The document discusses Nike's target market research and identification process. It describes how Nike conducts primary and secondary research through surveys, reports, and data collection. This research involves consumer analysis to understand customer behaviors, needs, and profiles. Nike uses demographic and psychographic factors to establish target customer profiles. The research also includes continuous monitoring of the market through environmental scanning and SWOT analysis. Based on the research, the document identifies Nike's target market as younger individuals aged 25-35 who are active in sports and fashion trends.

1. The place of useful learning
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DM941 Fundamentals of Lean Six Sigma
Task
Working in groups, typically consisting of four to five, you will
be asked to produce a critical literature
review (report) and presentation on the area of Lean Six Sigma
and other related management concept
(topics for investigation will be specified by the class lecturer).
This will involve searching, gathering and
studying the areas of work and developing a coherent summary
covering all the main issues and recent
developments in the area.
The findings from your study are to be presented in a report and
a PowerPoint presentation. The
report should;
x discuss the concept of Lean and Six Sigma in the context of
the topic selected identifying recent
developments in the field;
x Compare and contrast the concept under investigation to
determine if there are any synergies or
discords, e.g. what are the key stages involved, issues,

2. approaches, and solutions?
x Identify relevant tools and techniques that might support
implementation. You could refer to the
tools contained in the DMAIC toolkit but we would prefer it if
teams could focus on additional
techniques not covered in class found through your research.
(Justification for selection is
essential)
x Provide practical examples of application within an
organisational context;
In order to carry out this task it is expected that you will have
to review industry cases studies, journal
papers and conference papers, as well as text books.
Each group is to submit a literature review report of the topic
area which is to be:
• No more than 5000 to 6000 total word count,
• Font size of 11 pts, single spacing
• References in Harvard style; i.e. Name (Year)
The output of the investigation will be a literature review in the
area of Lean Six Sigma and one of the
following topics:
x Lean Six Sigma in the Public Sector
x Lean Six Sigma in Higher Education
x Lean Six Sigma in the Health Sector
x Lean Six Sigma in Design
x Lean Six Sigma in Retail
x Lean Six Sigma in Hospitality
x Lean Six Sigma in Project Management

3. Page 2
The PowerPoint presentation should provide a summary of the
information contained within the report.
Guidelines for the presentations will be provided closer to the
date.
Please note that all information sources must be clearly
referenced. Any unreferenced report or
presentation content obtained directly from another source will
be considered to breach the University’s
regulations regarding plagiarism and will be dealt with
accordingly.
To this end students are asked to include the following
statement in the front page of the assignment.
“I declare that this submission is entirely my own original work.
I declare that, except where fully reference direct quotations
have been included, no aspect
of this submission has been copied from any other source.
I declare that all other works cited in this submission have been
appropriately referenced.
I understand that any act of Academic Dishonesty such as
plagiarism or collusion may result
in the non-award of my degree.”
Signature………….
Date………………..

4. Submission
The report is to be submitted electronically in pdf format by 12
pm, Monday Week 10 at noon through
Myplace.
A late penalty of 5% deduction per day (5% of the total value of
the class) will be applied to all reports
and presentations submitted after the deadline, unless a medical
certificate or other acceptable evidence
is provided.
Presentations will take place in week 11 during lecture time and
this should also be submitted to
Myplace at least one day before presentation day. Further
details of the session will be released closer
to the date through Myplace.
Assessment
A total of 65% of the overall class mark will be awarded for this
assignment. The report is worth 60%
and the presentation is worth 5%. Both the report and the
presentation will be marked out of 100 as
follows;
Report:
TOPIC COVERAGE (75%)
Brief description of LSS and topic under investigation (15%)
Linkages, key issues, approaches and solutions (30%)
Critical discussion of relevant tools & techniques in the area
(20%)
Relevant exemples/ case studies 10%)

5. REPORT STRUCTURE (25%)
Introduction and conclusions (10%)
Presentation (layout, structure, style, referencing) (15%)
1
6
Understanding Target MarketsMKT/571
2017
Understanding Target Markets
To understand the full spectrum of any market a business must
recognize not only the industry itself but also the targeted
consumers. Nike just as any other company uses different
marketing strategies and to create objectives, firms must first
conduct research. Part of research is identifying a target
audience to place marketing focus. It must also be remembered
that companies may create an audience profile to target its
marketing.
Research
Primary Research
Primary research is the initial element of market research and is
used to attain data and information from consumers to support
defined problems and support the marketing plan. Exploratory
and specific are the market research types, and Nike conducts
research using both. Nike uses open-ended basis exploratory
research with sampling surveys of sorts by way of social media,
forums, email, postal mail, telephonic, interviews, etc. to gain

