The study was based on the subject that is of great interest of the author and therefore attempted to illustrate an evaluation of the impact of Adidas advertising upon purchase decisions of consumers nowadays.
To enable the author to provide an evaluation of Adidas’ marketing strategies, the present importance of marketing and modern challenges of advertising decisions were determined as fundamentals of a global brand based on review of relevant literature. Furthermore, an investigation of the strengths, weaknesses, opportunities and threats (SWOT) related to
companies in the sports industry was conducted. Moreover the benefits of a global brand were illustrated. This examination was mainly based on marketing specialised literature linked with selected examples of Adidas as no representative of the Adidas company was found to be interviewed.
On the one hand it was found that Adidas’ historically grown passion for sports in order to provide athletes with the best possible equipment positively contributes to improve brand awarness and brand image. On the other, it was found that the identified weaknesses reduce the effectiveness of global operations in order to improve consumer satisfaction
throughout the world.
The research concluded that although the strategic marketing operations of the Adidas company can be reduced by weaknesses and threats, the advertising decisions represent a promising source of enhancing the brand image.
Inhaltsverzeichnis (Table of Contents)
- Chapter 1 Introduction
- Background
- AIMS AND OBJECTIVES
- Chapter 2-Literature Review
- Marketing and Advertising
- Brand Loyalty and Buying Decisions
- The History of Adidas
- Chapter 3 – Methodology
- Chapter 4 - Analysis
- The Structure of Adidas
- SWOT Analysis
- Chapter 5-Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This dissertation aims to evaluate the impact of Adidas advertising on consumer purchase decisions. The study explores Adidas' marketing strategies, the significance of marketing in the modern era, and the challenges associated with advertising decisions for global brands.- The impact of sports advertising on consumer behavior
- An evaluation of Adidas' marketing strategies
- The importance of marketing in the modern business environment
- Challenges of advertising decisions for global brands
- Strengths, weaknesses, opportunities, and threats (SWOT) related to companies in the sports industry
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter 1: Introduction introduces the research topic and outlines the aims and objectives of the study. It provides background information on the importance of Adidas advertising and its potential impact on consumer purchasing decisions.
- Chapter 2: Literature Review examines the existing research on marketing and advertising, brand loyalty and buying decisions, and the history of Adidas. It provides a theoretical foundation for the study and establishes a context for the analysis of Adidas' marketing strategies.
- Chapter 3: Methodology outlines the research methods used in the study. It discusses the data collection and analysis techniques used to evaluate the impact of Adidas advertising.
- Chapter 4: Analysis analyzes the structure of Adidas and conducts a SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats. This analysis helps to understand the factors that influence Adidas' success and future prospects.
Schlüsselwörter (Keywords)
This dissertation focuses on the key themes of sports marketing, advertising impact, consumer behavior, brand loyalty, and Adidas' strategic marketing operations. The study also examines the role of marketing in a globalized business environment and explores the challenges of advertising decisions for multinational companies. Other relevant keywords include SWOT analysis, brand image, and consumer satisfaction.- Quote paper
- Christian Berger (Author), 2008, Strategic Sports Marketing – The impact of sport advertising upon consumers , Munich, GRIN Verlag, https://www.hausarbeiten.de/document/118053
