Ch 3 - Ethics and Social Responsibilities

Nike soccer cleats are known for their utilitarianism, they take advise of their products through interviews, surveys and opinions of professional athletes. Through these revisions they better their products durability or try to bring prices down so amateur athletes can afford them. One of the best business ethics they have over their competitors is they allow product refund in 30 days in every condition the cleats is in. For example in New York City Niketown New York --6 E. 57th St., New York, NY 10022, when you buy a mercurial or any type of cleat brand, you can make a return or exchange with a new one or get your money back. Niketown is kind of a test area where you can buy cleats without risk of losing money due to lack of quality. 

Ch.2 - Strategic Planning for Competitive Advantage

In the world of the soccer cleat market, the companies like Adidas, Nike and Puma are trying to come up with the newest technology in order to keep their customers happy and at the same time prevent losing them. During this conflict is either you lose some of your customers or bring more or keep making profit as consistent as possible. So as companies you try to be updated as possible and keep your costumers requirements fulfilled. Recently Adidas and Puma came out with cleats that enhances the performance of midfielders, namely the Predator Instinct and Evopower 1 respectively. To compete with their rivals, Nike invented the new knit material cleat called the Magista, first to use this technology on cleats. Which was since a hit. Apart from that created few versions of the Magista to make it affordable for certain customers in the market.

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

 The origin of the Mercurial Vapors can be traced back to as early as 1998, when Ronaldo debuted the original Nike Air Mercurial boots. The boots were originally released in black, but a version in silver/blue/yellow was released for the 1998 World Cup and a blue/black version followed soon after. All boots were made in Soft Ground (SG) and Firm Ground (FG) varieties, with the SG version using non-removable studs. In 1999, the Mercurial 2 was released in two colourways: black/blue and black/red. These were identical in shape, size, and fit to the originals, but they had a different insole and a smaller swoosh on the side of the boot. The Mercurials were Nike's first boots to be made using synthetic materials, and also their first venture into the market of lightweight boots designed for speed.