Nike What Product or Service Essay

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Image of very fit woman seemingly running on clouds

Image of eagle flying, wearing a pair of Nike Frees

Image of marathon winner crossing the finish line, wearing Nike Frees

Image of ultra-marathon runner crossing the desert, sweating, wearing next to nothing -- wearing a pair of Nike Frees

Q2. Means-end chain

Vibram FiveFingers

Concrete attributes

Vibram FiveFingers are minimalist 'shoes' that look like five-fingered 'gloves' for the feet.

Abstract attributes

The shoes communicate to gazers that the runner is serious about barefoot running and wants shoes that mimic barefoot running as much as possible.

Functional benefits

The shoes allow the wearer to effectively run barefoot without running the risk of scraping the skin of the foot on pavement or getting cut by rocks or broken glass.

Psycho-social implication

More so than an ordinary lightweight shoe, the Vibrams convey to the world that the wearer is a hardcore barefoot runner.

Instrumental values

The sensation of running barefoot.

Terminal values

The supposed benefits of fewer injuries and greater leg strength conveyed by running barefoot.

New Balance (the Minimus)

Concrete attributes

A slipper-like shoe which comes in a variety of sizes and styles (including shoes for trail running).

Abstract attributes

With a more 'shoe-like' appearance than the Vibrams, the Minimus looks like a serious running shoe while still offers the benefits of barefoot running.

Functional benefits

A barefoot running shoe designed to meet the specific needs of the wearer, including trail vs. road running; a desire for more or less shoe structure, and different widths

Psycho-social implication

Runners who need more specialized shoes for support and foot health can still enjoy the benefits and social cache of being a barefoot runner.

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Instrumental values

The sensation of running barefoot even for runners with hard-to-fit feet.

Terminal values

The physiological benefits of barefoot running, even for runners that might have trouble using the most minimalist-types of shoes.

Brooks (Pure Project)

Concrete attributes

An eye-catching minimalist running shoe that looks like a shoe, not a glove.

Abstract attributes

A barefoot running shoe that is striking and attractive enough to wear as regular shoes.

Functional benefits

The Pure Project has a more shoe-like feel than other minimalist running shoes, while still offering minimal padding in a manner that is supposed to convey the benefits of barefoot running.

Psycho-social implication

A sense of being a barefoot runner without the potentially negative aspects of barefoot running for people used to running in 'regular' running shoes.

Instrumental values

Safe health and fitness.

Terminal values

Better running form and fewer injuries while running 'as if' barefoot.

Q3. Market forces

The rise in interest in barefoot running: "The Barefoot Runners Society, founded in the United States just over a year ago, has 1500 members" (Collier 2011).

Growing opposition by podiatrists to barefoot running, suggesting that its benefits have been oversold and that it can be dangerous for the average, overweight runner taking up the sport to enhance his or physical fitness.

Reference

Collier, Roger. (2011). The rise of barefoot running. CMAJ 183(1) Retrieved:

http://www.cmaj.ca/content/183/1/E37

Minimus. (2013). New Balance. Retrieved:

http://www.newbalance.com/NB-Minimus/minimus, default, pg.html

Nike Free. (2013). Nike. Retrieved:

http://www.nike.com/us/en_us/c/running/stories/2012/09/nike-free

Pure Project. (2013). Brooks. Retrieved:

http://www.brooksrunning.com/Brooks-PureProject/pureproject, default, pg.html.....

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