Taking The Nike Experience Direct To Consumer Case Solution

In B2B, Nike was more focused upon the key purchase decision-makers within a business, but now they will be more focused on directing their promotional activities towards targeted consumers who will use their products. B2B marketing was more rational and logic as it was focused on product features, but B2C marketing is a lot more emotional and is focused on stories regarding the benefits and value of the product. Nike will experience shorter purchase cycles as B2C buying is a lot less complex than B2B buying, which involves a greater number of people in decision making.

2. What are some hurdles Nike may face as it expands its B2C business? Consider this question both internally, with new skills Nike needs to amass, and externally, with challenges it may face from its B2B channel partners.

As Nike expands its B2C business, some major internal challenges it will face are in its operations as transport pickers will have to be changed from heavier forklifts to lighter carts considering to lower volumes at one time. Quality checks will have to be made more robust to ensure that customers are getting the correct product, color, and size. The elimination of the middleman entails that no safety net exists for incorrect orders or defected products reaching the final customer. Nike will have to simplify its purchase process to make it simple and effective to ensure no confusion upon the customer making the purchase, especially if it's online. A 24-hour customer service team that is efficient, responsive, and reliable will also be required.