “To inspire and innovate every athlete in the globe” and they do their best to fulfill their customers’ needs. Nike can use this information to determine what each customer prefers. Not all customers who buy Nike love to play sports so Nike uses psychographic segmentation to give them ideas to create different products for their customers based on their preferences. Nike shoes are a popular choice for young adults because they reflect a fashionable lifestyle and high quality.

Nike also uses behavioral segmentation to provide benefits to their customers by providing an active lifestyle with fashionable footwear, clothing and useful equipment. Nike is aware that their products need to be improved in order to satisfy the majority. Nike, for example, has created similar shoes in Nike Air Force 1 High iD or Nike Air Force 1 Med iD. These shoes are designed to fit different customer preferences.

Market Target

Nike’s target market is people who exercise regularly and will wear fashion trends that go well with current-day clothing. Nike has divided their customers into three groups: men’s, women’s, and kids’ products. There are twelve categories of shoes for men that include lifestyle, running and gym & training. They also offer footwear for basketball, American football, American football, tennis, crickets, baseball, softball, skateboarding, and other athletics. Nike offers different products for women than men. This is because Nike recognizes that not all women play American football so they offer yoga instead. Nike’s kids’ products are primarily targeted at young athletes, similar to how their mission statements state that they inspire every athlete. Nike offers a variety of color options for their shoes to ensure that they can provide the right shoe for their customers. People are also living a healthier lifestyle. They exercise more, eat better, and they tend to run or play sports. Nike is aware of this trend and produces products that are comfortable and can be used to exercise.

Market Positioning

Market positioning refers to how Nike positions themselves in relation to other competitors such as Adidas and Puma. It ensures that customers will choose Nike over other brands. Nike has a positioning statement that states “For serious athletes, Nike provides confidence that provides the perfect shoes for every sport”. Customers who want to improve their workouts or be successful in their sporting career will be encouraged to purchase products from Nike. Nike produces their products according to the needs of their customers. They research and develop their products for both the majority of customers as well as those with special needs. Today, the importance of quality sports achievements is well-known. Nike has been the number one sports manufacturer in more than 100 countries. Nike is a strong brand that customers trust when it comes to sports products. Nike has been able to position itself as a high-class brand due to their high quality products and impression.


Nike has created an emotional connection with its customers through instilling awareness and a desire to live an active lifestyle. People are more sedentary as technology advances. People tend to spend more time working and less time exercising, which makes their leisure seem even more limited. Nike encourages people who have a hectic work life to be more active and promotes heroism. Nike reminds people to take care of their health and fitness. Exercise can have multiple benefits for our bodies and minds. Nike encourages customers to share their track record on social media and mobile apps. These customers share their pride and joy with others, while encouraging others to exercise and being aware of their health.