Case Study- Nike: Associating Athletes, Performance and the Brand
Questions-
1. Nike would like to increases its share of the athletic shoe market. Define the management decision problem.
2. Define an appropriate marketing research problem corresponding to the management decision problem you have identified.
3. Develop a graphical model explaining consumer's selection of a brand of athletic shoes.
4. How can qualitative research be used to strengthen Nike's image? Which qualitative technique(s) should be used and why?