细分是耐克客户分析和计划的一个重要方面。在她看来，最能定义耐克潜在市场的策略可能是年轻的千禧一代。正因如此，该公司正在寻求进入细分市场，有必要进行市场调研。该公司利润丰厚的细分市场将是年轻的千禧一代，他们可能会认为该公司是一个时尚品牌，可以用来管理更好的业务需求。预计到2020年，他们每年将花费1.4万亿美元左右，这为耐克瞄准这一细分市场创造了巨大的机会(Business Insider, 2016)。因此，很明显，公司管理运营的主要细分市场将是年轻千禧一代的细分市场。
Segmentation is an important aspect of the customer analysis and plan for Nike. Her, the strategy which is likely to be best defining Nike’s potential market would be young millennial. As such, the company is looking to enter the segments there is a need to undertake research of the market. Lucrative segments for the company would be young millennial who are likely to consider the company as a fashion brand that can be used for the managing better demand for the business. They are supposed to be spending around $1.4 trillion by 2020 annually which creates huge opportunity for Nike to target such market segment (Business Insider, 2016). Therefore, clearly, the main segment for the company to manage the operations would be in the market segment of young millennial.
The targeting and positioning of the market strategy of the company would be focused on the millennial. This would mean that the strategy of the company would be to use its superior product reach and fashion brand image to create niche for itself in the market. Such targeting and positioning strategy undertakes use of company’s sustainable business strategies like low carbon footprint, innovation of reducing waste and increasing the overall product innovations to appeal to the millennial (Businesswire.com, 2016).