(Chinadu) MN5006 Serving Customers in Global Markets Nike ‘Pro Hijab’ Case Study Assignment 2: Due in week 21 (Friday 19 th March at 3 pm) This is a paired assignment. Each student should work with...

MN5006 SERVING CUSTOMERS IN GLOBAL MARKETS
NIKE ‘PRO HIJAB’ CASE STUDY
Table of Contents
Introduction    3
Consumer Decision Making Theory for Marketing    3
Problem Recognition    3
Information Search    3
Evaluation of Alternatives    3
Purchase    4

Post Purchase Satisfaction or Dissatisfaction    4
Advice or Nike for a Marketing Plan for Pro Hijab in UK    4
Conclusion    5
References    6
Introduction
Marketing is essential for a business model in the modern business environment. Nike for its Pro Hijab product used consciously the consumer decision-making process. The Hijab is a religious gear, which is worn by the Muslim women. The market for a Sports Hijab became prominent when there was an active participation form Muslim women in international sports. Nike in association with various Muslim sportswomen made the decision of developing a Lightweight Sports Hijab. This report analyses the marketing theory used by Nike in the process of product development and recommends the best ways, through which the product can be marketed to the consumers.
Consumer Decision Making Theory for Marketing
Problem Recognition
The first step for Nike is coming to a conclusion about the need for a product similar to Pro Hijab. Nike when contacted by Emirati weightlifter Amna Al Haddad made an enquiry throughout the Middle East for the need of a Sports Hijab for women who are actively participating in sports. Nike through consultation with different women athletes in the Middle East came to the conclusion that the problem is genuine and there is a need for such a product.
Information Search
The step ensures that the company has information about the product. This suggests that there is a similar product available in the market or the reviews of the customers and their experience on using a similar product (Smith et al. 2020). This step of decision-making process is crucial as the customers try to evaluate the pros and cons of the product. Nike in this case had a free run. Such a product was not available in the market and there was no close alternative to the Pro Hijab product, which the company planned to launch. Thus, the company was going straight into a new market form where there is no competition. In these steps, Nike through and evaluate the different recommendations and demands of the customers. This helped the company not only in product development, but also in understanding the market dynamics.
Evaluation...