Memorandum2 - Nike experienced a huge drop in sales when...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
MEMORANDOM To: All employees and members of the San Francisco NikeTown From: Shaili Desai (Your new manager) RE: Nike’s Women’s Initiative I am writing this memo because there has been some confusion on what exactly Nike’s women’s initiative is about. Nike has always struggled with attracting the female shopping to its products. Statistics show that women have considerable influence in the purchase of apparel, and also tend to spend big bucks on the products. I hope to inspire and motivate you to think creatively and really help Nike dominate the women’s market by addressing the following: What the initiative is trying to accomplish and why My opinion on Nike’s efforts Will the initiative be successful? Understanding the Women’s Initiative According to the National Sporting Goods Association, 51% of consumer purchasers are made by women. Women comprise 78% of the total sales of aerobic shoes. Women also tend to be the predominant shopper in every household. As you can see, women have a great influence on sales.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Nike experienced a huge drop in sales when Reebok took the number one spot due to their innovative wrinkle sneaker for women. This was very hard for Nike to recover from, and since then, Nike has been working on the women market ever since. In order to capture the womens market, Nike has taken the imitative to launch Nikewomen that is specifically geared to the women consumer and has received very successful results. Nike is focusing on advertising yoga, training and running products knowing that the most common fitness apparel women buy. What's In the Leisure Time Shoppers' Shopping Bag? Apparel -- 40.2% What the initiative is trying to accomplish and why What Nike is doing My Opinion What is the womens initiative? What is it trying to accomplish? Why was it initiated? (Reebok) What is Nike doing to target women? Share your personal opinion on NikeTown and all the women shit thats happening...
View Full Document

This note was uploaded on 10/21/2008 for the course BUS 101 taught by Professor Boyle during the Spring '08 term at Lehigh University .

Page1 / 2

Memorandum2 - Nike experienced a huge drop in sales when...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online