The Adidas group, headquartered in Herzogenaurach (Germany) was built on 18th August 1920 by Adolf Dassler. The brand and its products celebrated their first worldwide success in 1954 after the German have won the soccer world championship. After some commercial disappointments in the middle 80´s, the family enterprise had to open up for investors. In 1995 followed the initial public offering on Frankfurt´s exchange market. To stay competitive to Nike on the US-market, the company had taken over Reebok in 2006.
Furthermore, the company has worldwide 169 subsidiaries and had total revenue of 11.990 Mio. Euros in 2010. The company uses the image of its brand and the available amount of capital to sponsor many sports events such as soccer championships, Olympic Games or Paralympics and many more. In 2012 Adidas will be the official sportswear-partner of the Olympic Games and the Paralympics in London. Additionally Adidas´ high-qualified experts and its international network of suppliers make the company a competitive manufacturer of sporting goods.
Table of Content
2. Executive Summary
3. Introduction
3.1. SWOT-analysis
3.2. PESTLE-analysis
3.3. Unique selling proposition
4. Recommendation
4.1. Segmentation, Targeting & Positioning
4.2. Marketing objectives & goals (SMART)
4.3. Marketing strategies and goals (4 Ps)
5. Conclusion
6. References
6.1. Internet
6.2. Literature
Objective and Core Topics
The primary objective of this report is to analyze the marketing strategies of the Adidas Group by evaluating its current market position through internal and external analytical frameworks and proposing future-oriented marketing improvements.
- Internal and external situational analysis (SWOT and PESTLE).
- Evaluation of the Unique Selling Proposition (USP) in the sports industry.
- Strategic market segmentation, targeting, and positioning (STP).
- Application of SMART objectives and the 4Ps marketing mix.
- Integration of digital trends and social networking into branding.
Excerpt from the book
3.1. SWOT-analysis
The SWOT-analysis highlights how internal factors such as strength and weaknesses or external factors as opportunities and threats are affecting the organization and its decision-making.
Strengths
Since 1995 the organization is listed as a stock corporation and benefits from the adjusted capital. This enables the company to invest more capital in innovated and effective technologies to advance unique products. Adidas is by now the second largest manufacturer of sporting goods and worldwide known for top-quality products. This amount of capital enables more investments in marketing and promotion. The company uses the image of its brand and the available amount of capital to sponsor many sports events such as soccer championships, Olympic Games or Paralympics and many more. In 2012 Adidas will be the official sportswear-partner of the Olympic Games and the Paralympics in London. The company is going to provide the volunteers and the athletes with its products and features the merchandising as well as marketing rights.
Summary of Chapters
2. Executive Summary: Provides an overview of the company's historical background, financial status, and its competitive position against rivals like Nike.
3. Introduction: Outlines the research approach, utilizing SWOT, PESTLE, and USP analysis to assess the current business environment.
4. Recommendation: Proposes strategic adjustments using the STP model, SMART goals, and an updated 4Ps marketing mix to capture growth.
5. Conclusion: Summarizes the effectiveness of the suggested marketing tools while noting the necessity of continuous innovation to remain competitive.
6. References: Lists the internet sources and literature used to compile the analysis.
Keywords
Adidas, Marketing Strategy, SWOT-analysis, PESTLE-analysis, USP, STP, SMART goals, 4Ps, Sporting Goods, Branding, Market Segmentation, Innovation, Social Networks, Competitive Advantage, Reebok.
Frequently Asked Questions
What is the core focus of this report?
The report provides a comprehensive overview of the Adidas Group, evaluating its marketing strategies, current market positioning, and future performance prospects.
What analytical frameworks are utilized in the study?
The study employs several industry-standard models, including SWOT and PESTLE for situational analysis, and the STP (Segmentation, Targeting, Positioning) model for strategic planning.
What is the primary goal of the author?
The author aims to analyze Adidas' current marketing effectiveness and propose recommendations for better integration of modern digital media and consumer-focused strategies.
Which marketing methodology is applied to the strategies?
The recommendations utilize the SMART framework for objective setting and the 4Ps (Product, Price, Promotion, Place) for the marketing mix.
What aspect of the business is covered in the main body?
The main body focuses on the current internal and external situation of the company, followed by specific strategic recommendations on how to leverage brand strengths for future growth.
Which keywords best describe this analysis?
Key terms include Adidas, Marketing Strategy, SWOT, PESTLE, USP, STP, SMART goals, 4Ps, and competitive branding.
How does the report view the acquisition of Reebok?
The report identifies the 2006 acquisition of Reebok as a strategic move to gain market share in the US, though it notes that it presented challenges during the 2007/2008 financial crisis.
What role does the miCoach product play in the strategy?
The miCoach program is highlighted as a key innovative technology that Adidas can use to better connect with consumers via social networks and digital platforms.
- Quote paper
- Arkadi Borowski (Author), 2011, Adidas Marketing Strategy - An Overview, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/180809
