This dissertation investigates the marketing strategy of Nike towards the Chinese youth market, and makes a number of recommendations as to how Nike can make its strategy more effective. This paper analyses the consumer behaviour of Chinese youths in order to obtain more market share for Nike. A quantitative approach is used to collect primary data and explore Chinese youths consumer behaviour and their perceptions of Nike's strategies. A qualitative approach is used to gather secondary data, which is summarized as a case study about the competitive environment in the Chinese sportswear market as well as the current strategies used by Nike and its competitors. The dissertation concludes by presenting several marketing strategy recommendations based on the findings and discussion.
The full text of these resource are only available to Oxford Brookes staff and students. Please login to RADAR if you are a student or member of staff
Shi, Baorong
Business
MSc Business Management
2016
Published by Oxford Brookes UniversityAll rights reserved