6. calculated customer insights. “The basic idea of sampling is
that by selecting some of the elements in a population, we may
draw conclusions about the entire population” (Cooper &
Schindler, 2011, p. 364). Nike uses specific research methods
when needing to identify customer satisfaction, requests, and
anticipations. Using the primary research tool allows Nike to
steadily build consumer relationships, create co-value,
strategize, and resolve problems.
Secondary Research
Secondary research is similar to primary research, but there are
differences such as business data, and intelligence is generated
for a certain targeted region that Nike is currently operating or
planning to operate within. The secondary research that Nike
uses is demographics, psychographics, behaviors, geography,
etc., focusing in on employment, education, inflation, taxes, etc.
These results allow Nike to determine target audiences for
sportswear sales and locations for establishing retail outlets.
Reports are internally created and retrieved from external
sources like government agencies, public entities, private
companies, news media, internet, etc.
Consumer Analysis
Consumer analysis recognizes and gathers data for a target
market and the needs of the consumers or even narrowed down
to the target customers. This element of research is crucial in
establishing Nike’s prosperous marketing of its sportswear
apparel products. Large companies like Nike and even smaller
businesses complete research studies however simple or defined
identifying customer shopping habits. Nike analyzes customer
satisfaction, value desire, shopping habits, buying frequencies,
etc. Results help Nike narrow customer behavior assisting in
conforming sportswear apparel by wants, technology, fads,
styles, and brands. Information gained helps Nike not just
identify products but also specific products and brands to
develop improvements and appropriate market segmentation.
Customer Profile
Nike uses data of customer profiles as a research tool.

7. Customer profiles are created using demographics of such as
level of education, religious beliefs, gender type, ethnicity, age
in years, residence locale, marital status, etc. Psychographics
are also part of the customer profile and typically address what
types of jobs held, common places to shop, physical fitness
center memberships, sports played, activities involved in,
interested hobbies, social activities attended, vacation spots,
etc. After profiles are established, Nike now has the in-depth
insight of buying behavior and geographic location and can now
create strategic marketing objectives. Understanding customers
allow Nike to try and win their hearts and minds through
marketing.
Continuous Monitoring and Research
For Nike to stay on top as a sportswear sales leader and keep a
competitive advantage, it must continuously conduct research
and monitor the market industry. Nike realizes that it has
various competitors and must maintain its marketing plan as a
living document and update it accordingly as required.
“Consumers are better educated and better informed than ever,
and they have the tools to verify companies’ claims and seek
out superior alternatives” (Kotler & Keller, 2016, p. 128). With
that said, Nike stays abreast of consumers’ needs and current
market statistics allowing for response to changes almost
instantaneously.
Environmental Scanning
Nike conducts a SWOT-T (strengths, weaknesses, opportunities,
threats, and trends) internal and external analysis frequently
along with benchmarking to maintain constant relevance.
“SWOT analysis is a historically popular technique through
which managers create a quick overview of a company’s
strategic situation” (Pearce & Robinson, 2009, p. 159). Below
is the latest SWOT-T analysis matrix results summarized from
(Nike Form 10K, 2017).
Strengths. World sales leader in athletic apparel and footwear,
strong customer satisfaction and loyalty, global brand
identification, full spectrum sportswear line offered, and well-

8. respected company.
Weaknesses. Prices are considerably higher than most
competitors, seasonal sales, the budget for research and
development, the budget for marketing and advertisement, and
overseas manufacturing.
Opportunities. The addition of continued global expansion,
sponsor professional athletes, research and development for new
products, consumer demand, and society fashion changes.
Threats. Crowded market industry, competitors produce similar
brands, competitors competition, commercial retailers
consolidations, and unpredictable global economic conditions.
Trends. Large, strong and growing market, constant revenue
increase over five year period, evolving technology enhances
products, innovation improves products, and diversity is
strengthening company name.
Target Market
Demographic Profile
The demographics identified are younger people that have a
minimal income and not highly educated but diverse within
ethnicity and beliefs. Nike is focusing on young singles and
starter families attempting to catch loyalist early.
Age = 25 to 35
Gender = Nongender specific
Family = Single or early family
Income = $25,000 to $40,000
Education = High school graduates
Occupation = Blue collar
Religion = Non-denominational
Nationality = Domestic and global
Psychographic Profile
Target marketing toward individuals that are active in sports
and exercise. Personnel that is aware of current fashion trends
are profiled. Individuals that wear sporting apparel out in
public even when not exercising. Young families with small
children enrolled in sports programs. Workers that wear
moisture wicking materials are also profiled.

9. Buyer Behavior Profile
Attract buyers that are occasional and impulsive in the attempt
to create returning customers. Buyers that appreciate high-
quality sportswear purchase behavior are deemed appropriate.
Shoppers that purchase brand names are targeted. Nike seeks
consumers that want exceptional service. Purchasers that want
value and will spend a little more for it.
Geographic Profile
Nike is established in the US domestic and widely global.
World main regions are currently North, Central and South
America, Canada, Eastern Europe, and Southeast Asia. Urban
socialites and rural dwellers are included equally.
Conclusion
Nike has conducted its extensive research and identified its
target market. Nike also has taken its understanding of the
market and tailored its marketing focus toward a specific target
audience. Nike may now use newly learned knowledge and
lessons learned and build relationships to enhance consumer
preferences, value, and loyalty.
References
Cooper, D. R. & Schindler, P. S. (2011). Business research
methods (11th ed). Retrieved from The University of Phoenix
eBook Collection database.
Kotler, P. & Keller, K. L. (2016). Marketing Management (15th
ed.). Retrieved from The University of Phoenix eBook
Collection database.
Nike Form 10K. (2017). Nike annual reports: Current and
archived. Retrieved from
http://investors.nike.com/investors/news-events-and-
reports/?toggle=reports
Pearce, J. A. & Robinson, R. B. (2009). Strategic management:
Formulation, implementation, and control (11th ed.). Retrieved
from The University of Phoenix eBook Collection database.