The document provides details about the NikeTown store located at 300 Newbury St in Boston, MA. It describes the store's prime location with two entrances and large size allowing for multiple departments and displays. It notes the spacious layout without aisles and stocking of a large amount of inventory across men's, women's, and various sport categories. The document also summarizes consumer perceptions of Nike, including likes for innovative designs but dislikes when styles change too rapidly, as well as differences in technology and benefits between Nike and other shoe brands.

1. BOSTON Christopher Mowbray Marjaun Bakhtiari Colin Bayley Ashley Dilorenzo

2. 300 Newbury St, Boston Ma 02115

3. NIKETOWN Employees

5. Location 300 Newbury St Boston Ma 02115 Corner Location 2 entrances Stands out More displays PRIME location Expensive High Attraction Size & Layout Spacious, no aisles Random layout Factory looking 2 Floors Memorabilia Different Departments Football Basketball Soccer Tennis Golf Male Running Female Running Fashion Lance Armstrong

6. Window Displays LOGO is HUGE Seasonal Layouts Spring Summer running gear Bright colors # People Shopping 20, Thursday 1pm Heavily Staffed Accommodate more people. Layout 9 Departments Lebron James Tiger Woods Maria Sharapova Lance Armstrong

7. Atmospherics

10. LOGISTICS Density of Stocking Large amount of inventory Had multiple: Sizes Colors Models Items Stocked Shelves were full Strong emphasis on keeping things stocked Older items put on sales rack Feeling of Spaciousness Open Spacious ( do not feel cramped) No Aisles HIGH ceilings

11. Features/ Benefits of Products Stocked Brief Summary of products intentions Emphasis on consumer benefit EX. TREADMILL Reveals Nike’s confidence in their products Nike+ Light weight shoes Unique Designs

12. NIKE Consumer Promotion

13. General Information about: Designed in US Made in VIETNAM Hire outside resources to manufacture their designs. Unique to culture: Asian fit sunglasses Athletic apparel Fashion apparel Packaging Nike-town logo Simple but appealing

14. Consumer Likes/Dislikes Likes Dislikes Innovative Always Changing Design/Colors/Styles Technology Based Shoes Too much wear & tear Use to a certain style, but they change rapidly New models of the shoes feel different Once there is an updated model the old shoe is discontinued

15. Positives / Negatives of Products Positives Negatives Comfort Specialized for Individual Needs Runners like the same type of shoe The runner must always keep updated with Nike because they change and update their shoes often

16. Differences / Similarities Differences Similarities Unique Nike Plus is in every shoe Gate Analysis Each shoe is made for a reason Ex. Stability, running Different Technology Nike Air Every shoe company targets different people Ex. New Balance targets people with wide feet Other companies make and sell running shoes

17. Consumer Ratings (1-10) Sincerity 10 9 9 8.5 10 46.5 Competence 9.5 9 10 10 9 47.5 Excitement 10 10 10 10 9 49 Sophistication 10 10 10 10 10 50 Ruggedness 9 9 9 9 10 46 Figures based on 5 consumers from Target market:

18. Store Lead: Liz, 30, Asian American How long have you operated store? 5 years How has business changed over the years and how so? Used to have bands for Livestrong now apparel (100% charity) also running club Wednesday and Saturdays Where are products made? China, Taiwan, Israel What is Nike trying to do right now? They are working on merchandise for marathon, running club (Saturdays are new) What Differentiates Niketown from other Brands/Stores? Always running based store, unlike the one in NY, charity, Gate Analysis (measures stride, people qualified, ex: knee reconstruction-shoe best for support)

19. Manager: Beth, 40 years old, American How long have you operated store? 6 months How has business changed over the years and how so? Has not Where are products made? Actually did not know looked at tag What type of people do you look to hire? Generally athletes, because they have a passion and knowledge of Nike and the shoe What is Nike trying to do right now? They are working on marathon, and What Differentiates Niketown from other Brands/Stores? Gate Analysis/Marathon/always innovating How does staff and Consumer interact? Staff is very helpful, patient, matches them with exactly what they are looking for, Swoosh Program