Ch. 8 - Segmenting and Targeting Markets

Chapter 8 of MKTG: Principles of Marketing focuses on Segmenting and Targeting Markets. I would say that Footlocker uses a Concentrated Targeting Strategy because although there are many brands of sneakers, accessories, and apparel sold in footlocker, Nike has the closest relationship with Footlocker. For advertising, Footlocker focuses a lot on promoting new styles and sneakers that are of the Nike brand.

Nike would be Footlocker's niche, this is the brand that is focused on the most. Footlockers appeals to young men and women, ages 12-20, who are preferably athletic. Footlocker doesn't advertise much, only when there is a major sports event coming up, and they always make sure to feature what sneakers are coming out on their instagram page.