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Nike is the fortune 500 company I will be focusing on. Nike is a well-known company with a large and diverse customer base. They are constantly developing new products to meet changing needs. Since the athletic footwear industry is very competitive, marketing research will help Nike better understand what customers are looking for and determine whether a new product will be successful.

The consumer product I would like to consider launching is Nike Recover. It is footwear focused on recovery and will be designed for people who are on their feet for long periods of time. Nike already has great running shoes, but this will go beyond just the workout. The shoe would combine Nikes athletic footwear technology with extra cushioning, arch support, and lightweight materials. It will also have built in sensors that will connect to the Nike app through Bluetooth. The app can track steps and activity level. It would be marketed towards healthcare workers, retail employees, and other consumers who are on their feet all day.

For the marketing research I would use a combination of different types of research. I would have focus groups/interviews to learn about the problems that consumers are having with their current shoes and how interested they would be in the Nike Recovers. I would also include online surveys. The surveys would collect quantitative data about the shoe features and interest.

The main objective is to determine the level of demand for a recovery sneaker, identify the target market, and determine which features consumers value the most. Another objective is to understand whether people see value in the app connected features because it would make them a higher price. The research will determine also an appropriate price.