Table of ContentsIntroductionResearch MethodsResearch QuestionCustomer Decision MakingMarketing StrategiesPositioning and DifferentiationPositioningMarket NicheRecommendationIntroductionNike is one of the world's leading producers of high-quality clothing, footwear, accessories and equipment. The company, whose history dates back to the 1960s, has grown over the years to reach a global scale with branches all over the world. However, the company is facing a decline in its market share due to strong competition from other companies such as Puma, Adidas, Reebok, and Li Ning, among others. The company should carry out market research to identify measures to expand its market share and gain a competitive advantage over its competitors (Sutherland 2012). Say no to plagiarism. Get a Custom Essay on “Why Violent Video Games Should Not Be Banned”?Get the Original EssayResearch MethodsThe most appropriate research method to use to identify the market plan of Nike Company is the research approach quantitative. This is a research method that will use primary and secondary sources of information, describing the current phenomenon: decreasing market share and creating relationships between variables (Emory 1976). Research tools such as interviews and questionnaires will be appropriate for data collection, after which the data collected from the target market segment will be analyzed to give the company the best approach to gain competitive advantage. Research questionThe research will be guided by the research question flow; What approach should Nike take to increase its market share compared to its competitors? The research question should give a guide towards an effective marketing approach that will influence customers' purchasing behavior and improve the sales of the Nike company. Customer Decision Making Nike company manufactures clothing, shoes and equipment as well as gaming tools. The market targets all potential buyers, but in a special way it emphasizes on various gamers and athletes. Besides players, a large portion of Nike products are purchased and used by fans and ordinary people. In this case, my target market segment is the athletic department. The problem is that most potential customers turn their attention to other sellers of similar products such as Puma and Reebok, thus leading to a reduction in sales of Nike products (Datamonitor 2002). It is important to carry out a marketing study which will identify the best approach to regain customer choice and preference. An analysis of the customers' decision-making process is important here. According to Cadogan, JW (2009), the physiological traits influencing customer decision making are issues such as beliefs and attitudes. In sports, for example, “real fans” believe that the true fanatic wears sports gear similar to that of the player or team you support. Targeting popular and supported games, clubs and players will lead to increased sales of Nike products to fans through this character. Another element is demographics such as age and gender. Young people, for example, are likely to make impulsive purchases because they are attracted to the product. The target market, in this case, may be youth. Another element to consider is geographic features. Highly populated areas will mean more customers and therefore more sales of the product (Cohen 1995). Marketing Strategies.