Question

Nike Big Data Management

With the analysis on the business of this leader in the sports industry, it indicates that NIKE is facing a problem in how to market their customers in a more customized way in order to regain the market share for the young market especially.

According to the 5-forces, Nike is suffering from the great level of competitive rivalry in a saturated market. People within this market have very low cost in switching to other brands while competitors are having similar features on their products. Obviously, NIKE’s young market is losing loyalty to it, while Adidas, New Balance and Puma in sports and Vans, Converse and Supreme in streetwear performance are gaining momentum. It is possible to say that they are not only competing on shoes and clothes but also technologies and stylish design nowadays as customers and even retailers have so much to choose from.

On the other hand, NIKE seems to be ignoring some speciality sports retailers while retailers have deep ties to the young market and community. They act an important role in the distribution chain to help promote the brands. NIKE has to closely work with its retail partners like Foot Locker and even more on its 200+ NIKE stores or other speciality sports retailers.

Moreover, young customers usually go to these stores looking for advice on fitting and matching which means stores seriously affecting teenagers’ selection. In this case, the taste and value of the young customer may have been changed a lot in these couple years due to the influence of social media. Therefore, to regain larger market share and create higher profit, NIKE can use BDA on issues like “The most influential athlete to teenagers'', “The fashion color of the coming year”, “Hot icon or images in the world”, “How many hashtags on the product” and “Most popular Internet celebrity” etc. Although NIKE have been innovative for a long time and equipped with advanced technologies, only further customized marketing can take it up to a notch.

- Please write considerations in developing a Strategy for Integrating Big Data Analytics into the selected company.

Answer 1

Developing a strategy for integrating Big Data Analytics into the selected company is important with increasing demand of customers for customised products as per their lifestyle and support in choosing the products as per the customer needs and lifestyle. Nike has competition from other retailers that give personalised attention to its customers while making a purchase. Nike has started its app Nike direct that assists buyers with their shoe size, benefits of different styles of shoes, purchase timings and updates. The company does it to get their customer data as well as train its customers to use its website better. The app helps it customers to take images of their shoes on trials and purchasing so that they are encouraged to buy the products online. Big data is essential to a global player like Nike that is in the competitive business of footwear and sportswear retail. Its shoe are mostly performance oriented and requires support to be given to customers as well as collect their feedback to plan its range further.