Company and marketing strategy

Running head: BUISNESS MANAGEMENT
Business Management
Name of the Student
Name of the University
Author notes

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BUISNESS MANAGEMENT
Table of Contents
Company and marketing strategy...............................................................................................2
Segmentation Criteria.................................................................................................................2
Additional Segmentation............................................................................................................3
The long Tail and its implications..............................................................................................3
References..................................................................................................................................5

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BUISNESS MANAGEMENT
Company and marketing strategy
Segmentations are the integral part of modern day business management. The selected brand
for understanding segmentation process and why it is important in the context of marketing,
is Nike’s brand Air Jordan. Nike is known for their customer relationship and quality
products. This company targets the market that is full of potentiality for the sales of sports
shoes. The Air Jordan brand is known for high price quality products. Nike’s Air Jordan
produces casual, athletic, basketball shoes and clothing. The company has launched a number
of editions for Air Jordan. These shoes were primarily designed exclusively for Michael
Jordon. This brand of Nike shoes and clothing are solely for the people and players. The price
of the products are higher than the other competitors.
Segmentation Criteria
Segmenting the market according to the company objectives is necessary for any company.
The expensive brands have to give special importance to the segmentation that is why having
the right kind of segmentation helps the company to get right kind of customers. According to
Sarvari, Ustundag & Takci (2016), the segmentation criteria is for the need identification and
getting sales opportunity. A company cannot provide the needs of each one in the market.
Therefore, specializing in needs are necessary and here is the need for customers’
segmentation. If the brand like Air Jordon do not find its target customers, the stores business
will face losses and hence, the costs will be high but there will be no sales.
Segmentation criteria used by Nike for their brands are based on four main categories-
demographic, psychographic and behavioural. The demographic segmentation is necessary
because it helps to understand the age, occupation, gender and family needs. The
psychographic segmentations are social class, lifestyles and personality that is necessary to
understand the attitude of the customers. The last is the behavioural segmentation that