Postgraduate Dissertation


Analysis of Nike Inc.’s marketing strategy towards consumer behaviour of youngster in China

Abstract

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 youth’s 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.


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Authors

Shi, Baorong

Oxford Brookes departments

Business

Degree programme

MSc Business Management

Year

2016


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