Question

Nike created two versions of the Vaporfly shoe: the Zoom Vaporfly Elite for top athletes who run in the world's most competitive marathons, and the Zoom Vaporfly 4% for serious runners seeking to boost personal performance. In this particular case, which segmentation variables is Nike using to segment the market for performance running shoes?

a) User Experience and Design
b) Price and Availability
c) Athlete Skill Level and Performance Goals
d) Brand Recognition and Shoe Material

Answer 1

Nike segments the market for performance running shoes based on athlete skill level and performance goals, targeting elite athletes with the Zoom Vaporfly Elite and serious runners with the Zoom Vaporfly 4%.

Step-by-step explanation:

In this particular case, Nike is using athlete skill level and performance goals as segmentation variables to segment the market for performance running shoes. The Zoom Vaporfly Elite is targeted at top athletes who compete in highly competitive marathons, reflecting a segmentation based on a high skill level and professional performance goals. In contrast, the Zoom Vaporfly 4% is aimed at serious runners who are focused on improving their personal performance, which indicates segmentation along the lines of serious but not necessarily elite sports engagement.

The segmentation does not primarily focus on price and availability, user experience and design, or brand recognition and shoe material. These latter factors are part of the product positioning and differentiation strategies rather than the main criteria for segmentation in this instance.