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Nike

Executive Summary
Nike is major producer and supplier of a wide range of athletic gears and equipment. “The company is headquartered in the Portland metropolitan area of Oregon, near Beaverton”. Nike’s products are sold all over the world making them one of the most successful foreign goods marketed. Nike takes pride in developing new product line and setting a standard for other competitors to keep up with.
Due to the recent appearance and recognition of Michael Essien as one of the best soccer players in Africa and in the world, Nike plans on launching a product line endorsed by Michael Essien. Nike’s plan is to target customers, primarily in Africa, particularly in Ghana. The plan is to produce a wide range of soccer gears with collaboration of Michael Essien. The products will be exclusively produced under “Air Essein” and marketed in Ghana. “Air Essein” will include an extensive selection of soccer gears that will be available in a wide range of sizes. Also, Nike’s plan is to introduce various athletic equipments under the Nike Brand. Prices will be based sizes, product type and season.
Nike’s plan is to target men and women between 14years old and 40years old. "Air Essein" will help in creating a brand differentiation and future loyal customers.
The cost for the first production, including marketing and sales cost is estimated to be $35 million. The estimate includes plant cost, advertising cost, and the cost for three new retail stores, downtown Accra. Also, the products will be sold in major retail chains across Africa. Profitability of 25% is estimated to be reached after three months, and a 2.5% is anticipated every three months for the next year. This analysis was calculated through market research and surveys.
New, differentiated products have become vital to the success and prosperity of many companies, serving as the engine of future audience and revenue development. Done correctly, new products are huge...