Analyzing the Impact of Marketing Strategy: A Case Study of Nike Air Max 1

Abstract

During the 1980s, the running shoe market in the United States of America saw a period of significant growth and advancement. The inaugural running shoe featuring an open-air cushion, known as the Air Max 1, was introduced by Nike and garnered significant acclaim from both customers and the sports industry. This research integrates global examinations of Nike's marketing strategy with the analysis of measurement data from prior studies on the determinants of consumers' purchase intention as examined through the lens of the marketing mix theory. The findings of this study indicate that Nike's product design, promotion strategy, and pricing have a significant impact on consumers' purchase intentions. Additionally, this study provides marketing recommendations for Nike in the present market landscape. The purchase intention of consumers is influenced by pricing strategies aligned with market positioning, thereby providing Nike with valuable marketing recommendations within the present market landscape. When considering product design, it is recommended that Nike prioritize individualized design as a means to augment consumer engagement with the product. In relation to promotional tactics, Nike ought to enhance customer attraction and augment buy intention through the implementation of co-branding initiatives with renowned intellectual properties (IPs) and collaborations with celebrities across diverse domains. Nike should implement a varied price plan to appeal to consumers with varying levels of purchasing power and budgets.